We have identified eight cases within the customer relationship where a drip campaign can be created. Run drip campaigns Leads are contacts who intend to make a purchase, but are not yet completely convinced. In this case, the emails can have different purposes: Communicate the benefits Focus on a particular function/offer/product Provide support, free trials and demos Consider services like Netflix or Spotify, which offer a 30-day free trial. During the trial, a drip campaign schedules a set of emails with the goal of converting the trial user into a customer and subscriber. [1 week after trial activation] Email to introduce full service benefits [2 weeks after trial activation] Request for feedback + email call to action to activate service [3 weeks after trial activation] Email offering discount for service activation [The day before the end of the trial] Notice of expiry + last e-mail of subscription proposal These emails may be alternated with promotional emails advertising products and services , providing additional good reasons to make the purchase once the trial is over.
Here's how Netflix does it: netflix drip campaign 1 netflix drip campaign 2 netflix drip campaign 3 netflix 4 drip campaign netflix 5 drip campaign Drip welcome campaigns You've successfully got users to sign up for your newsletter, and now it's time to welcome them . Statistics confirm that users have a good impression of welcome emails. The average opening rate is 58.7% , compared to 15% for a traditional email. Moreover, if the email is instantaneous the Image Masking Service opening rate goes up to 88% . There are many possibilities for setting up a welcome drip campaign. Here is a potential model: [Immediately] Newsletter subscription confirmation email [After 2 days] Select content and detailed information [After 2 weeks] Request for feedback and other content For example, upon registration, Slack guides the new user through the features of the service (the app, the ability to invite people, set up notifications, etc.) loose drip campaign 1 loose drip campaign 2 loose drip campaign 3 drip campaign 4 drip campaign 5 Drip basket recovery campaign How many times have you put something in a shopping cart and not bought it?
It's quite common. Shopify content manager Mark MacDonald said 67.45% of carts are abandoned . You can re-engage users and get them to complete the purchase with an automatic campaign. You can send emails letting the user know the product is still available, offer limited-time discounts, or even send them to a landing page explaining the benefits of one plan over another. Optin Monster does just that, but with an email that focuses more on text without relying on big graphic effects. optinmonster drip campaign 1 optinmonster 2 drip campaign optinmonster 3 drip campaign optinmonster 4 drip campaign Drip Renewal Campaigns If a renewal is automatic, it is useful to inform the customer of the expiration date of the service , taking advantage of the shipment to verify their contact, delivery and billing information. If on the contrary a renewal is not automatic, you can send an e-mail with a clear call to action to propose it. Here is an example from Netflix: Then, in both cases of renewal or cancellation, the message is always followed by a thank you or farewell email. Engagement campaigns Engagement means both being present and retaining users . There are many ways to engage a user, and each company has its own tools to do so. Spotify does this very well, sending out periodic emails that take stock of the user's listening, charting a kind of listener profile.