How & Why to Use a Drip Campaign | Automated Emails Part 1

How & Why to Use a Drip Campaign | Automated Emails Part 1

Hello everyone I am back at the
whiteboard and today I’m talking about how and why to use email drip campaigns.
This is actually going to be part one of a series in which we’re talking about
automated emails. Now, why are we talking about emails? Well let’s start off with
this statistic: 59% of B2B marketers rate email as number one in generating
revenue for them. Not in B2B? Well on the B2C end,
72% of people stated that they would prefer to get a promo
via email than seeing it on social and overall the ROI of email has been
estimated at close to four thousand percent that’s higher than any other
channel so if you’re not using email you should. Now why would we use drip email
campaigns versus just sending off these single email blasts? Well open rates have
been shown to be 80% higher and click-through rates
three times higher on these drip emails than on these single sends or what we’ve
been known to call them as blast emails. So it’s really important that you
implement this into your strategy. Now I’m talking about these drip emails, what
exactly is a drip campaign? Well here we’re talking about automated email
series that are scheduled ahead of time but they’re customized to being sent to
a segment. So the information is essentially sent to people over a longer period of
time and you can have them pre-written but you can have them customized with
any data you have about your leads for example their first name, their company,
their industry so on and so forth. Really what these do is they give leads
relevant info at that point in their journey. So this makes them a lot more
effective and targeted. All right so what are some examples we have of these drip
email campaigns? One is what we call a top of mind email drip. We use these a
lot in B2B. These are to engage those not quite sales ready leads with just some
consistent touch points so that you are a staying top of mind for them over time
and they don’t forget about you. We know that sales cycles in B2B are
very and so you don’t want to be forgotten
about. The other another example is welcome drip emails so these can
introduce new prospects or subscribers to your company the company at kind of a
comfortable pace over time so you can share different bits of information with
them over several emails. Then we have a competitive drip. I kind of like this. So
this might be someone that’s a little further along in their decision-making
process in which they’re starting to compare you to others so this can
differentiate your product or service from competitors and this can work in
both B2B and B2C. We have then re-engagement campaigns. If you’ve been
watching some of our previous whiteboard videos we’ve talked about re-engagement
email templates but here we’re talking specifically about a series of
reengagement emails in which you’re encouraging inactive leads to re-enter
the sales process or maybe to re-subscribe to your email list and then
last example we have here is some onboarding drips. So it’s really
important that we focus not just on our potential customers but our current
customers and so that’s what these are for. We really want to provide resources
for the client to get started with us or maybe for a customer to start using
our product the more successful they are in working with us the more likely that
they will stay on as customers and that they will share our product or services
with someone they know. Alright so let’s move on to exactly how do you implement
a drip campaign so what makes drip campaigns or one of the things that
makes them so powerful is that we are targeting them and we’re at a specific
segment of our database so the first thing we want to do is create a segmented,
we want to segment our list either by demographics or some kind of behavioral
criteria so these can be based on your persona so maybe you have different
email drips for specific persona or maybe even an industry or they can be a
category specific to your campaign. Step two is we want to then take that segment,
we want to write content for them in that specific stage of their journey so
for example over here we’re talking about a welcome drip this is early on
in their journey with you whereas we can talk about maybe like a top of mind drip
these could be people that are closer to the end of their sales cycle and maybe
you’re just wanting to stay in the running as they determine who they’re
they’re going to use for their service and then you want to determine what goal you want them to meet with that email and you want to educate, re-engage,
and get them to complete that task so be sure to include a call-to-action. Say it
often and make it very apparent to them what it is you want them to do in that
email. Step number three decide when to send each. Now this will take a little
bit of trial and error to determine the cadence that works for your audience and
for that specific use. Maybe you send the next email for three days maybe you wait
a week maybe you wait a couple of weeks. It depends really on your sales cycle
and what works for your audience so little try to trial and error to figure
that out. Step four find an automation tool so
finding an automation tool is going to make it a lot easier and more efficient
to schedule out these emails ahead of time and these email automations will
also allow you to track for opens, clicks, unsubscribes, and more so that
you can figure out what is working and optimize over time because again a lot
of these can be evergreen and so you’re going to use them over and over again as
people enter that stage or that list in your database so I wanted to, speaking of
that in finding a little automation tool, just give it a little public service
announcement friendly public service announcement. HubSpot which has been one
of the top rated automation tools out there has typically, their email automation has only been available on their paid platform but they just announced that they have a free version called Marketing Hub Starter that will actually allow you to do some email sends and automation and they also have
some other of the generation tools and a free CRM so if you haven’t checked it
out, I would. I hope I’ve convinced you that email drips are great these
are especially good for new businesses getting in the door with email
automation and like I said, three times the click-through rates so, go for it.
That’s all I have time for you today, this has been Tammy, marketing manager at
Campaign Creators, thanks for nerding out with me!


  1. Thanks – educational. One typo – I guess you meant to say "#1 @ generating revenue" under "Why Email?"

  2. Good stuff. I agree, our academy has a lot of the same info and we mostly agree with everything you said. Do you recommend any specific automation tools? We like and quite a bit for b2b sends!

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