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How to Create an Email Drip Campaign in Marketing Campaigns

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05 Jan 2021

A drip campaign's primary goal is to engage and attract organic subscribers and send highly relevant emails to convert them.

However, neither the routine "sign up to receive my newsletter" opt-in box would help, nor sending subscribers emails about topics they didn't check-in for.

Therefore, striking the right balance while list building and keeping your subscribers engaged will appease your audience for a sustainable marketing strategy.

To build your list and boost your user engagement, it's time to check a number of the most effective drip email campaigns.

What is a Drip Campaign?

An email marketing strategy called Drip marketing is composed of multiple emails sent out at specific times and dates.

Your new subscribers will receive these emails after signing up through your newsletter sign-in forms.

Then, they're going to receive your emails in a very timely fashion until the campaign ends.

Effective drip campaigns will help you achieve continuous growth and automate time-consuming, challenging, and demanding or delicate manual tasks that otherwise could experience mistakes.

So, now you can make your email marketing campaign much more manageable!

Implementing a Drip Campaign:

To implement a drip campaign, you would like the potential of marketing automation.

Marketing automation allows you to line up your email campaigns and schedule them.

This campaign series is all about CBTs sophisticated email automation.

So, if you haven't registered, you'll sign in for free of cost and start sending unlimited drip campaigns.

Now that you got the tools let's see what makes these campaigns so unique.

An email drip campaign is ideal for

● Establishing your list and turning subscribers into promoters through lead nourishing campaigns.

● Giving a substantial boost to your sign up rate.

● Lowering the danger of individuals unsubscribing.

● Partitioning your subscribers or audience into more targeted groups based on user actions.

Steps to an efficient email drip campaign:

1. Find out your goal:

First things first. If you don't know what you would like to accomplish, how can you possibly achieve it? Does anyone want to warm up email leads? Get them to shop for your product? Something else?

Be specific when talking about the end-goal so that you'll measure it and ensure you'll measure it. Many top-line email metrics are a pretty superficial assessment and measurement of what matters most (and one of the main reasons email testing is complicated).

At a minimum, ensure you tag links in your emails with UTM parameters so that data about in-email behavior passes through to Google Analytics.

2. What's within the emails matters most?

Rely on an email drip campaign is not a very good idea because it won't do much. The content of these emails must be good. If you send lousy emails, the result is going to be awful.

If the emails don't add any value, your drip campaign may backfire. People will consider it spam and convert less often than if you probably did nothing in any respect.

Most of your users aren't "reading" your newsletter. They're scanning through the data, so make your information prominent with subheads, bold sections, etc.

3. Deliver the knowledge that ought to make a decision:

When you begin performing on content for the drip campaign, what are the expectations to know to take the step you want?

For instance, if your goal is to urge subscribers to use your SaaS product, you would want to make emails that specify its functionality and showcase case studies of how people used it with great success.

If your goal is to sell something, aim to raise people's trust in you, build up credibility. You'll do that by teaching them something useful, addressing their hesitations (removing friction), and providing proof of how your stuff helps them achieve their goals.

4. Set the timing and frequency:

Once you recognize what you would like to attain and created the emails you wish to send, it's time to set the frequency and timing of the emails. There's no one-size-fits-all rule.

Generally, you ought to start with higher frequency and slow a bit as time goes on. (Start daily, then every few days, then once every week, then once a month, so on).

As for the email sending times, check your newsletter statistics to check if any particular time of day produced higher open rates. (There is not any universal "best" time to send an email.)

You can also send email drip campaigns to people who've already been on your list for a very long period. These campaigns help your brand to be at the top-of-mind when subscribers want to take action.

You can found out drip campaigns for:

● Whitepaper delivery;

● Quarterly release updates;

● Holiday campaigns;

● Monthly invoices;

● Annual subscription notices;

● Anything else that keeps the audience or subscribers informed and engaged.

SaaS products use drip campaigns for lead nourishing and to motivate product adoption and retention.

5. Segment your campaigns:

Briefly, though, these are keys. Create several parallel campaigns, most of the content can remain the same, but tailor each the maximum amount as possible to the precise segments, addressing their concerns, needs, and wants.

For instance, you'll create tailored landing pages for various campaigns to obtain leads (i.e., emails). You'll then create unique drip email campaigns counting on which page a user was on once they signed up.

6. Measure stuff:

Besides the apparent (open rates and clicks), measure:

● The impact on your bottom line;

● The total clicks on your landing pages.

If you would like to drive traffic to your signup page, you have to measure the entire traffic you get from the drip campaigns to the specified page and then check out the conversions.

Conclusion:

Once you've mastered the fundamentals of email drip campaigns, you'll progress to more advanced tactics. Like other optimization efforts, avoid advice that "guarantees" the most significant open rates, click-through rates, or the rest.

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