Drip campaigns have been a popular marketing tool for years.
Still, many wonder if these types of campaigns really work, especially since more focus is being placed on nurture campaigns.
Just because there are multiple types of campaigns doesn’t make one obsolete. In fact, doubting the effectiveness of drip campaign emails could be a huge mistake.
What is a drip campaign?
A drip campaign consists of time-based emails. They’re emails that you send out over a specified amount of time. These can include a series of no more than three emails or they can be daily emails sent out over the period of a week or two.
One of the great things about drip emails is that the emails are automated, so you don’t have to worry about writing new email content and manually sending it out every day.
Instead, you write the copy for a specific drip sequence and you’re good to go. You can link your drip campaigns to social media ads or calls to action on your blog.
When a person clicks on the link and subscribes, they’ll automatically receive the first in a series of automated emails.
How to measure the value of your drip campaigns
Like most of your email campaigns, metrics are going to play a large role in helping you determine whether your current emails are working or not.
The great thing about drip campaigns is that you can create automated responses based on a customer’s action (or lack thereof). That’s exactly what Campaign Monitor customer Mad Paws does to make the most out of their pet care onboarding.
As you can see in the image above, every action a customer takes results in action on your end too. If the customer opens certain emails, they’ll end up with an offer for a video overview or an eBook. If they don’t open any emails, the drip campaign ends. If they open all of the emails, this indicates profound interest and they’ll receive a product or service demonstration.
Do drip campaigns matter?
Drip campaigns are important to most internet-based businesses for at least two reasons.
First, they’ll save you a lot of time. Automation is one of the most cost-effective marketing tools. Instead of having to write a multitude of content that is essentially the same, you can spend your time on creating new, more effective nurture or drip campaigns.
Second, your audience is getting the exact content they need at exactly the right time.
Unlike customers who have been with you for a long time, customers who have recently signed up with you aren’t likely ready to buy from you. In fact, some say that nearly half of your email list isn’t yet ready to invest in your products or services.
Therefore, the emails you send to your more established customers should be different from the newer ones. For example, you might send emails with your latest promotion to your long-term subscribers, while a newer subscriber would receive an email that simply encourages them to learn more about a specific product or service.
With automated drip campaigns, you don’t have to worry about re-writing introductory content. It’s already there, ready to go when a new customer subscribes to your list.
That customer will get a series of emails that will help them get to know you and your brand. Slowly, trust will begin to grow, and those customers will be one step closer to making a purchase.
What now?
A successful drip campaign can result in a tremendous ROI for your company.
However, you need to focus on the copy you write for the campaign as well as the images you use.
More and more brands are finding that consumers are drawn in by images and videos. Images make the content more appealing to look at and breaks up large portions of information, which makes the email easier to read.
Properly utilizing images in your drip campaigns is just one more step you can take to make your marketing campaigns more effective.