What is a drip campaign?

A drip campaign is a form of email automation that is most commonly used for email marketing. By this method, a series of pre-written, pre-scheduled emails is sent to your contacts over an extended period.

The timing of each email in the campaign is based on predefined triggers. For example, you might schedule a particular email to be sent to users after they subscribe, and a second one 3 days after that. This way, you deliver your message in gradual “drips,” adapting your communication strategy to your audience’s behavior.

There are several benefits to sending drip campaigns. First, they help you gently nurture your contacts over time, building interest progressively rather than overwhelming them with an aggressive campaign. Since drip emails are targeted and personalized, they tend to be more compelling to users than a single email blast. Ultimately, this technique can lead to fewer unsubscribes and an increased conversion rate.

Second, drip emails boosts engagement by keeping your business at the forefront of your audience’s minds. They serve as an ongoing conversation about your brand, establishing trust over time and gently guiding them through the sales funnel.

What are the different types of email drip campaigns?

You’ll find that automated email sequences are useful in a variety of scenarios, whether you’re following up with a customer after a subscription or getting them to purchase the items in their shopping cart. Here are examples of the types of drip campaigns you can create:

• Welcome emails: Create automated welcome emails when a new person signs up, subscribes, or requests a free trial. Let them know you’re glad to meet them, and introduce your company’s products and insights to build a strong first impression of your brand.

• Lead nurturing campaigns: Write a series of lead nurturing emails that, over time, convinces prospective customers to buy. This can include educating users about your industry, or offering them free trials and consultations. As you move people further down the marketing funnel, consider ways to onboard them to your product, such as getting them to sign up for a webinar or download your app.

• User engagement campaigns: Craft messages that invite users to return to your site. For example, you might want to send a “We miss you” email to subscribers that haven’t interacted with your brand in awhile, or a “You might also like” email that entices them to browse more of your offerings.

• Abandoned shopping cart emails: Build email campaigns that re-engage customers, particularly those with full shopping carts who still haven’t checked out. Cart abandonment is a huge problem - in fact, the average rate is approaching 80% - and drip emails can reignite the purchasing process. To close sales, target those shoppers with a series of powerful automated prompts that pulls them back in.

• Renewal emails: Send renewal reminders to customers if your product operates on a subscription basis. If the renewal is automatic, notify users that their account will be charged with a pre-written automated email. Otherwise, alert them that their subscription is about to run out, and create a drip campaign that prompts users to sign up again for your service.

• Confirmation emails: Create a confirmation drip that not only thanks customers for their purchases, but that also generates continued engagement. After sending the thank you email, for example, consider re-engaging them with drip emails that promote new product features or accessories.

• Step-by-step tutorials: Create a series of bite-sized educational courses to share your expertise and generate traffic to your site. By offering subscribers a comprehensive set of drips - rather than a sequence of unrelated emails - you can build interest and engagement in your brand. Try repackaging blog content into a multi-part email crash course, whether it’s a quick SEO tutorial or a series of social media marketing tips.

How to set up a drip campaign

Ready to create an email drip campaign of your own? Here’s how to get started:

1. Identify your main goal

2. Determine your target audience

3. Plan the campaign

4. Create compelling content

5. Start the campaign

6. Refine your strategy

Why is this important?

If it works for multi billion dollar corporations, it will work for you to get your student athlete to the next level.

If you have questions, I'm happy to leverage my over 30 years of corporate sales experience to help set up an effective email drip campaign that gets the desired results. Give me a call or drop me an email from my contact information page.