Decoding Email drip campaigns
Cultivating a loyal customer from a disengaged user is every marketer’s challenge. And, drip campaigns are the magical solution for his woes. Really! As per a study done by Emma, an email-marketing suite, pertinent emails shared with the right audience can produce x18 more revenue and can lead to an 119% increase in click rate. These automated emails based on triggers – specific timelines and user actions – give people the right information at the right time.
This is not to say, it works only on emails though. You can use this technique for push notifications and in SMS marketing as well. For convenience sake, we focus on emails in this blog.
So broadly, there are two types of drip campaigns – acquisition-based and retention-based.
Every growing business needs a sound drip for acquisition and for any drip to be planned you need an audience to work with. Some of the most used ways to garner it is by using referrals. Some also buy databases. We advocate creating it organically via social media campaigns, offline campaigns, so on and so forth. You want them to become from prospective customers to customers.
What it looks like:
Example: Someone was on you website, but did not buy your product (or whatever you goal is).
This is what your drip structure would look like:
1) Send a primary mail – You can share interesting blogs or discounts, spun around the object of your target’s interest. It can be the product he was viewing or the topic of blog he was reading on the webpage.
2) Set Triggers: There can now be four scenarios.
-One, the person opens it, and clicks it but does not complete the goal
-Two, the person opens it but does not click it
-Three, the person clicks it and completes the goal
-Four, the person does not open it
3) Action: Based, on these four triggers, you choose the next email to be sent to each segment.
If one happens, be persistent, send something else that is relevant to the target. You might want to ensure that there isn’t something else that would be more pertinent/ Try experimenting with content format. If he was taken to text content, take him to videos now.
If two happens, you might want to analyze what went wrong with the email content. Why did it not hit the mark? Did we not address the pain points right? Was the tonality not impactful enough? Based on who your audience is, you will have to frame your questions.
If three happens, you are sorted. You can move to retention.
If four happens, consider which among the three went wrong – subject line (was it not hard-hitting enough, was it too complicated, was it not relevant), spam (if that is where your mail is landing and promotions (what can you do to reduce this probability). Once sorted on this front, send in the next email to this batch.
Here you would also want to focus on response rate. For instance, if 0.1% people react, there might be something wrong with your database. Sometimes, especially in bought one, audience is not relevant to your business. Such low activity rates then serve as red flags.
Drips for retention are critical because according to a survey by SAS and Loyalty360, 68% sales happen from this group of customers. When they say, never underestimate the power of brand loyalist, believe them.
What it looks like:
If you have a customer and you want him back soon. You run the drips for retention.
Example: They bought a bag, didn’t return for 2 months! Subscribed to a service and and the expiry date is nearing.
Based on what the reason is for your customers to be away, frame the right message. That’s key. Have an emotional connect in your communication. For instance, those who are away from a long time, say something like – “We miss you” or “We are sorry if we did something wrong?”. If someone is not clicking on your blog mails, “Is what we are sending not relevant to you?”. One of the message tonality working nowadays for long-term-gone customers is – “Is this a goodbye?”.
Retention drip works on last transaction date, stated as T below. This is what the flow looks like:
Step 1) On T (date of transaction), send the invoice along with a thank you message on email
Step 2) On, T+1, request the person to review and rate the experience. Notwithstanding if there is a response, move to step 3
Step 3) On T+7, send an email with products complementary to the last purchase on T. For instance, if someone bought a cellphone, you can share bestseller mobile covers, earphones, etc. (you can add a small discount)
- If someone completes the goal, start from step ½
- If someone doesn’t open, do a copy, spam and promotions hygiene-check
- If someone clicks, but doesn’t complete the goal. Send reminders that their loved product is going off the shelves fast
- If someone opens and doesn’t click, change the list of products and send another email in 2 to 3 days
- If there is no response, move to step 4
Tip: Try checking what the search history has been like. Insights will give you an idea as to what makes a pertinent choice of products for list to be shared.
Step 4) If by T+14, send an email with another list of new products added to the inventory, repeat actions based on triggers mentioned in step 3
Step 5) On T+21, send an email with another relevant product list, repeat actions based on triggers mentioned in step 3
Step 6) If by T+28, there is no response, send the emotional mail, with messaging such as that mentioned in approach section
You set your email drips either by coding on your own or by outsourcing the work to third party platforms like Hubspot and Mail Chimp, SendGrid and CleverTap.
Remember drips are a long-term strategy but one that pays-off really well. It involves a slow but sturdy email flow instead of a fire-hose blast of information to all. At Brandzgarage, we manage it end-to-end. From preparing strategy and setting-up logic to coding back-end and preparing emails, we do it all. Not just this, we also test and deploy your drip campaign to ensure seamless execution.