In our previous blog, we talked all about the benefits of using a drip campaign in your marketing strategy. In fact, you might be saying to yourself “wow, I’m going to go use a drip campaign right now!”


Slow down there, turbo! Did you know there are various types of drip campaigns you can use, each with their own objectives? Well, hold onto your carrots, because we’re hopping down the rabbit hole of all the different drip campaign possibilities at your disposal.


The Welcome Campaign


Willkomen! Bienvenue! Watashi no bijinesu e yōkoso, chishiki hōfuna okyakusama! No matter how you say it, a welcome campaign is a great way to roll out the red carpet for your potential customers when they subscribe to your mailing list. A welcome campaign should trigger immediately when a lead subscribes and consist of multiple emails, focused on educating your lead on the various fantastic aspects of your business.

One email could be an introductory offer, while another could be some of your best blog articles. It’s up to you what fabulous foot you want to lead with. This is your chance to make a great first impression, so keep your emails simple, sleek and friendly to help avoid being relegated to the spam folder.


The Retargeting Campaign


Real cookies, bad for your waistline. Internet browser cookies, great for your business. Browser cookies, those little saved bits of data that remember a person’s website browsing activity, can be used to your advantage via a retargeting campaign.


Say a potential customer has been visiting your website. They’ve been reading all your blogs about retirement goals, but none about saving for college. So it stands to reason that sending them an email about ways to pay for your child’s tuition might be a waste of their time. But, if you send them an email about clever Roth IRA strategies, they’re in. By triggering based on what pages on your website leads visit, retargeting campaigns allow you to send more-personalized content to a lead, specifically piquing their interests and upping your chances of converting them to customers.


The Re-Engagement Campaign


“Don’t you forget about me.” Y’know who said that?…I can’t remember. But, the point is, no one likes being forgotten, but for whatever reason, it happens. So why not give a little nudge to jog their memory? That’s where a re-engagement campaign comes in. If a lead has gone cold and hasn’t interacted with your site in a while, it’ll trigger an email with a message like “Haven’t heard from you in some time,” or “We miss you!” It’s a great way to keep you fresh in a potential customer’s mind and remind them that you’re still interested if they are.


If the reason the lead has fallen by the wayside isn’t because they forgot, but because they’re not interested, the re-engagement campaign is also a perfect time to reel them back in by pivoting in your voice, message or offerings.


The Educational Campaign


Class is in session! It’s crucial to let your audience know what you do and, more importantly, what you can do for them. An educational campaign can be anything from a blog series to informative videos about subjects that pertain to your leads’ interests. Freely sharing your knowledge also builds a level of transparency between you and your potential customers, bolstering your connection, maximizing their user experience and increasing your chances of conversion.


The Unsubscribe Campaign


You hate to see it happen. Someone is unsubscribing from your email list. But all is not lost. The unsubscribe campaign is triggered when someone unsubscribes and offers them a chance to either come back, or stay connected in some capacity. Maybe they just want less emails and would rather follow you on another platform. In that case, an unsubscribe email can be a simple “Sorry to see you go,” and a push to follow you on social media. You can also include a survey with questions as to why they’re unsubscribing, giving you valuable data for later campaigns. No matter what, you should always remain nice. This is likely your last chance to win them over, but that doesn’t mean you should be pushy. Give them options to re-engage and put the ball in their court.


Hit the Campaign Trail


Drip campaigns are an incredibly effective and versatile way to gain and retain customers. And if you’d like help putting a little extra oomph in your customer base, Kalli Collective is no drip when it comes to marketing. Contact us today to find out how we can bolster your business.