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How to Create an Email Drip Campaign (It’s Easier Than You Think)

For some reason, there is air of mystery about how to create an email drip campaign. They’re really easy to create, so here’s how to set up your first one.


How to create an email drip campaign


Before you get started, it’s important to understand the process. An email drip campaign is typically three to five emails that are triggered by an event.


For a B2B company, “the event” might happen when someone provides their email address in exchange for a free download, webinar or podcast.


Now that someone has shown interest in what your products or services are, you want to stay in front of them. The email drip campaign allows you to do that. By continuing to share more valuable information, you will also create trust and build credibility.


Outline three emails


Start with three emails; if you want to add a few more, you can. For simplicity’s sake, we’re going to pretend that the drip campaign is triggered when someone downloads a checklist on reducing cold drafts/air leaks in your house. (Yes, it’s cold as I write this!)


Here’s a rough outline of what each email should contain:


First email – thank them for downloading the checklist, remind them what’s in the checklist, and provide them with something else of value, like an extra tip that’s not in the checklist.


Second email – send them a testimonial from someone who has used and benefitted from the checklist. The goal here is to inspire a little FOMO (don’t you want to be like this person?).


Third email – remind them of the challenge they are facing when tackling air leaks on your own. (For example, how many people insulate their own attics?) Provide an offer they can’t refuse, like a free attic inspection or discount on attic insulation.


Write your copy


Now, write the actual copy for each email. Remember to keep it short. It shouldn’t take more than 30 seconds to read each email.


Set it up in your email marketing platform


Every email marketing platform has a way to set up automated emails, and every platform will walk you through the process. Remember to space out the emails. I typically send emails two or three days apart.


It’s OK to use a designed template, but I prefer plain text emails. They look more personal and less sales-y. If your platform allows it, definitely use “buttons” for your final call-to-action.


If you’d like feedback on your email drip campaign, shoot us a note. We’re happy to take a look and provide some tweaks.

Image by Miguel Á. Padriñán via Pexels 

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