Email Marketing Mastery: How Drip Campaigns and Automation Generate 4-10x Higher Response Rates in 2025
Email marketing delivers an extraordinary $21 return for every dollar spent—making it the highest-ROI digital marketing channel available to small businesses in 2025 GetResponse. Yet 64% of small businesses still struggle to implement effective email campaigns, missing substantial revenue opportunities. The difference between businesses that generate consistent email revenue and those that don't comes down to one strategic approach: drip campaigns and automation. These systematized email sequences nurture leads 4-10 times more effectively than one-off email blasts, converting prospects into customers through timed, relevant messaging. For luxury brands in San Francisco and beyond, mastering drip campaigns means building relationships that reflect your brand sophistication while automating processes that previously consumed hours weekly.
What Are Email Drip Campaigns? (The Foundation Explained)
Defining Drip Campaigns in Plain Language
Imagine you meet a potential client at a San Francisco networking event. You wouldn't immediately launch into a sales pitch, demand their credit card, and expect a purchase. Instead, you'd have a conversation, share insights, demonstrate expertise, build trust, and gradually move toward a business relationship.
Email drip campaigns replicate this natural relationship-building process at scale. They're pre-written email sequences sent automatically based on triggers (someone subscribes, downloads a resource, abandons a cart) or time intervals (Day 1, Day 3, Day 7).
The "drip" metaphor is intentional—these campaigns deliver information gradually, like water dripping from a faucet, rather than overwhelming recipients with everything simultaneously. Each email serves a specific purpose in moving prospects through your marketing funnel.
Core Components of Drip Campaigns:
Trigger Event: What initiates the sequence (subscription, purchase, abandoned action)
Email Sequence: Series of 3-10 emails with specific goals
Timing: Strategic intervals between emails (hours, days, weeks)
Content Progression: Each email builds on previous messages
Call-to-Action (CTA): Clear next step for recipients
The Psychology Behind Why Drip Campaigns Work
Human decision-making rarely happens instantaneously, especially for luxury purchases or professional services. Research from invespCRO demonstrates that nurtured leads make 47% larger purchases than non-nurtured leads Campaign Monitor.
Why? Because drip campaigns leverage three psychological principles:
1. Mere Exposure Effect: Repeated exposure to your brand increases familiarity and positive associations. Each email reinforces your positioning.
2. Reciprocity: When you provide valuable content without immediate asks, recipients feel compelled to reciprocate—often through purchases or referrals.
3. Commitment and Consistency: Small progressive actions (opening emails, clicking links, downloading resources) build commitment that naturally progresses to larger actions like purchases.
For luxury brands, these principles are amplified. Your clientele expects sophisticated communication that respects their intelligence and time. Drip campaigns allow you to deliver exactly that—educational, valuable content that positions your brand as the obvious choice when they're ready to purchase.
Email Automation vs. Drip Campaigns: Understanding the Difference
Automation is the Infrastructure, Drip Campaigns are the Strategy
These terms are often used interchangeably, but understanding the distinction helps you build more effective systems:
Email Automation is the broad technology that sends emails automatically based on triggers, behaviors, or schedules. It's the infrastructure powering multiple email marketing activities.
Drip Campaigns are a specific application of automation—sequential messages designed to nurture leads over time toward specific goals.
Think of automation as your email marketing engine, and drip campaigns as one route that engine can travel.
H3: Types of Email Automation for Luxury Businesses
1. Welcome Series (High Priority)
Trigger: New email subscriber
Goal: Introduce brand, set expectations, deliver initial value
Typical Sequence: 3-5 emails over 7-10 days
Luxury Application: Share brand story, showcase craftsmanship, educate about your approach
Example for San Francisco Optical Boutique:
Email 1 (Immediate): Welcome, introduce founder, offer complimentary style consultation
Email 2 (Day 3): Education on independent frame designers vs. mass-market brands
Email 3 (Day 7): Customer spotlight featuring local San Francisco clients
Email 4 (Day 10): Exclusive invitation to private trunk show
2. Abandoned Cart Recovery
Trigger: Items added to cart but purchase incomplete
Goal: Recover lost revenue by addressing objections
Typical Sequence: 3 emails over 3-7 days
ROI Impact: Recovers 10-15% of abandoned carts on average
Luxury Brand Considerations: Price objections rarely drive luxury cart abandonment. More common reasons include:
Wanting to consult with partner/spouse
Comparing options across multiple brands
Desire for more product information
Concern about online purchase for luxury item
Your sequence should address these sophisticated concerns rather than offering discounts (which can damage luxury positioning).
3. Post-Purchase Follow-Up
Trigger: Completed purchase
Goal: Enhance customer experience, encourage reviews, generate referrals
Typical Sequence: 4-6 emails over 30-60 days
Luxury Application: White-glove service communication
Example Sequence:
Email 1 (Immediately post-purchase): Order confirmation with delivery expectations
Email 2 (Product arrives): Care instructions, exclusive ownership guide
Email 3 (7 days post-delivery): Check-in, invite feedback
Email 4 (14 days): Request review/testimonial
Email 5 (30 days): Complementary product recommendations
Email 6 (45 days): Referral program invitation
4. Re-engagement Campaigns
Trigger: No email opens or website visits for 60-90 days
Goal: Reactivate dormant subscribers before they forget your brand
Typical Sequence: 2-3 emails over 10 days
Decision Point: If still no engagement, remove from active list (improves deliverability)
5. Birthday/Anniversary Campaigns
Trigger: Customer birthday or purchase anniversary
Goal: Strengthen relationship, drive repeat purchases
Luxury Application: Personalized offers that feel special, not spammy
The 2025 Data: Why Drip Campaigns Outperform Broadcast Emails
Statistical Evidence from Current Research
Response Rate Comparison:
Segmented drip campaigns: 38% click-through rate
Non-segmented broadcast emails: 4.5% click-through rate
Performance difference: 8.4x higher engagement Chad Wyatt Email Stats
Revenue Impact:
Lead nurturing emails: 4-10x higher response rate than email blasts
Nurtured leads: Make 47% larger purchases than non-nurtured leads
ROI for small business: $21+ returned for every $1 spent (for businesses spending under $100/month) Campaign Monitor
Adoption Statistics:
64% of small businesses currently use email marketing for customer outreach
73% of SMBs lack confidence in their marketing strategy but recognize email's potential
78% of consumers check email before engaging with any other platform 11 Agency B2B Stats
Why San Francisco Luxury Businesses Benefit Disproportionately
San Francisco's market presents unique advantages for email marketing:
1. Digital-Savvy Affluent Population: Bay Area consumers are early technology adopters who expect sophisticated digital experiences but value genuine personalization.
2. High Purchase Consideration Timelines: Luxury purchases—whether eyewear, dental work, or professional services—require longer decision-making periods. Drip campaigns fill this nurturing gap.
3. Referral-Driven Markets: San Francisco's interconnected professional networks mean satisfied customers become brand advocates. Post-purchase drip campaigns systematically convert customers into referral sources.
4. Premium Price Justification: Drip campaigns allow you to educate prospects on value differentiation—why your $800 frames outperform $200 alternatives, why your methodology delivers superior results.
Building a High-Converting Drip Campaign: Step-by-Step Framework
Step 1 - Define Your Campaign Goal and Audience
Every effective drip campaign starts with clarity on two questions:
What specific action do you want recipients to take? (Book appointment, purchase product, attend event, download resource)
Who exactly are you communicating with? (New subscribers, past customers, event registrants, specific service interest)
Example Goal Statements:
"Convert new optical boutique subscribers into first-time appointment bookings within 14 days"
"Increase trunk show attendance by nurturing event registrants over 3 weeks pre-event"
"Reactivate past customers who haven't purchased in 12+ months"
Vague goals produce vague results. Specific goals enable measurement and optimization.
Step 2 - Map the Customer Journey and Identify Emotional States
Luxury purchases involve distinct psychological phases:
Phase 1 - Awareness: "I need a solution, but I'm researching options"
Emotional State: Curious but cautious
Email Content: Educational, non-salesy, establish expertise
Example: "5 Signs It's Time for Progressive Lenses (And What to Expect)"
Phase 2 - Consideration: "I'm comparing specific providers"
Emotional State: Analytical, seeking differentiation
Email Content: Showcase unique approach, credentials, customer results
Example: "Why San Francisco's Discerning Eyewear Enthusiasts Choose Independent Boutiques"
Phase 3 - Decision: "I'm ready to commit if final concerns are addressed"
Emotional State: Excited but need reassurance
Email Content: Social proof, guarantees, ease of next step
Example: "Meet Five San Francisco Professionals Who Found Their Signature Style Here"
Phase 4 - Post-Purchase: "I want confirmation I made the right choice"
Emotional State: Hopeful, seeking validation
Email Content: Care instructions, insider tips, community building
Example: "Your Exclusive Guide to Maintaining Hand-Crafted Japanese Titanium Frames"
H3: Step 3 - Write Compelling Email Copy That Reflects Luxury Positioning
Subject Line Formula for Luxury Brands:
Avoid: "HUGE SALE! 50% OFF EVERYTHING!!!" (screams desperation)
Use: "An Invitation: Private Trunk Show with Italian Designer Marco Liguori"
Use: "The Difference Between Good and Exceptional: A Frame Buyer's Perspective"
Use: "Your Progressive Lens Guide: What San Francisco Professionals Need to Know"
Body Copy Principles:
Open with empathy: Acknowledge their situation or question
Provide genuine value: Education, insights, exclusive information
Use sophisticated language: Without being pretentious
Include specific details: Vague claims lack credibility
Single clear CTA: Multiple asks confuse and reduce conversion
Example Email (Optical Boutique Welcome Series, Email 2):
Subject: The Story Behind the Frames You Won't Find at LensCrafters
Hi [First Name],
Yesterday I walked through Union Square and passed three optical chains within two blocks. Every storefront displayed the same mass-market brands. The same frames you'll find in every mall from San Francisco to Miami.
Here's what those stores don't tell you: about 80% of the eyewear market is controlled by a single Italian company. The frames might carry different brand names, but they're produced in the same factories, using the same materials, sold at artificially inflated prices.
We built [Boutique Name] differently.
For the past 15 years, I've personally traveled to Milan, Paris, and Tokyo to discover independent frame designers most San Franciscans have never heard of. These artisans craft fewer than 2,000 pieces annually—not because they can't scale, but because they refuse to compromise.
The Japanese titanium collection we just received? The designer hand-selects every sheet of metal, ensuring zero imperfections. Each frame requires 200+ individual steps to complete.
That's why our clients—tech executives, designers, attorneys—wear frames nobody else in their office has. Because what you wear on your face shouldn't be what everyone else is wearing.
This Thursday at 4pm, I'm hosting a private 45-minute consultation for new clients. We'll discuss your style, your needs, and whether our approach resonates with you. No obligation, no sales pressure. Just a conversation about eyewear most people never get to see.
Reserve your time here: [Calendar Link]
Sincerely,
[Founder Name]
Why This Works:
Opens with shared San Francisco context (Union Square reference)
Educates about industry reality (Luxottica monopoly)
Establishes differentiation (independent designers, personal curation)
Uses specific details (200+ steps, Japanese titanium)
Positions consultation as exclusive opportunity, not sales pitch
Single clear CTA
Real-World Drip Campaign Blueprint: San Francisco Event Promotion
Let me walk you through a complete, actionable drip campaign you can adapt for your business.
Scenario: High-end dental practice hosting "Smile Design Evening"—educational event about cosmetic dentistry with complimentary consultations. Target: 50 attendees from existing patient database and new inquiries.
Timeline: 4-week campaign
Week 4 (28 days before event): Announcement Email
Subject: You're Invited: An Evening Exploring the Art and Science of Smile Design
Key Elements:
Event overview: What, when, where, why attending matters
Guest speaker credentials (visiting cosmetic dentist from Beverly Hills)
Early RSVP incentive (priority consultation scheduling)
Limited capacity messaging (50 seats available)
CTA: RSVP for Your Reserved Seat
Send: Tuesday 10am (best email open rate timing)
Week 3 (21 days before): Educational Value Email
Subject: What Modern Cosmetic Dentistry Can (and Can't) Actually Achieve
Key Elements:
Preview of topics being covered at event
Debunk common myths about veneers, whitening, etc.
Share before/after case study (with patient permission)
Mention speaker will answer questions personally
CTA: Secure Your Seat—Limited Spots Remaining
Send: Thursday 2pm
Week 2 (14 days before): Social Proof Email
Subject: Why San Francisco Professionals Are RSVPing for November 12th
Key Elements:
Testimonials from past event attendees
List of professional demographics attending (tech executives, attorneys, physicians)
Event agenda with specific session topics
Mention seats 70% full
CTA: Join Your Peers—RSVP Today
Send: Tuesday 10am
Week 1 (7 days before): Urgency Email
Subject: Final Week: Only 8 Seats Left for Smile Design Evening
Key Elements:
Recap event highlights
Emphasize scarcity (8 seats remaining)
Introduce urgency (registration closes Friday)
Share what attendees will take home (custom smile analysis, consultation offer)
CTA: Claim Your Seat Now
Send: Monday 9am
3 Days Before: Logistics Email (Registrants Only)
Subject: Your Smile Design Evening Details—See You Thursday!
Key Elements:
Event address with parking instructions
What to bring (nothing required)
Event timeline (6:00pm arrival, 8:30pm conclusion)
What to expect (30-minute presentation, 15-minute Q&A, consultations available)
Contact info for questions
CTA: Add to Calendar [Calendar Link]
Send: Monday 4pm
Post-Event: Same Day Thank You
Subject: Thank You for Joining Us Tonight
Key Elements:
Gratitude for attendance
Link to presentation slides
Offer to schedule consultation if they haven't yet
Request feedback
CTA: Schedule Your Complimentary Consultation
Send: Thursday 10pm (same evening)
Post-Event +3 Days: Consultation Booking Push
Subject: Reserved: Your Complimentary Smile Design Consultation (Expires November 30)
Key Elements:
Reminder of consultation offer (exclusive to event attendees)
Expiration date for booking (creates urgency)
Simplified online scheduling
CTA: Book Your Preferred Time
Send: Sunday 6pm
Campaign Results to Expect:
Email 1 (Announcement): 35-40% open rate, 8-12% click rate, 15-20 initial RSVPs
Email 2 (Educational): 30-35% open rate, 6-10% click rate, 8-12 additional RSVPs
Email 3 (Social Proof): 32-37% open rate, 10-15% click rate, 10-15 additional RSVPs
Email 4 (Urgency): 40-45% open rate (urgency drives opens), 12-18% click rate, 5-8 final RSVPs
Total Campaign: 45-55 event RSVPs from list of 300-400 contacts (11-18% conversion rate)
Advanced Drip Campaign Strategies for Maximum Impact
Segmentation: The Multiplier Effect
Generic email campaigns treating all subscribers identically underperform dramatically. Segmented campaigns generate 38% CTR compared to 4.5% for non-segmented Chad Wyatt.
Segmentation Variables for Luxury Businesses:
1. Engagement Level
Highly Engaged: Opened 50%+ of recent emails → Send exclusive offers, insider content
Moderately Engaged: 20-50% open rate → Send educational content, re-engagement campaigns
Disengaged: <20% open rate → Send win-back campaign or remove from list
2. Purchase History
First-time customers: Post-purchase care, referral requests
Repeat customers: VIP treatment, early access, loyalty rewards
Non-purchasers: Extended nurture sequences, objection-addressing content
3. Service/Product Interest
Optical example: Progressive lens inquiries vs. sunglasses vs. children's eyewear
Each segment receives customized content addressing specific needs
4. Geographic Location
San Francisco-specific content (Union Square boutique mentions, Bay Area lifestyle references)
vs. broader California or national messaging
5. Demographic Data
Age-appropriate product recommendations
Professional context (corporate professionals vs. creatives vs. medical professionals)
H3: Behavioral Triggers: Dynamic Automation That Responds to Actions
Website Behavior Triggers:
Visited pricing page 3+ times → Email: "Questions About Our Services? Let's Talk"
Downloaded specific resource → Email sequence related to that topic
Viewed product repeatedly without purchasing → Email addressing common objections
Email Engagement Triggers:
Clicked link about specific service → Follow-up email deepening that topic
Opened multiple emails in 24 hours → Email with direct consultation offer
Didn't open last 3 emails → Send different subject line style or time
Purchase Behavior Triggers:
Purchased Item A → Recommend complementary Item B in follow-up
High-value purchase → Immediate white-glove service sequence
Repeat purchaser → Invitation to exclusive loyalty program
Tools and Platforms: What San Francisco Luxury Businesses Should Use
Email Marketing Platform Comparison for Small Businesses
Mailchimp
Best For: Businesses new to email marketing
Pricing: Free up to 500 contacts, $13-299/month paid tiers
Luxury Brand Fit: ⭐⭐⭐ (3/5) - Templates can look generic
Automation Capability: Good for basic drip campaigns
San Francisco Advantage: Headquartered in Atlanta but widely used locally
Klaviyo
Best For: E-commerce businesses with online sales
Pricing: Free up to 250 contacts, $20-1,700/month scaled pricing
Luxury Brand Fit: ⭐⭐⭐⭐⭐ (5/5) - Sophisticated segmentation
Automation Capability: Excellent, highly customizable
Recommendation: Top choice for luxury e-commerce
HubSpot
Best For: Service businesses needing CRM + email integration
Pricing: Free tier available, $15-3,600/month for full platform
Luxury Brand Fit: ⭐⭐⭐⭐ (4/5) - Professional but can be complex
Automation Capability: Exceptional workflow builder
Recommendation: Best for businesses wanting all-in-one platform
ActiveCampaign
Best For: Businesses prioritizing automation sophistication
Pricing: $15-259/month based on contacts
Luxury Brand Fit: ⭐⭐⭐⭐ (4/5) - Powerful but requires setup time
Automation Capability: Industry-leading
Recommendation: Best automation-to-price ratio
ConvertKit
Best For: Content creators, professional service providers
Pricing: Free up to 300 subscribers, $9-1,800/month
Luxury Brand Fit: ⭐⭐⭐ (3/5) - Simple aesthetic
Automation Capability: Good for content-based sequences
Recommendation: Solid choice for consultants, coaches, solo practitioners
Common Drip Campaign Mistakes Luxury Brands Must Avoid
The 7 Deadly Sins of Email Automation
1. Over-Emailing
Mistake: Sending daily emails because "more touches = more sales"
Reality: Email fatigue leads to unsubscribes and spam complaints
Luxury Standard: 1-2 emails weekly maximum for nurture campaigns; daily only for time-sensitive event countdowns
2. Under-Delivering Value
Mistake: Every email is a sales pitch
Reality: Recipients tune out purely promotional content
Luxury Standard: 80/20 rule—80% value-driven education, 20% promotional offers
3. Ignoring Mobile Optimization
Mistake: Designing emails only for desktop viewing
Reality: 60%+ of emails opened on mobile devices
Luxury Standard: Test every email on iPhone/Android before sending
4. Generic Personalization
Mistake: Only using first name ("Hi [First Name]")
Reality: True personalization references past interactions, interests, behaviors
Luxury Standard: "I noticed you visited our Italian frame collection last week..."
5. Weak Subject Lines
Mistake: Boring, vague subjects ("Newsletter #47")
Reality: Subject line determines if email gets opened
Luxury Standard: Curiosity + benefit + sophistication
6. No Clear Call-to-Action
Mistake: Multiple asks or no clear next step
Reality: Decision paralysis reduces conversions
Luxury Standard: One primary CTA, visually prominent, action-oriented language
7. Failing to Test and Optimize
Mistake: "Set it and forget it" approach
Reality: Email performance varies by audience; testing identifies improvements
Luxury Standard: A/B test subject lines, send times, CTAs monthly
Measuring Success: Metrics That Matter for Drip Campaigns
Key Performance Indicators to Track
1. Open Rate
Industry Benchmark (2025): 21-25% average for small business
Luxury Brand Target: 30-40% (smaller, more engaged lists)
What It Measures: Subject line effectiveness, sender reputation, list health
Red Flag: <15% suggests deliverability issues or list quality problems
2. Click-Through Rate (CTR)
Industry Benchmark: 2.5-3.5% average
Luxury Brand Target: 5-10%
What It Measures: Content relevance, CTA effectiveness
Red Flag: <1% indicates content misalignment with audience interests
3. Conversion Rate
Industry Benchmark: 1-3% (varies widely by industry)
Luxury Brand Target: 3-8% for well-targeted campaigns
What It Measures: Ultimate campaign effectiveness
Calculation: (Conversions / Emails Delivered) x 100
4. List Growth Rate
Healthy Growth: 3-5% monthly
What It Measures: Marketing effectiveness attracting new subscribers
Calculation: [(New Subscribers - Unsubscribes) / Total Subscribers] x 100
5. Email ROI
Industry Average: $21 returned per $1 spent
What It Measures: Financial effectiveness of email program
Calculation: [(Revenue from Email - Email Costs) / Email Costs] x 100
6. Unsubscribe Rate
Healthy Rate: <0.5% per campaign
Red Flag: >2% indicates serious content or frequency problems
Luxury Context: Low unsubscribe rate reflects relevant, valuable content
Conclusion: Email Marketing as Your Always-On Sales Team
Drip campaigns and email automation represent the closest thing small businesses have to cloning their best salesperson. These sequences work 24/7, nurturing prospects while you sleep, following up consistently without forgetting, and delivering personalized experiences at scale.
For San Francisco's luxury businesses competing in markets where personal relationships drive sales, email marketing bridges the gap between boutique personalization and scalable growth. You maintain the sophistication and attention to detail your brand demands while reaching hundreds or thousands of prospects simultaneously.
The businesses thriving in 2025 aren't those with the largest email lists—they're those with the most strategic email systems. Start with one simple drip campaign: a welcome series for new subscribers. Refine it based on open rates and feedback. Then expand to post-purchase sequences, event promotion campaigns, and re-engagement efforts.
Your email marketing sophistication should match your brand sophistication. Generic templates and generic messaging won't cut it for luxury positioning. But well-crafted drip campaigns that educate, inspire, and genuinely serve your audience? Those build the relationships that drive sustainable revenue.
Remember: Your brand isn't average, so why should your marketing be? Visit Lens on Luxury to discover how we help luxury businesses build email marketing systems that reflect their brand excellence.
About the Author: Tracey Bauer is the founder of Lens on Luxury, specializing in AI-powered digital marketing for luxury small businesses. With 32 years of optical industry experience and extensive training in marketing automation, Tracey helps San Francisco Bay Area businesses implement sophisticated email campaigns that drive measurable results.
Ready to build email drip campaigns that convert? Contact Lens on Luxury for a complimentary email marketing audit.
FAQ SECTION (8 Questions)
1. What is a drip campaign in email marketing?
A drip campaign is a series of pre-written, automated emails sent to subscribers based on specific triggers (like signing up for your list) or time intervals (Day 1, Day 3, Day 7). The "drip" refers to delivering information gradually over time rather than all at once, nurturing prospects through educational content that builds trust and eventually drives conversions.
2. How many emails should be in a drip campaign?
Most effective drip campaigns contain 3-7 emails, though this varies by goal. Welcome series typically include 3-5 emails over 7-10 days. Event promotion campaigns might use 5-7 emails over 3-4 weeks. Post-purchase sequences often extend to 6-8 emails over 30-60 days. The key is providing enough touchpoints to nurture leads without overwhelming recipients.
3. What's the ROI of email marketing for small businesses in 2025?
Small businesses spending $100 or less monthly on email marketing report an average ROI of $21 for every dollar spent—higher than any other digital marketing channel. Segmented drip campaigns achieve 38% click-through rates compared to 4.5% for non-segmented emails, and nurtured leads make 47% larger purchases than non-nurtured leads.
4. How often should I send emails in a drip campaign?
For luxury brands, 1-2 emails per week maintains engagement without causing fatigue. During time-sensitive promotions (event countdowns, limited offers), daily emails for 3-5 days are acceptable. The key is consistent value delivery—subscribers tolerate higher frequency when content genuinely serves their interests rather than purely promoting products.
5. What email marketing platform is best for luxury small businesses?
Klaviyo offers the best combination of sophistication and luxury brand fit for e-commerce businesses. HubSpot excels for service businesses needing CRM integration. ActiveCampaign provides the best automation-to-price ratio. The right choice depends on your business model, technical comfort level, and integration requirements with existing systems.
6. Can I use AI to write drip campaign emails?
Yes, AI tools like ChatGPT, Jasper, and Claude can significantly accelerate email copywriting when used strategically. However, luxury brands must heavily edit AI-generated content to maintain sophisticated brand voice and include specific details that demonstrate genuine expertise. Use AI for first drafts and structural frameworks, not final copy.
7. How do drip campaigns work for luxury brands without discounting?
Luxury drip campaigns focus on education, exclusivity, and relationship-building rather than price promotions. Emails provide insider knowledge, behind-the-scenes access, designer stories, craftsmanship details, and exclusive opportunities (private trunk shows, early access, VIP consultations). Value comes from the experience and information, not discounts.
8. What metrics indicate a successful drip campaign?
For luxury brands, target 30-40% open rates, 5-10% click-through rates, and 3-8% conversion rates on well-targeted campaigns. More importantly, track revenue per email sent and customer lifetime value from email-acquired customers versus other channels. Email should generate 20-30% of total revenue for businesses with mature email programs.
