When Drip started life as an email opt-in widget that could be propped up on any website to collect email addresses, getting subscribers was the goal. The idea was that if you could capture an email address, you could send an email campaign that would eventually get the subscriber to convert.
Just like that. An easy peasy formula of “subscriber + marketing email = conversion.”
But today, Drip powers multichannel marketing, fuel smart data learning about your customers, create intelligent and timely social ad campaigns, automate your most intricate processes, and beyond.
With Drip, you can engage with your customers through
- Hyper-personalized transactional emails
- Multichannel Workflows.
- Social media retargeting (Facebook and Instagram).
- Third-party integrations like SMS and direct mail for all people.
Drip also provides deep insight into your customers' behavior, and their engagement with your marketing activities -- Lifetime Value (LTV), order history, browse behavior, email engagement, and more.
Review the CAN-SPAM Act: A Compliance Guide for Business for more information on transactional vs marketing (commercial) email content.
Nurture or Prune?
Under your People tab, filter for Active people unsubscribed from email marketing.
When thinking about who to deactivate on your list, ask yourself the following questions.
- Have they placed an order?
- What is their browsing behavior?
- Are they showing any interest in the brand?
If you answered “yes” to one or all of the questions, you should nurture your relationship with them! Below are a few ideas on how you can engage with them.
- Send them a follow-up on a purchase they made with an incentive to buy again
- Add them to a Workflow containing a Facebook Custom Audience ads
If you answered “no” to all of the questions above, move them to Inactive. Use a Bulk Operation to move this segment to Inactive.
- Go to People > Imports/ Bulk Ops
- Click + New Bulk Operation
- Select Choose a segment of existing people > Next Step
- Select people unsubscribed from email marketing under Choose the segment this operation should affect
- Select your segment criteria
- Click Next
- Select Deactivate person
- Click Next
- Click Schedule Operation
Smart Engagement with Inactive People
There will be times when an unlikely customer may prove you wrong and engage with your brand after you’ve moved them to Inactive. Luckily, when an Inactive person engages with your brand they will automatically be moved back into Active people for you to engage with and possibly generate revenue from.
There are many ways customers can engage with your brand, but here is an example.
- The customer makes a purchase in your store after a day of being marked Inactive. The action of making a purchase would transition them from being Inactive to Active.
When adopting new terminology and understanding new roles for your customers, it can be a bit confusing at first, so here is a quick recap of each status.
A person in your account is either Active or Inactive.