{"id":21375,"date":"2016-02-22T09:18:18","date_gmt":"2016-02-22T15:18:18","guid":{"rendered":"https:\/\/crazyeggblog.wpengine.com\/?p=21375"},"modified":"2026-01-06T15:15:13","modified_gmt":"2026-01-06T23:15:13","slug":"irresistible-drip-campaign-emails","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/irresistible-drip-campaign-emails\/","title":{"rendered":"How To Write Absolutely Irresistible Drip Campaign Emails"},"content":{"rendered":"

Most email marketers are familiar with the drip campaign \u2014 <\/i> a series of triggered<\/strong> marketing emails to potential customers.<\/p>\n

Generally speaking, the goal of a drip campaign is to turn a subscriber into a customer.<\/p>\n

They are absolutely valuable<\/i> to your marketing efforts.<\/p>\n

But they\u2019re only as good as the emails you write.<\/p>\n

How do you create ultra-effective emails? How can your drip campaign move readers with purpose towards becoming customers? How do you write absolutely irresistible drip campaigns?<\/p>\n

Let me share with you the advice that has helped me. I\u2019ve seen these techniques reproduced in dozens of other effective drip sequences.<\/p>\n

I have no doubt that they will work for you.<\/p>\n

Understand How Drip Campaigns Fit Into Your Overall Marketing Campaign<\/h2>\n

I\u2019m only providing advice on one<\/i> component of your drip campaign \u2014 the writing.<\/p>\n

The way<\/i> you set up the drip campaign depends on your email marketing service. I\u2019m not getting into the technicalities in this article. Why? Because setting it all up depends on the service you use.<\/p>\n

The point that I want to make here is that you need to understand how your email drip campaign fits into your marketing efforts.<\/p>\n

Basically, you need to get clear on this: Have a goal, and focus on moving recipients towards that goal.<\/p>\n

Don\u2019t let the complexity of drip campaigns throw you off. Sure, there may be triggered actions, varying sequence rates, autoresponder snafus, and whatever. But regardless of the technical differences, focus on your goal.<\/p>\n

There are different types of drip campaigns. Your goal needs to be relevant to the type of drip campaign that you\u2019re using.<\/p>\n

\"types<\/p>\n

Source<\/a><\/em><\/p>\n

Each drip campaign should move to an eventual conclusion. This doesn\u2019t mean that you stop marketing to the prospect. Instead, it means that you move them to a final action point, which is presumably your goal.<\/p>\n

\"drip<\/p>\n

Source<\/a><\/em><\/p>\n

So, how exactly do you write these emails?<\/p>\n

Write Them All In One Session<\/h2>\n

Your drip campaign needs to have a unified feel to it.<\/p>\n

Even though your prospect is going to read the emails several days or weeks apart, try to create them all in one session.<\/p>\n

Why? Because it will be easier for you to remember how the sequence flows, what you wrote in the last email, what\u2019s coming up in the next email, etc.<\/p>\n

Additionally, make sure you\u2019ve diagrammed your drip campaign.<\/p>\n

\"drip<\/p>\n

These things can get pretty complicated, so sit down with a nice diagram and then <\/i>start writing.<\/p>\n

Don\u2019t Skimp On Quality<\/h2>\n

If you can\u2019t write, don\u2019t want to write, or don\u2019t think you have the time to write a drip campaign, please outsource it.<\/p>\n

Your campaign is an incredibly important part of your marketing process. You don\u2019t want low-quality work.<\/p>\n

Be willing to invest considerable resources into hire a professional who can do the job for you.<\/p>\n

Use Short Lines<\/h2>\n

I\u2019ve found that shorter lines, shorter words, and shorter emails work better for these email campaigns.<\/p>\n

Why? It all comes down to attention span.<\/p>\n

If your email is one of the 81 emails that the prospect has opened that day, they want the information quickly. <\/i>What do they need to know? What do they need to do?<\/p>\n

Shorter lines allow them to get that information as rapidly as possible.<\/p>\n

Stephen Esketzis is the king of short lines. His marketing emails often have one, two, or three words on a single line.<\/p>\n

It may seem disjointed, but in reality, this helps users move through the email quickly. They feel like it\u2019s moving along and they are making progress<\/b>. Plus, they are being pulled into the information.<\/p>\n

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It\u2019s smart, and it works.<\/p>\n

Short Emails Work Best<\/h2>\n

Most of the time, you want to write short emails.<\/p>\n

Normally, I produce massive blog articles<\/a>. These longform articles work best for me and my readers.<\/p>\n

But my emails? Different story.<\/p>\n

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I usually pull a few short paragraphs from the blog post, and that\u2019s it.<\/p>\n

Don\u2019t be afraid of long emails, though. It simply depends on your users.<\/p>\n

Ramit Sethi writes super long emails.<\/p>\n

\"900<\/p>\n

Some of these emails clock in at 1k+ words.<\/p>\n

I wouldn\u2019t read an email from my best friend if it was 1k words. But Ramit is different. This guy knows how to write emails.<\/p>\n

General rule of thumb:<\/p>\n