13 Feb 2020

Want 50% Conversion Rate? Introduction to Email Drip Campaign


Did you know that for every $1 spent on email marketing $44 is made in return? That's an insanely high return on investment, beating social media, paid ads, and all other major digital marketing strategies.

But that's not all:

Email also has the highest conversion rate of all digital marketing. In particular, you can expect anything between 30-50% conversion rates or more. One report states that amongst B2B audiences, email is the 3rd most influential source of information, preceded only by colleague recommendations and industry-specific thought leaders.

What do all these numbers translate into for you?

Despite the emergence of new technologies like social media and chatting tools, email is still the #1 channel of communication, especially for those who want great business results. If you're looking for a marketing strategy that gets high returns on your time and money investments, email is definitely the option.

Savvy marketers understand this. That's why they've been sending an estimated 246 billion emails daily.



In fact, 86% of business professionals say their go-to communication channel for business purposes is email and 59% of B2B marketers say email is their most effective channel when it comes to revenue generation.

While emails are great for reaching your customers, what is even better is that you can reach many different potential customers, with relevant and highly personalized messages, and at the right time.

But to do this, you have to understand a certain type of email marketing called "Drip Campaign." Through email drip campaigns, you can get your message across to prospective buyers, nurture and turn them into purchasing customers. Even better, you get to do this frequently and consistently too, and with less effort.



In a moment, you will get to see the benefits, examples, and best practices of email drip campaigns, but first, let's get to know what email drip campaign means.



An email drip campaign is a technique of automatically sending relevant messages (usually via email) to prospects over a period of time, with the intention of nurturing them to a purchase-ready stage.

The timing of the drips can be based on one of the following:


  • A specific user behavior or interaction

  • The status of the recipient in the sales funnel

  • A predetermined time interval.


Drip campaigns come with many different names including drip marketing, automated email campaign, lifecycle emails, autoresponders, and marketing automation.

So, what makes an email drip campaign tick? Why is it important and what are the benefits of running this kind of marketing campaign?



That's what we will be looking at next.




According to the Aberdeen Group, using drip marketing automation can boost conversion rates by over 50%. Apart from high conversion rates, there are several other benefits that are associated with drip marketing. Here are some of them:



1. Timely Information to the Right People


When it comes to content marketing, the easiest way to close deals (or at least get people to become interested in your offering) is to deliver relevant content to potential buyers.

And one surefire way to do this is through email drip campaigns. Drip marketing campaigns allow you to deliver the right information to the right leads and at the right time.

This is easy because the information delivered via a drip campaign is usually triggered by factors like user interaction with your brand, their exact stage on the sales cycle, and so on. The ability to deliver content based on user action drives more traffic to your website, boost engagement and most importantly, increases your chances of getting the conversion.

2. The Ability Create and Nurture Your Leads


Most businesses operate a passive marketing strategy where they wait for buyers to come to them. But, wouldn't it be better if you can CREATE your own buyers, anytime you want?

Email drip marketing helps you do just this — it allows you to nurture your early-stage leads until they are ready to buy. One study found that nurtured leads make 47% larger purchases than non-nurtured leads.



That's certainly something you want for your business—large sales.

3. Less Effort, More Sales


By using an automated email campaign to nurture and educate your leads, you get to automate the most boring and tedious part of the sales process.

This means you'd be spending less time trying to get buyer's attention and more time bringing in the sales and making more money. Beyond saving tons of time, you'll also be staying in touch with leads consistently and frequently throughout the sales cycle. This helps you to close deals faster and grow your customer base easily with minimal effort.

4. The Rule of Seven is Covered


In marketing, there's an old but very popular concept called "the rule of seven." So the rule of seven states that for a prospective buyer to make a purchase, they'd have to see/read/watch/hear your marketing message at least seven times.



With email drip campaign, you get to achieve this—your marketing message will get to your prospects several times which also means more sales.



There are several different types of drip campaigns that can be used for different purposes. Each drip is differed by the message type, the recipients of the message, the action that triggered the message, and most importantly, the purpose of the message.

Here are the types of email drip campaigns and how you can use each of them:

1. Educational Drips

Educational email drips offer potential buyers relevant product information and prepare them to make a purchase. This type of drip educates leads to the benefits and features of your product.

2. Competitive Drips

Competitive drips are usually sent to a competitor's customers with the intention of turning them away from the competitor and to your product.

3. Top-of-Mind Drips

TOM drips are used to keep your brand “alive and active” in the minds of prospects and customers. This type of drip keeps leads engaged with your brand and product throughout the sales cycle even if they are not presently making a purchase.

4. Re-engagement Drips

Just as the name suggests, re-engagement drip campaigns are used in reviving or winning back the leads that are inactive or cold. For instance, you can rejuvenate leads that signed up but never bought from you or those who bought from you once but never returned.



5. Promotional Drips

If you have a promo or a special offer running and would like to get prospects to become interested in it, then this type of drip campaign is your best bet. Promotional drips can help you entice potential customers to take up your offer.

6. Training Drips

Training drips work much like educational drips but only that here, you'd be training and educating new clients to become familiar with your offering. Whereas educational drips are used to provide potential buyers with relevant product information, training drips are used internally to take readers through a training program.



You've probably heard that the brain processes visual content several times more than it does text-based content.
With that in mind, here are some visual presentations of how drip campaigns work:



And another illustration:



The visual examples above illustrate simple forms of drip campaigns. Here’s an example that shows a complex drip campaign:



There are many different types of drip campaigns with different purposes as discussed above. The visual presentation shown here only demonstrates one way in which drip campaigns can be used.



It's not enough just to run a drip marketing campaign. If you want your drip to be effective, you would have to be awesome at it.

Here are some useful tips and best practices to help you run a successful email drip campaign:


  1. Tailor your campaigns. This is particularly important if you have more than one segment in your prospect list. Tailored drips will target each segment of the list with relevant and well-personalized content. The more personal your messages are, the better your chances of converting the leads to purchasing customers. Lyris Annual Email Optimizer Report shows that companies that use email list segmentation see 39% higher open rates and 28% lower unsubscribe rates.

  2. Design your drips for your audience. The simple idea here is that you shouldn't be the boss when it comes to drip marketing. You have to design your drips to favor your prospects by giving them the power to choose the kind of content they'd like to receive, when they want to receive the content, how they want to receive it, and how many times they want to receive the content within a given time interval. Dripping forcefully (or out of line with the choices of your audience) can turn prospects off and cause them to unsubscribe from your campaign.

  3. Test everything. Drip marketing, just like other forms of online marketing, requires testing. You need to know what works, what needs changing, what strategies are producing results, tactics you need to improve on, the tools that need tweaking, content that need to be sharpened, and so on. Testing also includes reviewing your campaign goals, KPIs, and metrics like bounce rates, opens, click-through rates, CRO, etc.



To an extent, the effectiveness of an online marketing campaign is dependent on the tools used in powering the campaign. Drip campaigns are not different. There are a number of useful marketing automation apps and tools out there, including analytics tools, segmentation tools, social media connectors, CRM integration tools, and lead gen apps. So, to make your email drip campaign easier and effective, you'd need to carefully pick the right tools and make effective use of them.



For one, MailChimp runs an email automation tool that you can use to easily create and track trigger-based emails that automatically send themselves based on user action. Yesware's Mail Merge feature is another great tool for creating and tracking personalized emails that can be sent to up to 200 recipients. Beyond MailChimp and Yesware, here's a list of other great tools that you can use to manage your leads, track what they do while on your website, get them to subscribe, and send them new drips:

  • HubSpot

  • AgileCRM

  • ConvertKit

  • Infusionsoft

  • Campaign Monitor

  • Aweber

  • GetResponse

  • OptinMonster

  • Marketo

  • Constant Contact

  • Mad Mimi

  • Active Campaign

There are a bunch of email marketing tools out there. Just do your research to find out what makes the most sense to you.


An email drip campaign is a great technique for nurturing leads, converting them into paying customers, as well as for keeping your brand active in front of the right people. If you haven't been running email drip campaigns, you can give it a try. And you don't need any special training to do this; just take the information we've shared above and got to work.

If you need help with other digital marketing tools, feel free to check out our colossal library of hugely useful tools including our email address finder which allows you to find email addresses on any website in a matter of seconds.