{"id":6027,"date":"2020-10-21T00:00:00","date_gmt":"2020-10-21T00:00:00","guid":{"rendered":"https:\/\/zenmedia.go4wordpress.com\/2020\/10\/21\/6-step-guide-to-launch-an-email-drip-campaign-with-examples\/"},"modified":"2022-09-22T17:37:18","modified_gmt":"2022-09-22T17:37:18","slug":"6-step-guide-to-launch-an-email-drip-campaign-with-examples","status":"publish","type":"post","link":"https:\/\/zenmedia.com\/blog\/6-step-guide-to-launch-an-email-drip-campaign-with-examples\/","title":{"rendered":"6 Step Guide to Launch An Email Drip Campaign (With Examples)"},"content":{"rendered":"\n<p>An <strong>email drip campaign <\/strong>involves sending a series of messages that are based on a user\u2019s behavior. By sending or \u201cdripping\u201d messages over a specific period of time, this marketing tool can help your business <a href=\"https:\/\/zenmedia.com\/blog\/lead-nurturing-for-b2bs-best-practices-for-the-digital-world\/\">nurture leads<\/a>, increase sales, and grow brand awareness.\u00a0<\/p>\n\n\n\n<p>Email drip marketing comes down to providing your customers the right information at the right time.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Why does drip marketing work?\u00a0<\/strong><\/h3>\n\n\n\n<p>Because a consumer\u2019s journey happens in micro-moments. Rarely does a consumer go from searching for a specific product they need, to finding a brand they like, to making the purchase in a single, straight, unbroken line.\u00a0<\/p>\n\n\n\n<p>Instead, they may visit a company\u2019s website for the first time on one day. A week later, maybe they\u2019ll follow the brand on Instagram. The next day, they might browse your products online.\u00a0 What an email drip campaign does is to help <em>unify <\/em>these experiences through personalized content.\u00a0<\/p>\n\n\n\n<p>Here\u2019s our 6 step guide to launching an email drip campaign.\u00a0<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Set a specific goal per campaign<\/strong><\/li><\/ol>\n\n\n\n<p>You need an end-goal in mind before creating your email drip campaign. Do you want to direct your subscribers to a specific product? Promote a new video?\u00a0<\/p>\n\n\n\n<p>Let\u2019s say you want to focus on converting leads into customers. An effective drip campaign for this goal is the \u201cwelcome email.\u201d<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>The Welcome Email\u00a0<\/strong><\/li><\/ul>\n\n\n\n<p>The welcome drip email is a great avenue for introducing your brand and making a good first impression. They can be as basic as saying \u201cNice to meet you!\u201d or a way to offer new subscribers discounts on their first order.\u00a0<\/p>\n\n\n\n<p>Here\u2019s an example of Headspace\u2019s welcome drip email:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/10\/unnamed-1.jpg\" alt=\"\"\/><figcaption>Photo source: Headspace\u00a0<\/figcaption><\/figure>\n\n\n\n<p>And here\u2019s a promotional welcome email from Buy Buy Baby:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/10\/unnamed.jpeg\" alt=\"\"\/><figcaption>Photo source: Buy Buy Baby<\/figcaption><\/figure>\n\n\n\n<p>Regardless of what your goal is, be sure to tag links with <a href=\"https:\/\/ga-dev-tools.appspot.com\/campaign-url-builder\/\">UTM parameters<\/a> so the data can be transferred to your Google Analytics account.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/10\/unnamed.png\" alt=\"\"\/><figcaption>Photo source: Google Analytics<\/figcaption><\/figure>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\"><li><strong>Provide the right information<\/strong><\/li><\/ol>\n\n\n\n<p>After deciding your goal for the drip email campaign, next, you should figure out what information is needed in order to achieve that goal.\u00a0<\/p>\n\n\n\n<p>For example, if you want your reader to use your new product, your drip email should include helpful information about what makes your product distinctive and different from what competitors are offering. You could also include testimonials from real customers who use and love your product.\u00a0<\/p>\n\n\n\n<p>Remember, you don\u2019t want to overwhelm your readers with too much information or confuse them by providing too little. It\u2019s vital to provide just the <em>right amount<\/em> of direction. That means enough information to get them to take the next step\u2014whether that\u2019s clicking a \u201cBrowse our new products\u201d button, or simply opening the email that will come next in the campaign.\u00a0<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"3\"><li><strong>Be user friendly with your messaging<\/strong><\/li><\/ol>\n\n\n\n<p>Most people don\u2019t read their emails word-by-word, so it\u2019s important to make sure emails are \u201cscannable.\u201d Use headlines and subheadings, and bold specific sections of your message. Every word should serve a purpose, so write succinctly and clearly.\u00a0<\/p>\n\n\n\n<p>It\u2019s not an exaggeration to say the content of your drip emails is the most important element. The best email content:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Provides immediate value\u2014 \u201c40% off sweaters today!\u201d or \u201cHere\u2019s how we\u2019re addressing COVID-19\u201d<\/li><li>Is clear\u2014 \u201cFor 20% off pricing, use this promo code when you checkout,\u201d for example.\u00a0<\/li><li>Is engaging\u2014 \u201cWe\u2019re so glad you\u2019ve joined us!\u201d or, \u201cWe thought this photo from one of our followers was too good not share with you.\u201d\u00a0<\/li><\/ul>\n\n\n\n<p>For more information on how to craft the perfect email, check out: \u201c<a href=\"https:\/\/mail.google.com\/mail\/u\/2\/#inbox\/FMfcgxwKjBGqKVDWgvGKdNrkgJgQRpss\">11 Email Marketing Strategies That Guarantee a 50% Click-to-Open Rate<\/a>.\u201d<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"4\"><li><strong>Decide on the campaign\u2019s frequency and timing<\/strong><\/li><\/ol>\n\n\n\n<p>After clarifying what you hope to achieve with your emails and what you want to say, you\u2019re ready to set the frequency and timing.\u00a0<\/p>\n\n\n\n<p>There isn\u2019t a one-size-fits-all approach with frequency, so think about what makes the most sense for your company.\u00a0<\/p>\n\n\n\n<p>As for timing, you probably already have some insight into what days and times are performing best. If you\u2019re already sending out a newsletter, look at that data. Where are you seeing high open rates and other positive KPIs?<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"5\"><li><strong>Segment\u00a0<\/strong><\/li><\/ol>\n\n\n\n<p>Segmenting is critical for customizing your drip campaign for essential effectiveness. It involves dividing email subscribers into smaller sections based on their behavior, demographics, interests, or other relevant criteria. By segmenting your audience, you can create highly personalized content.\u00a0<\/p>\n\n\n\n<p>One message could be highly relevant to one consumer but completely irrelevant to another. Not all of your subscribers will want or need the same content.\u00a0<\/p>\n\n\n\n<p>Your consumers will notice and appreciate the extra effort you put into segmenting content. You can segment your emails by:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Geographic location\u2014people in Miami won\u2019t want information on winter clothes, for example<\/li><li>Behaviors, like visiting a specific landing page<\/li><li>Demographics<\/li><\/ul>\n\n\n\n<ol class=\"wp-block-list\" start=\"6\"><li><strong>Measure and analyze<\/strong><\/li><\/ol>\n\n\n\n<p>Your work isn\u2019t done after scheduling the drip campaign. Be sure to measure the:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Open rate<\/li><li>Click-through rate (CTR)<\/li><li>Conversion rate<\/li><li>Bounce rate<\/li><li>Number of unsubscribes<\/li><li>List growth rate<\/li><li>Forwarding rate<\/li><li>Mobile open rate<\/li><li>Mobile click rate<\/li><\/ul>\n\n\n\n<p>and other KPIs you deem relevant.\u00a0<\/p>\n\n\n\n<p>The success of your drip campaign will factor in all these measurements to see if you have \u201cfilled your marketing bucket,\u201d or in other words, attracted users into your sales pipeline. Use this data to pinpoint successes and likewise, to evaluate points of concern in the marketing campaign.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Effective drip campaign examples<\/strong><\/h3>\n\n\n\n<p>Here are some examples of real drip campaigns for inspiration:<\/p>\n\n\n\n<p><strong>Netflix\u2019s Win-Back Campaign\u00a0<\/strong><\/p>\n\n\n\n<p>Netflix\u2019s win-back campaign is a great example of what a brand can do to combat their churn rate.\u00a0<\/p>\n\n\n\n<p>Here\u2019s what their cancellation confirmation email looked like:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/10\/Netflix-drip-campaign-example.png\" alt=\"\"\/><figcaption>Image source: <a href=\"https:\/\/moosend.com\/blog\/drip-campaign-examples\/\">Moosend<\/a><\/figcaption><\/figure>\n\n\n\n<p>Note the clear CTA, \u201crestart membership.\u201d<\/p>\n\n\n\n<p>Additionally, Netflix sent former members recently added movies and TV shows they could access by rejoining the platform:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/10\/Netflix-email-drip-campaign.png\" alt=\"\"\/><figcaption>Image source: <a href=\"https:\/\/moosend.com\/blog\/drip-campaign-examples\/\">Moosend<\/a><\/figcaption><\/figure>\n\n\n\n<p>The \u201ctop picks for you\u201d is an effective level of personalization and something you can emulate in your own drip campaigns.\u00a0<\/p>\n\n\n\n<p><strong>Dollar Shave Club\u2019s Cross-Selling Drip Campaign<\/strong><\/p>\n\n\n\n<p>Cross-selling is when you recommend products to a consumer based on their previous purchases. This tactic can easily be translated into a drip email campaign.\u00a0<\/p>\n\n\n\n<p>Here\u2019s an example from Dollar Shave Club:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/10\/Dollar-Shave-Club-drip-campaign-example.png\" alt=\"\"\/><figcaption>Photo source: <a href=\"https:\/\/moosend.com\/blog\/drip-campaign-examples\/\">Moosend<\/a><\/figcaption><\/figure>\n\n\n\n<p>The email works well because it directly draws information from the consumer\u2019s order history and reads more like a helpful suggestion than an overbearing sales attempt.\u00a0<\/p>\n\n\n\n<p><strong>Kenneth Cole\u2019s Abandoned Cart Drip Campaign\u00a0<\/strong><\/p>\n\n\n\n<p>Cart abandonment is common in the world of e-commerce. Complete transactions don\u2019t always occur in one sitting anymore.\u00a0<\/p>\n\n\n\n<p>One solution is to send a reminder email. Here\u2019s how Kenneth Cole did it:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/10\/Kenneth-Cole-cart-abandonment-drip-campaign-example.png\" alt=\"\"\/><figcaption>Image source: Moosend<\/figcaption><\/figure>\n\n\n\n<p>Not only does the email serve as a reminder, it has an exclusive offer attached to it.\u00a0<\/p>\n\n\n\n<p>If this initial email wasn\u2019t enough to complete the purchase, this follow-up email was also sent:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/10\/Kenneth-Cole-20-cart-abandonment-drip-campaign-example.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Increasing offers with each reminder is a highly effective way to counter cart abandonment.\u00a0<\/p>\n\n\n\n<p>Drawing from the steps and strategies shown above, you\u2019re ready to launch your drip campaign.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An email drip campaign involves sending a series of messages that are based on a user\u2019s behavior. By sending or \u201cdripping\u201d messages over a specific period of time, this marketing tool can help your business nurture leads, increase sales, and grow brand awareness.\u00a0 Email drip marketing comes down to providing your customers the right information [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":6039,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","content-type":"","footnotes":""},"categories":[33],"tags":[157,340,426],"class_list":["post-6027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing","tag-email-marketing-campaign","tag-marketing-emails"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>6 Step Guide to Launch An Email Drip Campaign (With Examples) - Zen Media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zenmedia.com\/blog\/6-step-guide-to-launch-an-email-drip-campaign-with-examples\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shama Hyder\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\/\/zenmedia.com\/blog\/6-step-guide-to-launch-an-email-drip-campaign-with-examples\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/6-step-guide-to-launch-an-email-drip-campaign-with-examples\/\"},\"author\":{\"name\":\"Shama Hyder\",\"@id\":\"https:\/\/zenmedia.com\/#\/schema\/person\/f3c4cb9f45cb3c8c9501e6f51d9b3a2b\"},\"headline\":\"6 Step Guide to Launch An Email Drip Campaign (With Examples)\",\"datePublished\":\"2020-10-21T00:00:00+00:00\",\"dateModified\":\"2022-09-22T17:37:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/6-step-guide-to-launch-an-email-drip-campaign-with-examples\/\"},\"wordCount\":1183,\"publisher\":{\"@id\":\"https:\/\/zenmedia.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/6-step-guide-to-launch-an-email-drip-campaign-with-examples\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/zenmedia.com\/wp-content\/uploads\/2020\/10\/12.jpg.jpg\",\"keywords\":[\"email marketing\",\"Email Marketing Campaign\",\"marketing emails\"],\"articleSection\":[\"Email Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/zenmedia.com\/blog\/6-step-guide-to-launch-an-email-drip-campaign-with-examples\/\",\"url\":\"https:\/\/zenmedia.com\/blog\/6-step-guide-to-launch-an-email-drip-campaign-with-examples\/\",\"name\":\"6 Step Guide to Launch An Email Drip Campaign (With Examples) - 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