Drip marketing: A communication strategy that sends (or “drips”) a pre-written set of messages to customers or prospects over time. It’s a method traditionally used with email campaigns.
Why does it work? It gives potential customers the right message at the right time.
You’re probably saying “Okay that’s great, but does it really work?” Studies say yes! Relevant targeted campaigns produce eighteen times more revenue than globally broadcasted campaigns, and we can’t forget about the fact that they increase click rates by almost 119%, as opposed to when a drip method is not used.
Here are a few more key benefits of drip marketing:
Information is timely: You have the benefit of delivering information exactly when your users need it. If someone just signed up for your newsletter, you can send them a very specific “Thank You!” email. If someone watches a video on your site, you can receive that information and send the viewer a valuable, relevant follow-up message.
The sales process is simplified: With drip marketing, the tedious process of managing leads all the way through the funnel is completely automated. Your message is sent to the potential customer at the exact moment it’s most relevant, and this continues until they’re sales ready.
You can easily figure out what triggers a response: Is it a certain photo, subject line, or type of content? When you send messages again and again to the same prospects, you begin to learn what triggers a response, and you can easily change your method when necessary!
Here is my real-life example of drip marketing at work. I go on Nordstrom’s website multiple times a week, browse through the new products, and add (almost) everything to the cart that my heart desires. And because I’m indecisive, about 90% of the time I leave the website with those items sitting in my cart, unpurchased. Like clockwork, I get an email from Nordstrom the following day with a “Your Items Are Waiting for You!” reminder, complete with pictures of all of the things I picked out. How can I resist after that?