Welcome! I’m Jen from Starchelle Communications. Today, we’re talking about one of the most powerful tools in email marketing: drip campaigns. Whether you’re an online course creator or a small business owner, drip campaigns can help you nurture leads, boost engagement, and drive sales—all on autopilot.
Imagine having a system that works 24/7, guiding your audience from curious to committed. By the end of this blog, you’ll have a clear understanding of how to create and optimize your own drip campaigns.
What Is a Drip Campaign?
A drip campaign is a series of automated emails sent at specific intervals to guide your audience through a journey. Each email builds on the last, delivering value, addressing objections, and encouraging action.
Think of it as planting seeds and nurturing them over time. For online course creators, this could mean:
Welcoming new subscribers.
Guiding leads to enroll in your course.
Keeping students engaged after joining.
It’s about providing value in manageable chunks, not overwhelming your audience.
Step 1: Define Your Goal
Before you write a single email, identify your end goal. Here are some common examples:
Converting leads into paying clients.
Upselling clients to higher-tier courses.
Re-engaging inactive users.
Example: Selling a Course
Your drip campaign might look like this:
Intro Email: Build trust and rapport.
Follow-Up: Share a success story.
Objection Handling: Address doubts or fears.
Highlight Benefits: Showcase the transformation your course offers.
Urgency Email: Include a limited-time discount or bonus.
Write down your goal and use it as a guide throughout the process.
Step 2: Map Out the Journey
Now that you have a goal, outline the steps your audience needs to take to reach it. Ask yourself:
What questions or concerns might they have?
How can you add value at each stage?
Pro Tip: Use Post-Its
Grab a big sheet of paper, a desk, or a table and some Post-Its. Write the starting and ending points of the journey, then fill in the steps in between. Rearrange as needed.
Example Email Sequence:
Welcome Email: Introduce yourself and explain how they found you (e.g., webinar, free guide).
Value Email: Share a free resource to provide immediate value.
Objection Email: Address doubts or fears about joining your course.
Benefits Email: Highlight the transformation your course offers.
Urgency Email: Include a limited-time offer to encourage action.
This structure builds trust and gently guides your audience to take the next step.
Step 3: Write Compelling Emails
This is where the magic happens! Each email should:
Have a clear purpose (e.g., building trust or driving action).
Start with a hook to grab attention immediately.
Be conversational, as if you’re speaking to a friend.
End with a call to action (e.g., “Sign up now” or “Learn more”).
Example: Welcome Email
“Hi [Name],
I’m so excited you’re here! If you’ve ever felt stuck trying to [solve their pain point], you’re in the right place. Here’s how I can help:”
Focus on providing value first; the sales will follow naturally.
Step 4: Automate the Process
The beauty of drip campaigns is automation. Most email platforms like Mailchimp Marketing, Automation & Email Platform | Mailchimp, ConvertKit ConvertKit is now Kit: The Email-First OS for Creators, or ActiveCampaign home new - Easy Peasy Funnels make it easy to set up workflows.
How to Automate:
Choose a Trigger: This could be someone joining your list, clicking a link, or filling out a form.
Upload Emails: Add the content you’ve written.
Schedule Timing: Space emails 1-2 days apart to avoid overwhelming your audience.
Test Your Workflow: Send a test email to yourself to ensure everything works perfectly, including links and formatting.
Automation allows you to focus on other parts of your business while your emails work for you.
Step 5: Measure and Optimise
Once your campaign is live, track its performance. Key metrics to monitor include:
Open Rates: Are your subject lines grabbing attention?
Click-Through Rates: Are readers engaging with your content?
Conversion Rates: Are they taking the desired action?
If something isn’t working, tweak it. Experiment with different subject lines or rearrange the email sequence. Remember, email marketing is as much about testing as it is about sending.
Final Thoughts
Drip campaigns are one of the best ways to connect with your audience while driving consistent results. Let’s recap the steps:
Define your goal.
Map out the journey.
Write compelling emails.
Automate the process.
Measure and optimize.
Ready to create your own drip campaign? Check out the helpful resources below to guide you every step of the way. And let me know in the comments—what’s the first step you’ll take to enhance your email marketing?
Helpful Links and Resources
Watch the video that inspired this blog: Email Automation Made Simple: Setting Up Drip Campaigns
Join my mailing list for expert tips: https://go.starchelle.com/mailinglist
Download my free guide: Marketing Made Simple
Need tech help? Join my FREE Monthly Tech Café Meetings: https://go.starchelle.com/tech-cafe-page
Subscribe to my YouTube channel for more tips: Jen Heppell Starchelle Communications
Thanks for reading! 😊