Email - Do you use drip campaigns?

When you have a product, you want new sign ups to learn as much as possible about it, so they can find out quickly if it meets their needs, and convert to paid customers. You don't want people losing interest because they simply didn't know your product could help them.

Sending a single email often isn’t enough to convert potential customers, and following up manually can be inconsistent and time consuming. This is where drip campaigns come in.

Drip email campaigns are automated sequences of emails sent over time, designed to inform (or, in some cases, onboard) new users. This is often called 'nurturing leads'. They ensure that your new potential customers receive the right message at the right time.

A good drip campaign:

• Saves you time by running automatically
• Improves your sign-ups to paid customers conversion rate
• Doesn't feel 'salesy' (turns people off)

How to implement an effective drip campaign

1. Define your goal

Before setting up a campaign, think about what you want to achieve. You might want to:

• Educate new subscribers
• Convert free users into paying customers
• Re-engage inactive users

2. Plan your email sequence

Your campaign should have multiple emails spread over a period of time.

Week 1 - Welcome: Thank them for signing up and introduce your brand.
Week 2 - Value Proposition: Share key benefits of your product or service.
Week 3 - Educational Content: Send blog posts, case studies, or tutorials.
Week 4 - Social Proof: Include testimonials or success stories.
Week 5 - Limited-Time Offer: Create urgency with a discount or incentive.
Week 6 - Follow-up & Final Nudge: Remind them of the offer or next steps.\

3. Write compelling content

Each email should have:

• A clear subject line to increase open rates
• Personalization (e.g., “Hey {{ FIRST NAME }}”)
• A single, focused call to action (CTA) (e.g., “Book a Demo” or “Claim Your Discount”)
• A consistent tone and branding

4. Automate the campaign

You want to to schedule emails, set triggers (e.g., when a user signs up), and track engagement. Use an email marketing tool like:

• Mailchimp
• HubSpot
• ActiveCampaign
• Klaviyo

5. Analyze & optimize

Monitor metrics such as:

• Open rates – Are your subject lines effective?
• Click-through rates (CTR) – Are users engaging with your CTAs?
• Conversion rates – Are your emails leading to desired actions?