Email Marketing 101: Mastering Drip Campaigns and Automations
If you're running a bridge club or organizing tournaments, you've probably heard buzzwords like "drip campaigns" and "email automations" floating around marketing circles. These aren't just trendy terms reserved for Fortune 500 companies—they're accessible, powerful tools that can transform how you communicate with members, attract new players, and fill seats at your events. Whether you're promoting a weekly duplicate game or a major sectional tournament, understanding these automated email strategies can make the difference between empty tables and a waitlist.
Let's demystify these concepts and show you exactly how to implement them, even if you've never set up an automated email in your life.
What is a Drip Campaign? Understanding the Fundamentals
A drip campaign is a series of pre-written emails sent automatically on a predetermined schedule. The name comes from the gradual "drip" of information over time, similar to how a slow-drip coffee maker produces a richer brew than dumping all the grounds in at once. Instead of overwhelming your members with a single massive email containing every detail about your upcoming sectional, you deliver bite-sized, strategic messages that build anticipation and engagement.
Think of it as storytelling in chapters rather than trying to tell the entire novel in one sitting. Each email serves a specific purpose in moving your audience toward a desired action—whether that's registering for a tournament, renewing their membership, or attending a newcomer game.
The Core Benefits of Drip Campaigns for Bridge Organizations:
Drip campaigns allow you to nurture relationships with your members over weeks or months rather than hoping a single email blast does all the heavy lifting. You can provide timely, relevant information exactly when it's most useful—tournament details closer to the event date, not four weeks early when people will forget. These automated sequences keep your club consistently in members' minds without requiring you to remember to send each email manually. Perhaps most importantly, they significantly reduce your workload once the initial setup is complete.
Understanding Email Automations: The Bigger Picture
Email automation is the umbrella concept that includes drip campaigns. It refers to any email sent automatically based on specific triggers, schedules, or member behaviors. While drip campaigns follow a time-based sequence, other automations can respond to actions your members take.
Common Email Automation Examples for Bridge Clubs:
Welcome series for new members that introduces them to your club culture, game schedules, and mentorship programs. Membership renewal reminders triggered 30 days before expiration, then again at 15 days and 3 days. Game result follow-ups sent automatically after each session with personalized masterpoint updates. Inactive member re-engagement campaigns for players who haven't attended in 60 days. Post-tournament surveys requesting feedback while the experience is still fresh.
These automations work around the clock, nurturing relationships and handling administrative communication while you focus on actually running games and serving your members.
5 Essential Drip Campaign Strategies Every Bridge Club Should Use
1. The New Member Welcome Journey
Your welcome series is the digital equivalent of a warm handshake and club tour. Start with an immediate welcome email upon registration, follow up three days later with a guide to your facility and parking information, then send a "what to expect at your first game" email the day before they've indicated they'll attend. This structured approach reduces new member anxiety and significantly improves retention rates.
2. The Tournament Promotion Sequence
Begin promoting major tournaments six weeks out with a save-the-date announcement. Four weeks before, highlight your partnership desk and hotel block information. Two weeks out, showcase your invited speakers or special events. One week before, send logistics details and parking information. Two days before, deliver a "getting excited" message with schedule reminders. This graduated approach builds anticipation while delivering information when it's actually useful.
3. The Lapsed Member Re-Engagement Campaign
When members go inactive, an automated sequence can bring them back. After 45 days of inactivity, send a friendly "we've missed you" message. At 60 days, offer a complimentary game or special returning member discount. At 90 days, conduct a brief survey to understand their absence. This systematic approach recovers members who might otherwise disappear entirely.
4. The Education Series for Improving Players
Create a monthly drip campaign delivering bidding tips, defensive strategy, or card play technique. Each email provides one digestible concept with examples. Over time, this positions your club as an educational resource and keeps even your best players engaged with valuable content between games.
5. The Annual Membership Renewal Sequence
Start renewal communications 60 days before membership expires with early-bird incentives. Send reminders at 30 days, 14 days, and 3 days before expiration. Include a post-expiration "please renew" message with any relevant grace period information. This systematic approach dramatically improves renewal rates compared to single-reminder approaches.
Drip Campaigns vs. One-Off Email Blasts: A Strategic Comparison
While single email announcements certainly have their place in your marketing toolkit, drip campaigns offer distinct advantages that make them superior for most communication objectives.
Consistent Engagement Over Time: A single email gets one shot at attention. If your member is traveling that day or their inbox is overwhelming, your message disappears into the void. Drip campaigns maintain presence across multiple touchpoints, increasing the likelihood your message is received when the recipient is actually ready to engage.
Personalized Journey Based on Actions: Advanced email platforms allow drip campaigns to branch based on recipient behavior. If someone clicks your tournament registration link but doesn't complete the process, an automated follow-up can address common objections or offer assistance. A single email blast can't adapt to individual behaviors.
Higher Conversion Rates Through Strategic Nurturing: Marketing research consistently shows that multiple touchpoints significantly outperform single contacts. A well-designed tournament promotion drip campaign might achieve 40-60% registration rates compared to 15-25% from a single announcement email.
Dramatically Reduced Long-Term Workload: Yes, setting up your first drip campaign requires more upfront investment than dashing off a quick email blast. However, once built, that campaign runs automatically for every future event with only minor tweaks needed. The time savings compound dramatically over months and years.
Setting Up Your First Drip Campaign: A Bridge Club Sectional Example
Let's walk through a practical example: promoting a three-day sectional tournament happening two months from now. This detailed timeline shows exactly what to send and when.
Week 8 (Two Months Before Event):
Email 1: Save the Date & Early Registration
Subject: "Mark Your Calendar: Spring Sectional Tournament - Early Bird Pricing Inside!"
Content: Brief tournament overview emphasizing dates, location, and general schedule structure. Highlight your early bird registration discount (perhaps $10-15 off) available only for the next three weeks. Include 2-3 compelling reasons to attend (guest speakers, special masterpoint events, partnership opportunities). Keep it concise and enthusiasm-focused rather than detail-heavy.
Week 6:
Email 2: Meet the Special Guests & Highlighted Events
Subject: "Exciting News: [Well-Known Player] Confirmed for Spring Sectional!"
Content: Spotlight any guest speakers, pro players offering lessons, or special events like a mentor-student game. Remind readers that early bird pricing expires in one week. Include testimonials from past attendees about what makes your sectional special. The goal is building excitement and perceived value.
Week 4:
Email 3: Detailed Schedule & Strategy for Masterpoint Hunting
Subject: "Spring Sectional Schedule Released + Maximize Your Masterpoint Opportunities"
Content: Provide the complete event schedule with session times, game types, and masterpoint awards for each event. Help players strategize which events offer the best opportunities for gold points, silver points, or overall masterpoint accumulation. Mention hotel room block details and transportation information. Note that regular pricing is now in effect but spots are filling up.
Week 2:
Email 4: Partnership Desk & Local Attractions
Subject: "Need a Partner? Plus Where to Eat & What to Do in [City Name]"
Content: Promote your partnership coordination service and provide instructions for requesting or offering partnerships. Since players often combine tournaments with mini-vacations, include recommendations for local restaurants, attractions, and activities. This email serves players who've already registered while continuing to convert fence-sitters.
Week 1:
Email 5: Final Logistics & Last-Chance Registration
Subject: "One Week Away! Your Spring Sectional Guide + Final Registration Reminder"
Content: Practical details players need: parking information, what time to arrive, what to bring, COVID policies if applicable, on-site food options, and any last-minute schedule adjustments. Create urgency for anyone who hasn't registered yet by noting limited spots or table availability.
Two Days Before:
Email 6: Get Excited Reminder
Subject: "48 Hours Until First Card! Last-Minute Details for Spring Sectional"
Content: Short, excitement-building message confirming they're all set. Quick bulleted list of essential information (where to check in, what time play starts, parking reminders). Consider including a "player guide" PDF attachment with maps, schedule, and useful information. The tone should convey "we've got everything handled and we're excited to see you!"
Post-Event (1-2 Days After):
Email 7: Thank You & Feedback Request
Subject: "Thanks for Making Spring Sectional a Success! Share Your Feedback"
Content: Express genuine appreciation for attendance and participation. Include links to results, photos if available, and a brief feedback survey (keep it to 5-7 questions maximum). Provide a save-the-date for your next major event. Consider offering a small incentive for survey completion, such as entry into a drawing for a free game.
Key Strategic Elements in This Campaign:
Each email delivers new, relevant information rather than repeating the same message. The tone progressively shifts from informational to excitement-building to urgent as the event approaches. Every message includes clear value propositions and specific calls-to-action. The sequence anticipates and answers questions as they naturally arise in the decision-making and planning process.
Essential Tips for Creating Successful Drip Campaigns
Segment Your Audience for Relevant Messaging: Not every member needs every message. Segment your lists based on playing experience (newcomers vs. Life Masters), geographic location (local vs. traveling members), or past behavior (previous sectional attendees vs. first-timers). Tailored messaging dramatically improves engagement rates.
Test and Optimize Continuously: Use A/B testing to compare subject lines, send times, and content approaches. Your email platform's analytics reveal which messages get opened, which links get clicked, and where people disengage. Use this data to refine your campaigns over time. You might discover your members respond much better to Tuesday morning sends than Friday afternoons, for example.
Mobile Optimization is Non-Negotiable: Over 60% of emails are now opened on mobile devices. Ensure your emails display beautifully on smartphones with single-column layouts, larger fonts, and touch-friendly buttons. Test every campaign on multiple devices before scheduling.
Personalization Goes Beyond First Names: Modern email platforms allow sophisticated personalization. Reference members' recent game attendance, congratulate them on masterpoint milestones, or recommend events based on their playing level. This targeted approach makes members feel valued as individuals rather than database entries.
Always Provide Clear Opt-Out Options: Besides being legally required, easy unsubscribe options actually improve your overall email performance. Recipients who don't want your messages hurt your deliverability rates and waste your efforts. It's far better to maintain a smaller, highly engaged list than a large list full of uninterested recipients.
Maintain Consistent Brand Voice and Visual Identity: Your emails should be immediately recognizable as coming from your club. Use consistent colors, logos, and writing style across all campaigns. This familiarity builds trust and improves open rates as members come to associate your emails with valuable information.
Choosing the Right Email Platform for Your Bridge Club
Several platforms work well for bridge clubs of different sizes and technical comfort levels. Mailchimp offers a generous free tier suitable for smaller clubs with straightforward automation capabilities. Constant Contact provides excellent customer support and user-friendly templates. For more advanced needs, platforms like ActiveCampaign or ConvertKit offer sophisticated segmentation and automation logic.
Most clubs will find success with tools in the $20-50 monthly range, which easily pays for itself through improved tournament attendance and membership retention.
Measuring Success: Key Metrics to Track
Don't just set up campaigns and forget them. Monitor these essential metrics to understand performance:
Open rates (percentage of recipients who open your emails) benchmark around 20-25% for most organizations. Click-through rates (percentage who click links in your emails) typically range from 2-5%. Conversion rates (percentage who complete your desired action like registering) vary widely by offer but should trend upward as you optimize. Unsubscribe rates should stay below 0.5% per campaign—higher rates indicate messaging problems.
Most importantly, track the ultimate business metrics: tournament registration numbers, membership renewals, and game attendance. If these improve after implementing drip campaigns, your efforts are succeeding regardless of intermediate email metrics.
The Transformative Power of Email Automation for Bridge Clubs
Drip campaigns and email automations represent one of the highest-return investments you can make in your bridge club's marketing infrastructure. They work around the clock to nurture relationships, promote events, and communicate with members—all while requiring minimal ongoing maintenance after initial setup.
The bridge community's demographic sweet spot (generally age 50+) is increasingly comfortable with email and appreciates well-organized, informative communication. By implementing strategic drip campaigns, you'll reduce your administrative burden while simultaneously improving member experience and event attendance.
Whether you're promoting a single-session club game or a major regional tournament, mastering automated email marketing will transform how you connect with your bridge community. Start with one simple campaign, learn from the results, and gradually expand your automation strategy. Your future self—and your members—will thank you.
About the Author: Tracey Bauer is a member of the World Bridge Federation (WBF), United States Bridge Federation (USBF), and American Contract Bridge League (ACBL) with over 20 years of playing experience. Through Bridge Unleashed, she combines 30 years of marketing and technology expertise with her passion for bridge to help modernize the game through AI innovation, video content, social media, and strategic marketing for clubs and organizations.
Ready to modernize your bridge club's marketing? Contact Bridge Unleashed to discuss how automated email campaigns can transform your member communication and event promotion.
FAQ SECTION (8 QUESTIONS)
Q1: How much does email automation software cost for a small bridge club? Many email marketing platforms offer free plans for lists under 500-1,000 subscribers, making them perfect for smaller clubs. Paid plans typically start around $20-30 monthly and include advanced automation features. The investment pays for itself through improved tournament attendance and membership retention.
Q2: Do I need technical skills to set up drip campaigns? No advanced technical skills are required. Modern email platforms like Mailchimp, Constant Contact, and others offer visual drag-and-drop builders for creating automation sequences. If you can send a regular email, you can learn to set up basic drip campaigns with a few hours of practice.
Q3: How long should I make each email in a drip campaign? Keep individual emails concise—generally 200-400 words or about 1-2 minutes of reading time. Bridge players are busy, and shorter emails with clear value propositions perform better than lengthy messages. Save detailed information for linked pages or PDF attachments.
Q4: What's the ideal number of emails in a tournament promotion drip campaign? For a major event like a sectional, 5-7 emails over 6-8 weeks provides good coverage without overwhelming recipients. For smaller events like weekly games, 2-3 reminder emails may suffice. Test different frequencies and monitor unsubscribe rates to find your audience's sweet spot.
Q5: Can I personalize emails beyond just using someone's first name? Yes! Modern email platforms allow sophisticated personalization including recent game attendance, masterpoint achievements, membership tier, playing level, and past registration behavior. This targeted approach dramatically improves engagement compared to generic mass emails.
Q6: What day and time should I send bridge club emails? Email performance varies by audience, but Tuesday-Thursday mornings (9-11 AM) typically perform well for bridge clubs. Avoid Monday mornings (overwhelming inboxes) and Friday afternoons (weekend mindset). Always test different send times and review your analytics to identify what works best for your specific members.
Q7: How do I handle members who want some emails but not others? Implement preference centers allowing members to choose which email types they receive (tournament announcements, weekly game reminders, educational content, etc.). This segmentation approach keeps members engaged with relevant content while reducing overall unsubscribe rates.
Q8: Should bridge clubs use drip campaigns for membership renewals? Absolutely. Automated renewal sequences starting 60 days before expiration and continuing with strategic reminders dramatically improve renewal rates compared to single-notice approaches. Include early-bird incentives, membership benefits reminders, and make the renewal process as frictionless as possible.
