By Peep Laja
bella67 / Pixabay
An email drip campaign is a series of messages that are sent, or “dripped,” in a predefined order at a predefined interval.
So, for example, if someone joins your email list, they receive Email #1 upon signup, Email #2 three days later, Email #3 five days after they join, and so on.
You can automate drip email campaigns with autoresponder software (e.g. GetResponse, MailChimp, etc.).
Email drip campaigns can achieve many things:
- Build relationships with leads;
- Grow sales;
- Increase customer retention.
All are good things that any smart marketer wants (and you should, too). In a great drip campaign, each email stands on its own but also builds on the emails that came before it. All emails are strategically planned and sequenced to encourage a specific action by the recipient.
So how do you do it?
6 Steps to an effective email drip campaign
1. Figure out your goal.
First things first. If you don’t know what you want to accomplish, how can you possibly achieve it? Do you want to warm up email leads? Get them to buy your product? Something else?
Be specific when talking about the end-goal so that you are able to measure it—and make sure you can measure it. Many top-line email metrics are pretty superficial measurements of what actually matters (and one reason why email testing is so difficult).
At a minimum, make sure you tag links in your emails with UTM parameters so that data about in-email behavior passes through to Google Analytics.
UTM parameters help pass data between email campaigns and Google Analytics. (Image source)
If you want to learn more about setting up Goals and Events in Google Analytics, check out this article.
2. What’s in the emails matters most.
Just having an email drip campaign won’t do much. The content of those emails needs to be really good. If you send lousy emails, the result will be lousy.
If the emails don’t add any value, your drip campaign may backfire—people will consider it spam and convert less often than if you did nothing at all.
Most of your users aren’t “reading” your newsletter. They’re scanning through the information, so make your information scan-able with subheads, bold sections, etc.
Great email is easily scanable and adds value. Note the succinct copy, numbered subheads, simple design, and focus on informational content.
3. Deliver the information that leads need to make a decision.
When you start working on content for the drip campaign, ask yourself: What do my prospects need to know to take the step I want?
For instance, if your goal is to get subscribers to use your SaaS product, you might want to create emails that explain its functionality and showcase case studies of how other people used it with great success.
If your goal is to sell something, aim to increase people’s trust in you—build up credibility. You can do this by teaching them something useful, addressing their hesitations (removing friction), and providing proof of how your stuff helps them achieve their goals.