From subscriber to customer: 4 Steps to Improve Your Email Drip Campaign

Essentially, a drip campaign is a series of emails that a brand sends out to its audience over time. The goal is to convince the subscriber to take action and engage with your company.

Photo by Ameer Basheer on Unsplash

There are many ways to use email marketing to grow your brand. The ability to communicate with your audience with personalized emails allows for plenty of room for marketing flexibility.

If implemented correctly, email marketing can significantly boost your marketing initiatives.

You may have heard an infinite number of ways to optimize your email campaign for (more) growth.

In this post, let us talk about one of the specific aspects of email marketing called drip campaigns. We will start with what a drip campaign is, and then look at how you can implement it to grow your brand.

Essentially, a drip campaign is a series of emails that a brand sends out to its audience over time. The goal is to convince the subscriber to take action and engage with your company.

What is an email drip campaign?

Let's assume that you want to turn an email subscriber into a customer. You set up a drip campaign and send out a string of emails that touch on points that your audience finds essential. At the end of your email drip campaign, you send a "deal closer" email with an offer too good to pass up.

Assumption: Your email subscribers are earned. Not bought.

Strategies to improve your email drip campaign.

Step 1 - Be conscious of your customer's pain points and objectives

Spend time understanding your (target) audience. Dive into what their pain points and objectives are. You will be able to identify and chart out diverse drip campaigns to address every audience segment

Now more than ever before, audiences want to communicate with brands that "get" them. Brands that go the extra mile to out of their way to involve a sense of joy in their customers tend to have plenty of actionable data points they utilize to continue finding success.

Start by creating customer personas for the audience that visits your website the most. Do not hesitate to create multiple personas. Use your analytics data across touchpoints .i.e. website, social media, email, surveys, customer reviews, and more to truly understand the problems your audience is facing.

Step 2 - Segment and personalize several list

Once you build multiple customer personas, use marketing segmentation methodologies to divide your audience by their behaviors or activity level across touchpoints.

I would recommend you to create several different segmented audience lists for various campaigns. Like you, your customers have unique needs and wants, and smart marketers would creating personalized campaigns to attract each audience segment.

Segmentation and personalization go hand in hand. The more you know your target audience, the higher the degree of personalization you can depend on in your marketing plan.

Creating a deep level of individualized personalization will increase conversions and sales.

Step 3 - Nurture with relevant content

If your headline does not catch the attention of your readers, mastering drip campaigns is going to take a while.

The key to improving audience engagement is to ensure you nurture your leads adequately. Remember we discussed the importance of being conscious of your customer's pain points and objectives? well, that is where this information comes in handy.

Your audience is unlikely to open an email from you if the content doesn't resonate with their objectives. Create content that speaks to your audience by implementing segmentation and personalization methodologies. You do not want to send the benefits of using a lawn Moore to a person who is interested in terrace gardens, do you?

Spend time nurturing your audience to gain their trust and increase TOMA (top of mind awareness) of your brand

Step 4 - A winning CTA (call to action)

Your ultimate goal with your drip campaign is to convince your reader to take action by clicking your CTA. If your CTA doesn’t spark your reader's interest, your campaign numbers will wither.

Ensure you create visibly engaging CTAs to secure more consumers. Test multiple CTAs over time by tweaking the colors and copy in your CTA to understand what works and why? You would be surprised by your findings.

Experimentation is key to determine what works best with your target audience

Congratulation! we're at the end of your first drip campaign. Every brand is unique. Spend the time to get to know your customers and testing multiple variables, you will notice your drip campaigns perform better over time with engaging content

Thank you

Yogesh Babu

PS - Do share your thoughts on the article in the comments below. I will respond to you as soon as I can.