While we discussed the Benefits of Email Marketing Campaigns in another blog recently, drip campaigns are a more specific type of email marketing campaign that we will cover today.
Still lost? No worries, let’s dig in:
Have you ever purchased from a company and then received an email a few days later telling you about related products? How about that time you downloaded a white paper and got an email with a special offer a week later? Those are both prime examples of drip marketing campaigns.
As the name suggests, these highly designed emails are dripped out, one by one, to current or prospective customers to create engagement. While humans construct the initial designs, these digital marketing campaigns are automatically sent out by systems with parameters that you set.
Is reaching out to someone who viewed a product but didn’t click “Buy Now” after 20 minutes too quick? Maybe. However, you can tailor that to your preference, as well as industry standards. Not to mention, drip marketing campaigns are very flexible and can be utilized in several different ways including:
Recommendations:
You probably have gotten one of those “If you liked ___ on Netflix, we recommend ____” emails before. We all have. Those are a prime example of drip campaigns. Based on consumer purchases or habits, you can start a campaign to recommend similar products, experiences, and more using a time frame that doesn’t seem overwhelming. The goal is always to drive customers back to your website or business.
The abandoned shopping cart:
Have you ever gone on an online shopping spree, adding things to your shopping cart you’re considering purchasing, and then “slept on it”? You’re not alone. As a business owner, you can use drip marketing to reengage shoppers that abandoned their cart and potentially revive the sale.
In the same context, if someone spends a considerable amount of time on a product page, but doesn’t move forward, drip campaigns are a great way to educate and revive the consumer and walk them towards a sale.
General Engagement:
In a day and age where it seems like customer service for so many companies is not a top priority, letting your customers know you are there for them with drip marketing is an excellent idea. After they sign up for your mailing list or make their first purchase, give them a quick “hello” and see if they need help with their new acquisition. Offer them a free trial on a new, related product or a discount for future purchases.
If you are looking to create engaging drip marketing campaigns to nurture leads, or stay in touch with customers in an automated and time-appropriate fashion, ask the Brambaly team about what we recommend and how to get started, today!