When online shopping on a brand’s website, you will often see banners or pop-ups to enter your email address for an exclusive offer or coupon. Or maybe you have already purchased from the company or signed up for a newsletter. You’ll do some shopping, adding items to the cart but may leave. In an already established period of time, an abandoned cart email will be delivered to your inbox: “Wait! Don’t go! You left something behind.” This is just one example of drip marketing. In this blog, we’ll explain some of the basics of it to help you understand how it works and where to start.
What is drip marketing?
Traditional email marketing messages are one-off email messages (including newsletters). Drip marketing is an email communication strategy that sends a series of multiple pre-designed, automated email messages to customers or prospects over time. A drip campaign consists of time-based emails created to anticipate and follow the user’s actions by their behavior through automated workflows. The emails get sent out over a specified amount of time and can be varied based on triggers or actions the user has performed, like signing up to receive a coupon or making a purchase.
What are triggers?
“Triggers” are conditions that start automations. They specify exactly how the contacts are added to the automation workflow. The contact will then receive a predefined “triggered email.” Your message will only be sent if the user has taken one of the identified actions you have set up in your drip campaign workflow. The initial interaction consists of filling out a form, downloading content, making a purchase, etc. Trigger email campaigns are an excellent way to nurture your customers (increasing conversions and sales for your business).
- Newsletter signups
- Ebook downloads
- Demo signups
- Any other action you want to prompt with an email
4 triggered email examples:
Welcome emails: This is the first email you send to a user after they’ve joined your list. It is often the first impression your business makes with a new customer or subscriber. These very often include a promotion of some sort (e.g., a coupon or other incentive to entice a future purchase).
Transactional emails: These emails confirm a transaction took place (a purchase, registration, password reset, abandoned cart, satisfaction survey, etc.). Tip: Make your transactional emails more effective by including related product recommendations at the end of the email.
Milestone/birthday emails: This could be sent in celebration of a significant anniversary or reward program point milestone. You will also notice that just about everything you sign up for asks you for your date of birth. This is so they can send you an enticing birthday offer and further nurture your relationship with the brand.
Re-engagement emails: These users have not placed an order for a while and may be considered inactive. It is more cost effective to keep current customers than try to get new ones. This campaign should focus on re-engaging them and encouraging them to make a purchase.
Building up your email list before and while your drip campaign is running will help you get off on the right foot. Predominately place an email signup form on your website so it is easy to find. Run regular email-exclusive promotions, and encourage in-store customers to sign up so they don’t miss out. If you are not already offering email receipts, this is a super easy way to get them on your list for future promotional emails.
Start using drip campaigns and grow your business
Now is the time to take your email marketing to the next level by adding drip marketing to your sales strategy. If you are looking for more information or assistance getting your campaign executed, the BPM team is ready to help. Let’s talk, contact BPM online.