5 Drip Email Templates That Work

To be successful in your marketing strategy you have to time it right.

No one likes to be inundated with sales emails after signing up for a blog.

And conversely if someone is ready to buy you don’t want them going with your competitor because you were too slow to take advantage.

But how do you tow the line between being too pushy and falling out of sight of a lead?

Well, I’m here to answer just that.

In this article I’ll be going over timing your email drip campaigns so that you’ll be reeling in leads and sales time and time again. Not only that, I’ve also included five email templates that you can use today.

Let’s get crackin’.



What is an email drip campaign?


If you’ve ever given your email away, you’ve probably been a subject of an email drip campaign. I almost wrote “fallen victim” because I’ve definitely felt victimized by a few of them.

The thing is, I’ve also been privy to some pretty great ones - ones that give me valuable information and take their time to warm me up.

An email drip campaign sends a series of emails that become progressively more promotional as your lead warms up and begins to trust you over time.


There are four types of drip campaigns that I recommend using:


  • Top-of-mind/Educational - This type of email keep your leads engaged with your company no matter where they are in the sales funnel. By educating them you establish yourself as a trusted and knowledgeable source of information - increasing the chance you’ll be relied-upon when they’re buying.

  • Promotional - Letting people know that you have limited-time promotions or special offers will entice prospects to become customers. After all, who doesn’t like a sweet, sweet deal?

  • Training - Do you have a product that might need a little further explanation? Get your prospects on board by moving them through a training program focused on a single objective. What better way to get motivation to use your products and services than by getting them to learn how they work to achieve a goal?

  • Re-engagement - This is for those cold leads that haven’t yet bit, or haven’t purchased in a while. Maybe they tried out your services on a free trial basis but then they went into the abyss. Don’t just let them slip away. Re-engage them with timely emails to melt the ice.


5 Email Templates To Send Your Prospects


In this section I’ll be sharing five email templates that you can send out to your subscribers. These will be focused around blog subscribers, but if you make a few small tweaks you’ll be able to use the same flow for the other types of drip campaigns mentioned above.

In terms of timing, Mathew Sweezey of Pardot suggests a minimum of six days between emails and a maximum of 45 (for those longer sales cycles), with about eight to ten emails per program. This, for him, presents a balance between communicating too frequently and not frequently enough.

The thing is in terms of timing, every prospect is different. So it’s a good idea to test your emails if you want to get the timing right.

Let’s get onto the templates.


Email #1: A Warm Hello


No matter what type of email drip campaign you’re running, this has to be the friendliest one - showing off your personality. Remember, no matter what company is sending this email, it’s coming from you as an individual. You want to show the person receiving your email that you’re not a robot.

Think about it, two sales people come to your door an hour apart:

You open the door and the first one smiles, tells you their name and asks you a couple questions before getting into the reason for why they’re there.

The second one rocks up and as soon as you open the door you’re greeted with “Have I got an awesome offer for you?!”

Now, between these two sales people, for which one are you going to keep the door open longer?

As this is the introductory email, you want to keep it as light and friendly as possible. Thank them for subscribing to your blog and make sure they have a way to contact you if they have any questions.

Hi there!

Thanks so much for subscribing to our blog. I really appreciate that you want to keep in contact with us here at [name of business].

Over the next few weeks, I’ll be sending you a series of emails focused on our best content. This will help you get started [what you’re helping them to do]. I know, you’re super busy and you’re probably already getting tons of other emails (I do too) but I promise that I’ve hand picked only the best emails to send to you. Each one will contain valuable experiences and lessons that will help [achieve their goal].

If you ever want to reach out, I’m available 24/7 at [youremail@email.com]. On social? You can connect with me on Twitter at [@username].

Thanks for signing up, and remember if you ever have any questions or feedback, just send me an email and I’ll get back to you.

Cheers,

[Your name/position]


Email 2 - Transparency “We’ve done this great thing and we want to share what we’ve learned”


In this email you’re going to be sharing what it is that makes your business awesome (or things that you’ve done that are not so awesome). This is meant to be as helpful as possible and also to create trust between your subscriber and your business. It’s essential that this second email provides them with resources that they can use to be successful with or without you.

Hey [first name],

We founded our business back in [date of founding] which means that we’ve had a lot time to learn the ins and out of [type of business you’re in].

I wanted to use this as a time to shoot you some ideas that you could implement in your business. I’ve compiled a document of resources including tests that we’ve run on our website and blog posts containing information about our business that will hopefully give you the inspiration you need to get started on the right foot.

You can find those resources here: [Link to resources]

Cheers,

[Your name]



Email 3 - Send them a personal article that shows your vulnerabilities


The previous two emails have contained collections of educational information. In this section I want you share something personal, like how your business transformed or things you’ve learned about business as an entrepreneur. It will help them learn a little more about you. When they know more about you, they’ll be able to trust you more.

Hello!

I’m just writing to let you know that our latest post, about [what your blog post is about]. In it, I share [what it’s about]. I learned so much about {the thing you learned} and thought it would be awesome for you to learn from my own experience (so you don’t have to!).

Here’s a link to the latest post: [Post link]

I hope you enjoy it and I’d love to hear your thoughts on it. Either comment on the article itself or shoot me an email. Also, please share it with your social circles or anyone else you think might find it useful.

All the best,

[Your name]


Email 4 - Case Studies


Now that you’ve started to establish trust with the prospect I recommend sending them some case studies of businesses (if your B2B/SaaS) or people (if you’re B2C) you’ve worked with in the past. This will let them draw their own assumptions about your business. It will also give them validated proof that your company can make good on its selling points.

Hi,

We’ve worked some really amazing people over the years, from startups to fortune 500 companies. We got just as much reward out of helping the stay at home mom as we did the company who thought they knew it all.

Today I wanted to share some of the success stories our customers have had working with us since day one. Someone telling you something works is one thing, but seeing the results is a whole different matter. Check it out here: [linky link]:)

Cheers,

[Your name]


Email 5- Free trial offer/soft-sell


This is what all of the other emails were leading up to: the offer. If you don’t have a free trial to offer them you could replace it with a one-on-one demo, a consultation, or a sales call.

Keep in mind that you don’t want to break trust at this point. Being pushy in your selling (even after the preliminary, trust emails) won’t lead to as good of a result as being chill about it. Remember, make them feel welcome and keep establishing trust.

Hi there,

Over the past couple of weeks, I’ve sent you a series of emails that I hope have been valuable to you. This is the final email you’ll be receiving as a part of the series.

If you’ve been enjoying the emails I’ve been sending, then I’ve got one more thing I’d like to share that I think you’ll find useful:

Our [product], which we built to help [your target audiences] deliver [the thing that you sell].

If you’re struggling to [first thing your product will fix], or feel overwhelmed by [second problem your product will fix], I encourage you to give us a try.

[This is where you will say the length of your free-trial and what is required to sign up] You can try it free here: [link to your free trial]

Enjoy, and once again, welcome to the [Your company] community :)


Conclusion


Email drip campaigns can do wonders for your company if you write them and send them right. I hope this has given you some inspiration for running a drip campaign of your own.

Have you ever tried using email marketing automation before? How did you go with it? What did you find was your ideal timing? Start the conversation in the comment section below.