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The Drip Campaign Playbook: 9 Plug-and-Play Emails to Nurture and Retain Customers
The Drip Campaign Playbook gives you 9 specific, actionable email ideas that show you exactly how to automate follow-up, build trust, and retain customers.
Beyond the Blueprint: Putting Ideas Into Action
In our last Radiant Report, "
The 9 Plug-and-Play Emails for Your Drip Campaigns
1. The Welcome Sequence
Purpose: Engage and educate new prospects right after they sign up or inquire.
What to include:
Email 1: The "Founder's Mission" Email: A personal welcome explaining why the business exists. Its purpose is to build an immediate human connection that goes beyond a simple product or service.
Example Email – The "Founder's Mission" Welcome Email
Subject: Welcome to Apex Financial Partners
Hi Bill,
Welcome, and thank you for subscribing.
I started Apex Financial Partners in 2007 for a simple reason: I believe the entrepreneurs and professionals building their own businesses deserve financial clarity, not complexity. For too long, I saw talented people navigating their most important financial decisions with more questions than answers.
My mission here is to provide clear, direct guidance that empowers you to move forward with confidence. This isn't about confusing jargon or one-size-fits-all advice; it's about building a smart, durable financial foundation for your business and your life. I want to learn about you and have you learn about us. As a new client, I want to emphasize how important it is for you to reach out with any questions you have or information you want us to share with you. Think of us not only as your financial advisor but also as a resource for expanding your financial education.
I along with the rest of our team are glad you're here.
All the best,
John Smith
Founder, Apex Financial Partners- Email 2: The "Most Common Question" Email: Proactively answer the #1 question you get from new prospects. This demonstrates empathy and provides immediate value by showing you understand their needs before they even ask.
- Email 3: The "Quick Win" Email: Offer a single, valuable tip, checklist, or resource they can use right away. This builds trust and quickly establishes your expertise without asking for anything in return.
2. New Customer Onboarding Sequence
Purpose: Reinforce buyer confidence and reduce buyer’s remorse.
What to include:
- Email 4: The "Here's What to Expect" Email: Provide a clear timeline, a checklist of the next steps, or a guide to their first week. This provides clarity and manages expectations perfectly.
Email 5: The "Did You Know?" Pro-Tip Email: Share a best practice or a little-known feature of your product or service to help them get more value and feel like an insider.
Example Email – Plumbing Pro-Tip
Subject: A Quick Pro-Tip to Protect Your Home
Hi Mrs. Brown,
Now that your recent plumbing issue is resolved, we wanted to share a quick tip that can help you spot hidden leaks in the future, often before they become major problems.
Did you know your water meter is one of the best leak detectors you have? Here’s a simple 2-minute check you can perform every few months:
1. Make sure every faucet, appliance, and water source in your home is turned off.
2. Locate your water meter and take a look at the dial. Most meters have a small triangle or a small dial that spins when water is flowing.
3. If that little dial is moving at all, even very slowly, you likely have a hidden leak somewhere in your system.
Catching these small issues early can save you from significant water damage down the road. It’s a small step that provides big peace of mind.
If you ever perform this check and find that the meter is running, don't wait. Give us a call, and our team will help you pinpoint the source.
Best regards,
The Team at Precision Plumbing & Leak- Email 6: The "How Are We Doing?" Feedback Email: Send a simple, automated request for feedback a week or two into the engagement. This shows you care about their experience and are committed to quality service.
3. The Re-Engagement or Reactivation Sequence
Purpose: Reconnect with leads or customers who’ve gone cold.
What to include:
- Email 7: The "No-Strings-Attached Resource" Email: Send a link to a new, genuinely helpful article, case study, or tool without a sales pitch. The goal is simply to be helpful and stay top-of-mind.
- Email 8: The "We've Made Some Changes" Update: Announce a new service, an improvement, or a new approach that might be relevant to their original interest and could reignite the conversation.
- Email 9: The "Is This Goodbye?" Gentle Breakup Email: This is a final, friendly email asking if they'd like to remain on the list. It helps clean your list of unengaged contacts and sometimes prompts a valuable response.
Final Thoughts
Effective drip campaigns are about building a trusting relationship over time through consistent, valuable communication—not just selling. By automating these key touchpoints, you can ensure every lead and customer feels seen and supported, giving you more time to focus on what you do best.
If your business isn’t using drip campaigns, you’re likely leaving revenue, loyalty, and opportunity on the table.
Need help implementing these ideas or others? RadiantPath Advisors can help you design, write, and automate your first drip campaign or create a custom strategy for your specific needs. Contact us for a free assessment.
