Drip Campaigns

Drip Campaigns

Drip campaigns are a sequence of scheduled emails triggered when a contact joins the group the drip campaign is created in. Drip campaigns are also triggered for contacts currently in the group when the drip campaign is created. All drip campaigns are designed to be sent at a particular time of day, as determined by the time zone in your Account Settings.

How can this impact your business?

Drip campaigns can be used in a variety of ways to help your business grow and thrive. A few of my favorites:

Welcome Campaigns

• Use a welcome series to create a first impression and introduce new clients to your brand.

• Explain your company's existence and what sets you apart from anyone else in your industry.  

• Thank our new clients with an incentive offer available only in the welcome series .

Purchase Gratitude Campaigns

• Create a thank you campaign to send your appreciation for a recent purchase.

• Gather feedback from your customers by requesting reviews

• Include a post-purchase incentives for referrals    

• Send  product/service related survey

• Follow up with relatable services/products

Sales Campaigns

• Create a sales focused campaign to explain to your audience exactly why they need your product/service in order to solve a specific problem they might be experiencing.

• Explain the negative side of not taking any action

• Help justify decisions with comparisons

• Remind your users how your product/services can solve their problems

Lead Nurturing

• User creative content to drive sales with an incentive based email

• Encourage immediate actions by profiling real customers that endorse your service/product

• Offer additional incentives to entice your client base to take a specific action

• Provide helpful content that profiles how their immediate action will help resolve the problem they are facing.

Cold Series

• Send content to help your cold leads more engaging, links to content and resources they have been missing out on.

• Create a survey to send your cold leads to help better understand how you can better assist them and find out why they haven’t engaged recently.

 

There are four types of drip campaign messages differentiated by the timing of when they are sent:

     1. Immediate - the message will be sent to all contacts currently in the group as soon as you save the drip campaign and also immediately send to all contacts added to the group moving forward.

     2. Delay - this is the number of days since the contact was added to the group.  Particularly useful for marketing automation and multi-step sales and education campaigns, there are many ways to manually or automatically add someone to a group, which would then activate the emails to be sent.

     3. Anniversary - anniversary drip campaign emails are designed for sending a message the same date, year after year.  This is especially useful for holidays and to celebrate recurring events. Anniversary drip messages are sent to all members of a group, although your filters still apply if you want to target the message to a subset of all of the group contacts.

     4. Fixed Date - this is a fixed date where everyone in a group would be sent a particular message (note that any filters you set up would still apply).  This can be useful for event reminders (although remember our event management platform does have automatic event reminders built in). Fixed date drip campaign emails can also be used if you want to be certain everyone in a group receives an email.  

 

Creating a Drip Campaign

Exercise 5A: Creating a Drip Campaign

Before you begin this interactive exercise, open up the email template you created via Exercise 3B

1. Open up your GreenRope account

2. Click on the "Guide Me" button

3. Complete the “Creating a Drip Campaign” interactive exercise

                                                          

For reference, here are the steps to create a drip campaign

1. Open up your GreenRope account

2. In the group drop-down list, select the group your email template is saved in

3. Hover over Automation

4. Select Drip Campaigns

5. Name your new drip campaign

6. Use the filter options to determine who your email is sent to

7. Decide when you would like your broadcast sent

8. Choose which email to send

9. Select a workflow trigger

10. Use the “add another email to your drip campaign” link to add more broadcasts to your campaign

    • Repeat steps 7-9

11. Click Save