Updated on August 30, 2021 by Igor
An important process of email marketing is the outreach process. In an effort to keep existing clients interested and to find new clients you need to deliver content at scale. Drip campaigns are a great way to automate your outreach while offering ways to personalize your message. That is why we made this guide to help you create the best email drip campaigns for your business.
What is an email drip campaign?
An email drip campaign is an automated sequence of emails based on specific user action, sent at a specific time and date. The messages are written and scheduled to be sent out based on a set of different triggers. The process is completely automated, eliminating the need of manual oversight.
How can you use an email drip campaign?
Drip campaigns can be used to keep people informed about your product and engage with your brand. According to research they perform 3 times better in comparison with common email marketing including cold emailing, which in turn has a positive effect on sales. Users prefer a steady flow of content that involves updates on your service and offers that can be valuable to them.
Here are several specific case uses as well:
Welcome new users
You can send new users a welcome email when they sign up for trial, with info about existing and upcoming features on your service, relevant blog posts or case studies to highlight how they can benefit. Statistics show that welcome emails have an average open rate of 82% in comparison to regular promotional emails.
A lead nurturing email sequence can guide your leads through the sales funnel to the buy stage of the process. Based on their input, you can instruct users on the functionality of your service, introduce them to other useful features on your platform or offer them another pricing model to get the most of their subscription.
Encourage existing clients
Converting a user to a paying client is not the final stage. Make sure that they have a regular subscription that they can renew. Send them an alert email to renew their subscription plan with a link so they can do so easily.
Entice leaving clients
Sometimes a client decides to stop using your service for a number of reasons and that’s fine. If they unsubscribe from your service, send them a “sad to see you go” message but also you can make them second guess their decision by offering them a better offer or a discount if they decide to not cancel their account.
Automated email drip sequences don’t require your constant input and oversight. After you set them up based on potential feedback you will only need to make adjustments when needed. Several processes can be automated to improve your workflow and productivity.
What should you know before creating the best email drip campaigns?
There are a couple of things you need to be aware of before you can craft a successful email drip campaign. You need to know when and how many emails you should send and what type of content you need to include as well as several other key points.
Timing is important
Consider the time zone of the recipients in the sequence. When you send the emails and in which frequency is key to a higher conversion rate. For that reason it would be a good idea to segment your leads according to location. Also you can work around their business schedule to send your emails at the right time, which according to research is on Tuesdays at around 10 AM or 10 o’clock. It makes perfect sense since everyone checks their emails from the previous day after they come in to work.
Also, the frequency of sending emails depends on the purpose of the sequence itself, but the general rule is that you must be careful not to overdo it and drown your recipients in too many messages.
Track user action
Craft your sequence based on user action and connect to triggers set according to certain goals such as opening an email or clicking on a link.
In addition, make sure that the message in the sequence tied to a user action is sent with a momentary delay after the action is completed and not too soon or too late for the optimal effect.
The right amount of content
Instead of piling up several CTAs, links, materials and other types of content all in one email, you should focus on a specific action the email should present and place content to support that action. Recipients should be able to skim through your message and immediately know what the purpose of the message is. Design all emails in your sequence to suit a specific action.
One CTA and one link paired with a short paragraph is enough to grab attention and to reinforce the action you wish the recipient to make.
Another thing you need to watch out for when you’re crafting your messages is to make sure they don’t contain certain words that will trigger spam filters.
Even though the messages are automated you can still and should personalize them as much as you can since emails with a personalized subject line have on average a 26% higher open rate. For the best effect personalize the subject line and the content of the email as well.
For a highly personalized email you can use the following data points:
- Name of the company they work for
- Their job title
- The industry they are working in
When personalizing an email, you are only limited by the information you have.
Give recipients a choice to unsubscribe
You must offer your email recipients the choice to unsubscribe, not just due to new data and privacy protection laws but because if someone doesn’t want to receive content from you then they are not your target audience.
Doing so is easy, simply include an unsubscribe link under your signature or you can add a disclaimer and ask recipients to contact you for the reason for their unsubscribing so you can see if there is anything you can improve.
This way you avoid your emails being reported as spam and you may even change someone’s mind if they decide to contact you with valuable input concerning your drip campaign and see that you value their feedback.
Analyse and adjust accordingly
Check you statistics from time to time to see the result of your campaign. In addition to your main goals you should also analyse and keep track of 4 key metrics:
- the delivery rate so you are sure that your message reaches its target recipient
- open rate so you know that they have seen and read your email
- click-through rate so that they are aware of your brand and service
- reply rate so you know that they are interested in what you offer
Based on the data from analysing the results of your email drip campaigns, you can make adjustments to your subject line, email content and CTA and it is best to test the changes through A/B testing to see if there is an improvement to your results.
Only test for one change at a time so you can know what changes influenced your results.
For example, changing the subject line will influence your open rate, while changing the content and CTA will impact your click-through and reply rates.
You should never send emails to unverified addresses, which can increase your bounce rate, lower your send reputation and misrepresent your delivery rate.
Most email service providers have a daily limit to the number of emails you can send daily unless you subscribe to a paid plan. That is why it’s best to create a smaller more targeted email drip and set a daily sending limit to maintain your sender reputation as a high number of sent emails daily may impact it negatively.
Since campaigns can vary in size and scope it is best to first create several simpler campaigns for specific actions and after if there is a need to expand upon them in complexity and scope.
Finally, you should always test your campaigns. A simple test email to make sure that the campaign will be delivered properly with the right formatting.
Email drip campaign features
Creating the best engaging email drip campaigns requires a robust set of features. But simply having the features set is not enough. That is why we created our email drip campaign module to be user intuitive and easy to use.
Email campaign editor
You can build and edit your drip campaign with the help of an easy to use and intuitive drag-and-drop system. With a simple graphic overview, you can create complex campaigns quickly and efficiently.
Have full control over the design of your email and email templates.
Attach additional content such as white papers and infographics, depending on the goal of your campaign.
Customize and personalize your emails with custom fields that will make your emails appear more individual despite being automated. You can personalize the content based on a person’s name, job title, company they work for and everything else depending on the information you have. Simply place a specific custom field and the information corresponding will be set automatically for every lead in your email sequence.
Create and save different email templates depending on your needs. You can make multiple email templates for different purposes and set up a new email sequence quickly.
Having an email signature with your title, picture and a link to your company makes the email appear as professional, helps build a positive image and personalizes the reach out.
Addition important features
A delay option works to make the messages appear less automatic and to space out several emails if more than one triggers are activated by the recipient.
- Bounce rate tracker helps you to see the quality of your email list
- Open and click-through rate tracking to analyse the success of your campaign
- Reply rate tracker stops the sequence from sending more emails if a lead replies thus giving you a chance to engage a warm lead directly.
- Unsubscribe option helps you prevent your emails from being marked as spam and tracks your unsubscribe rate so you can adjust your campaign accordingly.
Popular email drip campaigns
You can use drip campaigns in a variety of ways, depending on your business and purpose. Most types of email sequence are used for:
Reaching out to new potentials not familiar with your brand or service requires a highly personalized email campaign. You need to get their attention and address their pain points so make sure that you have as much information as possible on your potential leads.
People who have come to your blog and subscribed to your newsletters have shown an interest in your content, meaning they would like to receive new content from you. This allows you to keep them engaged with your brand and drip feed them new content that is relevant to them.
Keep your users up to date with offers, features updates and relevant info specific to their business. After the initial welcome email, you should send a specific use case scenario how your service can improve their business and follow it up with a special offer.
How to create an automated outreach with our email drip campaign tool?
Crafting an email drip campaign is easy. Here are a couple steps to help you set up an email drip campaign.
1. The purpose of your campaign
It is best to ave clear goals in mind about what you want your email drip campaigns to achieve. Do you want to attract new leads to your service or convert existing users to a subscription plan?
2. Create and segment your lead lists
You can import your own lists through a .csv file or google sheets or select from your lists you have on the platform.
The more you segment your intended recipients the more success your campaign can achieve, since data shows that segmented campaigns have a 14.31% higher open rate compared to non-segmented emailing.
For example, if you intend to do a cold outreach campaign, you can divide your recipients in several lists. For example you can create two lead lists based on small and medium companies due to the fact that they could have different pain points your service or product can address.
Furthermore, you can create a list based on technological data if you know if they are using a competing solution you can address that with a competitive offer, more features or easier onboarding process.
3. Plan your campaign
Decide how long your campaign will last and how many messages will there be in the email sequence.
Schedule your emails with a small delay after the condition is met to make the process look more natural. Space out the emails in case you have more than one condition in place as to not overload the recipient with too many automated messages.
4. Create your campaign content
Your subject line must be appealing to entice the recipient to open your message, while the copy of the email and the additional content should enforce a specific action that will be present in a form of a CTA. You can personalize the body of the email with custom fields based on the data points in your list.
Your message must be relevant to the recipient and clear as to not confuse them as to what you are offering or make them lose interest.
5. Track your campaign metrics
While email drip sequences are mainly automated and don’t require your constant attention, you should monitor their performance to track their success rate.
Check your metrics once a week and make adjustments deepening on the data. If your open rate is low, consider changing your subject line or if the recipients are opening your messages but your click-through rate is low, your CTA and email copy may need to be changed.
To see if your changes have an improvement, test your changes through A/B testing, by sending the updated emails to a small segment of your recipients.
Now you are ready to create your best email drip campaigns with our platform tool.