It is not news that email marketing campaign automation is becoming transportation email list more and more important. Drip Marketing is directly associated with these automation platforms. In numerous posts we have emphasized the importance of carrying out this type of campaign in order to offer a better experience to users. Without a doubt, automated email marketing is an excellent way to build loyalty among your users and a way to accompany them throughout the entire brand experience.
But… let’s better understand what we mean by Drip Marketing. This term has a lot in common with the famous “drip irrigation”: it saves the use of unnecessary water and keeps the garden constantly moist. The same thing happens when you apply this drip to marketing. Relevant information is automatically “dripped” to potential clients for a certain time, depending on when a need arises. In this way you are always present in the user’s mind according to the interest they show at any given time. So you do not waste energy unnecessarily and you are present just when you should be.
Drip Marketing aims to establish communication with users in the most personal way possible, so guidelines are created where, depending on the behavior of users, they will receive certain emails or others. These guidelines are expressed in the form of a Workflow and each segmentation must have its own to adjust as much as possible to the needs that each of the segments may have.
Below is an example:
Drip Email Marketing Campaign Workflow
Map.DripMarketing_EmailCampaign
As we can see in the Workflow, different guidelines are determined that condition what the user will receive. For example, if a user receives a promotional email but does not click to open it, after 4 days the same promotional email will be sent with a different subject in order to get the user to open it. If the user does so this time, the workflow will continue in another direction, if the user does not do so, it will be considered finished. We must bear in mind that this type of strategy does not have the objective of overwhelming users. On the contrary, it has the objective of adjusting to the needs that the user demonstrates to have at each moment.
What benefits can drip marketing have in Email Marketing?
More effective campaigns
Campaigns that get more conversions
Most relevant campaigns
Without a doubt, this type of campaign works very well and obtains a higher opening and click rate, since you adapt to the state of the users' purchasing cycle, thus delivering the information they need, exactly when they want to receive it. In this type of campaign, it is the user who decides what they want to receive and when.
