Introduction: Drip Campaign and Nurture Campaign: The Differences in Email Marketing
Email marketing is a great way to reach your customers and prospects, but it can be difficult to decide when to use email drip campaigns vs email nurture campaigns.
This blog post will discuss the differences between both types of email marketing strategies and provide information on when to use them for best results.
- Introduction: Drip Campaign and Nurture Campaign: The Differences in Email Marketing
- What is an email drip campaign?
- How can drip campaigns sell my products and grow my e-commerce store?
- What are the advantages of using an email drip campaign?
- Drip Campaign Bonus – 3 Effective Sign-up Drip Campaigns for Effective Email Marketing Conversions
- What is an email nurture campaign?
- When should I use a drip campaign and nurture campaign?
- What are the advantages of using an email nurture campaign?
- Bonus: Boost Email Marketing Returns With These 15 Powerful Tips
- Conclusion: Email Drip Campaign and Nurture Campaign
What is an email drip campaign?
Drip campaigns are set up so that a customer receives messages at specific intervals over time (eg. every day for five days, once every week for 2 months, etc).
The goal with these types of email marketing strategies is to get customers engaged with your company by providing them information on relevant topics in small chunks as they become available.
An email drip campaign is a series of emails sent out at set intervals to nurture prospects.
You can consider it being similar to slowly filling a container with information (i.e the messages) by slowing ‘dripping’ the information from another source with all the information.
Drip campaigns are most popularly implemented via email but can be done via chatbots, social media, or even direct mail.
When used appropriately, a drip campaign can be very successful because they keep people coming back for more information about your products or services without feeling overwhelmed.
You can periodically remind the customer about their interest in your company by emailing them relevant information and also provide links back to the original advertisement that attracted them initially.
This is one of the most effective ways for companies to use drip campaigns because the customer does not feel like they are being sold to but are being offered help to solve their problems.
One of the advantages drip campaigns offer is their timeliness and relevance.
These emails, which send at specific intervals or when certain conditions are met rather than at one time, offer a welcome boost to open rates by up to 80% more compared to general sends.
Click-Through Rates for these messages average three times higher.
How can drip campaigns sell my products and grow my e-commerce store?
Drip campaigns can also be especially effective in e-commerce businesses.
Drip campaigns are best for those who have products that need time to sit with the customer before they purchase them.
This type of email marketing allows you to send your prospect information about different aspects related to your product, and then provide them with a way to purchase your product or service.
We have written an article to help you understand 22 Powerful Email Marketing Benefits To Grow Your Business. Just click the link to view that article.
What are the advantages of using an email drip campaign?
There are many advantages of using a drip campaign in your business.
An email drip campaign helps to enhance the power of your regular email marketing campaigns and can even improve the results of your email marketing efforts.
Some of the ways a drip campaign can improve your email campaign results and positively impact your business are by:
Improve Open Rate & Click-Through Rate
A drip campaign can improve your email click-through rate by sending emails with content that is relevant to the reader and their interests.
This can be done by sending targeted content, such as articles or blog posts about topics they have read before, and you’ll see your email click-through rates increase!
The reason this works is that the information is being presented in a timely and helpful manner. Because this information is automated and set up beforehand it can be prepared to offer the highest amount of value to readers.
A drip campaign can be triggered by a subscriber joining a certain list, eg. pug owners, and this gives the marketer the ability to provide more relevant and helpful information, i.e information on how to care for pugs and other small dogs.
Because the user is being provided with relevant and helpful information they will be more likely to open emails and click through to an embedded link to take advantage of an offer or read from your blog.
Improvement Engagement and loyalty to your brand
A drip campaign can massively improve email engagement and loyalty to your brand.
Welcome emails are an excellent way to start off your drip email campaigns so that you can build a positive first impression with your subscribers.
They will be more likely to continue engaging with your subsequent messages, and–for over 16% of our survey recipients–they’re also the only type of welcome message they want!
With drip email campaigns, emails are triggered based on user actions and therefore have a better chance of getting a response because they’re likely to be more relevant.
One example of how this can be helpful is by ‘dripping’ tutorials on how to setup and get the best use out of some product you might be selling.
Many of the top software companies I’ve interacted with use this strategy and it makes me more likely to continue using the software.
Another way is by presenting new subscribers with a pool of helpful information based on their triggers.
This may be in the form of content that would be of value to new subscribers that are trying to solve a problem.
You may set up a series of emails to get them up to speed on what they need to know and how you can help them solve their problems and find helpful solutions.
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Helpful in nurturing leads
A drip campaign is extremely helpful in nurturing leads.
Because of the lack of trust from prospects and the possibility of getting low-quality and inferior products or even being scammed many prospects may not be willing to spend money just after getting to know you.
They may be willing to use your business and even become fierce and loyal customers but may first need to learn a bit more about you, your business, and your products or services.
A drip campaign is especially helpful in this situation and is perfect for building trust with your prospects.
It offers a low-committal, low-risk approach to starting their relationship with you.
Nurturing prospects with a drip email campaign allows you to communicate the benefits of your product or service, answer any potential questions they may have, and address any objections they may raise.
Help in promoting new and relevant offers, content, and features
You are able to tailor and sequence your emails in a drip campaign to provide the best experience to subscribers.
You can also use drip marketing to share content related to a product or service you have previously sold in order for potential customers who haven’t yet purchased anything to know what they might want.
It is helpful if they see how you’ve helped others like them.
Additionally, you can use it present information in a helpful, meaningful, and sequential way that provides the most value and insight to your subscribers.
It can also be used to slowly nurture subscribers to a relevant offer you might have.
Capture abandoned carts
Roughly 60% to 80% of online shoppers abandon their carts before checking out according to research from Shopify.
Whether you’re a brand wanting to drive repeat purchases or an individual looking for that killer email marketing course – it’s important that your emails are targeted and personalized so they stand out in the inbox.
By sending a drip campaign to remind your potential customers of their abandoned order, the value it would provide, and how it has helped others like them you can erase any doubt they may have in their minds regarding the purchase.
By capturing even a small percentage of your abandoned carts you will be adding revenue to your business most people would be missing out on.
Increase brand awareness and build relationships
The brand of your business is a huge factor in the long-term health of your business. Your brand is what will determine how many customers return and continue to choose you over the competition.
By using a drip campaign to build a relationship with your subscribers you can communicate your brand and values to subscribers over time. This helps them to associate you with being the solution to a specific problem they might face or be faced with in the future.
They will choose you as their solution for this problem when the time comes “just because it feels natural to use them (your business). They (Your business) are who I know.”
This will be the thought pattern of your clients who resonate with your brand.
Warm-up old and inactive subscribers
Inactive email subscribers are deadweight for your email list and you are oftentimes much better off removing them from your list.
Before you make this extreme step it might be beneficial to use a drip campaign to send them a series of emails to remind them of who you are and how you can help them.
You can use this opportunity to briefly update them with what is new in your business and offer some quick wins to the problems they might be faced with through relevant content like blogs, videos, and tutorials.
At this stage, you will be using drip campaigns to improve the overall health of your business without adding even a single new customer or email subscriber.
Drip Campaign Bonus – 3 Effective Sign-up Drip Campaigns for Effective Email Marketing Conversions
Learn how to improve your email marketing conversions with these three powerful mail drip campaign marketing strategies.
These strategies will help to boost Open Rate, Click-Through-Rate and conversions of your email marketing strategies and help you earn more money for each subscriber you have.
What is an email nurture campaign?
A nurture campaign and a drip campaign are very similar but are also different.
The difference is that a nurture campaign is more advanced than a drip campaign and can offer more insights into subscriber activity and behavior than drip campaigns.
In simple terms, a drip campaign acts simply based on time while a nurture campaign acts based on emotions.
Marketers can use nurture campaigns to track more attributes and behaviors. These campaigns work by automating “relationship-building” communications, dividing leads into different decision trees based on their actions and place in the sales cycle.
Nurture campaigns are a great way to increase efficiency in your marketing strategies, allowing you to spend less time qualifying prospects.
Nurture campaigns are designed to build a much deeper relationship with your list where you learn more about them than you would in a drip campaign.
This helps to build a more emotional bond with them that can help you to learn more about their needs, wants, weaknesses, fears, desires, and dreams.
All these factors are powerful in driving conversions and building a lasting relationship with subscribers.
When should I use a drip campaign and nurture campaign?
A drip campaign is best used when the primary goal of the campaign is some simple conversion in the short term.
The conversion doesn’t have to be a purchase of a product or service. It can be as simple as reading a blog post, subscribing to the waiting list for a new product, or even checking out one of your new social media accounts.
On the other hand, due to their complexity, a nurture campaign is better used when the long-term focus of the business is the key deciding factor in what determines the success of the campaign.
A nurture campaign is best used when your focus goes beyond the immediate sale or desired conversion but extends to building a lasting relationship.
This lasting relationship can foster sales and repeat sales now and in the future, loyal customers, and even build such a strong relationship that the brand grows over time.
By its very nature, a nurture campaign builds a deep and powerful relationship with subscribers that helps them to identify with the brand and as being part of the culture of your brand.
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What are the advantages of using an email nurture campaign?
There are many reasons why you should consider using an email nurture campaign in your business as part of your email marketing strategy. We will discuss a few of those reasons below:
Increase in Open Rate and Click-Through Rate
Nurturing campaigns are extremely helpful in boosting click-through rates.
This happens because subscribers in a nurture campaign are being served more relevant and helpful information than they would be served in a regular email blast.
In a nurture campaign, the subscribers also have an emotional connection that is being nurtured between them and your brand.
This emotional connection also plays a role in prompting subscribers to open and click through your emails. In fact, your open rates can increase by as much as 80%.
A study reported by HubSpot of more than 2,400 companies produced findings that lead nurturing email campaigns have about a 1% higher unsubscribe rate. Lead nurturing emails also had a slightly higher click-through rate.
This can be seen as an indicator that the lead nurturing is confirming leads and removing contact prospects who are not willing to do business with your company.
Automated growth and relationship building
With a nurture campaign, you can prepare everything in advance and allow the system to automate all email activities.
There is no need to assess the performance manually as the campaign will track user behavior and adjust accordingly to uniquely serve each subscriber the best content to continue building a relationship with them.
The system will also send you reports on the performance of the nurture campaign.
It is possible to use a nurture campaign successfully on 100 subscribers as it is easy to use the same campaign with 100,000 subscribers.
This makes it easy to have consistent success as you grow and not lose out on returns on investment because of a larger target audience or sample audience.
This works because a nurture campaign is flexible.
It can create new leads
Content marketing is one of many ways to generate new leads, even for an established brand.
Not every lead will stay on the website – or in other words ‘convert’. Some prospects may not know how your company can help them; others who are already looking for a provider like you might scroll past because they moved on to skim another offer.
By adding these website visitors to a nurture campaign you can nurture these leads to becoming loyal customers and repeat customers over a certain period.
These loyal customers will be your best and most marketers when they recommend new clients to your business.
This all happens because they have such a deep connection with your brand built over a longer period of time and on their core desires from a nurture campaign.
It is specific and targeted
Nurture marketing campaigns are targeted, specific emails that provide only the information that’s relevant to the individual subscriber.
This makes your emails highly relevant and helpful to all your subscribers.
This unique and tailored experience to each subscriber builds a better and deeper relationship with each unique subscriber based on their personal and core needs.
You can earn more per subscriber or customer
Lead nurturing is a technique that has been proven to help increase the number of future sales made by past customers.
A study concluded that nurtured leads have an average deal size 9% greater than other leads, which means you could both grow your customer base and bring in more revenue with lead nurturing.
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You can also
It saves you money
Automated lead nurturing is cheaper than direct email messaging.
It helps save the money you spend on your potential customers, so it can be more effective when cost-effective isn’t as much of a goal for marketing.
This is because automated lead nurturing relies on automation and doesn’t entail such an input from people, with human resource often being what is the major cost driver for those kinds of campaigns.
Bonus: Boost Email Marketing Returns With These 15 Powerful Tips
We have prepared a list of helpful resources to help you master email marketing today.
We want to help you on your journey to online success and so we have decided to link below some helpful articles and guides to help you on your email marketing journey. Feel free to use them to as much as possible.
Alternatively, if you don’t want to do all the heavy lifting you can get a free consultation from our team and we will help you on your journey to success.
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Here is a list of those extra resources we mentioned
- Email Marketing Benefits: 22 Powerful Email Marketing Benefits To Grow Your Business
- Email Marketing Conversion Tips: Email Marketing to Grow Your Business: 15 Powerful Conversion Tips
- Email Marketing Lead Generation: 16 Powerful Email Marketing Lead Generation Strategies
- Digital Marketing Strategy: 1 Powerful Digital Marketing Strategy for Small Businesses and Startups
- Drip Campaigns: 3 Effective Sign-up Drip Campaigns for Effective Email Marketing Conversions
- Website Conversion Optimization: 10 Worst Reasons Your Website Isn’t Converting
- Ads Conversion Optimization: How To Drastically Improve Website Ad Conversions
- Is Email Marketing Dead? Is Email Marketing Dead In 2021?
- Marketing Tips For Small Businesses & Startups: Powerful Marketing Tips For Small Businesses In 2021: How To Get Explosive Growth
We hope you find these articles helpful on you journey to online success.
Conclusion: Email Drip Campaign and Nurture Campaign
Drip campaign and nurture campaign in email marketing are an easy, cost-effective, powerful way to increase revenues in the short term.
The benefits of drip and nurture campaigns cannot be understated for your business long term either. In fact, we’ve seen them catapult businesses from average to blockbuster!
Drip and nurture campaigns are a fantastic way to grow your business without adding more subscribers.
If you don’t have the time, resources, or expertise to create one of these campaigns on your own then let us do it for you!
We can design an effective drip and nurture campaign that will help bring in new customers with 40% less effort. The benefits of doing so cannot be understated–increased revenue is only just the beginning. What would happen if you increased revenue by 400%?
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