Step Two: Start to Develop Campaigns
After you’ve started to grow your subscriber list, the next step is to start developing email campaigns to engage your customers. There are tons of different campaign options out there, but in this article we’ll focus on two specific ones: triggered and drip campaigns.
Create Triggered Email Campaigns
Triggered emails are a great way to engage with your subscribers and increase engagement. In addition to increasing engagement, trigger messages are great ways to build trust and increase customer retention.
So what exactly are trigger emails? They are messages that are sent to a user automatically based on an predetermined action or behavior. 
Retention campaigns are a great example of trigger emails. Someone who has not engaged with a brand for a specific timeframe may receive a message like this to encourage them to come back and make a purchase. Image courtesy of Engagebay.
You’ve most likely experienced trigger emails in your own email inbox. Whether it’s an abandoned cart message or retention campaign such as the above example — companies of all shapes and sizes are utilizing trigger emails.
Here are a few common types of trigger emails:
- Welcome emails
- Abandoned cart emails
- Birthday emails
- Reactivation emails
When investing in email marketing automation, trigger emails are definitely something you should have on your tactic list. They are a great way to engage with your customers and meet your goals around customer retention and win-back revenue.
Create Drip Email Campaigns
Drip messages are email marketing campaigns that move users through a specific workflow based on the purpose of the campaign. When a customer engages with messages throughout a drip campaign, they are then filtered through the program based on their specific actions.
This is a simple example of how a drip campaign can work, but they can be much more complex. Whether you’re welcoming a new customer to your subscriber list or moving people through the sales funnel — a drip campaign can get it done. Image courtesy of EmailOctopus.
Drip campaigns are a great way to keep customers engaged and continue to nurture them through their entire journey.
Here are a few types of drip campaigns you can integrate into your email strategy:
- Nurturing campaigns
- Welcoming campaigns
- Renewal campaigns
- Customer journey campaigns
- Retention campaigns
However, you choose to utilize drip campaigns, with the right automation platform once the initial workflow is developed all you need to do is check back and see how it’s performing. Keep your customers engaged and continue to provide consistent content by implementing drip campaigns into your strategy.