Drip Email Marketing: Drip Campaign Best Practices and Examples

WARNING: This article will drastically improve your drip email marketing capabilities.

Sending drip emails to loyal subscribers and customers is an effective method of retaining users and building an even better reputation over time. This is also true of sending drip campaigns to newer subscribers, as it not only helps them get to know your brand better but guides them through your sales cycle.

With drip strategies, learn more about your followers and how to showcase the products or services you offer long-term.

Whether you are launching a business from the ground up or catering to an existing group of consumers for your company, a drip marketing campaign can be extremely useful when developed and executed correctly, regardless of your industry.

What is a drip marketing campaign?

Drip marketing campaigns are email campaigns that allow you to slowly roll out various messages for specific types of followers or customers based on specific actions they have taken on your website or purchases they have made in the past. These specific actions are known as “triggers,” because once a subscriber has hit that trigger, it automatically sends out relevant email messages thanks to marketing automation.

Marketing automation provides the right people with the most appropriate content at ideal times to increase ROI and brand awareness.

You can use A/B testing when using drip email marketing campaigns

Source: Campaign Monitor

By customizing drip emails in a campaign, it is much easier to relay the right message and calls to action to individual groups of users regularly.

With more data and insight into how subscribers utilize your website or online storefront, you can craft a drip marketing campaign that truly resonates with their customer journey.

When should you start using drip emails?

Knowing when to use drip emails is a way for you to ensure you reach as many individuals as possible at just the right time to increase the chances of making sales and drawing in new customers.

There are a few cases where drip email marketing helps attract the right people with the right content to your website or brand altogether.

Welcome campaigns

A welcome drip campaign draws in new subscribers and potential customers with a personalized message that is relevant to the time they subscribed to your mailing list.

Welcoming users immediately after subscribing to your list or becoming a member of your website is a surefire way to remind them of your brand while potentially offering discounts and sales to keep them coming back, also boosting your reputation as a business.

In this example from Good Eggs, not only does the brand welcome the new subscriber, it welcomes them with open arms and a $25 off their first order. This helps build the brand’s reputation as a customer-focused brand, all while making sure the needs of the reader are met. Once they provide the visitor with their welcome basket, they go on to explain how they can get their first order in, making it short, sweet, and simple.

Good eggs email from their email marketing drip campaign

Source: Really Good Emails

Sending a welcome campaign can be done automatically once a user has registered on your website with their email address or has opted in to begin receiving emails and updates about your brand.

As a token of appreciation, providing a tempting offer is one way to get individuals more interested in your business and what you have to offer.

Free trial campaigns

Sending free trial drip email marketing campaigns are highly recommended, especially for start-ups and companies seeking additional information regarding their users and the preferences potential customers have with a specific product or service.

By offering a free trial for a service you offer, you are spreading the word of your brand while also gaining interest in what you have to give your audience, to both new and existing subscribers.

An excellent example of a free trial drip email campaign is this one by CLEAR. Their email campaign has clearly been triggered by daylight savings and the fact that their subscribers have had to “fall back” an hour. So, to help their friends and family get back some of that lost time, CLEAR is offering a 3-month free trial of their services.

CLEAR's email example from its drip email marketing campaign

Source: Really Good Emails

Re-engagement campaigns

When users stop visiting your website or making purchases, sending a is one effective method to catch the attention of potential customers.

Re-engagement drip email marketing campaigns may feature additional sales or perks for individuals who are willing to read the email you send while interacting with it.

Implement a call to action that is enticing and exciting for users based on whether they have never purchased from you in the past or if they are loyal customers who have not visited your website for an extended period of time.

These email campaigns can also be sent out if one of your current subscribers stops interacting with your email campaign and goes inactive. If that’s the case, your re-engagement campaign can come in several different forms, including:

  • “We miss you.”
  • “Here’s what you missed.”

In this example from Food52, they’ve gone ahead and rounded up several products that an inactive subscriber may have missed out on and placed them in a simple newsletter. This gives the reader a quick glance at what they’ve missed, and if they are interested in more information, they simply have to click the “Shop Now” call-to-action.

Food52 email example

Source: Really Good Emails

Membership renewal campaign

If you have a membership service that is monthly, semi-annual, or even annual, sending out a membership renewal drip email is highly recommended.

Reminding subscribers of the service they are paying for, the time they have left, and potential discounts to take advantage of is a way to ensure the ability to retain users without losing revenue.

Apple does an excellent job of creating simple, yet actionable membership renewal campaigns. In this example below, Apple updates its user on the membership renewal and reminds them that they simply need to turn on automatic renewal in order to avoid any interruption in service.

Apple music email example from Apple Music email marketing drip campaign

Source: Really Good Emails

Offering savings with a membership renewal campaign is also advisable for long-term loyal customers or those who have let their membership fade and have yet to revisit your website for future purchases.

Abandoned shopping cart campaigns

Sending a drip email marketing campaign to customers who have added items to their cart from your website but have yet to check out and solidify their purchases is a great reminder to assist with generating additional sales and traffic for your business.

In this example from PEEL, they decide to take a simpler approach by checking in with the user who left their virtual cart unattended. Their subject line, “Still thinking it over,” catches the reader’s eye and is enticing enough to encourage them to open the message. Once they do, they are reminded of the product that they had left in their shopping cart and if they are still interested in it, they simply have to “return to” their cart by clicking the call-to-action button.

You can use abandoned cart emails in your drip email marketing, like FEEL does here.

Source: Really Good Emails

Reminding customers that there is a reason to complete a purchase based on the products or services they have added to their shopping cart in the past can help build additional brand awareness while encouraging individuals to move forward, allowing you to generate more revenue and profit.

How to set up drip email marketing campaigns

Setting up drip emails greatly depends on the types of users you want to target, when you wish to target them, and for what reasons.

Factor in segmented groups of subscribers and consider the messages you want to relay to them, the timing, and how to keep each group interested in what you have to say.

Identify your target audience

With most drip marketing starting based on a triggered event, it is essential to identify your target audience and various groups you want to reach with each message you send out.

Some events that trigger a drip campaign include actions taken on your website or app such as a newsletter subscription (often triggering a welcome campaign), or a purchase made from your site.

Downloading resources, leaving items in a shopping cart, staying away from your shop for a specific period of time, or even repeat purchasers can all be segmented into separate groups for proper email campaigns.

allows you to reach specific target audiences and demographics at the right time with a message that is most likely to appeal to them individually.

Create your message

Creating both clear and focused copy with actionable calls to action (CTA) is imperative with each email you send in a drip campaign.

Implementing an attractive and responsive email design ensures you can reach any of your subscribers regardless of the device they are using and where they are accessing their email at any time.

Consider the email copy, headlines, and how you plan to draw readers back to your website to review the products or services you offer.

Utilize A/B testing to send multiple types of drip email marketing campaigns to segmented groups to test the effectiveness of your campaign and draw results with data, giving you more insight into the type of demographic you are reaching.

With A/B testing it is much easier to develop the right type of emails that are more likely to give you success in the future, rather than blindly sharing one email with all users and simply hoping for the best.

Taking the time to test various imagery, designs, headlines, and CTAs along with the type of content included in each email is ideal to get to know your audience more without potentially losing customers by not testing various formats of emails you send.

Create a game plan for your drip campaign

Before sending a live drip campaign, there are a few questions you should ask yourself and your team prior to launch.

  • How many emails do you want to send with each individual drip campaign, how often, and in what order?
  • Do the CTAs you implement line up with your message and trigger interest or curiosity from potential customers?
  • How appealing are your subject lines, and are they relevant to the target audience and the lifestyles you want to help with your business?
  • What type of headlines is most likely to resonate with each individual segmented audience you create?
  • Will you be sending drip emails frequently to loyal customers, those who are new to your business, or both?
  • Is there a specific persona or method of branding you want to incorporate into all of your message copy to help with cultivating your brand’s image?

The more you know about your subscribers and whom your products and services appeal to most, the easier it becomes to develop the right type of emails for the perfect sending times.

Launch your drip campaign live

While many companies believe one email is all it will take to generate income and revenue, data often shows that this is not the case (which is why drip campaigns are much more effective).

Results often take a few emails to generate additional interest or to get a user to make a purchase or become a solidified customer.

Although drip campaigns are automated with the use of a service such as Delivra, it is essential to note that they cannot simply run unsupervised and without any overlook.

Before going live with your emails, you’ll want to select specific dates you wish to begin launching your campaign and determine the time in between each email you send.

Once you are ready to begin sending your emails, be sure you are able to maintain monitoring and tracking of the data you receive as each email is sent to segmented groups within your list.

How to measure your drip email marketing campaign results

Similar to traditional email campaigns that are not scheduled with multiple triggers, evaluating, adjusting, and repeating are all involved in the process of measuring the success of a drip campaign.

Carefully monitoring results from individual emails, separate audiences who receive varying messages, and click-through rates is an essential part of the process when determining the success of your campaigns and which type of copy works best for your audience and customers.

Monitoring each step of conversion

Tracking and analyzing each step of conversion is also imperative to maintain higher success rates with your drip emails.

Compare the deliverability of each email sent along with the open rates you receive for individually segmented audiences to determine the best route to reach your users and potential customers.

Check your click-to-open rates along with conversion rates to see how individuals respond to various calls to action, content, and subject lines you send out.

Research various keywords that seem to work well for your email open and click-through rates based on the data you receive.

Knowing which method of drip email marketing works best for your target audience is a key factor to success when launching campaigns, regardless of the size of your business or the market you are looking to reach.

Be sure to record and store all of the data you receive in order to develop and share even more successful campaigns in the future with higher conversion rates.

Data is saved automatically with a service such as Delivra, giving you easy access to better understand your subscribers and customers on a personal level.

The more active you become in analyzing your drip email marketing campaign data, the easier it is to reach specific users while appealing to subscribers based on various actions they have or haven’t taken on your website in the past.

Understanding which types of calls to action work best with your audience is a way for you to boost email open rates while garnering additional interest in your brand and the products and services you sell.

Utilizing web tools to monitor traffic from each drip campaign you launch

With an automated service in place, incorporating web tools such as Google Analytics is a must in order to track and monitor your drip campaigns and their effectiveness effectively.

Using web tools, including Google Analytics, is a surefire way to tap into the insights you need in order to cultivate content that is most likely to trigger a sale or a click-through to your website.

By using Google Analytics with an automated service such as Delivra, take the guesswork out of tracking demographics of your audience and the effectiveness of each email campaign you send out.

Utilizing an automated service to send drip email campaigns in combination with Google Analytics allows you to stay on track when sending new content while increasing brand awareness and ultimately, your company’s success.

Wrap up

As your marketing strategy evolves, it is essential to keep various tactics such as drip marketing in mind.

Bookmark this article as you continue on your path to boosting sales and increasing brand awareness.

With the help of Delivra, create and send each idea you have in mind when developing and planning to execute your next drip email marketing campaign without manually sending messages to all of your subscribers.

With Delivra, automate your campaigns to ensure all of your customers and subscribers are consistently informed with the right drip emails at the right time.

Schedule a live demo with our team of email marketing experts today or check out our recorded product video tour at your convenience.

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