The most common form of drip marketing is email marketing. This form of drip marketing has a few basic components. Qualification for a drip marketing campaign is typically based on a specific behavior or status of the recipient and this is known as a profile in the Rekko system.
Once the target recipient is identified, the messages or emails are prepared for delivery in a specific order to the recipient based on a set schedule that you determine.
In the Rekko system, this is known as Real-Time Messaging and it can be used for lead generation and sales. When used for lead generation, a drip email series can be delivered to visitors that subscribed to an email capture form to get them engaged and shopping your site. As a sales tool, it can be used to drive repeat sales, abandoned carts or long sales-cycles.
How do I create a Real-Time Messaging Drip Email Campaign
The first step is to create a profile. What behavior or status will be used to qualify visitors to receive your drip email campaign? Did they submit a form, complete a purchase, add a certain product to cart, browser specific pages? These are all real-time behaviors and something that happened during the current visit.
The Rekko profile is presented in a sentence format to make it easy to create. The image below is targeting all visitors with carts greater than $0. Multiple profiles can be added depending on the segment you want to target. Once the target profile has been identified, now you can create the email(s) that will be sent to those visitors.
Emails can be loaded from the library or created from scratch. To create a new email, click on the “add email variation” button and select “create new email.” This will open a new modal window where you can insert your email HTML. You can also configure the from, from name, reply to and Subject of your email. As with all Rekko content types, you can inject dynamic data like personalization (first and last name), cart items (great for abandoned cart emails), product recommendation and top-seller grids by using merge tags.
As with all Rekko campaigns, goals and auto-optimization are important parts when creating the campaign. Campaign goals and campaign optimization don’t have to be different and often are identical.