We’ve said it before, and we’ll say it again – email marketing is one of the cheapest (and greatest) ways to grow your business. So let’s get more down to the nitty gritty of how to maximize your email marketing efforts. For one, if you aren’t already using automation tools to your advantage, now may be the time to start! To really build out your user engagement, our advice would be to start an email drip campaign.
So what exactly is a drip campaign?
A drip campaign is an email marketing strategy that includes a range of emails sent out at specific days and times. Email drip campaigns allow you to choose the timing and sequencing of your email sends. Because of their customization, drip campaigns can help to increase the effectiveness of your overall marketing strategy and help you meet your KPIs.
- Build your email list
- Lower your unsubscribe rate
- Segment your audience
- Help boost sales
Here are 3 examples of emails to include in your next drip campaign:
1. Welcome Email
The Welcome Email sets the stage for a new email subscriber being introduced to your brand. This email doesn’t need to be some long, intensive email. Instead, just thank your subscribers for joining your list and provide them with some sort of value. Studies have shown that Welcome Emails that include a promotional incentive generate 3-6 times more sales.
A thing to note about the welcome email – it should be sent out immediately after a person subscribes to your list. Especially if you are an eCommerce business, if a person subscribed to your list for your promo offer, you want to hit their inbox when they are looking to buy.
Take a look at Brixton’s welcome email (yes we blurred out the promo code.)
2. “Made for You” Email
People like to feel seen and special – it’s just the way we humans are. In order to best play off of this, we suggest adding a curated or “made for you” email to your drip campaign. This can take the form of sending an email about your best sellers or new releases. In either case, you have curated the content for your email subscribers and are featuring top products.
Curation emails also give your business a chance to add some customization and personalization. In your curation email, you can segment out your email list by their past purchase behavior. This will help increase conversions, as more relevant info is being sent to more interested people.
Mailchimp highlights this product recommendation example:
In the curation email, you will have been able to 1) make a consumer feel seen and 2) showcase your new arrivals/best sellers. It’s a great way to increase your repeat purchase rates!
3. Cart Abandon Email
In the business of selling products online, you can just about guarantee that you will get some cart abandonments – it’s something beyond your control. But, what is in your control is what you do about it. A cart abandonment email is the perfect chance to remind a customer why they were interested in your product in the first place. In fact, studies show that when users return to make a purchase after abandoning their cart, it usually takes place within 24 hours of the cart abandonment. This is largely in part to the success of abandoned cart emails!
Remind the customer that the product is still in stock for them and ready for them to purchase. You can even offer a discount code or free shipping if you really want to try and bolster your chance of getting that customer to convert.
Check out this abandon cart email from Casper. We especially like this one as it is short and sweet, with a little clever flare added.
Implementing an automated drip campaign into your company’s marketing strategy is just one way to take your business above the competition. Start by introducing some of these campaigns into your email sends. If you still need help with your overall email strategy, reach out today, and we would love to discuss awesome ways to get your business thriving.