Creating an automated email sequence is essential for building relationships and moving subscribers to action with your email marketing campaigns.
Is that possible?
Yes – The answer is by using Drip Email Campaigns
With drip email campaigns, you can send emails gradually over some time.
This allows you to send emails structured around achieving a specific goal instead of just one email.
Learn how to use this strategy to your advantage in this post.
The best way to design an Email Drip Sequences
The ROI of Drip Email Marketing is still among the best despite the advent of newer forms of marketing (like SMS marketing).
Developing a drip email campaign may seem daunting at first, but it is not as difficult as it appears.
With the advent of automation software like email marketing software and customer relationship management software, they are quite easy to implement.
We’re going to design a drip email campaign that works.
1. Choose your Target audience
Identifying who you’re sending drip emails to is key to success.
Knowing your target audience is essential to creating personalized emails that will engage them.
As a result, you can also learn what essential factors of email marketing will work for you.
Create a segment for your target audience once you have figured out who it is.
Using segmentation, you will be able to ensure that only those subscribers on your email list receive the message that corresponds to the drip campaign’s objectives.
Here we are in the middle of designing an effective campaign and we have just reached the next stage: defining your objectives.
2. Define your Email Objectives
To design a drip campaign that meets your goals, you must define them from the beginning. Decide:
- Your goals. Is there a reason you’re sending out drip campaigns? Would it be used to generate leads, upsell, or reactivate inactive users?
- Emails will be sent to (which segment). Using drip emails is possible for any segment of your database. Any business goal can be achieved with drip campaigns, from winning over new subscribers to retaining the most loyal ones.
- How are you going to measure performance? Email marketing offers the advantage of easy tracking of performance and progress.
To design an effective drip campaign, you must define your objectives and set your KPIs.
3. Make sure subscribers take the specific action you want them to take
A drip email campaign is designed to guide prospects through the customer journey. Actions must be taken for that to happen.
You need a call-to-action (CTA) in every email in your series to nudge your subscribers along their journey.
You can offer your subscribers the following actions:
- Report Download
- Using a coupon
- Video watching
- Purchasing a product
It’s important to align your subscribers’ actions with your business goals. It is important for you to link a benefit to your subscriber’s action in order to get them to act.
Moreover, the actions your subscribers take within your campaign will be used to trigger the next email in the sequence based on the actions they take (or do not take).
4. Decide how many emails to use
Do you need to send a drip campaign with how many emails?
Do they need to be spaced out differently?
Answers to these important questions will depend on:
- Model of your business
- Defining the type and objectives of the campaign
- You must convey complex information
- A buyer’s journey’s length
GetResponse conducted a study as part of their methodology to assist marketers in determining how many emails they should include in their campaigns to get the most ROI.
An interesting study finding revealed that an increase in autoresponder sequences resulted in a decrease in engagement due to an increase in the number of emails included.
Are shorter campaigns more effective?
That’s not the case.
Depending on your business type, it will vary. The number of emails and the intervals in your sequence should be based on a few guidelines.
To get you started, here are a few suggestions:
- Do you need a lot of content to move subscribers down the funnel?
- Make your content easy to digest by breaking it up into small chunks
- Every stage of your customer’s journey should be filled with relevant content
The best drip sequence will require some experimentation.
To test your email list, send a few sequences with a different number of emails.
Despite the fact that the results may not be 100% accurate empirically, you should send the sequence that generates the most engagement to the rest of your list.
5. Set your KPIs
A key performance indicator (KPI) is a metric you’ll use to determine whether your campaign is succeeding or not.
Depending on your objectives, they may include:
- The open rate
- Ratio of clicks
- Eventually unsubscribes
- The rate of conversion over time
- The conversion rate of customers
- Generated revenue
It’s important to determine your goals and the way you will measure success before you start a drip campaign.
6. Create drip sequences that are automated
A drip campaign involves a lot of moving parts. It is impossible to keep track of all of them manually.
Email campaigns must be automated for this reason.
Drip campaign workflows can be easily created using email automation software.
- Set your triggers
- Load your email content
- Set delivery intervals
You can increase the efficiency and profitability of your campaigns by automating them.
7. Monitor and evaluate your performance KPIs
As soon as your campaign is launched, you should monitor your subscribers’ responses. A more important consideration is to evaluate the performance of your campaign.
KPIs play a crucial role here.
By tracking your KPIs in your email automation software (or use third-party analytics tools), you can gauge the success of drip marketing campaigns.
By keeping an eye on your KPIs, you can adapt your campaign if certain parts aren’t performing well.
In the case of a particular email, for instance, you can improve its effectiveness by fine-tuning its content.
Data will also help you iterate your drip campaign more effectively when all is said and done.