Drip Campaign

A drip campaign is a set of emails that go out one after another on a timer. Someone joins your mailing list and the first message arrives a minute later, the second two days after, and the third the following week. Nobody presses send, because the order and the gaps were decided once and the software repeats them for every new person.

The one most shops meet first is the abandoned basket. A customer puts a pair of shoes in the cart, gets called away and closes the tab, so an hour later a short email asks if they still want them. If nothing happens, a second one goes out the next day and names the size still sitting on the shelf. That second message brings back most of the orders you recover, and most shops never send it.

Timing is the whole skill. Send too soon and it feels like you were watching over the customer's shoulder, but wait too long and the shoes came from somewhere else. A shape that suits most trades is one hour, then a day, then three days, then stop, because four messages is usually the ceiling. Linkysoft asks shop owners to judge a sequence by the unsubscribe line, not the sales line, since an address you burn does not come back.

Automation starts sounding like a machine at a very exact point. It happens when every message opens the same way, repeats the same offer in new words and ends with the same button. So read all four out loud in a row, and if they sound like one form letter sent four times, rewrite them. Name the real product, change the length, and let the last one be two lines saying the basket is about to be emptied.

None of that writing is safe to send until the plumbing is right, because the run must stop the second the person buys. That only works if the shop and the mail tool read the same order table, which is why Storek keeps the basket and the customer record together. When Linkysoft adds a sequence to a web application, the stop rule gets tested before a single line of copy is written. The reason is that a customer who has already paid and still gets chased about the same basket does reply, and not warmly.