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Best Practices For Email Drip Campaigns

Email drip campaigns are one of the best ways for marketers to deliver a steady stream of content and value to their target market. Drip campaigns continue to generate more and more engagement as people become accustomed to receiving information from brands at regular intervals throughout the year. So whether you’re looking for an email drip campaign example or are hoping to determine what kind of drip campaign is right for your organization, this post will help you better understand how they work and how they can impact your bottom line. Properly setting up an email drip campaign can be tricky and frustrating. You need a workflow that is going to follow the best practices and allow you to be in control from beginning to end. This means you want to focus on having hierarchy within your emails, as well as a proper drip campaign flowchart.

Email drip campaigns are one of the most effective ways to build trust and a relationship with your subscribers. They’re also known as email nurture campaigns, or post-purchase follow-ups. The beautiful thing about email drip campaigns is they allow you to repeat messaging over time to build a long-lasting relationship with your subscribers. A comprehensive strategy that includes an email drip campaign is much more effective than adding in a few emails here and there. But how do you know if it’s the right strategy for your business? Email drip campaigns are one of the most effective ways of keeping your audience engaged and they can be an incredibly useful marketing tool.

A great campaign starts with a goal.

Before you start your campaign, it’s important to know what your goals are. Your goal should be defined by a problem that you want to address and an outcome that will demonstrate success.

Once you’ve identified the desired outcome of your campaign, be clear about how it will be measured and how success will be determined. You should also understand what level of response is realistic for the time and resources available for this campaign as well as ambitious enough for long-term value creation.

Be aware of your audience.

  • Know your audience.

It’s critical that you understand the needs and interests of your target audience. If you don’t know them, how can you anticipate their reactions?

  • Speak their language.

Use language that’s appropriate for the demographic and industry that you’re targeting, as well as terminology they’re familiar with. This will help ensure they take action on your emails. You’ll also be able to determine if something isn’t working before too much time has been spent on it (and money spent).

The golden rule with emails is to only send them to interested parties.

While this may seem obvious, it’s vitally important to remember that the golden rule with emails is to only send them to interested parties. That means you need to have permission to send emails to someone; they have opted-in or signed up for your mailing list. It also means that you are sending relevant information (not spam) and that the email is well targeted based on their preferences or behavioral data.

You can use surveys, refer-a-friend programs, customer service and sales data as well as other types of information sources such as social media posts/feedback from customers in order determine what content should be included in your drip campaigns so you don’t waste resources by sending out irrelevant messages.

Give it time.

After the first few days are up, most people will give up on the drip campaign and move on to something else. But don’t do this! Some campaigns need time to get going. Give a drip campaign at least a week before you decide whether or not it’s working for you.

Don’t forget post email engagement.

Don’t forget post email engagement.

The best time to respond to a customer is immediately after they reach out, but don’t forget about the importance of post-email engagement. This is when you want to follow up with your customers after the initial email drip campaign has gone out and received a response from them. Post-email engagement includes things like replying to emails, responding to comments on social media posts, and engaging with customers on social media platforms such as Facebook and Instagram.

Make sure you give the customer a personal touch! A common mistake in online marketing efforts is being impersonal—this makes it seem like companies are just trying to sell something rather than connect with their audience as human beings who care about their experiences as individuals or families.

When you engage with your audience after an email drip campaign has gone out, make sure that they feel valued by giving them something extra (i.e., discounts) or thanking them directly for their participation in the campaign (which shows appreciation).

Keep it succinct.

As you’re building your email drip campaign, it’s important to keep in mind that your subscribers’ time is valuable. People don’t want to spend more than a few seconds reading an email from you, so make sure yours are short and sweet! If you can’t summarize the content of your message into a clear and concise sentence, then it’s probably too long and complicated for a drip campaign.

Get your landing pages right.

  • Make sure your landing pages are well designed. Keep them clear, concise and easy to navigate.
  • Ensure they are mobile-friendly: more than half of online traffic comes from mobile devices so make sure you’ve optimized for that platform.

Don’t set and forget, test regularly.

Email marketing is a constantly changing industry, which means that your email campaigns should be regularly updated to reflect the best practices for optimization. That’s why it’s important to test your emails regularly. You don’t want to send out the same old content and hope for different results; you need to make sure you are testing everything from subject lines and calls-to-action (CTA) to delivery dates, landing pages, and even length of emails.

Here are some tips for implementing regular tests into your drip campaign process:

  • Test different times of day during weekdays or weekends as well as different days of the week
  • Try using different subject lines in addition to titles (like “Weekly Newsletter” vs “Weekly Update”)
  • Check if there is anything else that needs changing on the landing page or CTA button so they’re clear enough without being too clicky
  • See how long an email should be before sending it out

Be analytical, track and improve.

After you’ve sent out your first batch of drip emails, it’s time to analyze the results. Use data from every step of the process—from open rates and clickthroughs to how long people spend on each page—to track how effective each campaign is. Use this information to identify what works best for future campaigns and improve upon existing strategies.

If you’re A/B testing your email content, you should be sure to do it right! In order to make accurate conclusions about which version performs better, consider these three tips:

  • Don’t change too much at once. It’s common sense: if you make too many changes at once, it will be hard for readers and subscribers alike understand what actually changed in each version.
  • Make sure both versions say the same thing (or as close as possible). This will ensure that readers won’t be confused by any changes made in one version over another; if they are confused or unclear about what they’re looking at when comparing two versions of an email, then neither version will win out over another because there was no clear winner in the first place!

Drip campaigns can be effective marketing tools but there are some important steps to take to get the most out of them.

Drip campaigns can be an effective marketing tool, but for them to work, you need to take a few important steps.

  • Carefully plan your drip campaign
  • Track and analyze the results of your campaign
  • Test multiple versions until you find one that works best
  • Keep your campaigns up-to-date


Every business has a different goal and different audience. So, the best practices will change with each business. Whatever you decide to do with your email drip campaign, make sure that you keep it simple and easy for your customer to follow. Also, make sure not only to give them tangible results but to also provide intangible motivation. If you want people to stick around for long period of time with you, then you have to give them a reason too. Go for the win! If you are looking to increase clientele and are considering whether a drip campaign is worth your time, look no further. The ROI from this type of campaign is significant and it is a great way to keep your business top of mind in a positive, nonthreatening way. Your customers will appreciate an email from you which offers value 3-4 times per week as compared to boring, useless email blasts which come daily or weekly. You will leave your competition in the dust with this one!

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