How to Launch an Email Drip Campaign in 10 Steps?

You have been doing email campaigns for a while for your nonprofit but you don't quiet understand how to it works and how to get high results from it? Look no further than email drip; email drip is a series of message delivered over a timeframe.

For instance, when you sign a petition for a nonprofit over the next few weeks you will receive emails to donate, share the petition with your friends on Facebook and more. A well targeted email drip campaign allows you to send the right messages to the right people at the right time and the best part is once you have set your email drips you don't need to do anything else but let the process run on its own.  We are giving you a few steps on how to create an email drip campaign for your organization in 10 simple steps:


1. Goals

First, you need to define your objectives for each email drip and for your campaign. Look at your audience and think of the actions you want them to take then set a series of emails to get your audience to accomplish these actions. Setting your goals properly is the most important part of an email drip campaign; for instance, do you want your users to set up a fundraising page or donate on your website?


2. Segment

Second of all, you have to segment all of your contacts up to the smallest details. Your contact list need to be segmented based on the actions your audience has taken that are relevant to your organization. You can segment your list by demography or also by the action users have been taking on your website. For instance, have a blog subscribers list, a volunteer inquiry list, a one-time donation list and so on. Always think during your email drip who are you targeting?


3. Message quantity and frequency

Then, you need to decide on the frequency of your emails and number of messages you want to send to each list.  For this, it depends on which actions you want them to take, when and how long the campaign is. If you have a long campaign you can send email drip every week or every 2 weeks but if you are at the last phase of your campaign when you need your audience to take action and donate you can send a higher frequency of email drips such as one every day for the last 3 days of your campaign. To judge of the quantity and frequency always ask yourself 'would I want to see so many emails from a nonprofit? How many would be appropriate for me to get and not get annoyed?" depending on the actions you took on the website. 


4.     Email messages

How to write a message? Messages vary depending on each audience. Always start writing your message before your emails and think of each of your personas. What would they like to see? Understand what motives your personas have to take action. Also, keep your emails short; think of it this way, just like you are writing to a friend, so do not be formal. Your message should give people a reason to click in and should state what is being asked from your users. Find your call to actions then ask it in different ways such as a button, underline text or on a picture and find what works the best. Remember, if you are doing a campaign all links you should lead to the campaign landing pages. 

The best time to ask for a donation is when someone just took an action, so right away plan an email follow up each time a users takes an action on your website. Your subject line should be well thought out. Ask yourself these question: What is in for me? Is it worth my time? Is it urgent?


5. List segment

For a campaign, you should create a unique segment list based off previous campaigns from your volunteers, donors and others. Then, for the new comers change your email strategy to only target your campaign. Segmentation is one of the most important factor of email marketing and should be well thought out. How much your donor give? Who volunteered or is interested in volunteering? And so on.


6. Email marketing platforms

Use a email marketing tool to help you set email follow up, campaigns, email automation, manage subscribers, track your list and more. Some good email marketing platforms are Constant Contact, Aweber and Autopilot. All three are pretty similar and will do a good job in helping you with your campaigns and the fees are around $20 a month for 500 subscribers. Online marketing tools also allows you to switch a user from one segmented list to another depending on their last action.


7. Message frequency

The frequency depends on the stage of the campaign your user is in. For instance, when you donate you will get a thank you email to share your donation with your friends on social media but you would not get an email the next day asking you donate more? What would be appropriate is to follow up on progresses and ask for another donation once monthly. Although, if you are in a campaign you can send email drip more frequently including during the last phase of the campaign when time is critical. When the action is less than a donation such as signing a petition you can send an email the next day and one once a week.


8. Unsubscribe button

Always add an unsubscribe button to your emails so subscribers have the opportunity to opt out at any given time.


9. Launch your drip campaign

You are ready to launch your email drip campaign. Also make sure to update the forms on your website, your follow up series and landing pages when you are doing a campaign and your campaign is now live!


10. Measure your campaign

To improve your email drip campaign you always have to measure! Track pen rates, click through rates, unsubscribed, conversions and other stats to track your results. Also connect Google Analytics to get a flow for your conversions on your website and build a good marketing funnel. 


Thank you for reading our post on how to launch an email drip campaign in 10 steps. If you are having issues with your email marketing or are looking to launch a campaign contact us today. We specialize in marketing and fundraising for nonprofits.