Feathr's Email Drip Campaign offers you the opportunity for repeated, lengthy engagement and communication with your email audience from a single triggered activity, attribute, or date. Read this article for a better understanding of Drip Campaign strategy, use cases, and best practices.
Note: Drip Campaigns are available for Feathr's Essential, Advanced, and Enterprise service levels only.
Drip Campaign = Extended Auto Send Campaign
Drip Campaigns are email marketing campaigns that contain a series of emails, rather than just one. Think of Feathr's Drip Campaign as an Auto Send campaign with additional opportunities for contextual follow-up information. Here's how it works:
- Recipients receive the initial email in the Drip Campaign based on your desired trigger action.
- Recipients may then receive the next email from the same campaign, depending on how they interacted with the initial email.
- Recipients may receive up to 8 total emails from the same campaign, with each being triggered based on how they interacted with the previous email in the campaign.
The initial trigger event options to enroll a recipient in a Drip Campaign is identical to the trigger options in a Feathr Auto Send campaign:
- Activity, such as a page view, form submission, or campaign interaction.
- Attribute field change, such as an email address being added or an integration update.
- Date-based trigger, such as triggering the email one week before an important date
Read about Auto Send Campaigns for more information about initial enrollment triggers.
From the initial enrollment trigger, you can then create and set up a "drip" of additional emails to communicate more information and keep your recipients engaged with your message. The "drip" (emails 2+) is triggered based on:
- Type of interaction with the previous email
- Time delay from previous email.
Use Cases for Drip Campaigns
Drip Campaigns are particularly useful as a response to a form submission, and are more powerful than stock form submission response tools.
For example, a Drip Campaign for an online donation could look like this:
- Initial enrollment based on donation form submission, with accompanying email message saying "thank you for your donation."
- 24 hours later, a second email could go out to all recipients of the first email with more information about how your organization is using their donation funds to make a change.
- Another 24 hours later, a third email could go to those who clicked on the second email (demonstrating interest) with a call to action to spread the word to their network, join an upcoming volunteer opportunity, or attend a fundraising event.
That is a simplified example, but it demonstrates how a well-configured Drip Campaign can cover a lot of ground from nothing more than a form submission as its initial triggering event, and can encourage repeated engagement at the height of someone's interest, as well as present multiple calls to action that would otherwise not get in front of many members of your audience.
Enrollment Options for 2nd Email and Beyond
The first email in a Drip Campaign is triggered by an initial event described above. All other emails in a Drip Campaign are triggered by interaction with the previous email. Below are the options and their intended uses:
Everyone
All audience members regardless of their engagement.
Didn’t Open Email
Audience member is not engaging for unknown reasons but is not unsubscribing.
Opened Email
Audience member is interested and having a positive response to your subject lines.
Didn’t Click on Link in Email
Audience member is engaging and positively responding to your subject lines, yet not compelled to engage with your content.
Clicked on Link in Email
Most engaged audience member that is engaging with your subject lines and content.
Consider the above when choosing trigger options for additional emails in your Drip Campaign, and tailor your messages accordingly.