What Is Drip Marketing?
A drip campaign is a sequence of emails you send to website visitors after they complete a certain task. For any specific behaviour, you can select how many emails to send and at what rate. These emails can be customised by adding details like the contact's name and clear references to the activity they engaged in. An email drip campaign, for instance, could be sent to someone who signs up for your online course. As an alternative, you could send abandoned cart emails to people who add something to their online shopping cart but do not make a purchase.
What is drip marketing?
Drip marketing is the practice of automatically sending a predetermined number of emails to your audience at predetermined intervals in response to their activities or status changes. Businesses use drip marketing to keep in contact with their audience in a targeted and concentrated way after big events or acts.
The "drip" in drip marketing refers to the gradual and steady delivery of a series of emails. It might be two, five, or whatever you decide is the right number of emails to send and receive on a given topic without going crazy. For each campaign, such as an abandoned cart drip campaign, you just need to write the emails once. Personalization and sending are then automated. Once they are set up, your drip marketing campaigns run automatically.
Understanding Drip Marketing
Initially, paper mail and flyers sent to a recipient from a marketing list or upon initial contact were the main methods of drip marketing. Today, the main channel for drip marketing is the Internet and its vast array of communications alternatives.
The "Law of 29," which asserts that most prospects won't buy something unless they view an advertisement for it at least 29 times, is a foundational principle for many drip marketing strategies. Lead generation techniques like drip marketing can be used, with automated messages replacing or enhancing personal follow-up.
The best way to understand drip marketing is as a lower-impact method of maintaining top-of-mind in longer-tailed sales attempts.
How Drip Marketing Works?
Email is the most popular drip marketing channel since it is inexpensive and simple to automate. In most cases, email drip marketing involves a web form that a potential buyer fills out, which adds them to an autoresponder program that handles the campaign moving forward.
Drip marketing initiatives, in which social media account modifications and news feed items are posted on a regular basis in support of a content marketing effort, are becoming more and more popular.
Drip marketing has always employed direct mail, but it has recently been upgraded to use software and digital printing to handle the manufacturing and delivery of mailers and automate, customise, and other aspects of it.
Why use drip campaigns?
By converting visitors into customers, creating recurring business, and re-engaging a dormant audience, drip marketing can help you increase sales. You can establish a connection with your audience and show that you're an excellent resource for their needs by explaining the value your firm offers.
Half of us are involved in "a never-ending quest for products, services, and content that encourage behaviour altering," according to a study of 2,000 people. This behaviour can be encouraged through a drip campaign.
Drip campaigns can also be successful because they are targeted, which means they can be based on a certain action and customised.
Advantages of drip marketing
The key benefit of email drip campaigns is the ability to stay in touch with customers on a regular basis without having to dedicate a lot of one-on-one time to each one.
Automation
The fact that drip emailing always saves time is its best quality. Once you've arranged your sequence of communications, you can just sit back and let them handle it. They keep you in constant contact with the customer, which means you won't lose sales by forgetting about them or falling through the cracks.
The most challenging aspect of a drip campaign is building the chain. Nevertheless, several solutions can assist you with it by providing templates for drip campaigns and establishing triggers for you. You can concentrate on sales and developing your product at the same time.
Nurturing leads
For you, a drip campaign nurtures leads. Consider that a potential customer opens a cold email you send them about your program and clicks through to your website. The last time they think of you shouldn't be right now. A second drip email will be sent to them by an automated campaign, thanking them for visiting your site and inviting them to sign up for a free trial if they'd like.
The likelihood that they will purchase the product is significantly higher if they try it than if you only ever communicate with them via email. Of course, it may take more than two emails to maintain communication with your clients and nurture leads. To generate revenue, a steady, uninterrupted stream is necessary.
Timely information
Never sends them inaccurate or out-of-date information. You can change your chain as necessary with an email drip campaign to prevent it from happening. You may quickly replace or update outdated information in a drip campaign with pertinent content to make sure your lead sees the information they require.
Another benefit of drip marketing is that each customer gets information according to their stage of the sales cycle. A drip campaign takes care of the fact that you wouldn't send an identical email to a paying client and a brand-new prospect. Triggers remove all guessing and client juggling by ensuring that the right information reaches the right individuals at the exact time you want it to.
Conclusion
Drip campaigns are a powerful marketing strategy to develop relationships with customers, generate leads, and gradually boost engagement. These campaigns allow you to determine which clients or leads receive which kinds of emails because they are highly targeted. You may successfully target various audience segments based on where they are in the consumer journey with drip campaigns by personalising each email.