Newsletters are an excellent way to keep your audience in the loop about your brand. But the trick is to be consistent and know the right time for sending a particular type of email. It is where drip automation can help out tremendously.
Personalized content is quick and easy with a drip campaign. These messages should increase sales and prompt your audience to be more engaged with the brand. The actions that trigger the emails can be fully customized too. After all, you only have to set it up once, and it is good to go. Here is everything you need to know about the basics of drip automation:
What exactly is drip automation?
Just like the name suggests, a drip campaign is fully automated. Once you adjust the settings, it will start sending out emails, and you don’t have to do anything after that. Drip automation relies on the list of users who sign up for a newsletter. Emails are time-based, and you are in charge of when a message goes out.
For instance, you can schedule an email that arrives three days after someone signs up for a newsletter. And then another one seven days later. Furthermore, drip campaigns can be personalized. For instance, you could schedule an email every time someone abandons a cart or contact your customer service.
Drip campaigns work because they target the right people at the right time. And customers love being recognized by brands. 90% of customers prefer to buy a product by a brand that remembers them. And that number is pretty impressive. If you are unsure where to start, here are some ideas to get you going!
Examples of drip campaigns
Drip campaigns come in various forms, depending on your business type. But if you are looking for some inspiration, here are the most common examples of drip campaigns:
Welcome emails are a must-have for every business that is growing its audience. A user who signs up for a mailing list is already showing an interest in the brand. They know a welcome email will wait for them in the inbox.
But why not introduce your brand in the best possible light with a well-put-together welcome email that will offer them more than they expect? Use the welcome email to tell them more about your business and share some information that could come in handy when they decide to make a purchase.
Have you noticed a lack of engagement between a brand and a potential client? Then try encouraging them to look at your business again. You could offer them discount codes like Book Depository often does. Or even remind them you are having a promotion at the moment. A visible call to action could prompt them to check out your store with a simple click and explore the current promotion.
Barnes & Noble is another book-related company that does excellent limited-time offers. They often send discount codes that need to be activated within a week or any time frame. Plus, they send you a list of current bestsellers to inspire you to go to their shop.
Win back your customers
Abandoned carts are the most dreadful thing for digital marketers. People often leave items in their carts during shopping and then give up on their purchases. But if you manage to create a well-written abandoned cart email, you might win them back.
Pay close attention to the choice of words because you don’t want to sound like you are stalking them. Instead, offer them a code for a discount, or even introduce some similar products you have in your store.
Provide educational content
Remember that your website doesn’t have to be all about sales. Consider giving something valuable to your leads. That is why educational content is fundamental in newsletters too. Share more information about your products via emails. These could be tutorials, tips, short webinars, eBooks, etc.
When subscribers are familiar with your products or services, chances are they will have an easier time choosing the right one for them. As a result, you will see fewer abandoned carts for sure.
Get to know those who unsubscribe
Even if someone unsubscribes from your mailing list, it doesn’t mean they dislike your business. Perhaps their inbox is getting flooded, and they need a break. Remember to design a functional unsubscribe page that allows users to think about why they want off the mailing list.
They should be able to list a reason, and this is still valuable information for you as a marketer. For instance, people also unsubscribe because of various life situations. You might even try to reach them again after a couple of months and see if they are still interested in your products or services.