A strong email marketing program is a core component of any successful digital marketing strategy. It’s critical to have an integrated approach across channels to engage customers at various customer life cycles. Email marketing is one of the best ways to target your audience with a timely, personalized message and an excellent way to track customer response.
Email marketing strategies have plenty of variations. Several are based on autoresponders (if you build a good autoresponder sales funnel, you can get amazing results). The “send as often as you can” email marketing strategy only works in specific situations. And there are countless others, too.
Marketing people keep saying, “You can get amazing results with email marketing.” But most people don’t get the promised results. Instead, your subscribers demand more free content, reply with critical comments when you make a grammar mistake, and unsubscribe in hoards the moment they see a link to a sales page. If it is not as successful as you expected, something is not going the right way, and you have to change your email marketing strategy. This is not the easiest thing you’ve ever done, but we are happy to share ten drip marketing examples to enhance your email strategy. Please follow these rules, and you will succeed very soon.
When you’re looking to experience the benefits email marketing provides, it’s important to follow the right email strategy, and drip email marketing campaigns are a great place to start.
You’ve come to the right place if you don’t know what drip email marketing is.
Together, we’ll go through some great drip marketing examples for email strategy that may fit the specific marketing scenarios you’re dealing with today.
What is drip email marketing?
Drip email marketing is a process that sends email content to users who have performed (or even more specifically–have not performed) a particular action.
This strategy allows you to send the proper email to subscribers based on how and when they interact with your business. Rather than sending a blanket email to your entire audience, you can send content that correlates with their experience.
The automated settings you apply to your drip campaign can be formatted in several ways to target your audience differently.
For example, you could set up a welcome email when a user subscribes to your email list. Subscribing will trigger your drip campaign to send out the scheduled introduction content.
A drip email marketing campaign can also be set up on a timeline.
Rather than waiting for a specific action to be performed, specific emails can be forwarded to your audience with others that will follow suit hours or even days after.
Why are email drip campaigns important?
While the automation aspect of a drip campaign is convenient, its benefits make it a vital strategy to include in your email marketing plans. They allow you to stay engaged with your current customers and nurture the prospects considering your product or service.
You can seamlessly personalize your drip campaign and choose the actions taken (or not taken) to stimulate an email. We’ve all become familiar with the emails we receive when we purchase a product online. You know the “Thank you for your purchase!” or “Your purchase is on the way!” emails to confirm payment and track your order.
But, for those who don’t always make it to checkout or don’t read your most recent blog post, individualized emails that respond to their latest exchange with your business can help them travel further down the sales funnel.
Now, let’s be clear: your customers don’t always have to interact with your site to have a drip campaign send out an email. You can also set it up so that a customer receives an email after a certain amount of inactivity time goes by.
Ten drip marketing examples for email strategy
Let’s take a couple of drip marketing examples for email strategy that may fit the specific marketing scenario you’re currently trying to handle.
Welcome emails to introduce who you are
1. Beek’s a welcome email
The leather sandal company Beek has a welcome email set up to arrive in their users’ inboxes once they have subscribed to their email list.
Source: Good Emails
This email includes many necessary talking points, including a review from a credible resource (Vanity Fair), a link to explore their products, and some causes the company supports.
But the most important thing they’ve decided to include is the background copy of the company’s founders. Readers want to know what companies stand for, and including this little bite of information in their welcome email introduces who they are and what they have to offer elegantly.
2. Introduction to AMC stubs
The rewards account AMC Theaters offers, Stubs, sends a welcome email via a drip campaign.
Their introduction email includes discounts and other offers you can redeem the next time you go to the movies.
They also inform you how to download their app and include the benefits of having their rewards at your fingertips.
They even include the opportunity to submit your birthday so that you can receive special gifts and offers when your birthday rolls around. There’s nothing like receiving a bunch of gifts at first exposure. Well done, AMC.
Source: Good Emails
3. Trade: Drip campaigns or drip coffee?
Trade is an online resource for all things coffee. Their welcome email drip campaign starts with a great design and organized layout that encourages readers to scroll down. With engaging coffee images and a blank slate, Trade can show what they’re all about through the design alone.
They include links to the available coffee, and the roasters they work with that provide the inventory. But the most interesting part of their introduction email is that they allow you to introduce yourself as the coffee drinker you are.
They recommend some middle-of-the-road blends and provide a link to describe your preferences and tastes in the coffee world. It’s one thing for a company to introduce itself, but this one wants to know who you are and what you’re all about so that they can serve you better.
Source: Good Emails
Abandoned cart emails
4. 23andMe DNA kit reminder
23andMe has a drip campaign to remind you that you haven’t completed your purchase of their DNA kit. Whether you were too busy to make it to checkout or weren’t sure if you were ready to purchase, this reminder email allows you to follow through.
In terms of your business, this will allow more purchases to be made when you let your users reconsider or continue the process.
Source: Good Emails
5. Adidas’ witty checkout reminder
Adidas takes a different approach and blames an abandoned cart for a lack of Wi-Fi connection.
As marketers, you don’t ever want to place blame on a customer. Adidas’ humorous take on this drip campaign makes them more relatable to their customers.
If you were to open this email, you’d find it funny knowing that your connection is fine and that you just foolishly left your cart to collect dust on the World Wide Web. Building a relationship with your users, just as Adidas does here, encourages them to proceed to checkout.
Source: Good Emails
6. Virgin Atlantic uses urgency
Virgin Atlantic can use the nature of the airline business to urge users to buy their tickets now. This drip email campaign is sent to those who have booked a flight but neglected to complete the purchase.
This also means the current rates may increase before the user can complete the purchase.
In this email, Virgin Atlantic states, “you’re so close to completing your order, but you should act now before the rates increase the closer the date approaches.” This will provide scarcity, urging users to buy as soon as possible. It’s a great way to get those abandoned purchases revisited and completed.
Source: Good Emails
Onboarding emails for those who are unsure
7. Asana gives real-life examples
Asana uses a drip email marketing campaign to benefit the users in the onboarding stage.
When you have customers/prospects in this area, you have already introduced yourself to them, but they may need more clarification about what you do and how to do it. Timing correctly through a drip campaign can prevent any users from dropping off due to lack of information.
Asana uses a drip model to send out emails explaining what they can do for your business. They take this opportunity to answer the general question that most of their customers have. They provide the solutions Asana offers and pictures of what to expect from their site. This gives their users the security they want because they’ll know what to expect from Asana.
Source: Good Emails
8. StubHub brings the concert to you.
When a user is new to a platform like StubHub, they may need to add additional information to get them through the site and onto checkout.
StubHub includes this onboarding email in its drip campaign to answer users’ questions when their concerns begin. It consists of a link to the shop to start searching for events nearby, and it also includes a list of upcoming events that week in your area.
But the most important thing is that they provide a section where you can ask questions or click on FAQs to learn more about the process.
Source: Good Emails
Encourage website re-engagement
9. Uber provides a great deal.
Drip campaigns can be used to help users re-engage with your website.
Uber uses a drip campaign as a solution and offers a great deal to riders to stimulate that interaction.
Although some riders don’t use Uber frequently, the deal the company offers is one you can’t refuse.
Getting the deal to lock in a flat rate for 28 days will encourage those who haven’t interacted with Uber to log onto the app to snatch this offer.
Timing this drip campaign to communicate with those who have gone inactive (it’s like a curse word) can stimulate those who have left you hanging and bring you back to the forefront of their inbox.
Source: Good Emails
10. Typeform takes the blame.
Typeform makes a bold move by asking customers why they haven’t been interacting and what they can do to change. They format their drip email to question if something they said deterred their user from them. How cute, but how sad–sympathy, you see that?
They then offer a CTA to browse new templates that they provide to inspire some new ideas. As simple as this email is, it give a friendly message to re-engage with those who have gone without activity. And when this is sent promptly, it can draw those users back in for additional service.
Source: Good Emails
Wrap up
Many businesses use a drip marketing model for their email strategy, but they all differ in their goals.
It’s important to take the time to analyze what your users want to achieve. Whether it’s to click a CTA that takes them to your product page, read a new blog, or purchase what was left in their cart from last week, a drip email marketing campaign can help achieve those goals.
