What is Drip Marketing?
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.
Drip marketing allows companies to stay fresh in the minds of customers and prospects, even when they are not in the market for their products. And with continued communication, they will remember you when they are ready to buy.
Marketing teams use this “drip” process to send pre-formatted messages to their clients over a period of time. It can come via a steady stream of emails, social media posts, postcards, phone calls, brochures, and printed newsletters.
Three Main Types of Drip Marketing
Drip marketing programs incorporate direct mail software that leverages digital printing and distributed using standard postal mail. This can be the most costly option.
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.
The most common use of drip marketing is emailing. Emails provide the most amount of content at a low cost.
What is a Drip Campaign?
Analytical CRM is your data analysis. It combines customer data collected in the Operational CRM and other outside sources. It finds behavioral patterns that improves business decisions and customer experience.
Drip Campaign Examples:
- A department store sends its customers brochures at the beginning of every season, to show off the latest styles.
- Grocery stores send weekly reminders of what products are on sale.
- Service companies send emails after their service to remind them of their future maintenance needs
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 nurturing campaigns create sales through long-term repeat exposure.
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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