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How To Create The Best Drip Email Marketing Campaign


Emails are not outdated, they are more important than ever for businesses. It has been found that email marketing has an ROI of 4,300%! That’s huge! And it’s not hard to see why – with automation, personalization, and the ability to track user behavior, email is king when it comes to nurturing campaigns that turn prospects into customers.

Drip email marketing is a powerful tool that can help your business in several ways. By automating your email marketing, you can save time and resources while still maintaining regular communication with your subscribers. Drip email marketing can also help you segment your lists and target specific customers

What Is Drip Email Marketing?

Drip email marketing is a form of email marketing that allows you to send automated emails at preset intervals to your subscribers. It’s an effective way to keep your business top-of-mind and encourage customers to return to your site.

drip email marketing

Why Is Drip Email Marketing Important?

Automation is primarily used in email marketing to send triggered emails, for drip or nurture campaigns, and segmentation.

(Litmus, 2021)

There are several reasons why drip email marketing is so important for businesses.

1. Automation

Automation, a hallmark of drip email marketing, is an indispensable tool that confers manifold advantages. The beauty of this feature is that it permits setting up of drip campaigns, which are then left to run autonomously, hence saving an enormous amount of time, particularly for businesses with an extensive customer base.

2. Personalization

Another cardinal benefit of drip email marketing is personalization. With this feature, email content can be tailored to suit individual customer interests, a feat accomplished via list segmentation, ensuring that each message resonates with the recipient, thereby raising engagement and conversion rates.

3. Tracking

Tracking, a key component of drip email marketing, empowers businesses to obtain a deeper understanding of user behavior, enabling them to tweak their drip campaigns to ensure their messages are effectively communicated to their subscribers.

4. Increased Engagement

Increased engagement, a result of regular and automated emails, is another perk of drip email marketing. By repeatedly placing the business in the forefront of subscribers’ minds, email campaigns bolster engagement, thereby promoting return visits and conversion rates.

5. Better ROI

Finally, email marketing boasts an exceptional ROI of 4,300%, meaning that every dollar spent yields an impressive return of $43. This ROI is facilitated by the tripartite benefits of automation, personalization, and tracking, which work in tandem to nurture campaigns that transform prospects into loyal customers.

How To Use Drip Email Marketing

Email Drip Campaign

Now that you have acquired a comprehensive understanding of the indispensability of drip email marketing, let us delve into the intricacies of utilizing this tool to enhance your business.

1. Initiate an email drip campaign

The first and foremost stage of a triumphant email marketing strategy necessitates the execution of a drip campaign. To actualize this, one may seek the aid of an email marketing service provider, for instance, MailChimp or Constant Contact. After registering an account, the next course of action would be to establish an all-encompassing subscriber list.

The process can be achieved either by importing an existing contact list or manually inputting each subscriber’s information. Once an extensive inventory of subscribers has been compiled, it is crucial to devise a series of automated emails.

2. Formulate a series of automated emails

Following the establishment of an email drip campaign, the subsequent step would involve the determination of the frequency and nature of the automated emails that are to be disseminated. While some enterprises may opt for weekly emails, others may elect to send out daily or monthly communications.

So, how do you know what is the essential component when considering to launch a drip marketing campaign? How do you measure if your approach is the most effective approach? Well, you already may know the answer. If not, know this. It is esepcially must to curate such content that resonates and pulsates with your subscribers. Content anything from blogs, discounts, new arrivals in the market, to anything compelling that your customers may desire from your brand.

3. Send your emails

Now that you have successfully completed the previous step to formulate a sequence of automated emails, now there are two options available: manual distribution or scheduling the emails to be automatically sent at predetermined intervals as part of the drip campaign.

4. Track your results

The final stage of the drip email marketing process entails tracking the outcomes of your efforts. This task is facilitated by email marketing services such as MailChimp or Constant Contact, which provide intricate reports, indicating the number of individuals who opened your emails, the click-through rates on links, and the number of subscribers who unsubscribed from your list.

The information gleaned from these reports is an invaluable tool for improving the effectiveness of drip campaigns by fine-tuning messaging and ensuring that they resonate with subscribers. By implementing this step, businesses can be confident that their messages are not just being delivered, but are also being received and acted upon.

Challenges Of Drip Email Marketing

Even though drip email marketing is an extremely effective way to nurture your leads and customers, there are some challenges that you may face.

1. Creating high-quality content

Creating high-quality content that resonates with subscribers is a Herculean task when it comes to drip email marketing. Crafting content that is not only relevant but also piques the interest of subscribers can be a time-consuming process, but it’s an essential step in ensuring the effectiveness of the campaign.

2. Keeping your list clean

Keeping your list clean is another daunting challenge of drip email marketing. This requires the regular removal of individuals who have unsubscribed or those who have not opened your emails, ensuring that your list remains up-to-date and relevant.

3. Managing your email drip campaign

Managing multiple campaigns concurrently is another significant challenge in drip email marketing. The process may be tiring and may require an ample amount time and resources to hoard results.

4. Determining the ROI

Knowing returns are simple you may think, but it is one of the challenges in the drip email marketing campaign that is largely neglected. Esepcially, when the brands do not know which metrics to measure when deciding the success of the campaign they hosted, it becomes a grave concern to know how to further proceed with your campaign and you may not even know where you excel and where you are failing to host another campaign in the future!

Best Practices For Drip Email Marketing

Having acquired knowledge about drip email marketing and its implementation, it is now time to delve into the intricate details of some best practices that will aid in the attainment of optimal results.

1. Keep your text short & sweet

In the world of drip email marketing, less is certainly more. It is advisable to keep messages succinct and to the point to pique the interest of recipients. To this end, avoid protracted paragraphs and imposing blocks of text.

2. Personalize to create empathy

Personalization is a crucial aspect of email marketing that should not be overlooked. It entails using the recipient’s name in both the email body and subject line. Additionally, other personalization attributes such as geographical location and company size can be incorporated.

3. Incorporate images and videos

Images and videos are an effective strategy to diversify and enliven the message’s visual aspect. Nonetheless, moderation is key to avoid an excess of images that could lead to spam classification.

4. Include Bold CTA’s

Every email communication should contain a well-articulated call-to-action (CTA). From “Buy Now” to “Sign Up for Our Newsletter,” ensure that the CTA is lucid and comprehensible.

5. Testing is the key

Finally, to optimize outcomes, testing should be prioritized. To do this, emails should be sent to a small focus group to garner feedback. Based on the feedback, the email content can be revised before sending it to a larger audience.

In conclusion, adopting these best practices will enable the development of a successful drip email marketing campaign that will nurture leads and customers, resulting in higher conversion rates.

Examples of Successful Drip Email Marketing

1. Amazon

The concept of drip email marketing has been successfully implemented by many prominent companies, and Amazon is a prime example. Amazon has been known to send personalized recommendations to its customers based on their previous purchases through a series of automated and targeted drip emails.

2. Birchbox

Birchbox, another example, offers a monthly subscription service for beauty products and utilizes drip email marketing to provide their customers with personalized recommendations and exclusive deals. In addition to their personalized recommendations, Birchbox also sends their subscribers a monthly email featuring exclusive offers and discounts.

3. Warby Parker

Online eyeglass retailer Warby Parker uses drip emails to send their customers tailored style recommendations and exclusive offers. To further enhance their customer experience, Warby Parker also sends a “try-on” email to their customers when they first sign up for the service.

4. Airbnb

Airbnb uses drip emails to provide their customers with travel recommendations and special deals on vacation rentals. Similar to Warby Parker, Airbnb also sends a “wishlist” email to their customers when they first sign up for the service.

5. FabFitFun

Lastly, FabFitFun, a monthly subscription service for beauty and fitness products, implements drip email marketing to send its customers personalized product recommendations and exclusive deals.

In addition to their customary product recommendations, FabFitFun goes the extra mile and extends a warm welcome to their newly acquired clientele. This comes in the form of a “welcome” email that is sent out to their customers immediately after they sign up for the service. By providing this personal touch, FabFitFun sets the tone for their business relationship with their customers and creates an environment that is conducive to loyalty and long-term engagement.

The triumphant examples presented above epitomize how enterprises can utilize drip email marketing to interact with their customers and deliver focused and personalized content. Through the utilization of automated and targeted drip email campaigns, businesses can foster a deeper rapport with their customers, augment engagement, and enhance their overall return on investment (ROI).

However, in the realm of drip email marketing, it is essential to acknowledge that simplicity is the ultimate sophistication. To ensure that your recipients devour your message with relish, brevity is key. Ergo, protracted paragraphs and ponderous blocks of text should be eschewed like the plague.


Email marketing has evolved into a quintessential tool for any business endeavor, with drip email marketing assuming a leading role in streamlining the entire process. By configuring a drip campaign, you stand to benefit from time-saving advantages while simultaneously keeping your business at the forefront of your customers’ minds. So, seize the day and initiate your campaign forthwith!

If you require any assistance with your email drip campaign, it may be wise to enlist the expertise of an agency such as ours. We are well-equipped to craft a bespoke campaign tailored to meet your individual objectives and requirements. Get in touch with us today at 12channels to discover how we can add value to your email marketing efforts.

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