Want to earn repeat business all year for your health and wellness subscription business? Learn how drip campaigns can help keep your customers coming back for more.
If you’re in the health and wellness space, you sell much more than a set of products — you sell a lifestyle.
The data says that subscription-based brands experience an average drop-off rate (that’s customers who abandon their subscriptions) of 5.6%.
Your customers thrive when they have constant access to your products and services, which means you’ll need a way to keep them tuned in and invested in your brand. The question is, how do you keep those customers coming back after their first purchase?
Drip campaigns are the answer. If you’re new to the world of marketing, you may not be familiar with the term, but don’t worry, we’ll lay out all the details.
Read on to learn more about drip campaigns, including how they work and how to make them work for your health and wellness brand.
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Simply put, drip campaigns are a series of messages you set up to send automatically to your contacts over time — whether it’s days, weeks, or months after a trigger event (like someone signing up to receive your texts).
In the text marketing industry, drip campaigns are also called “autoresponders.”
Why do we recommend drip campaigns specifically? There are a few reasons.
Now that you’re an expert on setting up drip campaigns, the question remains, how do they fit into a strong health and wellness marketing strategy?
When thinking about turning one-time purchasers into loyal recurring customers, keep a few key priorities in mind.
Once you’ve got your priorities firmly in mind, you can start to shape your drip campaign strategy.
Here are a few ways to encourage recurring sales using drip campaigns.
If you run an online store, it pays to know what, when, and how often your customers buy from you.
Choose an SMS platform that allows you to integrate with tools like Shopify to keep track of purchases. You can then send targeted messages to buyers based on what they bought last to encourage them to refill or reorder their chosen product.
The average cart abandonment rate in e-commerce is right around 70%. Over time, that represents a lot of lost revenue.
Luckily, texts are a fast, effective way to catch the attention of shoppers who abandoned their cart and remind them to come back and snag their favorite product.
Instead of just sending one abandoned cart text message, schedule a series of messages designed to follow up if the shopper doesn’t respond to the first message. Here’s an example workflow:
Of course, part of keeping customers around long-term is rewarding the ones who keep their subscriptions active.
Set up a text to congratulate the customers who stick around and offer them a discount or free product along with it.
You can also use texts to cross-sell and introduce existing customers to their future favorite products. Once you know what each customer tends to buy, set up texts to draw their attention to other products they might like.
Those are the basics of why and how to use drip campaigns for your wellness business’ marketing efforts, but now it’s time to get into how to set up your campaign.
The process varies depending on which SMS platform you use, but here’s how it works at SimpleTexting.
The health and wellness e-commerce space is unique among online businesses.
Where other online stores can serve their customers with one-off purchases, wellness subscriptions designed to support a healthy lifestyle can only really fulfill their mission and help their customers if those customers stick around for the long haul.
Thankfully, SMS marketing tools have evolved for exactly this purpose, and well-built drip campaigns can go a long way towards getting your consumer base to their goals — and they can help you keep your revenue up, all with a few minutes of effort on your part.
Want to try SMS for your health and wellness business? Test drive SimpleTexting free for 14 days — no credit card required.
Lily is a content marketing specialist at SimpleTexting. She specializes in making helpful, entertaining video content and writing blogs that help businesses take advantage of all that texting has to offer. When she’s not writing or making TikToks, you can find Lily at roller derby practice or in a yoga studio in the Seattle area.More Posts from Lily Norton
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