Write an email drip campaign
1. Choose a trigger for the email drip campaign to provide a frame of reference when writing the emails.
The trigger indicates how people will enter the drip campaign. The trigger is typically based on a user interaction. For example, “Signed up for a free trial,” “Attended a webinar,” “Cancelled paid plan. ” It could also be based on a lack of user interaction. For example, “hasn’t logged in for the past 30 days”.
2. Decide on one main CTA based on what you want the user to do as a result of the email campaign.
The CTA should be aligned with the campaign trigger, as well as your overall marketing goals. For example, if the trigger is “cancelled paid plan”, the CTA might be “return to paid plan”.
3. Determine the value of your email campaign for your prospective customers.
Think beyond the value of the main CTA itself. What’s in it for the people receiving the email? For example, if the call to action is “return to paid plan”, the value of the email campaign could be “see what the customer is missing out on”. In this case, the recipient will want to have this information.
4. Outline the items needed for the prospective customers to realize that value.
The first item should address the trigger of the email campaign – it provides context and purpose for the recipient. Continuing the previous example, the first item should be “notify the customer their plan has been cancelled”. Again, this is valuable information for the recipient. After this, you can list all the things that the recipient needs to understand and realize the value you are delivering. Organize them in bullet points and logical sequence, as if it were a recipe or story.
5. Turn each item into a short and snappy email subject line.
If you’ve already sent many emails with this audience, use the style or formula that generates the highest open rates.
6. Choose a time delay between each email that emulates how you would personally email a customer or colleague.
The time delay between each email doesn’t have to be consistent throughout the campaign. Optionally, you can set an expectation for the email cadence upfront. For example, if the trigger is “signed up for free trial”, the first email could say “for the next five days, we will send you tips on how to use this product”. This will help reduce unsubscribe rates.
7. Choose one or more senders for emails within the campaign.
For example, the first email may come from a brand, but the subsequent emails may come from a sales rep. This will shape the tone of voice for the email copy.
8. Write an email copy with conversational tone, including the most important information and clear CTAs.
Email is an intimate channel, so write the way you would talk to a friend or colleague. Put the most important information at the top of the email. This should match the item in your outline of information that the customer needs to recognize value. Break up the email copy into smaller paragraphs – a huge chunk of text in an email can turn people off. Include a clear call to action in each email. Mention the call to action at least twice (typically once in the email body and a second time in a standalone button or link).
9. Add a follow-up email at the end of the sequence.
People don’t always do something the first time you ask. Make sure there’s at least one follow-up email that reminds the prospective customer to do the one main call to action you decided on for this campaign.