What is Drip Marketing? – Know The Basics of Drip Marketing Campaigns
Email marketing is an excellent way to keep your subscribers and targeted customers engaged, whether with an alert on a new blog post or updates about your products/services and niche.
But what if you wanted to launch an email marketing campaign?
Would every one of your subscribers get duplicate emails, or will you have to segment who calls emails from a campaign?
Your newest subscribers will receive your latest email message only. And they would only see messages that you sent afterward, rather than your carefully-crafted messages from an email campaign, which were intended for people who had already opened and engaged with your messages.
The solution to this is called drip marketing.
What is Drip Marketing?
Drip marketing is composed of an automated series of emails sent either once the subscriber has completed action or scheduled to send in a certain amount of time.
Each email message in your drip marketing campaigns is pre-written, so you don’t need to sit down at the computer and type out an email message for the next segment in the campaign.
You can customize the messages sent with recipient names, companies, and the right tools. Your drip marketing campaigns should all be about sending out your notes when the best time is to get them.
Why should you use a Drip Marketing Campaign?
- Lead Nurturing
- Saying Welcome
- Onboarding
- Shopping Carts Abandonment
- Endorsement and Suggestions
- Verifications
- Interaction
- Unsubscriptions
Setting up your drip marketing campaigns is not as difficult as it sounds.
Send to a Targeted Audience
If you do not have a niche audience to whom you can send drip emails, your campaign will not succeed. Your target audience is the first and most critical piece of any marketing puzzle. You have to decide who you are targeting, where you will send your messages, and a trigger used to initiate the drip campaigns.
Create the Messages
You should have welcome messages, messages delivering up-to-date content, messages providing an all-in-one deal, and messages that close sales.
Designing the Drip Campaign
You must know what your campaigns will look like, from your welcome emails to the purchase and follow-up messages. You need to also understand what you are trying to accomplish with your drip campaigns and how you will measure the metrics that matter the most to success.
Kick-Off the Campaign
When you know how your campaign will look and have prepared the messaging, you will want to hit the start button. Before deciding on a drip marketing tool, weigh your budget and each one’s capabilities, looking for the best fit for your campaigns.
The easiest approach to get started and track your drip marketing is to use the correct tool:
- Drip
- HubSpot
- MailChimp
- Sendloop
- AgileCRM
- QuickMail
- Infusionsoft
Measuring and Evaluating Drip Campaigns
After carefully selecting an audience, planning a move, and choosing a tool to begin your drip marketing campaign, you will want to see some results from your campaigns. You must track the crucial metrics that will help you improve your campaign’s outcomes.
Open Rate: How many people opened your drip messages?
Depending on the industry, the average available rate of an email ranges between 15.22% and 284.6%.
If you see lower open rates on drip emails, consider sending times, subject lines, and other elements that may turn subscribers away. Run A/B tests on variations to see which works best for your open rates.
Open Rate = Emails Opened / Emails Sent – Emails Bounced
Reply Rate: How many subscribers respond to your drip emails?
If anyone responds with the desired response, your email copy is spot-on, and the person is ready to continue on the next step in your drip sequence.
High open rates combined with low response rates may indicate that you promised a lot in the subject line, but you did not live up to the promised value in your copy. It could also suggest that your document is overlong, or you did not customize the message enough for it to be valuable enough for you to respond.
Reply Rate = People Who Replied / Emails Sent – Emails Bounced.
Bounce Rate: How many users didn’t even get your news?
This could be the case if they signed up using a fake email or if you mistyped their user name.
Bounce Rate = Bounced Emails / Total Recipients X 100
Final ThoughtIf your drop-off rates are high, it is time to go through your list and determine which contacts are actually accurate in your targeted list. You should have all the basics for a successful drip marketing campaign. An email automation campaign can dramatically improve the conversion rates for your emails while also driving in more customers. The best drip marketing campaigns are a combination of tools, timing, copy, and UX, and only these emails will be able to cut through all of the noise in your prospect’s inbox.