“Drip campaigns are a series of pre-written emails sent out to prospects or customers over a specified period. These emails are strategically designed to nurture leads, build relationships, and guide recipients through the sales funnel."

In today’s competitive digital landscape, effective marketing strategies are essential for small businesses to thrive. One powerful tool in the marketer's arsenal is the drip campaign. If you’re unfamiliar with this term, fear not – we’ll guide you through the process of creating a successful drip campaign tailored to your small business needs.

What is a Drip Campaign?

A drip campaign, also known as an automated email campaign, is a series of pre-written emails sent out to prospects or customers over a specified period. These emails are strategically designed to nurture leads, build relationships, and guide recipients through the sales funnel. Unlike traditional email blasts, drip campaigns are personalized and triggered based on specific actions or time intervals.

Software to Utilize

To streamline the creation and management of your drip campaigns, consider leveraging email marketing software. Platforms like Mailchimp, Constant Contact, GoHighLevel and HubSpot offer user-friendly interfaces and robust features to design, automate, and analyze your campaigns effectively. These tools provide customizable templates, segmentation options, and detailed analytics to optimize your campaign’s performance.

Template

Copy this template and start creating drip campaigns.

Drip type: Welcome series
Email #: 1
Subject Line: Why We Chose “Valore” As Our Name
Description: Growing 5, 6 & 7-figure brands
Text: Hi {{first name}}, thank you for signing up for our community newsletter. Every week we will give you valuable marketing strategies and tips to grow your business.

Thank you again for signing up, {{first name}}. If you ever have any questions, or concerns or need help learning more about our services feel free to reach out to me.

Signature
Social Links
Contact email

Identifying Which Drips to Create

Before diving into the creation process, it’s crucial to identify the goals and target audience of your drip campaign. Consider where your audience is in the buyer's journey and tailor your content accordingly.

Common drip campaign sequences include:

1. Welcome Series: Introduce new subscribers to your brand, products, and services. This can go on for weeks or months. Tell your brand story over 4 weeks or tell the “why” behind a new product or service.

2. Educational Series: Provide valuable content such as tips, guides, or case studies to nurture leads and establish credibility. Become an industry expert by showing them you know what you are talking about.

3. Promotional Series: Highlight special offers, discounts, or product launches to drive conversions. Do not overuse this strategy otherwise, customers will only buy when there is a deal or promotion.

4. Re-Engagement Series: Reconnect with inactive subscribers to reignite their interest and encourage action. If these people remain unengaged, remove them from your list since they will hurt your “score” with email hosts.

5. Onboarding Series: Guide new customers through the onboarding process by providing valuable resources, tutorials, and tips to ensure a smooth experience with your product or service. This series can help reduce churn rates and increase customer satisfaction.

6. Abandoned Cart Series: Re-engage potential customers who have abandoned their carts on your e-commerce website. Send a series of reminder emails highlighting the items left behind, offering incentives such as discounts or free shipping, and addressing any concerns or objections they may have.

7. Customer Feedback Series: Gather valuable insights and feedback from your customers by sending a series of follow-up emails after a purchase or interaction. Prompt customers to leave reviews, participate in surveys, or share their experiences, which can help improve your products, services, and overall customer satisfaction.

8. Event Promotion Series: Promote upcoming events, webinars, workshops, or conferences to your audience with a series of emails leading up to the event date. Provide event details, agenda highlights, speaker bios, and registration links to encourage attendance and engagement. Follow up with post-event emails to thank attendees, share recaps, and promote future events.

How Long Should a Drip Campaign Be?

The ideal duration of a drip campaign varies depending on your objectives and industry. While some campaigns may consist of a few emails delivered over a week, others might span several months. Strike a balance between maintaining engagement without overwhelming recipients with too many messages. Monitor engagement metrics and adjust the length and frequency of your campaign accordingly.

Conclusion

Drip campaigns are a powerful tool for small businesses to nurture leads, build relationships, and drive conversions. By understanding the fundamentals of drip campaign creation, utilizing the right software, identifying relevant drips, and optimizing campaign duration, you can unlock the full potential of this marketing strategy. Embrace the opportunity to connect with your audience on a deeper level and propel your small business toward success. Start crafting your drip campaign today and watch your business flourish.

Derek Burbidge
Owner/Founder of Valore Agency