Drip, an email and marketing automation tool, recently launched a redesign and repositioning of their service:
The colors aren’t important. What’s important is how Drip changed its self-image. Here’s the important bit from their new manifesto:
At Drip, our focus is on driving consumer sales, not B2B sales teams. We’ll give you the tools Amazon has, but in a way that lets you listen, not track. Understand, not target. Market to, not market at. Energize, not manipulate.
It’s a CRM built by and for ecommerce specifically. We call it ECRM and it’s a whole new way to build better, mutually-beneficial relationships with your customers, at scale.
This is a big shift from how Drip described itself previously. I use Drip, and I’ve used it for e-commerce. However where I have seen in shine before was in a B2B context: Software-as-a-service business, consultants, info-product marketers.
I don’t know the strategy behind the latest shift. I do know that Drip was acquired by Leadpages, and they have some of the brightest people in the digital marketing space. If Clay Collons wants to start the “ECRM”, as well as the “Yahoo Finance of Cryptocurrency“, I’m sure he has sound reasons why.
What’s odd to me, is every time I’ve suggested Drip to a client, I’ve received the same objection.
Drip is opinionated about the formatting emails, more specifically the lack thereof. They don’t have an email ‘builder’ like Drip. They are firm believers that overly-designed emails don’t perform as well as emails that look like someone composed them in GMail.
I’m inclined to agree. In my experience, many business owners do not.
It makes sense. People believe that “people don’t read” on the internet, and that stunning visuals catch people’s attention. This may be the case, but catching people’s attention does not equal building trust or persuading people to make a purchase.
“Sure, that works in the B2B world.” I’ve heard. “But in e-commerce, you need to have fantastic looking emails.
That may be true for some stores, but I don’t think it holds true as often as people think. In every email test I’ve ever run, the simpler email won. Hubspot has done some research on this topic: Plain Text vs. HTML emails, which performs better? Some key takeaways from that article:
So, I feel that unless there is compelling evidence otherwise, this argument against using Drip for your Shopify store.
However, I feel like with the easy workflow tools, Drip warrants consideration. It’ll be interesting to see what new features they launch, and how it compares with other solutions like Klaviyo and Mailchimp.