A well-crafted drip email marketing campaign can be a great tool for nurturing leads, increasing engagement rates and conversion rates, as well as enjoying more customer loyalty. Think of it as a way of reaching people with more personalized automated emails sent at the right intervals using email automation software.
To help you craft successful campaigns of this type, I have compiled 10 best drip email campaign examples that you can use as inspiration, and that will help you better understand what is a drip campaign in the context of email marketing. Let’s dive in!
Take notes from these 10 email drip campaign examples
1. Cart abandonment: Brooklinen
With almost 70% of online shoppers abandoning their shopping carts, sending cart abandonment emails is crucial, especially for eCommerce stores. The goal of these types of emails is to persuade the potential customer to come back and finish the transaction. In other words, move them further down the sales funnel.
To leverage the power of drip campaigns and cart abandonment emails, you can send out a campaign offering potential customers a small discount, similar to what Brooklinen, the retailer of high-quality textile products, is doing.
To get more email opens, Brooklinen gives a small hint in the subject line of the first email.
Upon opening the email, the recipient can immediately see the available deal.
In this case, it’s a small discount that can act as an incentive to get potential customers over the final hurdle.
In the second cart abandonment drip campaign email, Brooklinen goes a step further by offering free shipping on top of the 10% discount.
But what if it’s just not your style to offer discounts to potential customers in cart abandonment emails? Don’t worry, it’s not the only option!
Cart abandonment drip campaign emails (especially the first one) can simply serve as reminders using which you build trust with your customer base. This is how this approach looks when done by Brooklinen:
Using its own brand style, Brooklinen shows the email recipients some reviews left by other buyers.
In your abandoned cart email drip campaign, you can include up to 2-4 emails, and in each email, add social proof, such as positive comments or mentions gathered from social media, and maybe even an incentive, for example, a small discount.
2. Limited-time offer: Torrid
The lifetime of temporary offers can vary from a few hours to a few weeks, but for each one, the key is to create a sense of urgency and motivate people to take action.
These limited-time offers can be sent in a single email campaign or spread across multiple drip-fed email reminders.
Torrid, the American retail chain, is known for offering frequent limited-time sales and promotions, and this summer has been no exception.
One of their limited-time offer drip campaigns starts with an email with a subject line sprinkled with FOMO (fear of missing out) to entice people to open it.
Within that same email, there is a GIF intended to grab attention and then a large text explaining the details of the sale.
What’s also interesting about this email is that it includes a lot of incentives to shop. For example, there is a banner that says, “Earn 3x points on all purchases.”
Then, just below that, we have another interesting offer for BOPIS (buy online, pick up in-store), where any customer purchasing from Torrid online can get an extra 10% off their order by picking the order up in their local store.
On top of that, customers would get another 10% off coupon for their next order.
But just in case the first email didn’t get the job done, Torrid sends a reminder about 8 hours later on the same day.
The subject line of this email hits all the right notes.
Not only does it grab your attention with “LAST CHANCE” (albeit a riskier move as far as subject lines and spam filters go), but it also has two emojis to help it stand out in a noisy inbox.
The email copy follows the same pattern as the copy of the first email, except now there is the line “FINAL HOURS” to add a bit more FOMO.
If you want to explore more examples of email drip campaigns, click here and read the entire article on the Mailtrap blog.