Drip emails are well-suited for nurturing campaigns. Out of multiple approaches that could keep you connected with your audience, email drip campaigns can be the most effective ones. Statistics say that drip emails are capable of increasing your sales revenue by 34%. Drip emails will make you stay on top of your audience’s mind and increase the chances of them becoming repeat buyers. This article will take you on a tour of multiple types of email marketing strategies, and explain how drip emails are better than others.
Drip Emails – The Modern Email Marketing
Drip emails are notable innovations that save mail marketing from dying in the hands of this social media era. There might be many trendy and effective marketing strategies, but email marketing hasn’t lost its spark.
Social media and other marketing forms are attracting audiences by showcasing relevant ads and posts according to their interests. To match this personalized experience, drip email marketing sends an email sequence to a set of target audiences who are segmented based on their interest, behaviors, and many other factors. In addition to that, the series of emails that are scheduled at regular intervals ensures customer engagement and helps in lead nurturing.
Table of Contents
- Popular Types of Email Campaigns
- Key Differences of Email Types
- Drip Emails and Mass Emails
- Drip Emails and Trigger Emails
- Which Is the Best?
- FAQs
- Final Thoughts
Popular Types of Email Campaigns
Talking about email campaigns, you have quite a lot of email types that can better suit each of your needs. You can curate unique content that is highly personalized for a customer. On the other hand, you can also write generalized content that would address mass audiences. Based on your approach and the target audience, here are a few classifications:
Mass Emails – Mass emails are simply the method of addressing a common mail to a huge set of audience. Here, the chances of personalization are very low.
Drip Emails – This is an enhanced version of the mass email. Here, you can personalize the content by segmenting the receivers regarding their preferences and behavior so far.
Trigger Email – This email is more like a drip email in terms of automation. But, the audience of this drip email campaign should be run through many filters and qualified as a highly targeted audience.
Key Differences of Email Types
The differences among email campaigns are thin, sometimes, it even overlaps each other, making them similar by certain criteria. This table aims to clearly list the differences.
| Mass Emails | Drip Emails | Triggered Emails |
| A generalized mail is sent to every single prospect on the list of a mass audience. | A pre-written set of emails sent one one by at regular intervals to a segmented audience. | Highly personalized emails sent to specific prospects. |
| Designed to reach out to a broad range of audiences | Intended to reach a segmented audience based on their interests or behavior. | Targeted to specific prospects. |
| Primarily used in establishing brand awareness. | Best for lead nurturing campaigns. |
Highly preferred for driving a specific action. |
| Cold emails, newsletters, and promotional emails are some examples. | Welcome series or onboarding sequence. | Triggered emails like reminder emails, or follow-ups. |
Drip Emails and Mass Emails
Mass emails require less effort in curating an email list. In this case, you can simply send the same content to all your email lists in a go. It does not require any classification and clustering to group a set of similar audiences. You can keep this as your go-to option when your need of addressing prospects is not really specific. If you are sure that your service fits every prospect in the email list, a mass email is a time-saving option.
When you are reaching out to thousands of prospective customers your probability of getting tractions is considerably low. Though you can’t expect an impressive amount of traction, it is worth a try because the time and effort we put into this mass email are relatively low when compared to the more personalized ones.
On the other hand, we have drift emails. Drift email campaigns are the best-suited option for lead nurturing campaigns. Reaching out to your prospects at regular intervals can establish solid customer relationships. This type of email will save your content from landing in spam.
Drawbacks of Mass Emails
Though mass email reduces the time, effort, and resources required, it is no match to drip emails when it comes to personalization. Here are some of the reasons why mass emails fail in marketing strategy.
Spam Risk — In the course of sending the same content to multiple contacts, the chances are high to get marked as spam. This can directly affect your domain’s reputation as well.
Lack of Personalization — It is quite impossible for email marketers to personalize mass emails. As a result, this might fail to pique your audience’s attention.
Low Conversion Rates — Timely follow-ups at regular intervals are a key factor for increasing conversion rates. This follow-up strategy is more apt in drip emails than mass emails.
Drip Emails and Trigger Emails
Drip emails and trigger emails are often used interchangeably. Many believe both are the same but the fact is otherwise. Though both types of emails are to trigger the reaction of your audience’s action, the way they reach the audience is slightly different. This slight difference can bring in huge differences by channelizing for different purposes.
Drip emails and trigger emails are triggered by the user’s actions, like sign-in or downloads. But when it comes to the email receivers, targeted emails are sent to a highly targeted audience with curated content. In a way, it is similar to account-based marketing, where marketers will design a direct email that resonates well with a small audience.
Does this mean, drip emails that are not as personalized as trigger emails are a failure? Not really. Even though drip emails are not very accurate for a particular prospect, it has the capacity to customize the content according to the segmented audience and make it a personalized one.
Challenges with Trigger Emails
The possibilities of converting your prospects into customers are high. Still, trigger emails are not the best option to employ in all situations. Here are a few reasons why trigger emails are not suitable in every scenario.
Time-consuming — It requires huge effort and time in modeling a trigger email, as it involves a high level of personalization.
Limited scope – Trigger emails are designed to address specific actions and a limited audience. This stops you from widening your sales pitch to many leads.
Which Is the Best?
All three email types have a unique approach, and they are best in their own way. One can not easily point out one of the email campaigns as the best of all. Why because the best practice is to mismatch all three types of campaigns as per the requirements.
For example, when you are so confident about one of a few of your prospects, you can rely on targeted emails. You can spend your whole time creating an email strategy that is unique to that small range of prospects. On the other hand, if your service is a software application, which can have a wide range of leads at their ideal customer profile, mass emails could be the best option. But, if your intention is to engage the prospects and prevent them from drifting away halfway through the process, drift emails can be a wise option.
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Frequently Asked Questions
1. Is drip email highly necessary in a marketing strategy?
Drip emails are not the only approach that could enhance your marketing strategy. But, one can not overlook the benefits of drip emails. This drip email automation makes it easier for businesses to attract their audience.
2. What are some drift email examples?
Drip emails can be triggered when a user adds products to their online shopping cart and leaves it unpurchased. Or, when a website visitor attempts to download a document and skips it due to any additional steps required. These are some of the scenarios, when a drip email campaign starts functioning and persuade those prospects to become a customer.
Final Thoughts
This article has explained the key differences between three different email strategies. If your ultimate goal is to nurture your prospective customers, drift emails can help. Or, you can reach out to lead generation services like appointments who can closely monitor your requirements and execute the right method to multiply your sales results. If you have other ideas that can positively impact conversion rates, drop them as comments.
Illustrations: Storyset
