What actually is a drip marketing campaign? This article will answer that and show you why you need to start using them for your firm right away!
Often called drip campaigns but known by many other names – drip marketing, automated email campaign, lifecycle emails, autoresponders and marketing automation – is the concept of marketing emails that will be sent out automatically on a schedule. What is the purpose you would ask? This article will answer. Read carefully to understand the real target of the drip marketing campaigns.
Drip marketing allows you to easily generate intelligent marketing communication campaigns that cater to your contacts, interests and are executed automatically. Benefits of drip marketing campaigns include:
- Promoting engagement with your contacts;
- Automate communication;
- Free more valuable time.
To clarify the usefulness of drip marketing, let’s first see a drip marketing campaign in action. The firm “Fabrique” has a new product launch coming up in one month. They want to create a drip marketing campaign to increase excitement and sales. After the campaign is created and launched, they load their current customers and prospects into the campaign. Now let’s see how it works. On the new product’s launch date, the contacts receive an email that announces the launch. Three days after that the contacts receive another email that gives more information on the features and benefits of the new product. Finally, based on the contacts interaction with the first two emails a call list is created and distributed to the fabric sales team to determine which contacts to follow up with first.
Drip marketing provides a variety of communication types, including email, direct mail, and telemarketing. The campaign also provides flexible scheduling options allowing for a variety of uses. As you can see, drip marketing is a valuable marketing tool that can automate your marketing communications, strengthen relationships and highlight your company as a leader within the market.
Drip marketing can also be used to:
- To drive attendance to an event;
- To nurture, retain, upsell current customers;
- To manage and convert new leads;
- To promote a new product or service.
All you have to do is to create your drip marketing campaign, load your contacts and let drip marketing do the rest.
Successful Drip Marketing Campaign
Successful drip marketing is based on a thoughtfully targeted and carefully planned series of communications that will popularize the company’s message across to customers and keep the company’s name in their minds. Drip marketing helps potential customers become the company’s actual customers. High-qualified campaigns as a communication series can be used to establish a trust for the company in the eyes of prospective customers. Since relevant content accelerates customer engagement, to develop effective communication with future customers, a company must provide relevant information instead of huge volumes of information.
According to the Gleanster (2010) Lead Nurturing Survey, 72% of top performer companies use drip marketing campaigns in order to improve the sales with automated communications in the pre-configured time intervals.
Drip Email Marketing Software Helpers
There are few software helpers which can be used to set up drip email campaigns. Here are some of the top drip email software services:
Madmimi.com and mailchimp.com give a chance to save up to 2,000 contacts for free. Throughout the drip sequence, the customers are thinking about buying the product. If they decide not to buy it, they will be signed as unsubscribed. When they buy launched products, their contacts are added to another email list and they are automatically removed from the prospect’s list. It’s all automatic!
Another new drip marketing software system is Convert Kit. You can learn more about this system on this blog. On the starting page you have an opportunity to create a form and use a whole bunch of different options and styles. But in general, when you’re looking for a drip email platform, here is what you will want to pay attention to:
- The ability to tagging
- The ability to categorize contacts or lists of contacts based on tags;
- Conditional logic in campaigns.
These aspects are what differentiate older styles of the autoresponders, that used to work solely on lists and everything was linear. This is how online drip marketing used to work. Basically, you have contacts and you sent them all the same emails. But there was no logic, no responding to whether or not someone reads your emails, whether or not someone clicks on links, whether or not someone buys your product. Avoid this old style drip marketing system! Choose the platforms of a new generation.
Why Should You Use Drip Campaigns?
No more words, just numbers, and facts:
- Over 30% of the world’s population is on the Internet.
- The internet reaches more people globally than any other marketing channel.
- The Internet is replacing all the other methods of advertising.
- Over 94% of corporates use internet media.
Do not waste your time boost your sales with a drip marketing campaign!