Anyone with access to the internet has received emails from retailers or notifications from different brands about the products and the services that they offer. These emails drop into your inbox seemingly out of nowhere, but there is actually a great deal of work that goes into them. Not only in creating the content of the email, but also in strategizing when they will be sent, how often, and to whom.
Marketers and companies using emails carefully strategize what they need to do to make the most of their investment. They want to increase the sales of their products and to create awareness about their brand, so they use a number of different techniques including email drip campaigns.
Of all the digital marketing tools companies have to sell their products, email marketing is one of the most powerful. But building a successful marketing strategy around an email marketing campaign takes some know-how. Marketers need to target their audience at the appropriate time. Sending emails too often, too infrequently, or too late after a potential customer has expressed interest can be ineffective.
It’s also important to use an email marketing campaign for more than just selling products immediately. You can use emails to gather information about your potential clients, so you’re able to build a long-term mutually beneficial relationship better.
All of this is in addition to making sure your emails reach the right people and are appealing enough to be opened and read – a giant marketing hurdle in and of itself!
How Affective is Email Marketing?
Before you begin an email drip campaign, it’s important to understand how effective a marketing tool it can be.
Take for instance:
- Customers who make their purchases through the email advertisement spend about 138% more than those who find products and services by other means.
- The average rate of return on each $1 invested in email marketing yields you $44 in return.
- About 72% of US adults say they prefer to communicate via email. This includes conversations with friends and family, which gives marketers an advantage – they’re building an intimate relationship with customers by communicating via the same means as those people would with their closest confidantes.
What Should Businesses Include in Emails to Customers?
One of the most important things you’ll need to do if you’re using an email drip campaign is to decide what content will be included in the emails. Your email’s content has a huge impact on current and potential customers. You can use the email to share information about your products or services, about your business, or about the industry in general. Additionally, you can incorporate pieces of your content marketing, as well as webinars and similar products, into this strategy, both as the subject and as a sales funnel.
You also need to include standard content with each email and any information about promotions or special events that are occurring at the moment or in the near future.
Emails in an email drip campaign can be used to share the following information:
- Information about promotions, sales, or discounts you are offering
- Announcements about the new products
- Notifications about special events
- Information about current trends in the industry
- News about your staff or company
You can include just about anything you want in the content of your email drips, though it’s a good idea to plan campaigns based around a theme. For instance, if you’re planning an upcoming launch of a product, focus the drip campaign on that product and use a series of emails to get people excited about the product.
There are many varieties of email drip campaigns that can be used to promote your brand. Many companies plan in advance how many drip campaigns they’ll use per year and what topics those campaigns will focus on. You can also be flexible about upcoming campaigns as things in your or with your company evolve.
Benefits Provided By Email Drip Campaign
Email drip campaigns provide many benefits, including:
Generate More Revenue
Emails are a great way to get people to take immediate action. If you are reaching your target audience with your emails, you’re already reaching out to people who have shown an interest in your product or service. Your goal is to convert them to paying customers with your drip campaign. You’re taking the attention they’ve expressed and turned it into action.
Email drip campaigns are also great for building familiarity with your brand and creating a relationship based on trust. As we mentioned before, you’re speaking to clients more intimately by putting yourself in their inbox. Even if they aren’t ready to make a purchase after reading your email, you’ve established yourself as the go-to provider when they are prepared to buy. Additionally, your email marketing platform can be used as an introduction to other ways of communication, such as social media, or even a webinar gathering.
More Output less Struggle
Email drip campaigns can be fully automated and allow you to take advantage of “set it and forget it” marketing. This doesn’t mean you should send a bunch of emails on autopilot and never think about it again, but campaigns give you a way to reach out to large groups of people without having to invest a lot of intention in your initial mailing.
You should monitor the results of each campaign and use that information to plan for future endeavors.
Best Practices for Email Drip Campaign
When implementing an email drip campaign, there are certain practices you need to follow:
- Set your objectives in advance, so you have a specific reason for running the campaign.
- Make sure you are creating the content of the emails based on what you know about your target audience.
- Focus on nurturing a relationship with potential clients as much as you do selling to them
- Considering offering a free trial of some kind in the email. Create a plan to enhance the trial period as much as possible so those who try ultimately buy.
- Don’t forget about customers once they’ve made a purchase. You can create a thank email campaign too!
- Use drip campaigns to ask for reviews and testimonials.
- Use drip campaigns to build repeat business. If someone has purchased from you in the past, they are more likely to open future emails.