Email Drip Marketing: How to Start an Email Drip Campaign (Part 2 of 2)
October 10, 2017 Categories: Branding, Data, Industry News, Marketing Tags: campaign message, drip campaign apps, drip marketing, email drip campaign, email drip marketing, email drip software, emails, marketing, target audience
In Part 1 of this two-part blog series, we explored why an email drip campaign is a great addition to your company’s current content marketing strategy. In Part 2, we will focus on how to set up your email drip marketing and choose an email drip marketing software application that will best suit your company’s marketing needs.
Setting up a successful email drip marketing campaign requires working backward. The first question that should be addressed is what the overall goal of your campaign will be. The desired results from your email drip campaign will determine your campaign structure. Many companies utilize drip marketing to increase sales, some are trying to build better brand recognition, others are trying to increase customer retention, and those are only a few examples. Once you have identified your goal, you can identify who your target audience will be and construct an appropriate message.
The great thing about email drip marketing is you can completely customize your campaign to suit the needs of your audience. Be very specific when choosing a target audience for your campaign. Segment your audience into groups based upon the goal at hand. For example, retail companies trying to increase sales might set their audience to be customers who have abandoned items in their online cart for over a week. These customers could be sent a series of drip emails that offer incentives such as coupons or free shipping to encourage them to buy. Another angle is looking at what your current customers or prospects want to learn or what they want to achieve. Your answer will allow you to write a clear call to action for your campaign and help you construct your campaign’s message.
Always ensure that your email drip campaign conveys a clear message that includes a call to action for your target audience. Here is a quick tip to remember from Zapier.com, “It’s never too late to get started with a drip-based strategy. But make sure you aren’t sending current users a bunch of emails that they didn’t sign up for—if they don’t understand why they're getting an email, they could unsubscribe or mark your emails as spam.” Making sure your company’s message is relevant to your target audience is crucial, otherwise, your efforts will be wasted. Using a professional copywriter with experience in drip emails is best in this scenario. The right writer can use this as an opportunity to make announcements or offer subscriptions, deals, and coupons to entice recipients to take action.
Choosing the Best Email Drip Software
Having a concrete plan for your email drip campaign will help your company to choose the perfect software to execute your campaign strategy. There are many different types of email drip software. Do your research and find the software that best suits your email campaign. Listed below are 3 different software options to get your research started.
Drip is a great software application to get your feet wet with email drip marketing. It’s simple interface and tools are offered at a low starting price.
Hubspot is an all-in-one marketing automation software application. This digital app is great for users who want to integrate their email drip marketing campaign with their blog or other pieces of a larger campaign through an automated workflow.
MailChimp is a great automation software application for a company that enjoys having choices. They offer ready to go drip campaigns as well as completely customizable options in the form of user-friendly email design.
Check out Zapier.com’s list of 25 Best Email Drip Campaign Apps for an in-depth exploration of more drip software options.
Test, Evaluate and Repeat
Once you have all the pieces necessary to launch your email drip campaign it will be time to test and see the results. Email drip software will make your job easier by tracking and storing data from your campaign for you. Utilize your data for the future by making profiles for recipients that are responding to enable directly targeted future campaigns. Use every campaign as a lesson and take note of what emails got the most open rates and readjust your marketing strategy for future campaigns. Once your company has perfected the email drip campaign formula you will be sure to see an increased return on your investment.
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