What are the benefits of a drip marketing campaign? Below is a list of some of the benefits.
a) Higher engagement & Interactions
Taking your potential customers on a designed user journey based on their own behaviour is more likely to cause a response from them.
Epsilon, a research agency, released a report for Q2, 2016, comparing the response rates for email campaigns and triggered emails. (This study was compiled from 8.5 billion emails sent in Q2 (April – June) 2016 across multiple industries and approximately 150 clients.)
Here are the results:
As you can see, the open rates for triggered emails (or drip campaigns) were 61.7% higher than standard emails. Triggered email click through rates were much better as well, reporting 141.6% higher.
Now for some of our own data from the global team. The following report shows the difference in how different types of emails have performed for us since the beginning of 2017.
The difference is hugely noticeable.
It is clear. Businesses using drip marketing, triggered emails or email marketing automation can engage their prospects at different stages of the funnel and are more likely to make a sale.
b) Automated funnel movement
In addition to being effective (you saw the numbers above), they push the leads towards conversion without manual intervention.
The only thing you should remember is, like any technology, your drip user journeys would be as engaging as the thought put behind them. So, sit down and draw out the complete user journey you want to take your prospect on.
Here is a quite simple example of an online cooking school sending an enrolment email for their Christmas baking class, and the subsequent steps.
Only after this is drawn out taking each option into consideration, will you be able to set it up in the system properly.
c) Save time and effort
As a result of the automated funnel movement, manual intervention is taken away, and your team is left with more time to invest time in other things.
Again, remember to put in the initial effort to set the drip marketing campaigns properly.
d) No Spam emails to irritate your potential prospects
Because you are sending people exactly what they want at a time, they would be more welcoming to receiving what you are sending them. You know Dr. Seuss’s Green Eggs and Ham. I think Sam-I-Am would have been better off running drip campaigns to get more conversions for his favourite food. With the direct sales effort he was:
- Less efficient
The closure took well over 8 minutes, and a lot of effort on Sam’s part. See for yourself:
See, Sam did good multi-channel marketing, but the fact is the grumpy Grinchy big guy was not interested in Green Eggs and Ham. Anyway, there was a conversion. But the conversion cycle could have been way pleasanter and with much less effort is all I am saying.
e) Post-closure engagement
f) Delighted customers
g) Up-selling / Cross-selling
The scope of email marketing automation extends well beyond converting prospects to customers or getting the shoppers to finish their purchase. Even after a purchase is complete, or a sale is made, you still want.
- The customer tocome back for a second purchase
- Or, in case of single sale products – to recommend you to their friends
- Or, in case of subscription sales –renew their subscription
This depends as much on how valued your customer feels, as on the quality of actual product or service you are offering them. While customer success and support teams play an important role here, the relevance of your emails would have a huge impact as well. Let us look at some Customer Retention Statistics and the impact of good customer experience on the revenue.
See the last point here – “Post purchase emails are responsible for 80% of all customer reviews.” Review emails are generally trigger based email (drip marketing email).
Now, read those stats in combination with the following stats:
“So, it’s more than clear that reviews impact buying behaviour, and post-purchase emails are responsible for a majority of reviews.”
- h) Increase brand recognition
Even if the prospect does not end up buying from you, a series of highly relevant emails would make sure that your brand is top of mind when they are ready to buy.
Of course, you can combine great triggered emails with well-structured and targeted remarketing campaigns as well on multiple channels.