Ask any sales team what they would rather have—a thousand contacts to cold call or a hundred leads that are more engaged.
Nearly every team in every company would pick the smaller list of more engaged leads. Why? Because this group is more willing to convert. They’ve been nurtured along the buying process.
One of the easiest ways to engage with leads and nurture them to the point of conversion is by using email drip campaigns.
This article will explain why email drip campaigns are vital for lead nurturing. Plus, you’ll learn about the various types of automated messages, as well as email drip campaign ideas and examples you can use.
Why you should be using email drip campaigns
In addition to delivering better-qualified leads to your sales team, email drip campaigns use automation to help your teams cut down on time and resources, bringing in an even higher return on investment for your email campaigns. Consider these email marketing statistics:
- B2C marketers using automation receive conversion rates up to 50%
- Open rates are more than 70% higher with automated messages
- Click-through rates are more than 150% higher in automated messages
This works because automated emails are personalized to deliver a timely message to the right person.
You’re probably familiar with replenishment emails. If, for instance, your auto company sends an oil change reminder based on specific timing, this is a replenishment email. These emails are relevant and increase engagement.
With more engagement comes higher conversion rates, which can lead to more revenue. In fact, some companies have reported much as a 320% increase in revenue in some instances.
How drip campaigns work
Email drip campaigns rely on often sophisticated automated journeys which help trigger the next event in the campaign.
Consider that same auto company example from above. When an oil change reminder email is sent, the lead can take two actions—either schedule an oil change or do nothing. At this point, the email workflow for that lead is split into two separate paths. If the lead schedules an oil change, their journey might include a confirmation or thank you email, as well as an email asking for a review.
But if the lead takes no action, this could trigger another email to be sent in a few days with a promotional deal. If the lead takes an action now, they’ll then move into the buyer journey. If they still take no action, their journey may end. They might be reclassified into a different segment for future campaigns.
5 types of email drip campaign ideas for lead nurturing
There are many different types of email drip campaigns marketers can use to nurture leads and transform them into customers.
Here are five different email drip campaign ideas that are proven to show results.
1. Welcome campaigns
Every time a new lead enters your contact list, they should be put through a welcome email drip campaign. These campaigns not only provide education about your product or service, but they also set the stage for what’s coming next.
Welcome campaigns are also incredibly useful when increasing engagement for newer leads. According to Entrepreneur, open rates for welcome emails are 86% higher and click rates are 196% higher than bulk marketing emails.
Take a look at this welcome email example from Casper:
Source: Campaign Monitor
This email includes calls-to-action, press reviews, store locators, and social links. Casper includes everything a first-time lead might find helpful in an initial email.
2. Abandoned cart campaigns
Online shoppers are notorious for filling their carts, then failing to make a purchase. In fact, the average cart abandonment rate is ~70%.
This is a great opportunity for a drip email campaign. Use this campaign to remind leads about their items. If the initial email doesn’t work, consider a promotion or an email with similar products.
3. Re-engagement campaigns
At some point, leads may start to trickle away. A re-engagement email drip campaign is a great way to bring these leads back into the fold. These campaigns often include witty and clever language to elicit an emotional response from your contacts.
Take a look at this re-engagement email example from Typeform. You can see the copy uses a fun tone and encourages leads to see what they’ve been missing:
Source: Really Good Emails
You can also ask leads to update their email preferences. This is another message you can use in your re-engagement drip campaign strategy. This email from Archant does just that:
Source: Really Good Emails
Not only are you giving your leads agency, but this tactic also improves your email performance because it weeds out unengaged contacts. In fact, 45% of recipients who read re-engagement emails open emails sent afterward.
4. Promotional campaigns
Drip campaigns can also be centered around promotional events. This is another outstanding way to nurture leads. People love free items and discounted rates, which is probably one of the reasons Unbounce discovered a 700% conversion rate increase after their client created a $500 giveaway.
Your email campaigns don’t have to give away money, but incentives do encourage your clients to convert. You may opt for a BOGO deal, contest, or timely promotions. In B2C audiences especially, emotional connection paired with a “fear of missing out” can drive purchases.
Consider this holiday email from Starbucks that promised leads additional rewards if they made a certain number of purchases.
Also, bonus points to Starbucks for its email subject line—which was just “(sleigh bells)”—and the preheader text, “Come dash with us.”
5. Webinar campaigns
There’s no debating the success webinars can have on your lead conversion rates. According to blogger Neil Patel, conversion rates around 2-3% are common, but the best webinars can average as much as 19%.
Email drip campaigns are a great way you can promote webinars or other educational sessions for lead nurturing. It’s recommended that you send three marketing emails over three weeks for your webinars.
These emails can include a general email invite, as well as follow-up emails to leads who don’t respond. You might even send reminder emails to leads who registered. Additionally, you can move your leads along the funnel post-webinar by offering more content.
Here’s a great example from Robert Half. This reminder email was sent to leads who failed to respond:
Source: Robert Half
The email includes everything a lead needs to know about the session, including the date, time, speakers, and topics. Plus, the email offers a call-to-action button above the fold and a hyperlinked CTA at the bottom. This email was sent two days before the webinar, perfect for procrastinators who still needed to RSVP.
Nurturing your leads is essential when converting leads into customers, either by online actions or by delivering highly qualified leads to your sales team. One of the most effective ways for marketers to successfully lead nurture is through a robust email drip campaign strategy.
Drip campaigns can be used for a variety of goals: welcoming new leads, re-engaging old ones, and even persuading leads to complete a purchase.
Use the email drip campaign ideas provided and see how you can run something similar for your business. You’ll be converting more leads in no time.
Are you ready to start building emails to engage more leads? Contact us today and see how Delivra can help you create better drip campaigns.