It’s easy to build an e-commerce store (thanks to Shopify!), but it’s harder than ever to grow it.
These days, marketers have plenty of “growth hacks” to choose from, probably too many, to perfect their marketing strategies. Facebook Ads, Google ads, content calendars, SEO, and the list goes on.
But when it comes to getting higher ROI, drip email marketing campaigns are the key.
According to e-commerce business coach Austin Brawner:
“Most e-commerce brands are just scratching the surface of their email marketing potential. On average, they could generate 20% more than they currently do.”
If your face just went pale, or you’re not sure what a successful drip email campaign looks like, don’t sweat it.
This is the 20% of effort that will drive 80% of your revenue growth, and we’re going to help you do that, even if you only have a day to work on this.
Let’s dive in.
What is Drip Marketing?
The phrase drip marketing comes from a common phrase used in agriculture and gardening called “drip irrigation”.
The process of watering plants or crops using small amounts of water over long periods of time.
In the world of email marketing, a drip campaign is a set of marketing emails that will be sent out automatically on a schedule. Perhaps one email will go out as soon as someone signs up, another will go out 3 days later, with one more going out the next weekend.
Drip campaigns aren’t limited to emails, the term also applies to SMSs and social media messages too. But in this article, we’re focusing on email, since it’s commonly used and cost-effective.
Why setting up Drip Campaigns is crucial for e-commerce?
Think about it: If someone hasn’t already purchased, they’ve at least visited your website, checked out your product pages, and decided to sign up for your email list.
You already made the effort of bringing on that traffic, and these people gave you access to have a 1 to 1 conversation with them through email.
They’re ready to buy; They’re at the VERY BOTTOM of your funnel.
Do you think that acquiring more customers for your e-commerce is your top priority? Then you’re wrong!
The no. 1 trap that e-commerce marketers fall into is that they focus on acquisition and forget about that part. You will be flushing money down the toilet if you do the same.
Instead, personalizing content for anyone at the bottom of your funnel will boost your conversion rates, nurture repeat buyers, and level up your customer lifetime value. It’s that simple!
Truth is setting up drip email campaigns might seem daunting, but the beauty is that this all happens automatically based on triggers and user segments that you define, so you can “set it and forget it”
What are the key elements of a drip marketing campaign?
In order to plan a good automation campaign, you need to understand a few elements.
The Triggers can be anything from a first-time user registering on your e-commerce store, to someone subscribing to your blog, or someone leaving an item unpurchased on their shopping cart.
Conditions are what you might need to meet the engagement actions (emails in our case) to begin.
An example of a condition is: after a user profile is created, wait for 3 days to send him the first email, or after the 1st email has been sent out, wait for the user to click on a particular link of the email to send out the 2nd email.
These are the actual engagement elements, and in our case of drip marketing, they will be the emails.
For example, welcoming emails that go out to new signups or the cart abandonment emails.
A good drip campaign will vary in content from industry to industry, however, when you send good content at the right time that’s optimized over time based on what works, can increase sales for any e-commerce site, on any platform.
If implemented correctly, drip marketing campaigns can boost your e-commerce to a great extent.
This is the 20% of effort that will drive 80% of your revenue growth.
We’ve put together a detailed cheat sheet for 5 E-commerce Drip Campaigns to boost your conversion rate and get more sales with the same budget”, which will help you get started.
In this cheat sheet, you will find 5 practical campaigns that you can apply to your e-commerce marketing, provided with the suggested triggers, conditions and content so you can start implementing your drip campaigns away!