Email drip campaigns have become an essential tool in the world of email marketing. These campaigns involve sending a series of automated emails to subscribers or customers on a predetermined schedule. This strategy has proven to be highly effective in increasing email open-rates, click-throughs, and engagement.
In this article, we will explore the different types of email drip campaigns and how to create them using MailChimp, a popular email marketing platform. Additionally, we will provide a real-life example of an email drip campaign for WPExplorer customers, illustrating how this strategy can be used to promote and increase conversions for WordPress products.
But first, let’s understand the concept behind the name “drip” campaigns. The term “drip” is inspired by drip irrigation, a technique used in agriculture to slowly deliver water to plants. Similarly, email drip campaigns involve sending emails to subscribers in a slow and steady manner, providing them with valuable information drop by drop.
One common problem faced by marketers is that traditional email newsletters only show the most recent emails, leaving subscribers unaware of previous important information. Email drip campaigns solve this issue by allowing marketers to configure and personalize emails for each new subscriber. These campaigns can be used for various purposes such as newsletters, product updates, abandoned cart reminders, and festive promotions.
Segmentation and personalization are crucial components of a successful email drip campaign. Segmentation involves dividing subscribers into different groups based on specific criteria, while personalization allows for the delivery of more relevant emails to each group. For example, Dropbox segments its customers into free and paid users and tailors their email drip campaigns accordingly. Free users receive emails persuading them to upgrade to a paid version, while paid users are engaged and retained through personalized content.
There are several common types of email drip campaigns, each serving a specific goal. Welcome emails are sent when a customer signs up for a product or service and should contain clear calls-to-action (CTAs) and guidance on getting started. Onboarding emails aim to familiarize customers with the product and help them take their first steps. Recommendation emails, used by companies like Netflix and Spotify, provide personalized suggestions to keep users engaged. Renewal emails encourage customers to renew their subscriptions or services before the expiration date. Confirmation emails provide transactional information, such as purchase confirmations or reservations. Engagement emails can be promotional, feedback-oriented, or informational, keeping users connected and engaged. Lastly, unsubscribe emails are sent when a customer decides to unsubscribe, providing an opportunity for feedback.
Now, let’s take a look at how to create an email drip campaign using MailChimp. MailChimp is a popular email marketing platform known for its user-friendly interface and features. First, you need to log in to your MailChimp dashboard and create a new campaign. Select the Automated tab and choose the type of campaign you want to create. MailChimp offers various templates optimized for different actions, such as selling products, making announcements, telling stories, following up, and educating users. Select the template that best fits your campaign goals.
Once you have chosen a template, you can customize it with your content and design. MailChimp provides customizable blocks for RSS feeds, allowing you to automate blog updates in your email drip campaign. You can also personalize the email content using merge tags for dynamic information such as the recipient’s name or recently viewed products.
Now that we have covered the basics of creating an email drip campaign, let’s dive into a real-life example. WPExplorer, a company specializing in premium WordPress themes, will serve as our case study. We will create an email drip campaign for customers who have purchased their Total theme from a marketplace like Envato.
The first email in the drip campaign is the welcome email, which is sent immediately after the purchase. This email thanks the customer for their purchase and provides information about the theme, including links to relevant resources and support channels.
The second email is the onboarding email, which aims to help customers get started with the Total theme. It provides step-by-step instructions on installation, plugin integration, and showcases website demos built with the theme.
The third email is an update email, informing customers about new features or bug fixes in the Total theme. This keeps customers engaged and aware of any improvements.
Lastly, we have the retention email, which is sent to customers when their support plan is about to expire. This email offers them the opportunity to renew their support and provides incentives such as discounts or exclusive content.
To further enhance the effectiveness of the email drip campaign, segmentation based on user activity can be implemented. Active customers, who regularly engage with the emails, can be targeted with feedback requests or exclusive offers. Inactive customers, on the other hand, can be re-engaged through personalized content or incentives.
In conclusion, email drip campaigns are a powerful tool for increasing customer engagement and conversions. They allow marketers to deliver valuable information in a slow and steady manner, resulting in higher open rates and click-through rates. MailChimp provides a user-friendly platform for creating and automating email drip campaigns. By following the example of WPExplorer’s email drip campaign for their Total theme, businesses can effectively promote their WordPress products and engage their customers throughout their journey. So why not start implementing email drip campaigns today and see the positive impact on your business?
