Have you ever received a welcome email after subscribing to an online newsletter? Or an email when your medical insurance subscription is about to expire, and you have to renew it? Or maybe an email after watching an onboarding tutorial that contains an exclusive free trial? If you’ve answered “Yes” to one of those questions, you’ve received a drip email.
According to Business2community research, drip marketing is both convenient and highly effective. Those studies show that businesses using drip marketing notice a huge increase of 451% in qualified leads. But what exactly are drip email campaigns? Why should we use them? And more importantly, how can we use them??
In this article, you’ll find the answers to these questions and more, including:
- What are drip email campaigns?
- Why should I use drip email campaigns?
- Types of drip email campaigns
- The 3 best drip email campaigns examples
- Drip email campaigns and when to use them
Let’s get on to it!
What are Drip Email Campaigns?
Drip email campaigns are email marketing campaigns that are automatically scheduled to be sent at a specific time or moment. The aim is to send a personalized email at the right time to the right recipient. These campaigns can also accompany your potential customers throughout the sales process, such as welcome emails, onboarding sequences, product recommendations, engagement emails, or abandoned shopping cart messages.
A good thing about drip email campaigns is that you can automate and personalize them with the recipient’s name and information. So, you don’t have to worry about writing each piece of content and sending them manually every day. You just need to write an email, choose an email marketing platform, and launch your campaign. And you’re ready to go. Easy right?
Now that you know what drip campaigns are, let’s see why exactly you should use them.
Why should I use Drip Email Campaigns?
Take a look at the following data, and you’ll see why using drip email campaigns is a good idea:
- According to Neil Patel’s blog, automated email workflows can net you 20% more sales opportunities.
- Research done by Instapage shows that successful drip campaigns offer a 119% increase in click rate compared to regular email marketing campaigns.
- As said on Martech Zone, open rates for drip campaigns are about 80 percent higher than single-send emails, and average click-through rates are three times higher.
- According to Drip’s blog post, drip campaigns can generate 50% more sales-ready leads through steady customer communication.
After looking at all that data, it’s obvious that drip email marketing campaigns can transform your business’s metrics, such as increasing customer retention, and satisfaction, and reducing churn. We’ve summarized the main benefits of drip emails here:
- Promote the content of the company
- Save time
- Increase customer engagement
- Improve brand awareness
- Recover disengaged customers
- Customize each communication
With all this information, you now know what drip email campaigns are and why you should use them. But there are actually different types of drip campaigns you can implement for your business. Let’s take a look.
Types of Drip Email Campaigns
There are five types of drip email campaigns: welcome emails, onboarding campaigns, retargeting campaigns, post-demo campaigns, and subscription renewal campaigns. Each one of these will have a different impact on your business, so it’s crucial you understand each one and what they do.
1. Welcome emails
A welcome email is a great way to introduce yourself and your company to new subscribers. You can include a brief message, your company logo, and links to your social media accounts or website. Generally, these emails are well received, earning an average open rate of 58.7% – double the standard email open rate of 14.6%.
2. Onboarding Drip Campaign
Onboarding campaigns are designed to welcome new subscribers or customers and help them get started with your product or service.
The main benefits of those campaigns are that they build relationships with new customers, drive conversions, keep your business on top of mind, educate your new users, and provide valuable information about your products and services.
3. Retargeting Drip Campaign
As you’re probably aware, turning a potential customer into a paying customer is challenging. However, retargeting drip campaigns can help you with that.
These types of email marketing campaigns work by using a browser cookie to reach out to potential customers based on their online activity. You can send a retargeting campaign, for example, when a user visits your website and doesn’t take any action, or any conversion near-misses, like when a customer leaves the shopping cart without checking out.
4. Post-demo Campaign
Customers who book demos with your SaaS company are interested in your product or service. Because of this, post-demo email campaigns are very effective.
These summarize the most important factors you’ve discussed during the demo or explain what users can achieve by subscribing to your product.
5. Subscription renewal
When you have a subscription-based product or service, it’s important to keep your customers engaged and interested in what you offer. A great way to do this is through a subscription renewal drip marketing campaign.
With a drip marketing campaign, you can send targeted emails to subscribers up to their subscription expiration date. These emails can include content highlighting the main benefits of your product or service, special offers or discounts, and more.
Drip email campaigns are an effective way to keep your customers engaged and can help boost customer satisfaction. If you’re unsure how to get started, there are plenty of drip email campaign examples and best practices.
Check out our next section to discover the best drip campaign examples!
The 3 Best Drip Email Campaign Examples
Implementing a drip email campaign can be difficult at first. Here are our two basic recommendations:
1. Your messages should be short and concise. No one wants to read a long email, so make sure your messages are concise and easy to read.
2. Make your emails more visually appealing using images, infographics, and videos.
Now, let’s illustrate this with some great examples!
Welcome emails
Did you know that welcome emails, on average, generate up to 320% more revenue per email than other promotional emails? Welcome emails can help you boost customer engagement and retention and establish long-term relationships with your users.
This type of campaign should introduce new subscribers to your company and explain what they can expect from your company. It’s also a good idea to include a call-to-action (CTA) in your welcome email, such as asking recipients to check out your latest features.
Let’s see an example of Casper:
Abandoned cart
According to Shopify, approximately 60 – 80% of online shopping carts are abandoned before a sale is completed. In other words, two-thirds of potential sales are lost in your e-commerce business.
That’s why it is important to remind the contacts who abandon their cart to return and complete their purchase.
Let’s see an example of how RedRokk creates retargeting drip campaigns funnily:
Post-demo emails
Post-demo emails can help you convert potential customers who have already seen your demo. It’s a great way to show them what else your product can do for them, introduce different features, and show them how it can improve their daily activities.
To give you an example, here’s how FROGED does it:
Drip Email Campaigns and when to use them
Drip email campaigns are a great way to nurture your leads and keep them engaged with your brand, and when used correctly, they can be a super strong marketing tool. They help build relationships and engage your customers with your SaaS company.
To build a drip email campaign that works well, keep your messages focused on one topic or theme, make sure your emails are timely and relevant to your audience, write compelling copy to encourage action, experiment with different subject lines, and send times to see what works best. If you do so, you’ll be able to experience the major benefits of those types of email campaigns. In all, they’re automated, cost-effective, and highly customizable – it’s a no-brainer. Are you ready to create drip email campaigns?
If you’re looking for more, check our FROGED solutions or book a demo with us to learn more about how our platform can help you increase customer engagement with its in-app behavior triggers and email campaign tool.