What is an Email Drip Campaign, and How Can it Increase Sales?

What is a Drip Campaign?

A drip campaign – AKA automated email, autoresponders, etc. - is a series of communications sent to prospects or customers over time. It is a great way to stay in touch, engage, nurture, and convert prospects.

Email marketing is the most common tool used for drip campaigns. The number of emails and the timing of each email can vary. Today’s technology allows businesses to set it up, so the series is triggered by several actions or based on segmented lists. All of the content, scheduling, triggers, and segmenting can be set up in advance.

As with any type of email marketing, you don’t want to overdo it, and the more specific or targeting you can get, the better results you’ll see. 

Do Drip Campaigns Work? 

Here are five statistics to help you decide:

1.    Businesses that do drip campaigns well generate 80% more sales at nearly one-third of the cost.

2.    Businesses have reported seeing a 20% increase in sales after sending a series of emails designed to nurture leads.

3.    The open rate for drip campaigns is about 80% higher than for single send emails.

4.    Drip campaigns can generate 50% more sales-ready leads.

5.    Emails sent through drip campaigns can produce 18 times more revenue than a single send email.

5 Types of Drip Campaigns

There are many types of drip campaigns you can create based on your audience and your goals. Here are five examples.

Nurturing Leads

Most people don’t make a purchase the first time they visit your website. They usually need to be “nurtured,” which can take many forms – educating, free trials, etc. According to Online Marketing Institute, nurtured leads make 47% larger purchases than non-nurtured leads.

Here is an example of nurturing a lead through a drip campaign:

A bicycle shop offers a list of bicycle safety tips on their website to anyone who gives them their email address. As soon as someone provides their contact info, the safety tips are immediately sent via email. One week later, another email goes out describing safety features available on bicycles. A week after that, an email goes out with a 10% off coupon.

Welcome

If you only do only one type of automated email, this is one you definitely need to do. According to Campaign Monitor, welcome emails have an open rate four times higher than a standard email and a click-through rate five times higher than a standard email.

Here is an example of a Welcome drip campaign:

When someone joins a florist’s contact list, they immediately receive an email thanking them for joining. A few days later, they receive an email with a discount code on their first order. A week after that, they receive an email with tips about how to make cut flowers last longer. Two weeks later, they receive an email offering alternatives to cut flowers, such as plants or fruit baskets (which the florist also sells).

Renewals

You have most likely received one of these emails at least once – maybe from your insurance provider or your gym. It’s an email reminding you to renew your membership or a notice that your membership is about to be renewed.

People today are busy and often need multiple reminders. Therefore, a gym may initiate a series of emails, starting with the message that membership is about to expire. Then follow it up a few days later with a reminder of the benefits of exercise. And finally, an email a day before membership is due to expire communicating the urgency of renewing today. Each email should include a link to renew membership.

Abandoned Shopping Carts

According to Shopify, 69.57% of online shopping carts are abandoned. If someone has taken the time to go onto your website and choose something to put into their cart, it means they have a genuine interest in your product. But maybe they got distracted, need more information about your product, or they just aren’t ready to buy. A drip campaign can help reengage them and close the sale.

Hubspot provides some great examples of successful abandoned cart emails to win back customers.

TouchPoints

“Touchpoints” are some type of contact between your business and a prospect. A touchpoint can be an email, a social media post, a voicemail, etc. It takes more than one touchpoint to convert a prospect into a paying customer. Just how many is up for debate. I’ve seen anywhere from five to twenty, with many saying eight. A drip campaign provides several touchpoints – and it’s all done automatically.

For example, a pet groomer might initiate a drip campaign for someone who clicked on their website. The first one could include an introduction to each of the groomers – a photo, experience, and why they love what they do. A few weeks later, they could send an email with a few before and after photos. A week later, the groomer could send an email listing all of their services. A week after that, they could offer a special discount.

If that groomer can further segment dog and cat owners, the emails can be even more targeted and relevant.

How to Create a Successful Drip Campaign

PMI (Power Marketing International) can create a comprehensive email marketing strategy that helps you achieve your goals at a fraction of the cost of a big agency. So give us a call today at 484-297-6395 or contact us online.