Diversify your sequences by topping off confirmations or reminders with guides, additional information, or links to useful resources;
Highlight attractive features and services to set the mood for future purchases.
Also read: 13 Post-Purchase Email Ideas that Boost Customer Experience
Cart Abandonment Campaign
Cart abandonment is when users add items to their cart but don’t actually place an order. It could be because they changed their mind, had trouble completing orders, or simply forgot to finish the purchase.
Either way, a simple card abandonment drip campaign can act as a reminder that results in completed orders. It’s a great way to retain customers for ecommerce stores and other businesses.
Subject line: Where’d you go?
Cart_abandonment_drip_campaign
Image source: Grove Collaborative
In this example of a cart abandonment philippines whatsapp number free
drip campaign, Grove Collaborative motivates the user to complete the purchase by offering a free gift with their order.
Such an approach makes it possible to avoid being too pushy while still achieving the goal. To seal the deal, Grove Collaborative throws in free shipping and highlights the brand’s values.
Key Takeaways:
Don’t try to push sales in the first email. Instead, analyze the reason behind cart abandonment and address the issue;
If possible, throw in some freebies;
Highlight the distinguishing characteristics of your product, brand, or business.
If you can’t suggest free gift sets like Grove Collaborative, check out these abandoned cart email templates for more inspiration on how to make your abandoned cart campaigns engaging.
Upselling Drips
Upselling drip campaigns allow marketers to promote a more expensive version of the product, subscription, or service the customer is already using. For example, if you’re using a free trial of a photo editor app, you’ll receive an upselling email sequence.
It will highlight the benefits of the paid version to tempt you to make the purchase. The trigger could be a trial expiration or an attempt to use a pro feature.
Subject line: Get to the trails quicker with this AllTrails+ feature
Alltrails_Upselling_drip_campaign
Image source: AllTrails+
Let’s take a look at the upselling drip from AllTrails. The email starts with a simple, straight-to-the-point copy. It’s topped with a value proposition and a clear CTA button.
A strong addition to the email is the testimonial. Not only does it upsell the AllTrails+, but it also reinforces the benefits with a customer review.
At the bottom of the email, we see the comparison between the free and the paid version. The second CTA button invites the users to try the AllTrails+ for free to seal the deal.
Key Takeaways:
Highlight the value of the product you’re upselling by including testimonials such as reviews and success stories;
Offer additional benefits (exclusive membership, free trial, early access, etc.);
Build up the trust and warm up the audience before sending the upselling drip campaign.
Engagement Drip
As the name suggests, engagement email drip campaigns are sent with the only purpose of raising specific actions from the users. Although these aren’t direct sale emails, the micro-commitment shown by loyal subscribers is very important in the long run.
Engagement emails help improve deliverability as user interaction is one of the key elements of making it to the inbox. They also increase brand loyalty and invoke actions that bring customers closer to checkout.
Subject line: How do you run?
engagement_email_example
Image source: Brooks Running
In the example above, Brooks Running, a US-based athletic shoes and apparel company, tried to amp up engagement with an exciting twist. They started the email by painting a picture of an enjoyable run to set the mood for the rest of the email. The copy places subscribers in the center of attention as it asks them to share information about their preferences.
With such an approach, Brooks Running collects more clicks and directs users right to their online store.
Key Takeaways:
When creating an engagement drip campaign, include elements that interact with the reader directly. This could be a question, quiz, creative video, or animation.
Steer away from ‘salesy’ CTAs – theme-matching CTA buttons will work better;
Use moderate humor or creative touches to grab the reader’s attention from the beginning of the email.
Deepen your knowledge on what is customer engagement, its definition, and importance.