When looking at how to approach the next email send, typically the first question an email marketer asks is “How do I want to do this?” The possibilities for how to send to subscribers are endless, but one tried and true method will always be: The Drip Campaign. Drip marketing, otherwise known as a triggered campaign, gets its name from the agricultural concept of drip irrigation – Frequently watering plants over a long period of time, instead of flooding the plant periodically, will render a stronger crop. Much like in agriculture, the same theory can be applied in drip marketing to yield stronger, more committed subscribers.
When comparing drip marketing to re-engagement campaigns, many think of the two approaches as being mutually exclusive. Oftentimes, drip campaigns are used to convert potential clients or customers by providing brief examples of your product or capabilities in multiple emails spread across a long period. On the other hand, re-engagement campaigns are utilized to draw inactive subscribers back in and motivate them to rekindle their relationship with your brand. Ultimately, though, both methods have the same goal: To tell subscribers, “Hey, keep us in mind!” Given the shared goal but varied forms of execution, why not try executing a re-engagement campaign the same way you would a drip campaign?
Instead of sending a few emails back-to-back to try to draw former customers back in, send more messages over a longer period but include less content; Make your customer remember why they purchased your product in the first place. Whether you’re simply asking “Where did you go?” or featuring a few products at a time, keep your interaction with your subscriber base short, sweet, and frequent throughout the course of your campaign.
With a drip campaign, you’re often trying to showcase what your brand can do to someone who is contemplating purchasing your goods or services. A re-engagement campaign is no different – You’re just trying to remind the customer, instead. Begin to look at your former customer the same way you would a potential customer, especially if they have not made a purchase in a significant amount of time. Unless you are trying to sell big-ticket items, your former customer may not even remember that they purchased your product in the first place. Approach re-engaging these customers the same way you would initially introduce your brand by answering questions like “Who?” “What?” “When?” “Where?” and “Why?” The more data you have on your customers, the easier it will be to answer these questions through a drip campaign in a way that will address your customer’s needs.
Since the holiday season is rapidly approaching, try to put these techniques to work to ramp up purchases in November and December. Much like with planting a crop, you need to plant the seeds months in advance to reap a fruitful harvest later.
Inbound Marketing Coordinator, WhatCounts