Are you aware that email accounts are 3x more than social media accounts? 

You can see that email click-through rates are 6x higher than Twitter.  

Are you perplexed to see the growth rate of email marketing?

Email marketing has a higher engagement and response rate than social media platforms.

As a savvy marketer, I have always used it to drive sales and revenue for my business. 

I like it because it creates a fast and reliable form of communication which is free and easily accessible. 

Even email marketing fosters long-lasting communications in long-distance relationships. 

It is not characterized by any such inconveniences, which are generally associated with traditional communication media, such as telephone or postal mail.

What is the most common thing in marketing? 

Yes, it’s nothing more than the time.

Send a quick message to your prospects? 

Otherwise, they won’t convert into loyal customers.

Are you late in sending email newsletters? 

Then there are chances that they have already gone to your competitors.

These are the most common type of communications. The companies which have deployed lead nurturing and drip marketing automation programs can clearly understand what difference they can find in increasing sales opportunities from nurtured leads versus non-nurtured leads.

Are drip campaigns the ultimate solution for lead nurturing?

Yes, the email drip campaign is the only solution that can help you progressively nurture your leads. Do you think it would be easy if your email marketing could seamlessly tie your new points with your existing sales funnel, but how could it be possible?

It sounds complicated, but you can bring it with a drip-email campaign. Send these marketing emails when the customers trigger action on your website or blog. Let me explain it in a more straightforward manner such that these automated emails are sent out based on specific timelines or user actions.

Have a glance at the great example from the retailer “Not on the High Street,” which offers its customers an exclusive promo code, so that there are chances of updating email preferences and avoid unsubscribing it.

 

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Now you have a close at the advantages of using drip marketing automation. Then let me make you understand how brands have utilized amazing drip emails to nurture and engage your subscribers. In the meanwhile, have a close look at the upsell campaign carried out by Fitbit. It wanted its users to upgrade and try their new sleep tools.

It wanted their customers to track their life; hence this add-on feature was the selling point. These new apps are an incentive for the users who are using the old versions of a Fitbit tracker.

 

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In case you want to get guidance for giving away the coupons. You can have a close look at the example shown below of Airbnb. It took an extra step further by offering their users free stay credit based upon their visit to previous locations.

 

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Airbnb makes a smart move and gives users an additional incentive to book vacations for their stay. Airbnb is sure to include its excellent city guides to push the recipient towards a conversion.

At EasySendy, drip emails start immediately after your visitor submits your subscription form to either join your email list or to download a new content asset or maybe to become an early subscriber to an upcoming event. What you need to start is to understand the various triggers that can help you create a befitting drip series.

In EasySendy, you can use different sets of action triggers. EasySendy is one of the best email marketing platforms where you can create a campaign in a hassle-free manner. And how! It allows you to make use of a simple drag and drop email campaign builder.

In case you have used our embeddable forms to capture email addresses of your visitors on your website. Your subscribers get automatically added to your contact database, and the first email that you send is the welcome email.

Then when you want to set up a sequence of what will follow, you can send drip marketing emails. Below shown is a sample workflow built within EasySendy Drip-

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Like this, you can create various drip sequences. Some common drip emails are welcome drips, onboarding drips, autoresponders, promotional drips, feedback drips, educational drips, and many more. You can check out these handpicked drip email templates that always work for small businesses to get started. Also, here is a quick guide to drip email marketing, covering all the basics for you. It is not for the sake of saying that drip emails have a magic touch. I can suggest you some winning strategies to make the best use of drip campaigns and show how to create a new one.

#1. Personalisation always works!

Though drip campaigns are automated, you cannot allow your message to go this way. Yes, you got it. Your subscribers always want to hear from you, not from your computer. Sometimes they might look like cookie-cutter templates kind of, but please make sure these emails don’t sound like cut-and-paste. Everyone’s on this earth would have received emails that start with,

“Dear valued customer,”

That’s boring.

I’m sure that you would not get a reply from the other end if they don’t even finish reading the message because they got bored. If you want your subscribers to follow the actions written below, then you must follow the practice of personalization.

  1. receive it
  2. understand the content
  3. open the email
  4. complete that specific action
  5. identify the call to action

Personalization always does terrific work since it can help you automate your responses in a better way.

It can help you increase the open rates, click rates and conversion rates too.

  • Add the recipient’s first name within the body of the email.

In the same way, you can personalize the subject line as well.

  • For instance, have a look at the below examples:

The latter one is a clear message, since it is personalized from the sender as well as the recipient name. A personalized signature is an add-on feature.

Have a look at the example from Starbucks. If you are sending the message as shown, then you can make your readers remind that it’s not an automated computer system. It will give you an actionable response.

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#2. Grow your email list with drip strategy

Now building the email list has now become a lot easier task. Yes, Pop-up forms have become a savior, since it can help you capture email sign-ups and sync effortlessly with your contact lists. At the same time, you can enhance your website or landing page with them.

As a marketer, everyone wants to grab the reader’s attention; you can count on Pop-ups to put your message front and center and help you achieve your marketing goals. They are a tremendously powerful list-building tool which can help you reach prospective customers in a hassle-free manner.

Pop-ups can be one of the quickest and easiest options while building a genuine list. You can customize forms which not only collect visitor’s email addresses, but also gather other data about your audience, such as geographic locations, contact numbers. 

The best part of these Pop-ups is that you can embed the form on your website which doesn’t require any technical or coding experience. It can help you save time so that you can nurture new leads right away. For instance, have a look at the exit intent popup forms of Pixelscrapper.

 

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#3. Welcome email is your saviour

Once someone joins your list, the first thing you must do is to send them a welcome message. After sending it, you can take it further by blending it with a factor of personalization in the same way as Crocs did.

Here’s what I mean.

 

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Drip marketing automation can be useful once you’ve added subscribers to your list. In this way, you can set up your double opt-in landing pages the same way. After sending some emails at the initial time, you can send them what they want to receive. If they wish to receive promotional messages or if they require your newsletter, you can let them decide with your welcome messages.

You can set this drip marketing automation campaign with a triggered link. Depending on the customer clicks, the drip sequence will be determined. It’s a win-win solution for both since you can improve your unsubscribe rate and keep all their messages relevant too at the same time. You just need to help drive the actionable response.

#4. Segmentation

Market segmentation is the method of dividing the entire market into customer subsets or segments which share similar characteristics and needs. It plays a significant role even in email marketing lists also, which can improve open and click rates.

It makes it easier for marketers to personalise their marketing campaigns. They can target customers on an individual level by efficiently using their time, money and other resources. It also helps them to do segmentation to prioritize their target audiences.

It depends upon various factors such as demographics, surveys, via engagement level, geographic areas, website behaviour, personal interests and a lot more factors. Like in case, Ulta smartly did a cart abandonment so that the customers can check out their left -out goodies in the bag itself.

 

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#5. Measure your success

If you think that these automated messages cannot be measured then you are wrong. You can still be able to track the results so that to measure the success of a drip campaign.

Have a look at the underlying factors such as:

  1. Open rates
  2. Click rates
  3. Bounce rates
  4. Conversion rates
  5.  Unsubscribe rates

What do you think about the best way to measure the success of each campaign? Yes, it is the number of conversions. Measuring your results can help you understand the factors which are essential for conversion. You can make the necessary adjustments.

Drip marketing automation is an effective way to improve your existing email marketing strategy. It’s not tough job too. Make sure you add the factor of personalization as discussed above, like using the subscriber’s name and sending the message from your personal email address.

Welcome emails are an ensured way to start a drip campaign so that you can use drip emails for even those who haven’t subscribed to your email list yet. Once your campaigns go live, you can keep track of the results to measure your success.

Author

Sreeju is the Marketing Content writer at EasySendy. She is passionate about writing marketing blogs and product-related content with 3+ years of experience.

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