Drip email campaigns, automated emails, customer journeys—whatever you want to call them—all refer to the idea of sending highly personalized emails to leads.
Not only are they personalized, but automated drip campaigns take subscribers through a unique funnel unlike any other type of marketing. These campaigns are ideal for nurturing B2B leads who need more time to learn about your business and why you’re qualified to help them.
You’ll be able to provide your leads with valuable and relevant content while improving your conversion rates. What’s better than that?
In this post, we’ll explain why you should create these campaigns and go over some important email drip campaign best practices. We’ll also provide some examples to jumpstart your creativity.
Why Should You Create an Email Drip Campaign?
Automated drip campaigns are easy to create and manage, yet they provide subscribers with the most relevant content possible. Here are a few benefits.
1. They’re Highly Personalized and Timely
According to research from Adobe, 67% of consumers expect brands to use collected data to provide highly personalized content. Meanwhile, almost half of people—42%—get frustrated or annoyed when brands miss the mark with generic or irrelevant content.
That puts a lot of pressure on marketers to deliver the right content at the right time. Fortunately, automated campaigns can solve this issue with drip campaigns because they’re based on subscriber behavior.
2. Automated Email Drip Campaigns Require Minimal Resources
It’s remarkably easy to set up a series of email drip campaign examples. Once you create those, you can personalize bits and pieces as needed.
Since everything is automated, you don’t have to worry about sending out individual campaigns. Just sit back and watch the traffic and sales roll in.
3. They Lead to Higher Conversion Rates and Lower Unsubscribe Rates
Automated drip campaigns deliver 119% higher click-through-rates and 18x more revenue than standard email campaigns. Why? Well, they’re highly personalized and people are more likely to click on links that relate to their personal interests. Plus, subscribers are less likely to unsubscribe from personalized campaigns.
4. You Can Build a Conversation with New Leads to Create Brand Loyalty
Especially with B2B marketing, building a conversation and demonstrating value over a long period of time is crucial for establishing trust.
A large majority of B2B buyers—79%—say they consume at least three pieces of relevant content before making a purchase.
Keep in mind that B2B buyers don’t only consume blog posts. That gives you plenty of room to create videos, eBooks, and more. In fact, 64% of B2B buyers say they appreciate podcasts during the early buying stages.
5. Email Drip Campaigns Re-engage Inactive Subscribers and Rewards VIPs
New subscribers aren’t the only people you can target with automated campaigns. Not only can you provide your most loyal customers with VIP campaigns, but you can also reach out to inactive subscribers with re-engagement campaigns. This leaves several opportunities to engage subscribers at every stage.
Email Drip Campaign Best Practices to Follow for Optimal Results
The perfect automated campaign doesn’t happen overnight. You’ll surely go through some trial and error periods as you sort out the kinks. Use these email drip campaign best practices to hone your tactics.
Identify Your Goals
If you’re a B2B marketer, your goal will likely be to demonstrate authority and build trust with valuable content like thought leadership blogs and other personalized material for your leads. Naturally, B2B leads take a little longer to win over.
For B2C marketers, you may want to add a couple of goals into the mix. You could focus on educating new subscribers about your business while nurturing towards new purchases.
Provide Relevant and Timely Content
When your new subscribers sign up for your list, ask them what type of content they’d like to receive from you. Which topics would they like to learn about? This will help you curate blog posts and content for your campaigns.
Timing matters too. Segment your subscribers based on location and time zone so you can nail down the best time to send each type of drip email.
Write Conversational Copy
It’s important to understand your audience so you can speak with them in their own voice through your email drip campaigns. Write your copy as though you’re speaking to one person—this is your shot to develop a 1:1 relationship.
Some of your emails, especially for B2B marketers, could come from one individual person in your company, such as your head of customer relations, complete with a signature and photo. This offers a personal touch.
Don’t Overwhelm Your Subscribers
According to research from Marketing Sherpa, 45% of people unsubscribe from lists because they get too many emails—either in general or from a specific company.
Although it might feel exciting to craft personalized content, give your leads some space. Time your automated campaigns to go out every seven or ten days. Instead of annoying them, you’ll leave them begging for more.
Source: Marketing Sherpa
Integrate with Other Channels
Don’t limit your sales funnel to drip campaigns—integrate your other marketing strategies into your emails.
- Place reviews from Facebook or Google into your emails as testimonials
- Encourage your B2B contacts to follow your department heads on LinkedIn with profile links
- Provide your business WhatsApp number to answer questions
- Inform your subscribers about your unique company hashtags
Email Drip Campaign Examples to Get Started
You have endless opportunities for reaching your leads with personalized and timely content through automated campaigns. Here are a few email drip campaign examples for some inspiration.
This welcome email from Selina is stellar. The tone is warm and invites the new subscriber to their community by exploring their brand values and mission.
The email also contains engaging images, has a nice flow, and provides an opportunity to download the Selina app. To top it off, the calls-to-action are simple and not overbearing for a welcome email.
Source: Really Good Emails
This onboarding email from Gotcha.io is short and sweet. First, the email was sent from one specific person at the company, Dana.
Unlike other B2B onboarding emails, this one is fun and engaging because it uses a cruise allegory to spice things up.
Gotcha.io lets the subscriber know exactly how long the drip campaign will last (30 days), the type of information they’ll receive, and a special offer for referring a friend.
Ask for Email Preferences
This drip campaign from Adidas has a simple subject line: “Tell Adidas what you like, and we’ll send you things you’ll love.”
It contains engaging but simple GIFs and high-quality images. The stars of the show, however, are the call-to-action and engagement links for following on social media and downloading the Adidas app.
Let’s be frank. When educating B2B leads, sometimes you need to get right to the point and explain exactly how your product can benefit them. This email from Salesforce does just that.
Using a third-party study, Salesforce sent out an email to leads detailing exactly how their Smartsheet feature gives companies the most bang for their buck. Plus, it’s in an easy-to-read infographic.
Source: Really Good Emails
Requests for Review Emails
This triggered email from Chewy makes it easy for the subscriber to leave a review for each product from a recent purchase. In case the subscriber is unsatisfied, Chewy also provided their 24/7 phone number to answer any concerns or questions.
Time your review request emails to go out about seven to ten days after your customer received the product. This will make sure they had time to use it and leave a qualified review without seeming pushy.
This email from Bokksu went to subscribers who hadn’t converted into customers just yet.
While subscriber birthdays are a perfect opportunity for triggered campaigns with special deals, this email was sent in honor of the company’s birthday. Plus, who doesn’t love free products with an added element of surprise?
Yes, you can send re-engagement campaigns to inactive subscribers but you can also send behavioral campaigns for reengagement too.
This email from Aveda went to a subscriber who visited the website but never made a purchase. The campaign casually encourages them to come back and offers help—no pressure.
An automated drip campaign allows you to provide new, loyal, and inactive subscribers with a comprehensive understanding of your company, products, and values.
- Demonstrate value with personalized and timely content.
- Write emails with a 1:1 tone.
- Boost conversion rates and revenue with relevant campaigns.
- Form a relationship with new leads.
With drip campaigns, you can educate your leads while giving them the space they need to build trust.
Do you need some help setting up your first drip campaign? Browse our drip campaign features to see how Delivra can take your marketing to the next level.