One of the most complicated parts of growing an e-commerce business is increasing and maintaining a client base. The advantage of being in a busy shopping center with consumers walking by the shop window daily is not an option. Oftentimes e-commerce business owners struggle with the cost of marketing their videos and 1-to-1 services.
An email drip campaign is an affordable, effective marketing tactic that can be implemented to develop the loyalty needed to keep and grow your customer base.Click To Tweet A drip campaign consists of a series of automated emails that are sent based on a specific timeline or user actions. The drip email will be sent automatically based on triggers and user segments as they are defined during the set up of the campaign. Content can be delivered to prospects at exactly the right moment. Specific time intervals, actions that were taken and other customizable factors determine when the emails will be delivered.
According to a Hubspot study, 73% of consumers would rather learn about new products in smaller pieces of information rather than larger chunks all at once. An IBM’s study showed that companies employing drip marketing are likely to enjoy a 48% average increase in repeat sales. Through drip marketing, a sense of trust for the brand and company is developed increasing the likelihood of the prospect becoming a consumer.
Best practices for building an email drip campaign:
1. Customize the email marketing campaign
The first step in creating a drip campaign will be to identify your target audience. Spend the time to set up a customized and specific plan for delivering relevant information. The audience can be broken down into subsections and groups with a detailed plan for each based on customer actions. Drips are usually based on one or two types of triggers: either an action in your app or on your site or an added piece of user demographic information. MailChimp is an online email marketing solution that can help you manage your email marketing campaigns. By enabling the MailChimp App in Yondo, a new customer purchasing any products on your online store will be added to one or more list in your MailChimp Account. More information can be found at Yondo Support on how to integrate MailChimp with your Yondo store.
2. Design the Message
The message should grab the attention of the audience. It should also be clear and concise on the action you want them to take when receiving it. Another important component when creating your message is to add your video or live session to the fact. “Visitors who view product videos are 85% more likely to buy than visitors who do not,” according to slideshare.net. And, by placing a link to a video in email marketing and directing the user to your website, you can better showcase your company’s capabilities. Video in email marketing should definitely be a part of your strategy. Yondo gives you the ability to insert a booking button onto your message to direct potential clients to your Yondo store. See Yondo Support for details on how to set it up. Below is an example of how one Yondo customer Cooking Live does an excellent job using email marketing to engage their audience to promote their weekly Live Experience cooking show and online video library powered by Yondo.
3. Test the results of the campaign:
Even though one of the best aspects of an email drip campaign is its automation, you will want to be sure you are getting the desired results. If you aren’t getting as many clickthroughs as you want, try rewriting your call to action or adjust the timing of your messages. Tracking the results is made easier by the many tools available in the market working alongside your email marketing software. For example, Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic. When linked to your Yondo account, a Google Analytics Tracking ID will be embedded into all pages of your Yondo store, meaning all traffic will be tracked within the Google Analytics App. See Yondo Support for details on how to integrate Google Analytics. Not only will this help to track the results of your campaign, it can help with any adjustments that need to be made if you are not receiving the desired traffic.
4. Utilize automation tools:
When creating an email drip campaign, aim to engage potential customers without monopolizing all of your time doing it. Fortunately, with all of the apps available, this has become even easier to do. Apps that help you manage your contacts, track what they do on your site, and send them drip messages, including Contactually, HubSpot, Salesforce, and ZohoCRM can all be integrated into your Yondo store. Marketing your business is easier than ever. See Yondo Support for details on available integrations.
The goal of any drip campaign is to keep your clients engaged in your video content and live 1:1 services offered. Persistence pays off: drip campaigns have an 80% higher open rate and 300% greater click-through rate than single send campaigns. They are a great way to keep your business top-of-mind with people who are interested.