Are you planning to gear your product? If yes, then you must have done a lot of things, including from building concept to data testing and collecting emails. So, how you will be going to talk to them? Have you ever heard of drip marketing or drip email campaign? If not, then this blog is for you!
The first marketing email was sent in 1978 and resulted in $13 million in sales. Over time, email marketing has become one of the highly effective methods to convert and nurture leads. These days, most of the startup use drip marketing campaigns which are based on the concept of a set of marketing emails that will be sent out automatically on a schedule.
Setting up drip campaigns may seem daunting and can take up a significant time if you’re just getting started. No problem! This blog will help you understand- what is drip marketing, why startups should use drip marketing, drip marketing campaign examples, and the available tools for drip marketing.
Let’s dive right in.
What is Drip Marketing?
Drip marketing is the automated sets of emails, which allows you to send them to your potential customers based on specific timelines. In other words, it allows you to consistently send marketing information on a timed interval. It enables you to stay in touch with groups of people based on events like user signs up for an account.
Why Startups Should Use Drip Marketing?
The traditional method of increasing conversions is weak. As it only focuses on optimizing and testing web pages. The odds are it will result in mediocre steady growth. This is because, in a traditional method, you are only focusing on one part of the buyer’s process. But, you need to nurture leads before showing them a sales page.
The goal of drip marketing is to capture leads. Drip marketing allows you to actually shift the mindset of your leads via a series of specific events through emails. In the below image, you can see how conversions are growing exponentially through a sequence of emails.
According to research by Emma, “Relevant targeted emails produce 18-times more revenue than globally-broadcasted ones.” In addition, people who read your drip emails, prefer to click the links in them, with a 119% increase in click rater from drip emails. The reason behind the drip marketing works because you get to educate your leads on their problems and later sell them an appropriate solution based on their buying stage.
Drip Marketing Campaign Examples
Example #1: Airbnb
Airbnb, like other e-commerce and SaaS websites, encourages users to signup or login when they visit.
What Makes This an Awesome Drip Campaign Example?
Airbnb has a highly relevant drip campaign, which actually grabs the attention of a number of users. It also provides similarly priced listings. This way, the user’s interest can be captured by providing other options for accommodations.
Example #2: Amazon
An e-commerce Goliath, Amazon, does drip email marketing better than any other e-commerce giants. When it comes to behaviour-based email drips, Amazon is on-point with their emails. For example, If the user browses bags for DSLR, below is an email is received by the user.
This product is most probably what the user is looking for. Also, the chances are it fits well with the budget the user sets.
What Makes This an Awesome Drip Campaign Example?
Amazon’s drip emails are backed by a powerful recommendation engine. It precisely sends email with the list of products they’ve already browsed or are likely to browse. If the user keeps looking for the same product in this category, chances are he/she will buy the product at some point in time.
Example #3: Grammarly
Grammarly is an online tool for spelling and grammar checking. It periodically sends relevant content and reminds users of what possibly they can do with the premium version.
What Makes Grammarly an Awesome Drip Campaign Example?
Grammarly does not waste time in banal abstractions. For example, if the user did not log in for a week, then it keeps reminding users to log in. Grammarly also educates its users with the educational tip.
Drip Marketing Tools for Startups
The tools for drip marketing enable startups to create highly engaging email newsletters. The tools make easier to easily send personalized and targeted emails in bulk.
1. Constant Contact
Constant Contact is most easy to use and beginner friendly email marketing tool. It enables users to manage email lists, contacts, email templates, and marketing calendar.
The Email Plus accounts come with powerful features like email automation, surveys, surveys and polls, coupons, and online donations. It also offers online support with live chat, phone calls, email community support, and a vast library of helpful resources.
2. Drip
Another powerful email marketing tool for eCommerce, bloggers, and digital marketers. To make marketing automation and personalization easy, Drip offers a wide range of tools.
Drip offers seamless integration with popular website builders like WordPress and WooCommerce. It allows users to easily add sign up forms to the website and capture more leads.
3. SendinBlue
A complete SMS and email marketing software business, SendinBlue, is one of the fastest growing email marketing platforms in Europe. An extremely easy to use platform with excellent tools to create alluring and highly engaging emails.
It also provides beginner-friendly automation tools, which allow to send transactional emails, create workflows, and segment users. It also offers a completely free email marketing plan, which lets you send up to 300 emails per day.
4. ConvertKit
A robust email marketing platform for professional bloggers, authors, and marketers. ConvertKit is extremely easy to use and incredibly powerful. It allows offers content upgrades and incentives with email signup forms. It also comes with easy to manage auto-responders, which allow users to send drip emails.
5. AWeber
This is one of the oldest and most popular email marketing service providers in the world. It offers a wide range of tools for small and medium-sized businesses in order to manage their email marketing.
It easily connects to most platforms including WordPress. Users get access to ready to use email templates, list management, autoresponders and email tracking with detailed insights.
Conclusion
Combined with conversion optimization, drip marketing allows you to grow further than the traditional tactics would ever allow you to achieve. By using conversational and educational emails sent automatically to your leads, you would be able to build trust, relationship and ultimately increase your user engagement. With drip marketing, you will successfully get more visitors to convert into trial users, and more trial users to convert into real, paid customers.
