How to Create an Email Drip Campaign Strategy That Converts

Email marketing is an effective tool that can help nurture leads, turning them into engaged customers that are invested in your brand. But, what if you could go one step further, creating targeted email campaigns that are sent depending on specific actions a subscriber takes? And, what if these emails were automated, magically working in the background while you worry about the other things on your to-do list?      

No, this isn’t too good to be true! These emails are called drip campaigns — and if you aren’t already utilizing them in your marketing strategy, you’re going to want to start. Let’s take a closer look at email drip campaigns, including how they can help your business convert leads into loyal customers and continue to work for you to keep them engaged.

What is an Email Drip Campaign?

An email drip campaign, sometimes referred to as an email workflow, is a series of automated emails that work together to accomplish a specific goal. These workflows are strategically planned to guide a lead through the customer journey, from awareness and consideration to purchase and retention. Once a drip campaign has been written and set up using your email platform of choice, it will automatically be sent out in response to various timing and behavioral triggers. By automating your emails, you can send messages that are personalized, relevant, and targeted — allowing you to deliver the right information at the right time.

Learn More: Are Your Email Campaign Goals SMART?

The Benefits of Setting up an Automated Email Workflow

So, why should you use automated email workflows in your marketing strategy? The primary goal of any email campaign is to make sure it’s seen by the right people — this means that sending generic emails to every contact on your list just won’t cut it anymore. For example, someone who just subscribed to your newsletter should receive a different message than a customer who has already engaged with or purchased from your business. 

Email drip campaigns are targeted and relevant, adding more value for the recipient and increasing the chances they will actually be interested and respond to your call to action. Because these campaigns feel more personalized, they typically result in fewer unsubscribes and a higher conversion rate. Drip campaigns also have the potential to convert visitors into customers, increase repeat purchases, re-engage a dormant audience, and much more. And due to the automated nature of these emails, you can see greater results with less effort. It’s a win-win!

Related: Use Automated Workflows to Nurture and Convert More Leads

7 Best Email Drip Campaigns to Utilize in Your Strategy 

Whether your company is B2B or B2C, automated email workflows are an essential tool to have in your kit — and there are many ways to incorporate them in your strategy. Below are some of the best email drip campaigns to consider for your business.

1. Welcome Workflows

A welcome workflow is triggered when a lead performs an action like signing up for an account or subscribing to a newsletter. While this campaign should greet them and show your appreciation for subscribing, an effective welcome workflow will accomplish much more than this. Because this person is likely in the early stages of their customer journey, now is the time to make a great first impression and introduce them to your brand, mission, and product/service. Tell them what they can expect from the newsletter, show them informative content about your business, direct them to your social channels, and possibly offer a discount code for subscribing.

2. New Customer Workflows

There’s something extra special about a brand-new customer. But, you don’t just want someone to be a one-time buyer — you want to turn them into a repeat customer. One way to do this is through new customer workflows! Compared to a welcome email, these contacts have shown further interest in your business by actually purchasing your product or service. Add value to this stage of the customer journey by sending them relevant content — such as tips, tricks, recipes, or how-to videos — that shows them different ways to use your product or get the most out of your service.

3. Gated Content Workflows

Lead generation shouldn’t be a one-way street. If you want prospective customers to give you their contact information, you should provide them with something valuable in return. Gated content is a great way to achieve this! This content could be a downloadable e-book or a webinar — whatever makes the most sense for your business and industry. After automatically sending subscribers the content they signed up for, continue to nurture these leads by providing them with additional content or information that is tailored to their interests.

4. Reminder Workflows

Today’s consumer is constantly being bombarded with distractions — and there’s nothing wrong with giving them a friendly reminder every once in a while. Abandoned cart workflows or replenishment reminders are essential email drip campaigns for any ecommerce site. We’ve all been online shopping, added items to our cart, and exited before completing the purchase. Abandoned cart emails can help re-engage those potential customers, let them know the product is still in stock, and direct them back to the site to finish what they started. If your product or service has a finite life cycle, an automated email can also be a useful tool to remind customers to renew a subscription, stock up on a product, or rebook a service.

5. Important Date Workflows

Special offers and discounts are often the driving force behind customers subscribing to email newsletters. Commemorate special occasions and important milestones, like a birthday or anniversary, by sending an automated email that offers a discount. Everyone wants to feel celebrated, and these personalized email drip campaigns can help not only build loyalty, but also keep your brand top-of-mind. Plus, offering a discount code gives the recipient an excuse to purchase from your company again. It’s the gift that keeps on giving!

6. Re-Engagement Workflows

When it comes to successful email marketing, building and growing an email list is only one half of the puzzle — you also need to keep these contacts engaged. A re-engagement campaign is triggered by an inactive profile, meaning a contact who hasn’t opened your emails or purchased something in a while. Think of this email drip campaign as your last-ditch effort to rekindle the relationship and win back an inactive customer. Re-engagement campaigns can include emails asking for feedback, showing inactive customers what they’ve been missing, or offering a special discount to lure them back in. If the customer still hasn’t engaged after the drip campaign has run its course, then it might be time to say goodbye and remove them from your list.

Related: How to Create Engaging Email Campaigns Using Klaviyo

7. Value-Based Workflows

A value-based workflow reminds a customer why their investment in your product or service is valuable to them. Sending automated emails that include stats and insights about your company can help prove the value they are getting from remaining a customer. Grammarly, an online writing assistant, sends weekly writing updates about the user’s productivity, vocabulary, accuracy — and, of course, how many grammar mistakes the software detected. This keeps your product or service top-of-mind, while also showing the benefit of continuing to work with you.

Start Creating Effective Email Drip Campaigns That Actually Convert

The key to creating a high-converting email drip campaign is to take subscribers on a journey — adding value by delivering the right message at the right time. Luckily, getting started with automated workflows doesn’t have to be a daunting process, especially when you leave it to the Pinckney Marketing professionals. If you’re ready to start nurturing your leads and create effective email drip campaigns that actually convert, then we’re ready to help. Click the button below to get in contact with us!