How to Use Videos for Email Drip Campaigns

An email drip campaign helps you target customers with a lot more clarity. Combine them with videos, and we get an email marketing powerhouse. We have already looked at how to embed a video in an email marketing campaign seamlessly. In this blog, let’s explore how we can use the power of videos for email drip campaigns. 

Just like one size does not fit all. Generic email marketing cannot cater to every person. We have already looked at the benefits of video email marketing. However, at times, we need more precision to hit the bull’s eye with email marketing.

We have to create a video email strategy that would seem to be tailor-made for our audiences.  

We need videos combined with email drip campaigns. Before exploring how we can use videos for email drip campaigns, let’s look at email drip campaigns.

Email drip campaigns are a set of automated emails that are triggered according to the recipients’ behaviour or demographic information. 

Drip campaigns are mainly set up so that businesses can target customers in a personalized manner. As we already saw, email drip campaigns can be based on the user’s behaviour or demographics.

Let’s have a look at some examples.

Behavioural triggers for an email drip campaign:

1. Abandoned cart - Many users add items to their cart before leaving them unpurchased. They will have their own reasons to do so.
   
   Setting up an effective email drip to pursue the users to complete the purchase can help you change their minds. 

2. Video engagement - A video hosting platform worth its salt is incomplete without offering in-depth video analytics that will allow you to get your hands on individual user engagement.
   
   
   
   With custom events and attribute tracking coupled with in-depth customer profiling, you can set up your email drip campaign accordingly.
   
   
3. Welcome emails - An email drip to welcome new users can be a great way to show that they are being greeted with open arms. They can also keep your new audiences updated on new events, sales offers, and so on.
   
   
4. Onboarding Emails - Your journey with a customer does not end with the purchase of your product. In fact, that’s just the start of the relationship between you and the customer.
   
   You will constantly interact with the customer. Be it to educate them about your product, answer their queries or just remind them about a missed tutorial or a payment.
   
   
5. Free trial expiry - If customers’ free trial is heading towards its expiry. It would make sense to set up a drip campaign to remind them of the remaining days left in their trial period.
   
   In fact, you can even set up drip campaigns based on the user behaviour with your product during the free trial period.
   
   
6. Unsubscribe emails - You can set up a drip campaign to win over customers who have opted to unsubscribe from your newsletters. If they are still persistent in their decision, you can at least set up a campaign to get their feedback and reasoning on why they opted out of your newsletter subscription. 

Now that we have looked at behavioural triggers for email drip campaigns, let’s have a look at demographic triggers for email drip campaigns. 

1. Special occasions: Setting up email drip campaigns based on your users’ birthdays or their joining dates will lead to a special connection between you and the customers.
   
2. Designation-based emails: A lot of your customers will have varied professions. If you are a company that caters to different professions, such as marketers, sales teams, corporate trainers, and so on. You can create drip campaigns based on the designation of your customers to provide value and use cases to them. 

As we have garnered constructive information about the best practices of email drip campaigns. We can now look at its benefits.

The following are the benefits of email drip campaigns.

1. Better Open Rates
   
   Not only are the open rates for email drip campaigns 80% higher, but the average click-through rate is also three times more than single-send emails. 

2. Increased Engagement
   

The response rate to lead nurturing email drip campaigns is up to 10 times higher than normal emails. 

3. Completing an Unfinished Action
   
   With an effective drip campaign, the chances of persuading your customer to go back to the abandoned cart and complete the purchase increase manifold. 

Now that we have covered the fundamentals of email drip campaigns. Let’s look at how videos can be used in drip campaigns to make your email drip campaigns a bigger success. 

1. Custom Events and Attributes via Videos
   
   Tracking custom events and attributes with a UTM code seemed to be reserved for stalwarts like Google and HubSpot. GetShow also allows you to do the same via videos.
   
   You can track your user’s clicks and engagement with your attributes.
   
   For instance, if you have placed a CTA as an interactive hotspot in your video and it redirects to a product purchase page on your website.
   
   If your viewer has not purchased your product after visiting the page, you can automate your video email drip in such a fashion that your viewer gets a walkthrough video of how to complete the purchase.
   
2. Personalized Videos
   
   A personalized video coupled with a welcome email or a birthday wish specially crafted for the concerned customers will create a special bond between you and the customer.
   
   Personalized email drip campaign videos need not be reserved for demographic triggers alone. They can also be used for behavioural triggers, such as unsubscribing users.

3. Explainer/Tutorial Videos
   
   If a customer has unfinished business, such as an abandoned cart or failing to complete the signup process; you can send an explainer video explaining the step-by-step instructions to lend a helping hand to the user to complete the action.
   
   For example, your customers might find it difficult to set up their payment details while buying your product. An email drip campaign with an explainer video walking them through the process will help them.   

4. Free Trial Expiry
   
   It would be a judicious decision to set up an email drip campaign if a customer is closing in on her free trial expiry date.
   
   You can set your drip campaign not just based on the number of days left for the free trial to get over, but also based on how your customer’s actions during the free trial period. 
   
   For instance, a video elaborating on your product's value propositions and use cases may help your customer become your customer. 

5. Customer Support
   
   Not every customer complaint warrants your customer support team being on the other side of the call. However, every customer should feel valued.
   
   Whenever a customer raises a ticket through your product or website, you can set a drip campaign based on each of their complaints. For instance, you can send your query right from our product.

Let’s say a customer is unable to sign up for your product and has raised a ticket regarding the same. An email drip campaign with a video will solve your customer’s problem. 

6. Cancelled Subscription
   
   The cancelled subscription can be for your product or even just your monthly newsletter. A video giving your customers a reason to come back or asking them to fill out a feedback form to gain insights can be of great help to you. 

Conclusion
Having a single-minded approach toward an email marketing campaign is imperative to its success. A drip campaign coupled with videos equips you to target your audience with a clear-cut plan rather than shooting in the dark.

Join hands with a  transformative video hosting platform to establish an email drip campaign that is powered by videos.