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Why You Need an Effective Drip Marketing Campaign

Subharun Mukherjee 18+ years of experience leading product strategy, Go-To-Market (GTM), new market entry, value-based sales, analyst relations, and customer experience programs. Expertise in Financial Services, eCommerce, on-demand services, and the SaaS industry.
Why You Need an Effective Drip Marketing Campaign

First, What Is Drip Marketing? 

Drip marketing is that tried-and-true strategy of sending marketing messages to prospective customers in a consistent, timely, and automated manner over a period of time. The term “drip marketing” comes from the concept of sending messages to users or leads over time, usually via email, like a slow drip — but one of content not water. 
This strategy allows you to stay top of mind with their audience, nurture leads, and build trust, all while keeping costs low and reducing the workload on you and your marketing team. What’s more, this series of targeted messages can build relationships and drive conversions.
While the concept is straightforward, effectively executing takes skill, data, and the right technology. 
This is because the key to successful drip marketing is to deliver personalized, relevant content that aligns with the user’s interests and needs. Segmenting the audience and tailoring messages to their specific preferences and behaviors, helps marketers increase both user engagement and overall conversion rates, ultimately driving revenue and growth for your business.

Six Steps to Creating an Effective Drip Marketing Campaign

An effective drip marketing campaign is a step-by-step process. You need to:

  1. Define your goals and target audience: Before creating a drip marketing campaign, it’s important to define your goals and target audience. Identify the specific action you want your users to take — such as making a purchase — and determine who your ideal customer is.
  2. Segment your audience: Group them based on their interests, behaviors, and demographics. This allows you to personalize messages to make them more relevant to each subscriber.
  3. Craft compelling messages: Write messages that are engaging, informative, and personalized. Use clear and concise language, and please focus on the benefits of your product or service. Remember that a drip is intended to be consumed as a linear series, so ensure that your content remains useful and is on-brand even if it’s, say, the fifth email in a series of nine. 
  4. Set up automation: Use an email marketing platform to set up automated workflows that deliver messages over time. Schedule messages to be sent at specific intervals — such as weekly or monthly — and tailor the content to the user’s stage in the buying cycle.
  5. Measure and optimize: Track the performance of your drip marketing campaign using metrics such as open rates, click-through rates, and conversion rates. Use this data to optimize your messages and improve the effectiveness of your campaign.
  6. Test and iterate: Continuously improve your drip marketing campaign’s effectiveness by  experimenting with different subject lines, body content, and calls to action. See what resonates best with your audience, and try everything out.

Different Types of Drip Campaigns

There are different types of drip campaigns for different purposes. For example, some of the most common campaigns are created to do the following:

Nurture New Leads

A drip campaign is an excellent way to educate potential customers about your app and its benefits and raise brand awareness. A lead nurture campaign is also an effective way to establish trust and convince consumers to choose your brand over another. And of course, nurturing leads through informative content and valuable experiences will increase the likelihood of conversion.

Welcome and Engage New Users 

Once you have a new lead or contact, it’s important to extend a warm welcome and then provide content tailored to their interests. A welcome email sequence should engage leads, offer valuable insights, and encourage them to connect with your sales team.
In a welcome drip campaign, you can send leads:

  • A curated list of blog posts and case studies relevant to their niche
  • A unique welcome coupon with a limited-time offer
  • Personalized product recommendations based on their previous browsing activity, indicating potential purchase intent

Effectively Onboard New Users

After successfully engaging leads with your welcome emails, it’s time to focus on converting them into customers. Utilize automated drip emails to not only capture a new user’s attention but also persuade them to take specific actions, such as registering, subscribing, or making a purchase. 
However, it’s crucial to strike a balance and avoid overwhelming potential customers with excessive emails, as it can lead to disengagement at the minimum and at its worst, uninstalls. 

Resurrect Abandoned Shopping Carts

When customers visit your app or website, add items to their carts, but leave without making a purchase, a targeted drip campaign should entice them to complete their shopping experience.
Statistics from Shopify* reveal that a significant 67.45% of carts are abandoned by customers.
But, with a nurture strategy, you can follow up with customers to notify them that their selected products are still available. You can also showcase complementary items that others have purchased, leveraging the power of cross-selling.

Reengage Dormant Users

This type of drip campaign targets users who have shown genuine interest in your app and its content but their interest is waning and they’ve not taken any key steps: subscribed, purchased, added funds — whatever is your main conversion event. 
The goal of this campaign is to re-engage them by offering even more specific prompts or content that can assist them in making a purchasing or other decision. Additionally, it provides an opportunity to gather feedback on the resources they have accessed.

How CleverTap Helps Create Drip Campaigns Based on Your Customer’s Lifecycle

The CleverTap customer engagement and retention platform can help you create drip campaigns based on your customer’s lifecycle. Here’s how:
Segmenting customers: We enable you to segment customers based on their behavior, demographics, and other attributes. You can then tailor your messages to specific segments and create drip campaigns that are more effective.
Creating workflows: Our visual workflow builder allows you to create drip campaigns that are triggered by specific events, such as a new customer sign-up or a purchase. You can create personalized messages that are delivered at the right time, based on your customer’s behavior and preferences.
Personalizing messages: Customize your messages by inserting dynamic content, such as the customer’s name, location, or past purchase history. This makes your messages more relevant and engaging, and can lead to higher conversion rates.
Testing and optimizing: Detailed analytics and A/B testing capabilities allow you to test and optimize your drip campaigns. You can track metrics such as open rates, click-through rates, and conversion rates, and make data-driven decisions to improve the performance of your campaigns.
Lifecycle stages: Create drip campaigns for different stages of the customer lifecycle, such as onboarding, retention, and re-engagement. This helps you to deliver the right message at the right time and increase customer engagement and loyalty.

A Consistently Effective Strategy, Powered by CleverTap

Drip marketing is a proven strategy for engaging prospective users in a consistent and automatic way. Use it to guide early users in their journey, reinvigorate disengaged or uninstalled users, and gather valuable feedback to enhance app engagement and open rates.
And, with CleverTap’s advanced platform, you’ll gain deep insights into user behavior and preferences, and experience heightened app engagement as CleverTap empowers you to effortlessly provide automated, hyper-personalized content at scale, delivering a seamless and captivating user experience.
 

See how today’s top brands use CleverTap to drive long-term growth and retention

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Posted on May 19, 2023