Your Guide to Email Drip Campaigns For Printers

A sustainable marketing strategy is all about balance.

Yes, we love (and are partial to) print, but it’s not the end-all, be-all if you’re genuinely focused on meeting your print buyers where they’re at. And where are they? Everywhere: print, online, social media, in-person, and in your email inbox.

Did you know that 73% of businesses use email as their primary source of communication? You need to be a part of those conversations, and email drip campaigns are the perfect place to start.

What Are Email Drip Campaigns?

Email drip campaigns (also known as “drip marketing campaigns,” “automated marketing campaigns,” “drip campaigns,” and “drip mailings’) are a series of marketing communications sent in sequence to lead your print buyers to the point of purchase.

Drip campaigns get their name for the ongoing value they provide to your subscribers, gradually providing them with helpful information, updates, products, and notifications. These emails can be more education-based (as you’re used to receiving from us) or more focused, personalized, and timely, like a welcome campaign.

In drip marketing, you send emails in response to your print buyer’s actions (or inactions) based on certain triggers. Triggers can be specific timelines, time frames, or other things, such as joining a list or submitting a form.

An Email Drip Campaign for Print Buyers Example

Here’s an example: Let’s say a print buyer is directed to your email sign-up landing page on your website from your social media channels, a direct mail piece, or a call-out or website slider. After signing up, you can send them a series of email “drips” every few days to welcome them, highlight the key benefits of ordering printing through your website, and more.

Email drip campaigns are a great way to stagger information, keeping your brand front of mind without overwhelming your new subscriber.

3 Benefits of Email Drip Campaigns

Email drip campaigns are an excellent method of engaging with your print buyers. Here’s why.

1. Engage More Print Buyers with Less Effort

Drip campaigns can help boost your engagement, which is one reason they generate more revenue than other email campaigns.

In fact, the click rate for drip campaigns increases by 119%, which is significant compared to other types of campaigns.

By sending relevant content proactively, you can eliminate much of the legwork needed to engage prospects. Because your print buyer leads are already interested, you can move them through the funnel faster. A drip email campaign can also help you reach out to unresponsive site visitors, saving you time and energy.

Secondly, drip emails are automated, so you don’t have to monitor them constantly. You (or your staff) don’t have to spend a great deal of time creating and sending emails.

The combination of marketing automation with drip email marketing campaigns has the potential to dramatically increase sales simply through the ongoing nature of communication and connection.

2. Revenue Increases with Precise Segmentation

Through email drip marketing, your print prospects can be lured into a campaign, your print leads can be educated, and your print buyers can be rewarded.

It is possible to reach the right people at the right time by identifying, segmenting, and reaching out to specific print-buyer groups.

In addition to building trust with your audience, segmented email drip campaigns can also be very effective. In an ideal scenario, you could divide your print subscribers into different funnels and approach them differently, rather than blasting all your subscribers with the same campaign. Because your emails are more specifically targeted and relevant, they will come across as more personal.

In the long run, this will decrease unsubscribes and increase conversion rates.

3. Conversations Continue to Remain Top of Mind

Drip campaigns can be used to communicate between you and your print subscribers, allowing you to update your subscribers on information they have previously received or to stay connected.

As well as keeping your brand at the forefront of customers’ minds, this technique also helps establish a relationship of trust. Regular contact demonstrates your commitment to delivering more to your print audience consistently.

Email Drip Campaign Ideas For Your Print Buyers

When it comes to email drip campaigns, there is a wide variety you can choose from. These include the following:

Onboarding Emails

Onboarding emails ultimately help convert print prospects into paying print customers because they educate and nurture trial users over time.

Welcome Emails

New print subscribers are introduced to your brand immediately via welcome drips.

These campaigns allow you to leave an in-depth message, make a great first impression, and demonstrate that you’re in this relationship to offer them help.

You can send an introductory email saying, “Hi, nice to meet you!” or use them to promote your regular content and resources, such as your website’s Ideas Collection, white paper content, National Direct Mail, and more.

Reengagement Emails

Contacting inactive prospects with these is an excellent way of bringing them back into the fold. Reengagement emails can captivate print subscribers who have been deleting your emails without opening them or failing to click through once they have entered.

If they are no longer interested in your brand, it’s fine to give them the option of unsubscribing or canceling their account. You can develop a bad reputation by annoying people who aren’t interested.

Confirmation Emails

A drip email campaign does not end after a sale is closed.

By setting up a “thank you” campaign immediately after a customer makes a purchase, you can still confirm their purchase and encourage your print buyers to stay engaged with your brand beyond the sale.

Remember, “print production starts, continues, and ends with relationships.”

Cart Abandonment Emails

Even though it’s common for shoppers to abandon a shopping cart, an email drip campaign can reengage them.

You can remind website visitors of what they left in their cart, confirm the items are still available, and even offer a discount code to encourage them to complete the purchase.

The average cart abandonment rate is over 69%, a staggering number considering the potential lost sales. Creating a compelling abandoned cart email series can drastically improve your conversion rates, specifically by reminding people of the ease of completing the sale.

Ready to Get Started Boosting Your Sales with Custom Emails?

It’s hard to argue the value of creating engaging emails for your print business. You can increase sales, improve margins, and accelerate customer conversions.

Check out the all-new Email Marketing For Printers solution, available now. It’s simply one more tool to enable your print business to succeed and sell more printing!

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