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Drip Marketing & Marketing Automation
The concept behind drip marketing and marketing automation is the same: they’re both a series of marketing emails that can be sent out automatically by following a schedule. For example, a new subscriber would get an email as soon they sign-up. A follow-up email will go out a week later, with additional emails being sent out the following weekend. This would be an example of a set schedule drip. However, emails can also be sent out to your audience based on actions a user has performed like making a purchase on your website. You can see where the idea of the "drip" comes in as emails trickle in, either on a schedule or conditionally, providing your recipient with small bits of information at a time.
The Benefits of Drip Marketing
Drip marketing campaigns allow you to work smarter and save time through automated triggers. By using an automated-marketing strategy, you'll spend less time on sales pitches so you can focus on the sale instead. A drip marketing campaign also allows you to deliver information to your customers at exactly the right time, and the best part about them is that people like and welcome emails that are more directly targeted to their interests.
For example, if a customer makes a purchase on your website, the drip campaign will trigger an automatic follow-up email with the customer that may include other similar or recommended products based on their purchases.
Other examples include promotional drips, in which a special price or limited production run of a product entices the customer, or comparative drips, where the product or service is contrasted with competitor’s offerings. In any case, the idea is that you do not overwhelm contacts with information, instead providing only what they need when they need it.
One of the most important things to keep in mind is to retain a sense of personality in your drips: the last impression you want to give a customer is that they’re being served by robots! Drip campaigns are an easy way to consistently “touch” prospects and you want to convey that every prospect is special, so don’t be afraid of being personal.
Whether you go with an email newsletter or choose an automated marketing strategy, email is still a fantastic way to get through to your customers. We could go on and write a book about all the options that are available to you with drip marketing, but we don't want to overwhelm you. Feel free to schedule a meeting with us so we can talk about the many ways you can tailor a drip campaign to suit your needs. The only limiting factor is your imagination!