Email drip campaigns—sometimes referred to as drip marketing, lifecycle emails, behavioral emails, or autoresponders—are a set of marketing emails that are sent out on a schedule based on specific timelines and/or customer actions. They help regularly connect with subscribers and keep them engaged. They also help businesses cultivate relationships with prospects through every step of the customer journey and sales funnel.

Benefits of Email Drip Campaigns

Instead of sending every subscriber on your list the same email, an email drip strategy allows you to segment your list and send separate emails for specific customer actions. For example, you can send a welcome email when someone signs up for an account and another email to promote a product after a purchase. In addition, instead of sending your email subscribers periodic newsletters about topics they’re not interested in, you can customize your emails based on their search and purchase history on your website as well as demographic data such as age, gender, and income level.

Segmented email strategies have proven results. According to research done by Mailchimp, the email marketing platform, segmented campaigns get 14.37% more opens and 64.78% more clicks than non-segmented campaigns. Running a drip campaign to a segmented list can drive 18x more revenue for business and leads than sending emails with the same content to every subscriber. In addition, businesses and leads that are nurtured over time make 47% larger purchases.

Emails can also be sent based on specific timelines. You can send a pre-written email as soon as someone signs up for an account on your website, another three days later, and another the next week.

Will Email Drip Campaigns Work for My Business?

Email marketing is one of the best ways to connect with an audience. A recent study of typical daily online activities of adult internet users ranked email as the most popular daily internet activity.

Email drip campaigns can help your business communicate regularly with your customers, successfully nurture your leads, increase sales and re-engage customers. Email drip campaigns are cost-effective and easy to set up and run—all you need is a variety of pre-written content for your emails and email marketing software to send out your messages.

When Should I Use an Email Drip Campaign?

Email drip campaigns are ideal for nurturing leads, or prospective customers, who may need more time or information to make a purchase. According to research conducted by Marketo; a marketing automation company, 50% of leads are not ready to buy right away. Emails can help drive your leads through the sales funnel—they can help prospective customers discover your brand, learn about your business,  purchase your products, and remain loyal.

Email drip campaigns can take on many forms. Welcoming drips are ideal for new email subscribers and act as an immediate introduction to your business and products. Research shows that customers want and expect to receive welcome emails when they sign up for a new service or newsletter. Welcoming drips have a 58.7% open rate on average, while normal emails receive a 14.6% open rate.

Abandoned shopping cart drip campaigns help re-engage customers that leave unpurchased products in their cart on ecommerce websites. Around 67.45% of shopping carts are abandoned, and drip emails can help finalize those sales. Plus, abandoned cart emails are very effective. They average a 46.1% open rate, a 13.3% click rate, and $5.64 per email in extra revenue.

Engagement drips invite people who have browsed on your website to return to your site and become a paying customer. Engagement drips can be triggered either by some on-site activity or even a general lack of activity.

Now that you’re ready to take your email marketing strategy to the next level, it’s time to choose a marketing agency that can create a communications plan that will convert. Millennium Agency offers a variety of email marketing and marketing automation options as part of our larger digital marketing services. Contact us to start planning your email drip campaign strategy today.

About Millennium Agency

Millennium Agency is a national, award-winning, digital, creative, content/PR, and video marketing firm. With offices in Boston and New Hampshire, our team unites creative branding and data analytics to accelerate our clients’ growth, while combining our clients’ vision with our marketing expertise to increase sales opportunities and drive brand success. From video advertising and web design to social media and PR, Millennium can guide your marketing efforts every step of the way. Contact the professionals at Millennium Agency to learn more!

Linda Fanaras is the CEO and Strategist of Millennium Agency (www.mill.agency) located in Manchester, NH and Boston. She can be reached at 877-873-7445 or lfanaras@mill.agency.