When it comes to e-commerce, your customers are everything.
Looking for a surefire way to boost sales and customer base simply by engaging your customers in the right way?
Drip email campaigns are your answer. Keep these steps in mind as you are launching yours, and you’ll be well on your way to e-commerce success.
1. Recognize what’s not an effective drip email campaign.
Drip email campaigns, or lifecycle emails, involve sending out a series of automatic, scheduled marketing emails to subscribers. These emails serve as a means to maintain customer interest in your product.
Successful drip campaigns depart from the norm and prioritize customer engagement.
The emails in a great drip campaign build off of each other. Not only are these campaigns coherent, but they also have a clear end goal and a personalized flair.
Poor drip campaigns–those that are likely to lose customers–are made up of emails that don’t build much off of each other and send out promotion after promotion. These feel scattered, impersonal, and automated.
Establish what will be effective from the start. Put yourself in your customer’s shoes in imagining a drip campaign that you would follow to the end.
2. Choose your style.
There are many different types of email drip campaigns.
Educational engagement campaigns seek to instruct subscribers through tutorials, mini-courses, and workshop content.
Customer re-engagement and engagement campaigns focus on a product a customer has purchased or is considering purchasing.
Limited time engagement campaigns are short-term campaigns that build up to an event, such as a workshop, retreat, or promotion.
Having trouble choosing? Think about what your goal is with your campaign.
Ask: How would your ideal customer respond to your campaign? What can you do to get this response?
3. Draft your campaign.
If you haven’t identified your campaign end goal, do so now.
Next, write down a list of main points you want to cover throughout your campaign.
Take a look at these main points and start organizing them into distinct emails. Each email should have a succinct focus and relate to the previous email in some way.
Know your tools when it comes to sending out automated emails to subscribers.
Remember that you don’t have to send your campaign to all subscribers. You can segment it and target certain groups at different times.
Check out an example of a successful business’s drip campaign just by looking at your inbox.
4. Time it wisely.
Your goal is to maintain customer engagement across a series of emails.
Keep this in mind as you decide on when to send out each email. Some readers will follow you all the way through, but most will read bits and pieces as the campaign progresses.
You don’t want to annoy your customers. Space out emails in such a way that indicates to customers that your relationship with them is important and worth sustaining.
Build in content that is sure to maintain customer interest, like videos, sound clips, current events, and external links.
5. Keep coming back to the customer.
At the end of the day, your customer engagement and subscriber response is everything.
Feel free to modify your campaign as you go if you feel it isn’t targeting the customer relationship in a personalized way.
This includes following up with each subscriber after a campaign has finished and honing your end goal.