To help illustrate and educate about drip email marketing in BombBomb, we described two types of drips in an earlier blog post: nurture and countdown (linked here).

 

An example of a real campaign BombBomb uses to nurture prospects into customers is described in the blog post linked here.

 

Here: an example of a drip email campaign designed as a countdown to a special event.

 

Your special event could be something like:

• A store, restaurant, gallery, or location opening
• A performance or show debut
• A seasonal or annual sale
• An open house
• A contest or promotion
• A new website launch
• A new product or feature launch
• A webinar

 

The concept of counting down assumes that the opening, debut, sale, contest, or launch starts at a specific date and time, so your drip email series leads up to that moment.  Your campaign may be designed to create awareness, anticipation, and/or advance sales for the event.

 

To illustrate further, I’ll lay out here an example of a hypothetical countdown campaign for a new BombBomb webinar called “You’ve Got a BombBomb Video Email Account … Now What!?”

 

Some assumptions about this special event:

• The special event is a webinar
• The webinar is free to attend, but has limited capacity
• The goal is to make sure the webinar is presented to full capacity
• It’s scheduled for Thursday, March 1, 2012 at 11am Mtn
• It’s designed for email marketing and video email “newbies”
• It will cover basics of: permission marketing, email marketing, making video, using the BombBomb software

 

Basic campaign concepts:

• Start 4 weeks out to move people through awareness to consideration to purchase (sign-up)
• Send first 3 emails on Thursday, February 9, 16, and 23
• Send additional emails on Monday and Wednesday, February 27 and 29 (if necessary)
• Create your email list from customers 2 months and newer, people who are currently and were recently (last 2 weeks) in a free trial, recent (last 2 or 3 weeks) of people who received the “See It In Action” email
• Manage the list during the campaign (remove people who’ve signed up for the webinar, remove people who didn’t engage with (open, click, watch) the first 3 emails)
• Have a separate, parallel, countdown drip campaign with tighter window for those who have signed up reminding them to attend (1 week out, 2 days out, day-of)

 

Specific content concepts:

• In each email, provide a specific call to action (“click this button to sign up”, orient the entire email to this call to action)
• In each email, include the number of remaining seats (starting at 50% capacity, creates urgency in an honest and detailed way)
• In each email, refer to how close the webinar is (“just 2 weeks from today”, creates anticipation, keeps date and time top of mind, makes it relevant to today)
• In each email, provide a different nugget of topical information that relates to the webinar (whets appetite, sets expectations, provides value, characterizes webinar, helps potential attendees self-identify)
• Tie the nugget of information to the call to action (“for more on why permission marketing’s best …”, “for more on inexpensive video cameras …”, “for more on writing better subject lines …”)

 

Conclusion:

I hope you’ve found this useful in spurring countdown campaign ideas specific to your business or organization.

 

We’d love to know how you’re using drip email campaigns.  Contact us with questions, comments, or success stories.

 

If you’d like a real example of a nurture campaign we’re sending, check out this blog post.

 

If you’d like to see a broader definition of nurture and countdown campaigns, check out this blog post.

 

If you’d like a how-to video on building a drip campaign, check out this blog post.

 

 

 

Tags: drip, drip campaign, drip email, drips