For example, when customers or prospects sign up for your newsletter, they can receive a welcome email followed by another a week later with an offer. Goals and Segments Start by establishing the goal and the segment to achieve it. Try to have multiple drip campaigns for each segment. Make sure the same individual is not in multiple drip campaigns. Frequency How often should you send drip emails? You can, for example, send an email based on the time the person has browsed your website — assuming your tool will automate this for each individual. Again, use A/B testing to find the best subject line based on open rates clicks, depending on your goal. If the goal is to generate clicks, test on that metric.) You can also test the offers in the body of the email. Then analyze their drip campaigns.
Emails sent automatically and on a schedule are an effective way of communicating with your customers and prospects. Sometimes referred to as drip or nurture campaigns, automated emails target consumers based on their actions.
For example, when customers or prospects sign up for your newsletter, they can receive a welcome email followed by another a week later with an offer. The potential combinations of automated emails and content are considerable. In this post, I’ll discuss the steps to set up a successful drip campaign.
1. Goals and Segments
Start by establishing the goal and the segment to achieve it. Here are examples:
- Goal: Inspire prospects to make their first purchase. Segment: Anyone who has not purchased products and who subscribed in a given timeframe.
- Goal: Upsell current customers. Segment: Customers who have spent less than a certain amount in a given timeframe.
- Goal: Bring back old customers. Segment: Anyone who has made a purchase of a certain amount but has not purchased in a certain timeframe.
- Goal: Sell product A. Segment: Anyone who has not purchased product A but has visited its product page in a certain timeframe.
The more specific you get with shopper type, purchase behavior, and timeline, the better the return on investment will be on your drip campaign. Try to have multiple drip campaigns for each segment.
Getting the segments right is the most important part of a drip campaign. Use analytics to help. You can create segments to reach certain goals, as discussed above. Or you may identify segments first based on purchase frequency, lifetime value, website visits, buyer demographics or psychographics, as examples. Ideally, perform segmentation modeling — i.e., analyzing your data for potential segments — before building out your drip campaigns.
But if you do not have enough data, consider creating segments based on product purchases or high-spend versus low-spend customers who have visited your website…