Email marketing remains an effective strategy for driving leads, maintaining customer loyalty, and increasing sales, all of which can be beneficial for development. If you are seeking a cost-effective strategy that has a substantial return on investment, an effective email marketing strategy is particularly advantageous for your eCommerce marketing plan.
Nevertheless, not all email marketing campaigns adhere to the same approach. While it is possible to send mass emails to the entire contact list of your business for eCommerce marketing strategies, this approach is not as effective as personalized email marketing strategies that focus on a specific segment or phase of the buyer’s journey.
What Is a Nurture Campaign?
An email nurture campaign is contingent upon the behavior of an individual, their position in the purchasing process, and the method by which a lead can be “nurtured” to a conversion. In a nurture campaign, you exclusively send emails that are relevant to the activities of your business and how you can encourage them to take the next step.
In other words, your email marketing campaign is only progressing if a user demonstrates an interest. Your communications should maintain their satisfaction once they demonstrate interest. Examples of nurture campaigns include:
- Emails to New Customers: These are emails that are sent to users who have registered for your newsletter or created an account on your online store. However, you may commence engaging with them, despite the fact that they have not yet made a purchase.
- Post-purchase emails: These emails serve as a means of generating reviews and feedback for your product or offering consumer support. Encourage your customers to provide additional information or leave a review if they have any questions regarding their order.
- Re-engagement emails: These consumers have either added items to their cart but did not complete the checkout process or have made a purchase but have not engaged with the company thereafter. Reach out via email to avoid the risk of losing potential sales. Based on the stage of the purchasing process they have reached, the content of your email may vary.
- Emails from Repeat Customers: These customers have made a second purchase and are likely to recommend your business to their network. Ask for their feedback or whether they are likely to recommend your company, and express gratitude for their trust and business.
What Is a Drip Campaign?
A drip campaign is an automated email campaign that is personalized and scheduled to be sent to specific contacts. Although a drip campaign is also influenced by user behavior, your email marketing campaign is not contingent upon the timing of a user’s specific action. Rather, you identify users who fall under a specific category and send automated emails as necessary.
In other terms, a drip campaign gradually “drips” information over time. These emails will be sent to the user who completes specific actions within a designated timeframe in order to facilitate their conversion. Examples of drip campaigns include:
- Top-of-Funnel Drip: This is an initial email that is typically sent to individuals who are in the early phases of engaging in a conversation with potential customers.
- Top-of-Mind Drip: These emails are less salesy and frequently maintain your brand’s prominence in the minds of users. The objective of these emails is not to generate revenue; rather, it is to ensure that your users remain aware of your brand through consistent email correspondence.
- Educational Drip: This component of your email marketing campaign is designed to furnish users with additional information regarding your brand’s products and services. The emails in this section may address pain points and the methods by which your products resolve them.
- Re-engagement drip: These emails are designed to re-engage consumers who have become disengaged with your website. This can be accomplished by providing them with information regarding sales, special discounts, or offers that are available in your store.
Email Nurture Campaign vs. Drip Campaign: Which One Is Better?
You may be wondering which type of campaign is most suitable for your eCommerce marketing strategy or business, given your understanding of the differences between a trickle campaign and a nurture campaign. The decision between a trickle campaign and a lead nurture campaign is contingent upon a variety of factors, as per Chad Bittle, SVBY’s Email Marketing Manager.
“The decision to employ nurture campaigns or drip campaigns is contingent upon the nature of your products or services, target audience, and specific business objectives,” he stated.
“In various circumstances, both types of campaigns may prove advantageous.”
Lead nurture campaigns, as per Bittle, are designed to establish a relationship with prospects and assist them in the buyer’s journey.
“They are particularly beneficial for businesses that have extended sales cycles or high-value products or services that necessitate extensive research and consideration prior to purchase.”
Conversely, drip campaigns entail the delivery of a sequence of pre-written, automated messages to prospects or customers at predetermined intervals. “They are most effective for businesses that have shorter sales cycles, eCommerce companies, and those that are promoting time-limited offers or upselling to existing customers.”
Tips for Effective Email Marketing Campaigns
It is important to note that this is only one component of your email marketing campaign, regardless of whether you are inclined toward the trickle campaign examples or the nurture campaign examples listed above.
- Produce High-Quality Content: Users may continue to disengage or opt to unsubscribe if they feel that their emails are of little value. Ensure that the content you submit contains pertinent and valuable information for the reader. In addition, it is possible to engage and resonate with your target audience by employing professional copywriting services to generate concise and compelling content.
- Segment Your Mailing List: Email content that is personalized outperforms content that is sufficiently generalized to effectively target all recipients. Segment your email list to ensure that each individual receives emails that are customized to their preferences or demographics prior to pursuing copywriting or email writing services.
- Utilize Remarketing Strategies: Since not all of your initial leads convert, online businesses may encounter instances of abandoned baskets or users who fail to reach a successful sale. Think about utilizing integrated email marketing strategies to engage with these users if email marketing is a component of your eCommerce marketing strategy.
- Utilize a single, easily identifiable call to action: Are you interested in optimizing your eCommerce marketing strategies for your emails? Users have a mere three seconds to observe your call-to-action (CTA). It is recommended that you include a single, clearly visible call-to-action in your email, rather than multiple ones.
- Abstain from “Batch and Blast” Email Campaigns: Avoid sending newsletters or emails that are overly generalized, unless the information pertains to your business operations and is pertinent to all users. Engage users and persuade them to remain subscribers through effective eCommerce marketing strategies employing emails. Users may be discouraged from opening your emails or may even unsubscribe if they contain irrelevant content. Ensure that your email writing services are tailored to a specific audience, rather than relying on generalized content instead.
