What Is Drip Marketing?

Many direct marketers utilize drip marketing, which is a method of sending a constant flow of advertising material to consumers over time.

Long-term continuous exposure to the items and services marketed is utilized to drive sales with this marketing method. Drip marketing involves sending pre-written pitches to potential customers or buyers via a range of channels, including email, direct mail, and social media.

The purpose of drip marketing is to keep a product or service in the prospect’s mind for as long as possible. Drip marketing is referred to as a “drip campaign,” “lifecycle emails,” “automatic email campaign,” “marketing automation,” or “auto-response campaign.”

Why use drip marketing?

Drip marketing may assist you boost sales by converting visitors into buyers, boosting repeat purchases, and reengaging a dormant audience. You establish a rapport with your target audience. By communicating your business’s worth and demonstrating that you’re a helpful resource for their needs. This 

According to a survey of 2,000 people, half of us are on a never-ending search for products, services, and materials to help us improve our habits. Drip marketing can aid this behavior.

Drip marketing is also beneficial since it’s targeted, which means it’s tailored to a particular action. More than 90% of customers say they’re more inclined to buy from companies that remember and recognize them.

The key elements of a drip marketing campaign

1. Triggers

Triggers are the occurrences that activate your drip marketing campaign. It either creates a new lead in your pipeline or continuing it down the funnel. The variety and quantity of triggers will vary depending on your company’s specific needs. A new blog subscriber, the creation of a lead, a potential client leaving the site without purchasing their shopping cart. And someone creating an account in your online store are examples of common drip marketing triggers.

2. Conditions

Triggers are what set the campaign in motion. However, certain pre-defined criteria must be met before engagement activities can begin. This type of marketing campaign condition, like triggers, is determined by the campaign’s marketing manager. As a result, their only constraint is the manager’s imagination.

3. Actions

In drip marketing, actions are the actual engagement components. This is what creates a connection between the firm and its customers. These activities can be email, SMS messages, social media direct messages, or push notifications, among other things. It all depends on the sort of drip marketing in question.

How Drip Marketing Works

Email is the most popular this type of marketing medium due to its low cost and straightforward automation. An online form used for drip marketing entices potential customers to enter their information. Which then places them inside an autoresponder software which takes over.

In this marketing, social media account updates and news feed items are updated on a regular basis as part of a content marketing campaign.

Direct mail has been used for many years. And direct mail technology and digital printing have been updated to automate, personalize, and otherwise manage the production and distribution of mailers.

How to run a drip marketing campaign

1. Identify Your Target Audience

Drip campaigns are all about segmenting your subscriber list into smaller groups and targeting specific audiences. To begin with, decide what triggers and groups you will use for your drip campaign.

One of two types of events triggers Drop-offs. Either something that occurs within your app or site, or new demographic information.

2. Craft Your Message

Now that you know whom you’re appealing to. You need to come up with a message that is both beneficial and interesting to them. What do you want the user to accomplish? Alternatively, what do you want the person reading your email to understand?

Based on your response, create a version that is concise, practical, and appealing. Maintain the tone of voice that you established for your brand.

3. Plan Out Your Campaign

The most important step is to create a drip campaign. This entails figuring out the process from first contact through sales, as well as support. At this stage, you should also set your campaign’s objectives. Ensure that the content in each email flows together, and figure out how you’ll measure your success.

4. Start Your Campaign

Begin sending right away after you’ve chosen a plan. You may either develop your own bespoke drip software or acquire an off-the-shelf solution that will have you up and running in minutes.

5. Evaluate and Adjust

You should not leave your drip campaign unattended. You’ve spent a lot of time developing user segments. And you should review them and your strategy based on the findings. If you’re not getting the number of click-throughs you desire, consider editing your calls to action. If your sale-closing email isn’t working for you and you don’t think it’s because of a missing “choke,”. Try more educational communications instead of demanding that users pull the trigger. Evaluate, modify, repeat.

Apps to Run Drip Campaigns

There are several email management and drip campaign creation tools to choose from. Like Vero, Sendloop, MailChimp, and Emma are a few that spring to mind. However, each of these applications has its own set of features, boundaries, and pricing options.

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