The Set-and-Forget Email Strategy You Need | Drip Campaigns

Writing numerous emails as part of an email marketing strategy may have been effective in the past. However, addressing the elephant in the room: does it offer any returns now? Perhaps it did in the past. We cannot claim the same now for sure. Wait, does that mean email marketing is now obsolete? Not really, no, but it has to get smarter. Walks in Drip Campaigns, the set-and-forget email strategy you need today to reach new heights of email marketing in South Africa.

What is a Drip Campaign?

A drip campaign is a set-and-forget email strategy that automates your email marketing process. Not only that, but the campaign strategy also focuses on intuition, thus enriching the user experience by sending them helpful, well-timed emails to fulfil their journey.

Here, 'journey' refers to the series of actions a user (lead) takes to reach the desired call-to-action (CTA). For example, from signing up on your website to purchasing a product.

Drip campaign emails are concise and straight-to-the-point, focusing on delivering clarity about your business while convincing them of the value your products offer.

So, how does that work?

The Process behind the Drip Campaign Email Strategy

Let's understand this with an example.

Hypothetically speaking, you own a small business that specialises in selling perfumes. Now, a user is visiting your website for the first time and is browsing around. This user is a lead for your business: an individual who is showing some interest in your brand.

Now, you would want this user to purchase a perfume product on your website. As a perfume seller, this would be your establishment's ultimate goal for anyone who visits the website. So, how would that happen?

If the user is keenly interested in purchasing your product, they will find a way around no matter what. However, if the user is simply just browsing, they will need some convincing. This convincing process is called 'conversion': you are converting a casual visitor into a full-fledged customer who is willing to purchase a product from you.

Scenarios like this are where drip campaigns prove to be significantly effective, making a long-lasting positive impact on your customers' minds. Now, let's see what these drip campaign emails would look like in the 'journey' above.

• Day 0 – Welcome email when they sign up with your business.
• Day 2 – Traits that set your product apart from your competition.
• Day 5 – A customer story or testimonials OR the benefits of your products.
• Day 8 – Special discounts or CTA.

Such well-timed, value-packed emails keep your brand fresh and encourage users to purchase or actively use your product.

I have explained it all in the video below. Feel free to take a look!

So, how do I set up a Drip Campaign in South Africa?

A drip campaign's default goal is to anticipate a visitor's questions and answer them just before they ask.

Now, the email writing is up to you. Your emails should sound like you are casually talking to a friend. Avoid jargon, avoid wordiness. You want them to be easily understandable—straight to the point, remember that!

Now, once you have the templates, all that remains is automation. You will need a tool for that.

Automation tools like MailChimp, ConvertKit, HubSpot, or ActiveCampaign are a great help. Choose one that best suits your budget and needs.

You will also have to set up a sequence and add triggers. For example, if a user signs up at your website, they will receive a welcome email from you. Here, the user signing up is the trigger.

Conclusion

Drip campaigns can go a long way in nurturing the leads on your website, proving to be an effective email strategy in South Africa. Have fun writing your drip campaign emails and consider some experimentation to effectively run a drip campaign in South Africa.

Test different subject lines, rephrase your messages to improve your delivery and test the triggers. If nobody opens your emails, it is all in vain.

And that's about it. That is what drip campaigns are: a real set-and-forget email marketing strategy that you have been looking for. If you have any questions, feel free to reach out on my YouTube, Discord, or simply fill out this form here.