If you want to dig deeper in your email marketing, then you need to be much more creative.
The primary goal of an email marketing campaign is to attract the right subscribers and send them highly relevant emails that encourage them to commit to your call to action.
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, as you want to build on generating more prospective customers, not losing them.
Therefore, striking the perfect balance of building an email list 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, one way to do this is by launching drip campaigns.
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.
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 your drip campaign emails aren’t generating the conversion you’re expecting from subscribers, then you might as well try the aggressive sales approach. 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.
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.