Today I want to talk to you about email drip campaigns.
How many do you have running at the moment?
There are at least 3 drip campaigns every business needs to have.
Drip campaigns can seriously simplify your life, automate your marketing, AND acheive your email marketing goals much more effectively than you doing it with one-off emails (aka “broadcasts”).
In this email, I’m going to give you 3 drip campaign “recipes” for success. Here they come:
3 Must-Have Email Drips For Your Business:
Email Drip #1. Welcome new subscribers
Every time a new person subscribes to your list, you need to make sure they see you in the best light, right? So don’t leave that first impression up to chance (your regular newsletters).
Instead, take your new subscribers through a welcome sequence (3-5 emails) with your best content and important steps they need to take to get the most out of what you offer.
Related: 4 Welcome Email Mistakes to Avoid
Extra points: create different versions of the welcome sequence for the different types of lead magnets you have.
If you offer a few different products or services, AND you have various lead magnets that correspond to those offers, customize your welcome drips to match the subscriber’s interest (based on the type of lead magnet they opted-in through).
When you do that, you’ll see higher engagement and retention rates. You can take it a step further, and turn your welcome sequence into a “lead magnet to sales offer” sequence, and watch your sales numbers soar as you offer your new subscribers exactly what they need.
Here’s a sample structure for a welcome sequence:
Welcome Email Drip Campaign - Structure
You can also structure the welcome sequence to be a mini-course that teaches a topic highly relevant to what you sell.
Want to have this email structure handy so you can reference it as you write your drip campaigns? Download a compact PDF here (it's free).
Once your subscribers are welcomed and nurtured, you can offer them your product or service.
However, it’s not enough to just to just be like, “Hey, I have this - do you want it?” If you had tried this approach, you probably felt like your conversion rate could be much better.
Here’s a more effective approach: take your subscribers on a journey called “problem - agitate - solve” (PAS).
The PAS framework works because it increases your readers’ desire for your product by elevating your product from something they would “kind of like to have one day” to something they “must have right now.”
Here’s how you do it in an email drip campaign:
Sales Email Drip Campaign - Structure
These are the bare bones of a sales drip campaign, and you can always enhance it by adding case studies and increasing urgency with early bird discount, bonuses, close carts, etc.
Email Drip #3: Re-engage dormant subscribers
There is a big portion of your list that is not seeing ANY of your emails, all the while you’re continuing to pay for them to be on your list.
Use this email sequence to get subscribers who haven't opened an email in the last 90 days to take action. It will send a series of CTAs to get them back in the fold.
Re-engagement Email Drip Campaign - Structure
When done right, these 3 drip sequences put you ahead of the majority of your competition. They automate important phases of your subscriber lifecycle, so you can focus on enhancing your marketing efforts or adding new products and services.
If you don’t have these 3 sequences running, go add them right now! Open a Google Doc, and start writing (I recommend writing a whole drip campaign in one sitting).
If you want to get the drip structures I described in an easy PDF format, download them here.
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