When I first built my email list and whipped up my marketing email service, I was ready to create some drip campaigns. Just one little problem: I didn't know what to say. I felt like a salesperson with this perfect prospect, but I couldn't find the words to convey how I could change this person's business.
But first ... what is an email drip campaign?
An email drip campaign is basically automated sales prospecting. They are emails that are set to send out at specific, automated times in a schedule.
So, I started chatting with a few of my friends in sales to learn more about their best secrets and corresponding open rates. One of the few was David Sneider, Head of Growth at sendbloom.co, an email dripping service.
This made sense to me. If I'm more authentic, then the engagement and longevity of my relationships should strengthen. I prodded David further, and soon uncovered three of his best drips. Below is each one, their success metrics, and my own notes.
How to Run an Email Drip Campaign
Step 1: Drip Email One
- Open Rate: 44.3%
- Reply Rate: 33.3%
When replicating this drip for myself, I found a few aspects of it that really worked:
- The introduction is quick and honest, taking up no more than one sentence.
- The second sentence is also quick and to-the-point, explaining what the business does without a five paragraph pitch.
- The concluding CTA is a simple yes or no question. That makes the effort required to respond much easier.
Step 2: Drip Email Two
- Open Rate: 61.8%
- Reply Rate: 35.3%
With this email, I've found the following works:
- The subject line is a reply to the first, making it familiar. I've found this helps increase open rates.
- The second sentence refines your original pitch to try and use new messaging that resonates with what your recipient cares about.
- The closure to this drip email is quite magical in my opinion. Asking for an introduction to the right person at the organization significantly helps improve response rates.
Step 3: Drip Email Three
- Open Rate: 42.4%
- Reply Rate: 22.9%
I see the third drip email as a wildcard. That said, there's some elements that make them stick:
- The introduction of this email makes it clear you are just checking-in on the status of their email.
Learning from David's examples, I've concluded that my drip emails should each follow a few key points.
Time wise, each drip can be sent anywhere from two days to week after the previous message. To properly send and track my drip campaign success, I use the sales automation tools Sendbloom and HubSpot Sales.