Email vs. Drip Campaigns: What's the Difference?

Email vs. Drip Campaigns | TouchConvertIn the world of digital marketing, email campaigns are one of the most common forms of communication. Long gone are the days of print ads, snail mail, and talking to your customer through impersonal media. In today’s world, email marketing is all about making it personal and connecting with your customer.


But with so many emails getting sent, how do you easily keep track of them all?

That’s where TouchConvert comes in. Touch Convert's Email Campaign and Drip Campaign features make automating your email communication easy and stress-free. According to research, automating your email campaigns will get you great results, increasing conversion rates by as high as 50% and getting 119% higher click rates than broadcast emails.

But, wait! What’s the difference between an email campaign and a drip campaign?

Good question. It all comes down to when your emails are getting sent. Let’s take a look at each type of campaign individually:

EMAIL CAMPAIGNS

Most people, whether they know it or not, are familiar with email campaigns. Whether being on the sending or receiving end, people look at email campaigns on a regular basis. So what are they? Email campaigns are emails sent by businesses to their contact list on a specific date and time.

TouchConvert allows users to set-up multiple email campaigns to be sent out to different segments of customers. It’s helpful to name your campaign after the segment you are targeting. This could include segmenting by market, demographic, or relationship to your business. For example, if you’re planning to send a specific set of emails to your contacts that live in a particular area, say, Avon Lake, you should name your campaign accordingly: “Avon Lake Customers.”

Email campaigning is a simple and inexpensive way to get your message out to your customers. But what if you want your emails to be triggered based on time added to the campaign, rather than go out at a specific date and time? Let’s take a look at drip campaigning...

DRIP CAMPAIGNS

So, what are drip campaigns?  We all get them, but not many know what drip campaigning is. Drip campaigns actually go by many names you may have heard before: lifecycle emails, autoresponders, marketing automation, etc.

Drip campaigns are a set of marketing emails sent out at a specific frequency based on the time a person is added to the drip campaign. They can be used in nurturing your leads, welcoming and engaging your customers, onboarding, and reminding customers to renew. Say you want a series of welcome emails to go out to your customers when they sign up for your mailing list. Your drip campaign can send out an email to a particular person the day they sign up, a week after they sign up, a month after that, and so on. No more keeping track of manually emailing your subscribers when they hit a specific milestone with your business.

They’re proven to work too. Research shows that welcome emails (which are triggered to send when a person gets added to your campaign) have 4 times the open rate and 5 times the click rate of other emailings.

Drip campaigns are also important in ensuring that your customers are seeing all of the information you want them to. If you are only sending email campaigns, new subscribers will only see your new emails and never see the first emails you sent out to your list.

Setting up a drip campaign in TouchConvert is nearly the same process as setting up an email campaign. The only difference is scheduling the emails to go out after a specific number of days a person gets added to the campaign. Like we discussed with email campaigns, it’s important to segment your campaigns based on who your audience is.

Let’s take a look at an example. Let’s say you are a business owner selling a particular service. You set up a drip campaign called “Prospects” because you only want the prospects on your contact list to receive this set of emails:

Campaign: Prospects

Email #1: Introduction - Send after 0 days
Send an email introducing yourself/your company to your customers.

Email #2: Special Offers and Promotions - Send after 3 days
Send an email to your customers with information about your business’ special offers and deals.

Email #3: Testimonials - Send after 7 days
Send an email with a link to testimonials from your current customers. Share with them why your service has been so successful with others.

Email #4: Company Updates - Send after 14 days
Send an email with a link to your company blog. Share with your prospects new and exciting things your company is doing.

...And so on.

It’s important to note that these “send-after” days are not set in stone. Send your emails on the days that make sense for your company and your customers. Drip campaigns are all about getting the right info out to the right people at the right time.

Luckily for you, TouchConvert has the all of the right tools and features to make email and drip campaigning a breeze! Create your campaigns, upload your lists, and let TouchConvert do the rest.

Using TouchConvert and want to learn more about setting up your campaigns? Check out the TouchConvert User Guide, found within the TouchConvert app.

Posted by Sarah Falck in General

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