What is a Drip Campaign?
The great thing about email marketing is there is no right answer in how you or your company makes use of it. If you find yourself not able to keep up with the flow of emails coming in daily and you need a more productive way of organizing your emails, let me introduce you to drip campaigns.
There are many benefits to using drip campaigns, including the fact it is a major time saver. The precise segmentation that drip campaigns use also leads to more revenue and more engagement with less effort.
Instead of tracking each email that comes through your database and generating an original response for each inquiry, a drip campaign will automatically send the appropriate response to customers without you having to even click a button.
This continuous momentum keeps the conversation going between your business and the consumer. Examples of drip campaigns that deliver relevant and helpful information to your customers and potential leads are: welcome emails, onboarding emails, re-engagement emails, abandoned cart emails, and confirmation emails.
If you are wondering how to keep your emails from feeling detached and automated email segmentation can help. Just as drip campaigns are a valuable asset in staying organized and managing your time properly, so can segmenting emails. Email Segmentation splits your contacts into different groups to deliver targeted marketing content and makes it easier to send personalized emails based on content data.
There are four ways in which you can segment your email list:
- Demographic – age, gender, income, education, occupation, marital status, etc.
- Psychographic – personality traits, values, interests, lifestyles, and motivations.
- Behavioral – any action a customer has taken on your website or app, such as clicking a call-to-action (CTA), abandoning a cart, or any previous purchases they have made.
- Geographic – location, climate, culture, and language.
By separating your email list into categories you can better target your audiences and relate to each individual better. Every human wants to feel seen and heard. Sending a general message to a bunch of people who have different interests, live in different areas and vary in age won’t get you to the end result you’re searching for. Just as sending irrelevant emails to customers can push them away or cause them to click the unsubscribe button.
Email Segmentation Software
Okay, so you did all your research and you want to dive into the world of email segmentation. There are plenty of different software websites you can choose from and here a few that we recommend:
- Automizy – with over 9,000 companies on this platform, you can increase your email open rates.
- ExpertSender – 11+ years of experience, ExpertSender expands your eCommerce store through email, SMS, mobile and web.
- Moosend – Marketing for all businesses big or small.
- MailChimp – Manage mailing lists, newsletters, and automated campaigns.
- Constant Contact Solutions – Create branded emails, sell products, build a website, and make it easy for people to find you.
There’s no “right” answer to which platform is best. It all depends on what you feel best suits your business needs. Base your decision on customers needs and how well each platform seems to deliver email campaigns and segmentation.
There’s always room for improvement, especially when it comes to satisfying customers. 90% of consumers will share more personal data if customization and additional benefits make shopping cheaper and more efficient (Zolnikov, 2020). People want to feel important. If you are constantly avoiding what the customer wants and not listening to their input you are going to miss out on loyal customers. Take full advantage of knowing that loyalty leads to sales.
Keep the customer lifecycle in mind. The ultimate personalization is making special offers depending on someone’s interests and lifestyle. According to eMarketer:
- 39% of email marketers that practice list segmentation get better open rates
- 28% see lower opt-out and unsubscribe rates
- 24% see better email deliverability, increased sales leads, and greater revenue (Gregory, 2021)
Being consistent in interacting with your customers and creating a trusting relationship is a must in successful email marketing.
One additional tip is to keep things short and sweet! No need to drag your point out. Use questions that will help lead to your end point while gaining knowledge on why and how a customer relates to your brand identity and company. To accomplish this, you can use surveys to better articulate your customers needs and see if you have what they need.
Here at Tomo360, we specialize in providing professional email marketing services. Let us help you get started.
Contact us today.