Have you ever put a bucket under a leaky faucet or pipe? If you have, you know how fast that bucket can fill up. That’s the principle behind drip marketing. A powerful sequence of automated emails can do many different positive things for your online business.
Would you like 18 times the revenue that you are currently making? According to the email marketing firm Emma, relevant targeted emails get 18 times more revenue than non-targeted broadcast emails. That’s what’s behind the power of drip marketing. Drip campaigns have delivered a 119% increase in click-through rates, and you know that high click-through rates generally mean high revenue.
So, what is a drip campaign? It’s an automated series of emails that you send out to your email list. What advantages does a drip campaign offer you?
- It’s an automated way to welcome new subscribers.
- It gives you an opportunity to orient your new subscribers to your list and business.
- It’s a great way to nurture new leads.
- It’s a great way to build engagement with your business.
- It will cut down your unsubscribes because you have given your new subscribers a good taste of what they will receive from you.
- It can help you reactivate portions of your list that haven’t been responding.
Here’s a helpful infographic on drip marketing from Pardot:
Drip campaigns to not have to be as complicated as the process above suggests. Here’s a simple drip campaign that you can set up right away:
How to Set Up a Drip Campaign
- Get crystal clear on the objective of your drip campaign. What is it that you want to accomplish?
- Identify your target audience.
- Focus on how you can build your relationship with your target audience through your drip campaign. One of the best ways to do this is to create great content that meets a need for them.
- Create a message for your target audience.
- As with all emails and content, create great headlines that compel your audience to read what you’ve written for them.
- Sequence a series of messages into an automated campaign using your autoresponder.
When can drip marketing be most beneficial for your business? Here are some drip campaigns that you can do:
As you can see, drip campaigns can be used at many different points in the customer lifecycle.
One of the best uses of drip marketing is to new subscribers. If new subscribers are immediately thrown into your email list without any orientation to what you’re doing for your list, it can be disorienting. It’s like coming into a conversation that’s been going on for a while before you arrived. They’re coming in midstream without any direction from you as to what you’re talking about. What you need to orient your new subscribers is a drip campaign.
Drip Marketing To New Subscribers
Drip campaigns can be used with new subscribers and segmented audiences of your existing email lists. Here’s how to do drip marketing for new subscribers.
- Send a welcome email is immediately after a new subscriber joins your list. Provide a link to the lead magnet that enticed them to sign up. This confirms their email address and gives them what they asked for. In this email, it’s good to explain what your business is about and request that they whitelist you so that your emails don’t end up in their spam folder.
- Send your second email to your subscriber one to three days later.
- Send a third email to your subscriber one to three days later.
- Continue to send emails to your list on a regular basis for as long as your list is responsive. You can determine this by watching the open rate of your drip campaign. If there’s a big falloff or a number of unsubscribed after one particular email, it’s time to either rework that email, drop it from your drip sequence, or stop your drip campaign before that failing email.
7 Tips For What Not To Do With Your Drip Campaigns
The following is true for all your emails, but is particularly important for your drip campaigns since your drip marketing efforts can otherwise be so beneficial.
- Poor subject lines will kill any campaign. If you open rate is low, it’s time to rewrite your subject lines.
- Make sure that your campaign is about your audience and not you. They are the people that you have to please, so make sure that your content meets their needs.
- Stay on message. Every drip campaign should have a theme based on the desired outcome of the campaign. Stay laser-focused on that theme and don’t deviate from it. You lose the objective when you confuse your readers with content that’s off your theme.
- Avoid using words or phrases that trigger spam filters. Hubspot offers this helpful list:
Email Spam Words to Avoid
|As seen on||Buy||Buy direct|
|Order status||Orders shipped by||shopper|
|Dig up dirt on friends||Meet singles||Score with babes|
|Additional Income||Be your own boss||Compete for your business|
|Double your||Earn $||Earn extra cash|
|Earn per week||Expect to earn||Extra income|
|Home based||Home employment||Homebased business|
|Income from home||Make $||Make money|
|Money making||Online biz opportunity||Online degree|
|Opportunity||Potential earnings||University diplomas|
|While you sleep||Work at home||Work from home|
Financial – General
|Beneficiary||Best price||Big bucks|
|Cents on the dollar||Cheap||Check|
|F r e e||Fast cash||For just $XXX|
|Hidden assets||hidden charges||Income|
|Loans||Lowest price||Million dollars|
|Mortgage rates||No cost||No fees|
|One hundred percent free||Only $||Pennies a day|
|Save big money||Save up to||Serious cash|
|Subject to credit||They keep your money — no refund!||Unsecured credit|
|Unsecured debt||US dollars||Why pay more?|
Financial – Business
|Accept Credit Cards||Cards accepted||Check or money order|
|Credit card offers||Explode your business||Full refund|
|Investment decision||No credit check||No hidden Costs|
|No investment||Requires initial investment||Sent in compliance|
|Stock alert||Stock disclaimer statement||Stock pick|
Financial – Personal
|Avoid bankruptcy||Calling creditors||Collect child support|
|Consolidate debt and credit||Consolidate your debt||Eliminate bad credit|
|Eliminate debt||Financially independent||Get out of debt|
|Get paid||Lower interest rate||Lower monthly payment|
|Lower your mortgage rate||Lowest insurance rates||Pre-approved|
|Refinance home||Social security number||Your income|
|Ad||Auto email removal||Bulk email|
|Click||Click below||Click here|
|Click to remove||Direct email||Direct marketing|
|Email harvest||Email marketing||Form|
|Increase sales||Increase traffic||Increase your sales|
|Internet market||Internet marketing||Marketing|
|Marketing solutions||Mass email||Member|
|Month trial offer||More Internet Traffic||Multi level marketing|
|Notspam||One time mailing||Online marketing|
|Search engine listings||Search engines||Subscribe|
|The following form||This isn’t junk||This isn’t spam|
|Undisclosed recipient||Unsubscribe||Visit our website|
|We hate spam||Web traffic||Will not believe your eyes|
|Cures baldness||Diagnostics||Fast Viagra delivery|
|Human growth hormone||Life Insurance||Lose weight|
|Lose weight spam||Medicine||No medical exams|
|Online pharmacy||Removes wrinkles||Reverses aging|
|#1||100% free||100% Satisfied|
|Billion dollars||Join millions||Join millions of Americans|
|Million||One hundred percent guaranteed||Thousands|
|Being a member||Billing address||Call|
|Cannot be combined with any other offer||Confidentially on all orders||Deal|
|Financial freedom||Gift certificate||Giving away|
|Guarantee||Have you been turned down?||If only it were that easy|
|Important information regarding||In accordance with laws||Long distance phone offer|
|Mail in order form||Message contains||Name brand|
|Nigerian||No age restrictions||No catch|
|No claim forms||No disappointment||No experience|
|No gimmick||No inventory||No middleman|
|No obligation||No purchase necessary||No questions asked|
|No selling||No strings attached||No-obligation|
|Not intended||Obligation||Off shore|
|Offer||Per day||Per week|
|Produced and sent out||Reserves the right||Shopping spree|
|Stuff on sale||Terms and conditions||The best rates|
|They’re just giving it away||Trial||unlimited|
|Warranty||We honor all||Weekend getaway|
|What are you waiting for?||Who really wins?||Win|
|You are a winner!||You have been selected||You’re a Winner!|
|Cancel at any time||Compare||Copy accurately|
|Get||Give it away||Print form signature|
|Print out and fax||See for yourself||Sign up free today|
|Free||Free access||Free cell phone|
|Free consultation||Free DVD||Free gift|
|Free grant money||Free hosting||Free installation|
|Free Instant||Free investment||Free leads|
|Free membership||Free money||Free offer|
|Free preview||Free priority mail||Free quote|
|Free sample||Free trial||Free website|
|All natural||All new||Amazing|
|Fantastic deal||For free||Guaranteed|
|It’s effective||Outstanding values||Promise you|
|Real thing||Risk free||Satisfaction guaranteed|
Sense of Urgency
|Access||Act Now!||Apply now|
|Apply Online||Call free||Call now|
|Can’t live without||Do it today||Don’t delete|
|Don’t hesitate||For instant access||For Only|
|For you||Get it now||Get started now|
|Great offer||Info you requested||Information you requested|
|Instant||limited time||New customers only|
|Now||Now only||Offer expires|
|Once in lifetime||One time||Only|
|Order now||Order today||Please read|
|Special promotion||Supplies are limited||Take action now|
|Time limited||Urgent||While supplies last|
|Addresses on CD||Beverage||Bonus|
|Brand new pager||Cable converter||Casino|
|Celebrity||Copy DVDs||Laser printer|
|Legal||Luxury car||New domain extensions|
That’s quite a list, and I don’t understand all of the words and phrases, but it gives you a good idea about what to avoid.
5. Do not EVER use ALL CAPS. It is ANNOYING to read, and this is also a spam trigger.
6. Create and maintain the right frequency of emails for your campaign. One of the benefits of a drip campaign is staying top of mind with your list. Finding the right frequency for your campaign emails will help you stay top of mind without annoying your list with too frequent emails or too many emails.
7. As with all your content, proofread until you’re sure that what you’ve found and corrected your mistakes. Misspellings and grammatical errors can hurt your reputation with those who you are interested in reaching for your business. (I hope that I adequately proofread this!)
If you are already doing drip campaigns, what has worked best for you?
I welcome your comments and questions, and your likes and shares.