Creating a “Drip Marketing” Email Campaign

INTRODUCTION

In an age of information overload, keeping your users engaged is becoming more and more challenging. A smart marketer understands how important it is to build a relationship with users by sending them relevant information regularly at fixed time intervals.

A “drip” campaign involves setting up a series of email messages – sent at regularly timed intervals in response to a “trigger.”

Trigger: A trigger is an event which can result in an action. Some examples.

  • A user has registered on your site.
  • A user has subscribed to a “15 days email crash course”
  • A user has upgraded his or her plan.

At Betaout – when a user enters or is moved to a new “Segment”, “Tags” and “Lifecycle”, this event can act as a trigger for personalized email marketing.

You can read more about “Segment”, “Tags” and “Lifecycle” in their respective help pages. But for a quick overview –

 

Segment Tags Lifecycle
You can automatically segment users based on what they do on your site or what they don’t. You can create rules for different segments. You can attach tags to various users at your will. The difference between tag and segment is that tags are added manually to users, while users are moved in segments automatically. A Customer lifecycle is a term used to describe the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service.
For e.g. “Slipping Away” – Registered users who have not visited your site in last 30 days. For e.g. – If you are importing a list of users – you can tag them as “Old Customers”. For e.g. – Subscriber, Lead, Opportunity, Trial Users, Paying Customer, Evangelist.

 


SOME IDEAS AND USE-CASES FOR “DRIP CAMPAIGNS”

SAAS Companies

  1. On-boarding new users when they sign up. Sending them a series of emails showing them how to use your product features.
  2. Subscribing users for an “Email Crash Course” before they sign up.

E-commerce companies

  1. When a user purchases a product. Three or four emails thanking them for product purchase, asking to share the purchase on social networks, asking them for a product review, survey etc.
  2. When a user registers for an account. Few emails telling him about benefits for members, showcasing mobile apps, introducing community etc.

Marketers

  1. Using Drips for Client Retention and Sending them case studies, features, benefits etc.

 


CREATING A DRIP CAMPAIGN IN Betaout DASHBOARD

 

Step 1

Click on “Create New Campaign” Button.

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Step 2

Select a Unique and Identifiable name for your Campaign
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Step 3 

Select Segment/Tag or Customer Lifecycle Stage. As soon as your user enters or is moved into the chosen Segment/Lifecycle – the series of email will start. Hence they are called Trigger Condition.

 

Step 4

Select options that will govern which of your users are going to get emails.

Option1: If you want your users to stop receiving emails after they leave the segments or lifecycle, you can select this option. All remaining emails from the original email sequence will be stopped.

For e.g. if you have created an email sequence for asking Trial members to upgrade, the remaining emails should be stopped for those trial users who have upgraded their account.

Option2: If you want Betaout to automatically determine the best time of the day when a user is expected to open the email.

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Step 5

Create the Email Sequence

Add as many emails you want, until you have your desired email sequence.

 

 

 


OPTIMISING YOUR DRIP EMAIL CAMPAIGN

A drip email campaign has a series of emails. You have to keep an eye on open rates, unsubscribes and click rates for every email in the drip campaign. You can quickly edit or delete emails which are not performing well from the campaign.

 

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Click here to know more about What is email marketing and how it’s done? and Types of Email Marketing Campaigns and Click here to schedule a free demo.