Everything You Need To Know About Email Campaign And Drip Campaign | 05 Best Examples
Are you wondering how you can get more out of your email campaign and drip campaigns? Wonder no more!
With more than 269 billion emails sent each day, there is extreme competition for your audience’s attention. Those email numbers keep going high, too. That is why it’s imperative to learn how to do email marketing right, so you can reach your target audience and keep their interest.
The name of the game with email marketing is to deliver emails that encourage people to take action. Sometimes the action can be to open the email and read what’s inside. Other times it’s to get the reader to click a link that redirects them to a product’s checkout page.
Despite how you want to use email, it’s pretty much essential that you do. Email marketing has the highest impact on conversions for pretty much every marketing team. It nearly always results in profit and growth.
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Email marketing is beneficial. It helps us to hit the financial goals and spreads the word about who you are, what you do, and how your business can help people. In this article, we will learn everything about email campaigns and drip campaigns. We will also look at the 05 best examples. Let’s dive in!
What Is an Email Marketing Campaign?
An email marketing campaign is an email sent from a business to one or more customers or prospects. A successful email marketing campaign will get the recipients to take action, engage with your business, and help you to get more leads and sales.
One of the big advantages of email marketing is that people still use email widely. In fact, as our article on why email marketing isn’t dead revealing, 90% of adults and 74% of teenagers still use email regularly. This makes email marketing the perfect tool for building customer relationships to help you generate leads and sales.
What Is A Drip Campaign?
Drip marketing is an email marketing strategy composed of a series of emails automatically sent to a specific audience after they take a specific action. For example, if a lead downloads a whitepaper on recruiting best practices, they might be placed in a drip campaign sharing relevant recruiting content. The final email might include a CTA to request a demo for your recruiting software.
You can make a drip campaign for anything: to nurture a freemium customer, to convert a blog subscriber, or to deliver relevant content to leads from a certain industry. There are no limits to the type of campaign you can create, although there are a few common types. I go over them below.
Types of Drip Campaigns:
Let’s take a look at some of the drip campaigns you can create to nurture prospects and leads.
Onboarding Drip Campaign:
After a lead submits their email through a form, it’s time to welcome them to the business by sending them content that would interest them. An onboarding email sequence should provide value, attract leads to keep engaging, and prompt them to speak to your sales team. In an onboarding drip campaign, you can send leads:
- A list of blog posts and case studies that would interest someone in their niche
- A unique welcome coupon they can use for a limited time
- A curation of products that they’ve already looked at
Retargeting Drip Campaign:
A retargeting campaign targets users who’ve engaged meaningfully with your content. They downloaded a white paper, visited the same page multiple times, or downloaded an ebook.
To bring them back, you serve them even more specific content that can help them make a purchasing decision. You can also find out what they thought about the resources they accessed.
In your lead nurturing emails, you can send your prospects:
- A fillable workbook for the recent guide or ebook they downloaded
- An email directly from a sales rep asking to set up some time to chat
- A feedback request about the resource they downloaded
It mainly applies to the tech industry, where sales reps often provide product demos to prospects and leads. But if you offer any product that can be demonstrated live, this type of drip campaign would work for you, too.
After a demo, it’s important to re-emphasize the value of your product and bring in success stories from other companies. You can also send guides on how to get higher-ups to buy-in.
Here are some content ideas for a post-demo campaign:
- A list of video testimonials from past clients
- A list of tutorials on a feature that the lead was specifically interested in
- Access to an exclusive free trial offer that you extended while on the phone
Email Drip Campaign Examples:
#1. Netflix’s Win-Back campaign:
At some point, your loyal customer was happy to do business with you. However, due to some reason, they are leaving. Maybe your customer found a better product, forgot about you, or they don’t need your product anymore.
Since competition can be tough for businesses with similar products/services, being smart with your re-engagement tactics is a must. In this case, your best shot is a well-crafted win-back drip campaign that will be personalized and attractive enough to get your customer back.
A fantastic win-back drip campaign comes from Netflix. The brand is familiar with the losses incurred by lost subscriptions. To combat the issue, Netflix has created a smart win-back drip campaign to reduce its churn rate and boost engagement.
#2.Dollar Shave Club’s Cross-Selling Campaign:
According to the now-famous book Marketing Metrics, the chances of businesses successfully selling to an existing customer are 60 to 70%, compared with the 5 to 20% probability of selling to a new customer.
Coming up with the perfect plan to incentivize your customers to buy more is a challenging task that needs the right planning, time, and effort. Well, what if I told you that you could skip all that with an excellent cross-sell drip campaign?
Cross-selling is an effective sales technique that aims at recommending additional products to customers based on their order history and personal preferences.
Now, if you take that technique and turn it into an attractive email, you will get one of the most effective email drip campaigns to boost your Average Order Value (AOV) and make your sales fly. To master the art of the cross-sell drip campaign, offer your customers something that will make them think it will be a shame not to add it to their cart.
Keep in mind that your cross-sell emails need to be smart and elegant. Don’t turn them into ugly promotional campaigns that will scream “buy me now!” Instead, use your drip campaigns to emphasize the “I think this item will also benefit you.
Well-known for its hosting services, Bluehost decided to try its hand at creating a website builder. They sell the benefits, not the feature. That means Bluehost focuses on benefits and makes a compelling copy. They are using a clean and simple design that makes it aesthetically pleasing and simple to read. Bluehost knows their audience is mainly made up of small business owners without technical expertise. The email uses language targeted at this demographic.
Subject line: Bluehost’s new Website Builder makes building simple.
#4. Master Class Webinar:
After webinars/blog subscriptions/ebook downloads, etc – always make sure all viewers hear from you after. The best way to do this? By continuing to provide helpful content to your audience.
Take a look: Neil Patel does this in an engaging way that hooks readers in. He continues to provide the insights mentioned in the Master Class, linking to the webinar plus more tips and helpful content.
#5. Drip Email Campaign To Generate Referrals:
The team at Yesware also had a unique approach to their drip campaign – they wanted to take existing satisfied customers and do whatever they could to build an engaged and loyal online community. To do this, they started a drip campaign that began 45 days post-close – at that point, a message was sent asking them to confirm that their expectations were being met and that everything was going smoothly.
After 15 days, when the survey results were all in, another email reached out to those who responded. “Since you said you were satisfied with your account, do you know any other companies who might benefit from our services?” was the crux of the message.
The responses were overwhelming, and Yesware was able to generate several new leads through that action alone.
Step-Up Your Email Marketing Game With MailGaze:
Mailgaze is an excellent email spy tool, allowing you to evaluate email trends without sacrificing your privacy. It provides control over one of the fastest-growing email advertising platforms on the internet, thanks to comprehensive data from social media sites. The comprehensive search and filter capabilities will help you find the emails that your organization needs to know about. And the user-friendly interface will make it simple to find them.
Various Search Options:
Search emails by Keywords, Domain, Advertiser, Text In Image, Object In Image, Celebrity In Image, Brand Logo In Image.
Locate Emails Quickly:
Locate emails quickly with options like:
Filter Emails like a pro:
Get in-depth insights about your competitor’s Emails, winning strategies, what eCommerce platform and tracking tool they are using to be successful.
Get a detailed view of the performance metrics such as daily social engagement and weekly keyword trends, along with the reach of every ad across genders, various age groups, and countries.
Advantages of Email Marketing:
Email Is Permission-based:
When a customer trusts you with their email address, it’s the virtual equivalent of being given the keys to their house. Asking permission to enter rather than showing up uninvited increases the chances of engagement and conversion.
Affords You Direct Access to Your Audience:
You can communicate directly with subscribers on their schedules. In addition, because people check their emails daily, your email is likely to be viewed.
Gives You More Control:
With most other marketing platforms, you don’t own the platform. If the platform ceases to exist, all your hard work sinks with it.
With email, you own the relationships you forge with your subscribers.
More Personalization Capabilities:
You can use demographic or psychographic data to create personalized and hyper-targeted campaigns. Research shows segmented and personalized campaigns increase revenue by as much as 760 percent.
Measuring the effectiveness of a marketing campaign is crucial, and automated email marketing makes measuring your campaign a breeze.
Email marketing campaigns can scale without putting a strain on your resources or compromising quality.
Disadvantages of Email Marketing:
Standing out in a cluttered inbox can be quite a challenge. You have to be creative to ensure your emails get noticed and opened.
You Need an Email List:
With email marketing, you must already have an email list for your campaigns to be effective.
Tricky Rules and Regulations to Navigate:
There are a lot of rules governing the use of email for commercial purposes. Common examples include GDPR, CAN-SPAM, and CCPA. All of these state you can’t send unsolicited emails.
Unfortunately, some subscribers also report your emails as being spam even after they subscribed to the list. As a result, your sender’s reputation takes a hit.
Delivery and Deliverability Issues:
Getting your email to land in receivers’ inboxes is not guaranteed. To run effective email marketing campaigns, you must contend with delivery and deliverability issues.
Wrapping It Up:
Whether you’re trying to expand your online community, build your email list, make new connections, or even launch your own OTT video platform. Email drip campaigns provide a great opportunity to engage with your customers, generate new leads, and ultimately convert more sales.
Every email drip campaign is an opportunity to take your customers on a journey through your brand.
When you optimize your messaging and target specific subgroups of your customer base – you significantly increase your chances of turning leads into happy customers. Use these examples to help you boost your drip campaigns and apply new techniques to experiment with. Don’t be afraid to test out different strategies to see what resonates best.