Wondering how to get more out of your email marketing and drip campaigns? Here’s 10 drip campaign examples to dig deeper and get more by doing less!
The primary goal of an email marketing campaign is to attract the right subscribers. Send subscribers highly relevant emails that encourage them to commit to your call to action. (Read or bookmark “Do Email Blasts Actually Work?” on our blog).
However, the usual “sign up to receive my newsletter” opt-in box won’t cut it anymore. Nor will sending subscribers emails intermittently about topics they didn’t sign up for.
In today’s marketing landscape, the audience has the power. Your visitors can ignore your opt-in boxes and unsubscribe to your list if the emails become spammy or annoying to them. These instances spell disaster for your online business; you want to build on generating more prospective customers, not losing them.
Therefore, striking the perfect balance of building an email list (here’s 61 actionable list’building hacks that everyone is going crazy for, by the way) and keeping your subscribers engaged allows you to appease your target audience, which is crucial in a sustainable email marketing strategy.
To consolidate both needs (building a mailing list AND user engagement at the same time), one way to do this is by launching drip emails.
Drip campaigns are composed of multiple emails sent out at specific times and dates. To receive drip emails, your readers need to subscribe to your opt-in form first. Upon signing up, they will receive the emails in a timely fashion until the campaign ends.
Drip campaigns are implemented using marketing automation so you can set up the emails and schedule when each will be sent to the subscribers. This campaign type is what our marketing automation feature will help you achieve if you signed up for an account with us (if you haven’t already).
What makes drip campaigns creative compared to other types of email marketing tactic is they combine the ability to build your list while sending them emails that they signed up for in the first place. As a result, there is a greater chance for more sign ups and a lower risk of people unsubscribing.
If you have no idea how to come up with a drip program for your business, then you’re in luck. Below are different examples of successful drip email campaigns to help inspire you to come up with your own.
To create the perfect email drip campaign, first you need to pinpoint your pain: Do you need more checkouts? Drive back to your website your one-off website visitors? Do you need to increase engagement among your existing subscribers? Or onboard users smoothly so that they set up their accounts and start using your service?
All of these can be automated via the right drip campaign! On Moosend’s platform, there is a growing list of preset drip campaigns to jump-start your list-building, automate your checkouts, and deal with every possible problem your business is facing.
The secret to creating the perfect drip is to revisit it along the way; feed your insights and results into your existing drips and customize them accordingly. This way, you will streamline every single aspect of your business – automatically!
Drip campaigns are an excellent way to achieve consistent growth and automate time-consuming, demanding, or delicate manual tasks which otherwise could incur mistakes.
If you are wondering “Do I need to set up drip campaigns?”, the answer is “Absolutely!” if you are in:
–Real Estate: Realtors need exceptional management and monitoring skills, and a team running secondary administrative tasks and scheduling. Stay ahead of the curve and don’t get swallowed up by follow-up calls, viewings and so on; drip campaigns take care of these, as well as all recurring processes. Have automations triggered when users click/don’t click a specific/random link, for instance, and send them more information on the same house, or a different house altogether, and so on. Sky is the limit, really. Drip campaigns do the work for you.
–Blogging Business: Unsure how famous influencers and bloggers grow their fanbase? No, they don’t have a team of 10 because they don’t need it; they can run everything themselves with a little help from drip campaigns. One of the top drip campaign examples for bloggers is that of Website Re-engagement, to drive users back to the website. Another drip campaign example is the Welcome drip, a series of emails which show the subscriber around the blog and help them get familiar with the actions they can take.
–Fashion Industry: Chances are that if you are in Fashion Marketing you have already implemented drip campaigns. If you haven’t, your competitors have, for one thing. Set up drip campaigns to send out Happy Birthday emails to every subscriber, send out carefully crafted surveys, or website re-engagement drip emails, to name a few. Also, I take it that you will looooooove the Ultimate Marketing Pack for Fashion Marketing Professional. I wrote it based on my personal (aaaand hard-earned) experiences in the exciting world of Fashion Marketing, and I tried to squeeze everything in!
–Beauty and Cosmetics Industry: Keep track of and (automatically) reward your most loyal customers, upsell and cross-sell on auto-pilot, or send weather-based recommendations; all of these (and many more) are readily available as drip campaign templates in your Moosend account. But you can always create your own automation for custom actions! Bonus: I’m sure you’ll find our How-to guide on successfully using Email Marketing in the beauty industry extremely useful!
–Ecommerce: Need I say anything more than Cart Abandonment drip campaigns, Repeat Purchase Reminder drips, VIP Customer Reward campaigns, and Upselling/Cross-selling drips? I thought so. If you own an eshop and haven’t set up drip campaigns yet, you are *losing* money as we speak. Register for free here.
Blogging can be frustrating if you don’t have a clear goal in mind. With Sark eMedia’s 30-Day Blogging Challenge, you will learn the different ways on how to write content for your blog while targeting a particular objective. Just like email marketing, blogging is not necessarily about creating the longest content and driving the most traffic – it’s all about increasing your conversion rate so you can make money off your blog.
Upon signing up, you will receive emails from Sark eMedia for the next 30 days. You will be asked to write content and develop pages on your blog to help you master the complexities involved in blogging.
The online course is an excellent example of a drip campaign that is highly focused on a particular subject. Subscribers won’t expect any other email except the blogging challenges, and Sark eMedia doesn’t disappoint. The emails are jam-packed with valuable information so you can set up your blog the right way.
Leah Kalamakis has made a living as a freelance web designer. She wants to impart her knowledge and success to other people, which is why she set up the Freelancing to Freedom Project School. Through this online course, she offers paid subscribers access to exclusive content that contains blueprints to her success that they could emulate.
To get a taste of what she offers, you can sign up to receive Leah’s Freelancer’s Toolkit. From there, she will send emails on a regular basis to upsell her online course.
However, what makes Leah’s drip marketing remarkable is the personal tone she sets on each email. She shares her day-to-day musings with her subscribers and manages to connect events in her life with her online course. It’s a pretty smart strategy on her part; by opening up and being more personable, she gains the trust of her subscribers, giving them more reason to shell out cash for her course.
Let’s step back from the drip campaign ideas and look deeper into the parts that make an automated email sequence. One of those parts is the Welcome email, which is the first thing subscribers receive after signing up to the list.
These are important because they set the tone for the rest of your email campaign. If it doesn’t resonate with your audience, there’s a good chance that they’ll unsubscribe from then and there. Therefore, you have to get this right if you want to retain your subscribers and bring them down your sales funnel.
One of the better examples of a welcome email is from Drift, a live chat application that can be embedded on your site. Usually, welcome emails take the form of a landing page that thanks you for signing up and the benefits you’ll get while signed up.
However, Drift foregoes the formality by getting down and dirty with what truly matters: useful content.
Upon signing up to their blog, you will receive this email from them that curates the best blog posts that you need to read. There’s an icon for each of the popular posts, and the number of views each has accumulated since it was first published. Since many people read it, it means that there’s probably value in the post, which is an incentive enough for you to read.
More importantly, the beginning of the copy sets the tone of the email and perhaps the succeeding emails you will receive in the future. It says that Drift is unlike any other tool and dives directly into the meat and the bones of the subject.
Their welcome email is a fantastic example of how you can approach your drip campaign because it is so simple yet so effective. You can replicate this type of email for your drip sequence – all you need to do is write a compelling intro and links to your best posts.
If you want your drip campaign emails to generate the conversion you’re expecting from subscribers, then you might as well try a more aggressive sales approach as well. By featuring the overwhelming benefits of your products or services, you might persuade subscribers to give in and become one of your customers.
An interesting and unique approach to this method was implemented by Trello recently through its Twelve Days to Trello. The campaign was launched during the holiday seasons, and the title is a play on words to the song “12 Days of Christmas.”
The email contains links to pages on how to use Trello not only as a project management tool but also as a productivity tool to help you become more efficient in life, especially during the holidays. The approach also matches well with the holiday season, which is the perfect fit for what Trello was trying to achieve with this email. By creating a timely email as part of your drip campaign, you can maximize your sales and generate more interest in your product.
If you’re running an ecommerce site, then you’re fully aware of the difficulties involved in closing a sale with potential a buyer. Even if you shortened the sales process, it still leaves you with at least one more step too many in closing a transaction.
One of the biggest pitfalls of ecommerce is cart abandonment. There are many reasons why people abandon their carts – it is up to you to prevent them from forgetting about their carts.
The best way to combat cart abandonment is by sending them an automated email reminding them that they forgot to check out their shopping cart. In fact, you may need to send out more than one email to convert these deserters into buyers.
The idea behind this campaign is to encourage people to close the transaction by not only reminding them about the abandoned cart but also offering a much larger discount as time passes. As valuable as cart abandonment recovery is, you should never condition buyers to leave their carts on purpose for the discount fee to kick in.
For a much more recent example, take a look at this cart abandonment recovery email from Holstee.
The ecommerce site for inspirational products takes a minimalist approach with their email. However, the substance more than makes up for its straightforwardness. The polite and good-natured tone of the email plays into the site’s branding. It also asked if there are any problems with their checkout process and sought for advice on how to improve the shopping experience.
Are you holding a series of instructional or how-to videos? Some resources require a higher level of commitment on the user’s part, as well. So, you want to make it as easy as possible on subscribers to check out your new content and remain as engaged as possible.
This drip campaign example is the first of the email sequence I signed up for on Becca’s website. This email is immensely personable, like actually meeting her in real life! Why is personal tone so important? Because, at a time when the average user receives anything from 10-50 newsletters a day, your newsletters must stand out.
For instance, yesterday alone I received some 34 emails… in just one of my email addresses. (By the way, does anybody else do that? I have set up 5 different email addresses and enter the most suitable one every time, e.g. for promotional material and content upgrades, for subscriptions and software licences, and so on).
Attending a free workshop should require no extra incentives- I know, right? Only, the majority of your users are working a 9-5 job, pick up the kids from school/hit the gym, and they have a personal life to factor in, so… When life happens, your users’ goals might not quite work out for you(r subscribers). This is where drip campaigns come in:
i) Drip campaigns can serve as a series of reminders for your subscribers.
ii) Another example of email drip campaign perfection is that they help users keep track of the work, keep up with the content and the rest of the team, and feel good about themselves.
This is the Day 4 email I received just minutes ago (right in time for this blog post). Becca is checking up on her subscribers with juuuust the right amount of encouragement to get us going! The greatest thing about this email drip campaign is that Becca had to take the time to set up this series of emails without having to repeat the process manually day in day out. This way, she can focus on more creative tasks and development of processes.
Arguably one of the most iconic tactics of RyanAir is that of mega seat sales. But digital marketers over at RyanAir HQs don’t need to go through the same process every time. This qualifies as one of the top email drip campaign best practices:
In the following drip emails, subscribers are i) first notified of the mega seat sale, valid for bookings by March 6th, ii) then updated on the extension of the sale with no “book by” limitation, and iii) lastly, the absolute latest by when the offer will stand. Not for a second should you think that someone actively put together these emails every couple of days. At least, they shouldn’t; not with all these drip campaign templates available!
It’s nice to be thought of, isn’t it? That warm, fuzzy feeling when one of your fave brands checks up on you to find out if everything’s all right? Whether you’re out and about, or feeling under the weather, or maybe to see whether you’re handling the breakup well (some would say there is a correlation between the amount of money you spend on clothing and your breakup phase, *smh*).
Well, this set of website re-engagement drip marketing campaigns is beautifully crafted, and very customer-oriented. Here’s what they sent me a couple of months ago:
Set up a re-engagement drip campaign to show you care about your customers. Build on this chance to revive your relationship with every dropout of your Highly Engaged segment members. One of the most essential drip campaigns to set up is this. Help your subscribers find their way back to your eshop and reward them with a sweet discount coupon!
*By the way, I usually advise that your coupon codes and discounts come with an expiration date, only in this case, SkinnyDip just sent me over a code, and even though I checked my mailbox quite later I still managed to get my discount! *frantic laugh*
Aaaand no, we’re not done with SkinnyDip just yet. This is another cart abandonment drip campaign that you could steal for your company. As soon as I used my discount code but got caught up in work and didn’t complete checkout, I got an aaaaawesome reminder email that segmented me in automatically to the cart abandonment campaign…which gave me 10% off my next purchase- oh so lovely! Truth be told, I haven’t always gotten these cart abandonment drip campaign emails. This adds a veil of mystery to the process, and keeps me intrigued to unveil the trigger pattern for the brand. But maybe that’s just me!
Take this off the ground by personalizing images, too. Check out NiftyImages to find out more about automated personalization!
Thinking of how to use drip campaigns for onboarding subscribers or website users? Set up a simple drip campaign to show users what to do next!
No need to wonder what successful drip campaigns look like: Number all of the steps you need your users to take an set up a drip campaign that is triggered based on their activity (or inactivity!).
Give your users a guided demo of the actions you want them to take! In the case of user onboarding for Qualaroo, rom creating my account to building my survey and installing the code on my website, I enjoyed a smooth user experience! A positive first experience with your product or service is highly likely to elicit confidence in users, and consequently, positive reviews and referrals.
Better yet, 8 hours later, since I hadn’t interacted with the website nor had I installed it, I received the following email, inviting me to schedule a demo with a Qualaroo representative. What more can a new user ask for?
Advanced users you will be happy to find out that you can web-hook your apps with Moosend. So, whatever third-party system you are using (such as Zapier or your own), you can send webhooks to your Moosend account and have emails triggered automatically. Find out how you can create the most advanced automated triggers to increase productivity with Webhooks!
Whether you’re a newbie or a seasoned email marketer, it’s difficult not to see how important drip campaigns are when it comes to converting subscribers to your desired goal. Taking the examples above into heart, you should be able to gather enough drip marketing ideas to develop a campaign that fits with your brand resonates with your audience.
Of course, you will need a marketing automation tool to help you create your drip campaign and schedule when the emails will be automatically sent to the subscribers. With Moosend, you can enjoy the best features of marketing automation without putting a dent on your budget. Using our email marketing automation platform, you can be sure to manage your email list as well as develop and implement drip programs according to best practices.
See what drip campaigns can do for your business to day: