What is a Drip Campaign?
Drip campaigns are automated marketing processes that send information to contacts over a period of time. The information can come via a steady stream of emails, social media posts, postcards, phone calls, brochures, and printed newsletters. These campaigns can focus on one type of delivery or a mixture of several focused messaging.
Drip campaigns allow companies to stay top of mind with customers and prospects. It’s a consistent form of staying engaged with your customers and ongoing focused marketing to your prospects. Even if they are not ready to buy now, with continued communication, they will remember you when they are ready to buy.
Consistent Messaging over Time
Let’s take a quick look back…the world wasn’t created in a day…it took a succession of events to occur to ensure its proper completion. In the world of marketing, conveying your message to others in a succession of events is very effective as well. When farmers cultivate crops, they use irrigation systems to drip water to feed the plants over a period of time. The drip irrigation method ensures the crops are not over watered but get enough to grow.
The business world has adopted this technique as a communication strategy to nurture prospects over time. Marketers try to feed their prospects with consistent messages over time but trying not to overdo it. This ensures the prospects don’t get too much information from one company too frequently. The result could lead to them avoiding the company and their messages altogether. This entire process is the definition of Drip Marketing.
Three Main Types of Drip Campaigns
Direct Mail: Drip marketing programs incorporate direct mail software that leverages digital printing and distributed using standard postal mail. This can be the most costly option.
Social Media: This is the newest type of drip marketing. Companies use the various types of social media to provide focused content over a period of time. Social media posts can be scheduled ahead of time so they are published on a regular basis. But not too frequently to annoy their viewers.
Drip Email: The most common use of drip marketing is with automated emails. Email campaigns provide the most amount of content at a low cost.
Email Drip Campaigns
Email drip campaigns are personalized email messages that follow pre-determined steps and timing. These messages are dripped in a series that is dependent on specific behavior and/or the marketing stage of the recipient. This process is typically automated.
Email drip campaigns are also known as “lead nurturing”, “conveyor belt marketing” and “marketing automation”. You are able to target both existing customers and new prospects. It is used to make people aware of products and services.
The key is to provide your email communication in a timely manner. Too many emails in a short period of time can be seen as ‘spam’. Which often times results in the client to ‘opt out’ of all future messages from you and your company. When implemented properly, these lead
Drip Email Campaign Examples:
Trade Show Follow-up: After attending a conference or event, everyone comes back with a stack of business cards and or a spreadsheet of contacts that came by your booth. Your campaign goal will be to immediately follow-up and stay in communication until they are ready to purchase from you.
Here are logical steps to your “Trade Show Follow-up Email Drip Campaign”:
1. Import all of your lead data into your CRM system- Most CRM systems have an easy way to pull this information into your database while categorizing all their details (i.e. which event, products or services of interest).
2. Create a personalized “it was nice meeting you” email template that thank them for visiting your booth while including product information and link(s) to your website.
3. Based on their reaction (opened, clicked links or didn’t open) you decide to send another email or schedule a task for someone to call the contact.
4. You can add more steps related to their product interest until your goals are accomplished.
Website Visit Follow-up: If someone visits your website and fills out a form your first reaction should be to call them immediately. The odds of contacting a lead if called in 5 minutes versus 30 minutes drop 100 times (read more stats here). But since it’s not always possible to call them immediately, you can put them in a campaign that immediately sends an email followed by a series of additional follow-up emails.
Drip Email Campaign steps when someone completes a form on your website:
1. Send ‘Thank you’ personalized email with links to products or services they have interest in
2. 2 days later send email with blog article pertaining to those products or services
3. 5 days later send email with weblink to related products
4. 8 days later send email with weblink to case study
Components of Email Drip Campaigns:
Collateral to be used in the campaign: Personalized emails, Product brochures, etc.
Campaign Steps in the process: Decide what actions to take based on the reaction to each step. For example-which form letter to send; the performer of the action; date of action; possible linkage to another campaign based on an action (i.e. click on a link in a form letter).
Form letter Performance Statistics: performance (e.g. opens, clickthrough’s, opt-outs; opt-ins; bounces) on all form letters sent by an individual campaign.
Campaign Performance Statistics: ROI; # of Targets and Responses; # of Opportunities/Quotes Generated, Won and Lost; Total Revue and Margin
CRM Record Linkage: a listing of all CRM records (e.g. opportunities, quotes) associated with the campaign participants
Benefits of Email Drip Campaigns:
- Increase customer retention rates with constant communication
- Increase brand awareness
- Increase revenue by incorporating a customer loyalty program
- Increase ROI
- Advertise new products and services
Email drip campaigns can help businesses avoid situations where they are only selling to one prospect at a time. They put all their efforts into that one sale and then need to start the process all over again after the sale is completed. This is experienced mostly by entrepreneurs or small businesses. The email drip campaign effectively keeps their brand in front of their current clients and prospects. By doing this, greatly decrease any gaps in sales because they will have a steady amount of business coming in the door on a continuous basis.
Email drip campaigns are a proven and cost-effective marketing strategy that helps drive sales and transform your business. They can raise brand awareness, grow your audience, up-sell current customers and increase sales to new customers. They should be included in part of every company’s multi-level marketing program. Without this type of marketing, companies risk letting valuable business prospects forget about their services or lose them to a competitor’s drip marketing campaign..
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