The idea behind a drip email campaign is that a sequence of emails is made and then automatically sent out to customers and prospects for different reasons. It encourages long-term customer retention and can potentially bring in new customers as well. It’s a very successful and common form of marketing that can be utilized by anyone in any industry; but to best explain it, we’ll start with one industry in particular.
Let’s focus on the health and wellness industry. It’s made up of thousands of different types of products and services all with consumers’ health/well-being in mind. A few types of businesses and their products/services included (but not limited to) in this industry are:
- Beauty. Makeup that is typically made naturally, nutrient-rich skin creams, beautician services like hair and nail care, vitamins that boost a healthy revitalized appearance, etc.
- Spa. Masseuse services, naturally grown herbs and essential oils that increase overall wellness
- Fitness. Gym memberships and training programs (online or in person), natural performance boosting supplements
- Dietary. Weight loss products/programs, vitamin supplements, and even informative, healthy eating websites that you can subscribe to
The health and wellness industry continues to grow exponentially and generates $153 billion a year in the U.S. A lot of companies are jumping aboard this growth because of the amount of health trends that are going on right now. People are becoming more and more aware of the importance of having good health. They want to experiment with wellness alternatives to traditional health care medicines, therapies, and procedures.
Preventative health care is also becoming more popular due to this increased awareness. Not to mention the fact that health will always be an issue and there will never not be a need for those types of products. It might be trending less some years, but right now it’s in the top five grossing industries.
With so many companies investing in the health and wellness industry, it can be hard for one to stand out amongst others. Building some buzz around your name is going to take extra resources, especially in your marketing sector.
The emails that are automatically sent in a drip email campaign concern information and features that are personally relevant to the prospects and customers they are being sent to. For example: if someone buys your product and willingly provides you with their email when making the purchase, but are not already subscribed, you can send them emails directing them towards other products that you have available.
In case they want to subscribe to further emails, place a hyperlink in the original email and on your company’s website that will allow them to conveniently do so.
Once the customer is subscribed, use a time-based drip email campaign to keep them interested. This starts by first sending out a welcome email to them, thanking them for subscribing and offering to give further information on other products and services that you provide.
They’re called “time-based” emails because they are automatically sent at different intervals. First, the welcome email that I previously talked about. Next, send the following types of emails every few days, weeks, or months, or whatever period of time that you decide.
- Educational. Provides the customer with pure, straight-forward information about your products and services; or links to informative videos
- Nurturing. Leads the customer to free trials or tutorials to help build their interest in a product.
- Promotional. Sales emails that include coupons and special discounts
- Shopping cart recovery. A reminder that is sent to a customer that has an unbought item in their shopping cart on your website.
- Confirmation and renewal. Encourages someone to renew their membership/subscription when it’s about to run out.
- Training. To show and tell new customers how to use the product or service they just purchased.
- Re-engagement. For customers who haven’t interacted in a long period of time. Is sent in the hope of reigniting their interest in what your company has to offer.
Base the type of products that you market to your customers on what they were interested in when visiting your website or by looking at what they’ve previously purchased.
Let us explain further with this example:
You are a company that sells all-natural makeup and skin products. When someone makes a purchase from your website or store, give them the option to give you their email for promotional purposes. If they bought one of your chemical-free liquid foundations, consider sending them info about other items you produce that are either similar to or that can be used alongside the foundation; like, concealer or over-night facemasks that repair skin damage.
It’s safe to assume that if your customer just bought foundation, then they won’t give much consideration to more foundation being marketed to them. Anything that can be used to enhance the product they already have will be of great importance to them.
Keep in mind that some people won’t want to get annoying, continuous promotional emails since it creates bulk in their inbox; but most would appreciate a simple welcome email, occasional coupons, and possibly online transaction receipts.
Coupons are exceedingly good because the customer will have to go to your store or website to use them; meaning, they’ll be exposed to your other products and services being advertised. A subtle hint about other products won’t cause any harm if included in those few emails as well.
Make It Worth It
Be sure to follow up your drip email campaigns with good content on your website and high-quality products in your store. Make it worth you and your customer’s time. Put an equal amount of resources in every aspect of your business. It takes balance to produce growth.