Whether you use email marketing automation for many years or just started dipping your hands in, the idea of drip campaigns has probably come to you. If you wondering how to start and re-engage users with drip campaigns, we have compiled a list of examples of email drip campaigns you can follow in building your drip campaign strategy.
What is Drip Campaign?
Before we go further, do you know what is a drip campaign? Well, to put it simply, Drip marketing is an email marketing strategy that involves sending out multiple emails at specific times and dates. These emails will be sent to your new subscribers after they sign up for your newsletter using one of your sign-up forms.
They will then receive your emails in a timely manner until the campaign concludes. Effective drip campaigns will assist you in achieving consistent growth and automating time-consuming, difficult, or delicate manual tasks that would otherwise result in errors.
The Objective of Drip Campaign
Marketing automation is required for whoever that wanted to implement a drip campaign. Marketing automation allows you to create and schedule email campaigns. So, if you haven’t already, sign up for email marketing automation software, please do it now and start sending unlimited drip campaigns in no time.
A drip campaign’s primary goal is to attract the right subscribers and convert them by sending highly relevant emails. However, the standard call to action, such as the “sign up to receive my newsletter” opt-in box is no longer sufficient nowadays. While, on the other hand, sending subscribers emails about topics they did not sign up for will not work either. As a result, striking the right balance between list building and keeping your subscribers engaged will satisfy your target audience for a long-term marketing strategy.
Not only to attract customers and convert them, but you can also use a drip campaign to;
- lead nurturing campaigns can help you build your list and convert subscribers into advocates.
- giving your signup rate a significant boost
- lowering the likelihood of people unsubscribing
- based on user actions, segmenting your audience into more targeted groups
10 Ways To re-engage users with drip email campaigns
If you don’t know how to create a drip campaign for your company, you’re in luck. You will find some of the best drip campaign examples below to help you create your email templates.
1. Define inactive subscribers
Before we can do anything to re-engage inactive leads, we must first define what constitutes an inactive lead on our list. Inactives are defined by the majority of marketers as anyone who has not responded, opened, clicked, or acted on any email sent in the last 6-12 months.
This is a major issue in email marketing because the average list has an inactive rate of around 60%. This means that out of a list of 10,000, only 4,000 are true subscribers who are reading the posts. Well, given the amount of time online marketers spend building their lists, having more than 50% of the list not respond after signing up represents a significant loss in terms of engagement and revenue.
To do this, you all need to go to your email marketing and automation software, then filter the database based on your category of inactive subscribers.
2. Trim inactive subscribers from your list
Trust me, this second step will be a bit hard to do but really necessary. So, you have the list of inactive subscribers that never open, never click and never respond anything to your email in 12 months? Well, if they are not the paying customer of your product or service, it’s really important to trim them. But, please don’t just do that right away. We suggest you re-engage with the inactive subscribers one last time and send an email and ask them to verify their subscription again or ask them to update their information for their subscription. If they responded to this email, then it means that they are still interested, but if they don’t respond, this is the confirmation you need to trim their contacts from your database.
3. Find out what they want
When you have a large database and lots of category products and services to offer, this is the time you need to make a small survey to categorize your contacts based on their needs. You can ask both your inactive and active contacts to fill out the survey form. Knowing what they want from you can help you tailored perfect content for your contacts. If you have a large database, remember 3% of your contacts re-engaged with you and responded to the email is considered a success already.
The fact is that it will be a bit hard to tailor a good survey, so make sure you are not creating a long-form of the questionnaire, so please make it simple and it is recommended to give them a small reward to respond to you, such as 1000 vouchers of gift cards that practical and they can actually use.
4. Tailored content for different list and segmentation
At this rate, you probably already have a segmented list of databases that interest in different services and products that you provide. Now, all you need to do is to create specific content and drip campaign for every solution that you offer for them.
For example, your company is managed communication service provider, and you have a lot of services to offer, from voice services like SIP Trunking and even cybersecurity solutions like DDoS mitigation. You need to separate the interest of those people that subscribe to your list and put them on different lists and send different content.
5. Win-back email
Your loyal customer was happy to do business with you at some point. Something happened, though, and you saw them leave. The reasons for this phenomenon are straightforward: your customer discovered a better product, forgot about you, or no longer requires your product. Because competition for businesses with similar products and services can be fierce, being strategic with your re-engagement tactics is essential. In this case, your best bet is a well-crafted win-back drip campaign that is personalized and appealing enough to entice your customer to return. Send this win-back email when your customer hit that unsubscribes button or deletes their account and stops your service.
6. Call-to-action is really important
There are several strategies you can use here. You can send emails that allow them to change their email preferences or require them to click a link in order to continue receiving emails. A call to action is always important in emails, but it’s especially important in re-engagement emails because you want to ensure that you can separate those who are still interested from those who have checked out. You just need to make sure your call to action is interesting enough to be clicked.
7. Always provide options to choose
I love this tactic so much because I often use it daily in real life. In any offer you present to your leads or customer, you need to give them (at least) two choices. One option is to avoid missing out on breaking news that is delivered to people’s email inboxes every day. The second is for technology reviews and new products that hit the market. The majority of the clicks came from that section of the email.
8. Use Facebook custom audience
If you are using Facebook to promote your business, you might be familiar with this trick. All you need is to prepare the inactive list from your database, then upload them on Facebook. Then you need to create a campaign specifically targeted to your email list using the new Facebook custom ad structure in the Ads Editor.
This is an excellent way to reach out to a retail audience that is on Facebook but not on your list. This is highly recommended if you are in the B2C sector because most of the email list is personal email to connect with Facebook. If you are in the B2B sector, I am afraid that this won’t be as effective as B2C, because usually for B2B, your prospects might be signed up with their business email, instead of their personal email. The bottom line is if you have a huge database that signed up with their personal email, with domains like yahoo.com, gmail.com, etc, this might work for you.
9. Don’t rush it because timing is essential
As email marketers, we can sometimes attack email so hard, with so much content, that people become numb, like prey in the jungle being hunted by a tiger. They freeze and do not respond to your marketing because they are afraid of being snatched up, and they no longer feel that you are ‘sincere’ with your content. If this is the case, you may want to slow down on your email marketing. Most SaaS companies start with an email series along with regular webinars on their services. It can be too much sometimes. Please give them a break from your emails and start later. Yes, you shall not send t
Timing is essential in a drip campaign, make sure you know the right time to send an email, and when to give them time to process. Most email automation software often provides the template for you to begin with, but remember, what works for most people, could not always work for your business. So, you need to do A/B testing for this and check from your previous email campaign report, then adjust the rule on the software based on your audience.
10. Stay relevant
This is the first rule to follow before you offer anything to your prospect. No one likes that random information in their inbox. We understand some marketers or business owners wanted to do cross-selling for their products, but often the process is not smooth enough and they will force the same irrelevant product and services on the next email while it’s obvious that the audience didn’t bother to respond to the last two emails before. If you are currently doing this, please hold back a while and create another content that could be relevant to your audience and introduce another solution later. They still don’t bother to open and click? This is the time to move on and do another campaign for list building and offer that great solution to different contacts.
Regardless of your strategy to try your next email drip campaign, just remember how important your emails work together. Please note that contacts can read them all, and it may take you the desired action until you receive the second or third email in the series.
Take some time to map your drip campaign email messages and content and view the overall flow. Are they each playing off? Is it meaningful as independent communications? Are they all pursuing the same result? You could start navigating your strategy using the examples above, whether the goal of your email drip campaign is to engage, build relationships, or convert. Good luck!