Drip your brand into customers’ lives

Have you earned $40 returns for every dollar spent in marketing? If not, you probably have not yet started Drip Marketing – Automated email marketing strategies. Drip marketing can be done using autoresponder with extremely low cost. You only need to schedule a series of email campaigns in advance and these campaigns will be sent out automatically. Drip marketing can build up relationship with your customers with least effort. With a reliable email service provider, you only need to prepare an email marketing plan. Then, the email campaigns will automatically drip into the market and drive revenue for you.

Let’s see how 4 businesses boost revenue & customers’ engagement through drip marketing.

Convert Potential Customers into Leads

 1. Real Estate Business - Kurtis and Cindy Squyres (KCS) 

KCS’s drip marketing strategies included 21 autoresponders sending to its new customers. New subscribers would receive welcome email and daily emails on first few days after they subscribed. Then, they would receive regular emails every 2 – 8 days. KCS had set 2 goals and achieved them using autoresponders.

Build up customer relationship

Firstly, KCS introduced the history of the business briefly and the current services provided on the first eDM. It also clearly stated what it would send to subscribers. Then, it provided its subscribers with valuable information, for example, a tool which subscribers could use to calculate returns of investment. Through these eDMs, KCS establish customer relationship successfully.

Understand customers’ needs & segment customers

KCS then sent two surveys to subscribers to understand their needs. It created 3 autoresponders which would be triggered by subscribers’ responses. With the surveys’ responses, KCS could segment its subscribers into different target groups and send relevant messages to them.

Results

Finally, 90% of the properties were sold to the subscribers. Also, through segmentation, KCS is able to organize workshop and send educational drip to targeted customers which further grow customers’ loyalty as well as revenue.

Abandoned Shopping Cart

 1. Smileycookie.com (SC) 

SC’s drip marketing strategies are comprised of 3 parts: an email sent immediately after users’ visit; an email providing discounts sent after 23 hours of first email; and a last email providing more attractive offers sent after 4 days of second email.

The first 2 emails drove > 50% email open rate. The first email got 28% email click through rate and the second email got 16% email click through rate. The last email got 6% click through rate. This means the drip email campaigns do drive potential customers back to SC’s cart. 

Membership Renewal

 1. Visual Art Exchange (VAE) 

Through automated email campaign, VAE adopted triggered email as well as online membership renewal form to encourage membership renewal. Its membership renewals and revenue grow dramatically as a result. In practice, it had sent out eDM campaigns automatically before and after the expiry date in order to boost online renewals. These email campaigns drove 54% email open rate and 15% email click-through rate. Most importantly, the number of membership renewals had increased by 20% comparing with previous year.

Apart from the autoresponder strategies, VAE had put effort on creating eDM content. It created a call-for-action button directing members to fill in online membership renewal forms. Moreover, the online renewal form only included less than 12 questions as well as online payment service. Hence, the whole renewal process can be done online. At the same time, VAE utilized the online form service provided by its email service provider so that all the data can be centralized.

 2. The North Carolina Board of Examiners of Electrical Contractors (NCBEEC) 

NCBEEC also gained from drip marketing. It sent out personalized and automated eDM two months before the expiry date of membership. This email campaign drove 46% email open rate, 39% email click through rate and also 20% increase of membership renewal rate comparing with the previous year. Besides, NCBEEC had followed up the bounced email manually. After calling the members with bounced email addresses, it sent out another eDM campaign. Apart from updated email addresses, this eDM campaign also got 51% open rate and 47% click through rate. 50% of readers renewed through the eDM too. Automated drip marketing strategies save the cost of connecting existing members drastically.

These cases study shows that drip marketing can effectively raise revenue with low cost. With smart strategies and email technology, drip marketing can drive 50% more sales with 33% lower cost. Triggered email can evenboost email open rate by > 50% and conversion rate by > 350%.