What’s an email drip campaign and how do they work?

October 20, 2020, Written by 0 comment

Since email marketing potentially and seriously becomes the business pride and first-mover marketing tactic to capture leads, customers, and promote products and services then, now, email marketing implementation increases a lot, beyond imaginable numbers. 

Did you ever receive an email about new stock collection, reminder of payment, investing into this marketplace or other kind of promotion emails from someone?

I am sure you have. These emails are reaching to your inbox via automated course of action. 

Emails which are sent to the customers automatically when they complete the process of the event (a part or whole), those emails are progressively done using drip marketing or drip campaign. 

Today in this blog I have explained the concept and working pattern of the Drip campaign, effectively and easy to understand. 

Keep reading this article…!

What is a Drip Campaign?

In email marketing, drip campaign is not a newer term for email marketer or digital marketer. Drip marketing is a blanket term that covers several different marketing strategies. Saying simply, drip marketing is all about rendering people the right information at the right time. 

What is a drip campaign? In general, drip campaigns work as a robot for sending or pushing that strategic emails closer to its customers via automated functions that are triggered based on specific timelines or user actions.

Well, to understand the working or methodology concept of email marketing drip campaign strategy you need to look at its process i.e. how it’s work…!

How Do They Work? Drip Campaign Working Explained

Marketing automation drip campaign.
Marketing automation company Pardot shows an overview of a drip campaign. See the full infographic

The above drip campaigns diagrams may give you a little brief about the working process of emails powered with drip marketing practice. Here (in the picture) you see that drip campaigns are automated sets of emails that go out based on specific timelines or user actions.

Moreover, they enable you to stay in touch with groups of people based on events performance. When a new user visits your site or signs up your offering for the first time – each time a drip email is sent out and that’s a totally automated process, no manual programming or hitting buttons needed. Even the best part is that they can even be personalized with your contacts’ name, company info, and more.

Let’s understand a bit more about it with the following examples:

  • If someone just subscribed to your blog newsletter, a drip campaign could send welcome emails right away, it could be instant or a day later. 
  • Suppose a customer has been hovering around your ‘premium upgrade’ page for a week but hasn’t yet pulled a trigger such as buy or upgrade, then, a drip marketing will send them an email with some reasons to purchase the premium plans. 

That’s the pulling strategy from email marketing. See, this is the beauty of drip marketing!

Now I think that you understand what a drip campaign is! Right. 

Let’s move further and see where drip campaign is using most. 

When Should You Use a Drip Campaign?

Like I said earlier, drip campaign is a blanket term that covers distinctive marketing strategies. So, the same phenomenon is carried here. Following are some major utilizations of drip campaigns for –

  1. Nurturing Leads
  2. Welcoming
  3. Onboarding
  4. Abandoned Shopping Carts
  5. Recommendations
  6. Renewals
  7. Confirmations
  8. Engagement
  9. Courses
  10. Unsubscribes

Summing Up
Now that you completed the reading about drip campaigns. To know more or everything about drip campaigns I recommend you reading the Complete Guide to Drip Campaigns, Lifecycle Emails, and More