Drip Marketing is a communication strategy that sends, or ‘drips’," a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although other media can also be used. Drip marketing is unique from other database marketing in two ways: (1) the timing of the messages follow a pre-determined course; (2) the messages are dripped in a series applicable to a specific behavior or status of the recipient
Drip Marketing Mediums
Email - The most commonly used form of drip marketing is email marketing, due to the low cost associated with sending multiple messages over time. Email drip marketing is often used in conjunction with a Form (web) in a method called an Autoresponder. In this method, a lead completes the form on a company's website and is then enrolled in a drip marketing campaign with messaging appropriate to the form's context.
Direct Mail - Although more costly, direct mail software has been developed that enables drip marketing techniques using standard postal mail. This technology relies on digital printing, where low-volume print runs are cost justifiable, and the variable data can be merged to personalize each drip message.
Social Media - The principles of Drip Marketing have been applied in many social media marketing tools to schedule a series of updates. One popular tool, HootSuite, allows users to time messages and dissemenate via Twitter, Facebook, LinkedIn, and several other social media sites simultaneously.
CRM - CRM systems can automate the tactical delivery of the drip marketing message, triggering a system generated email, scheduling a follow up call or prompting social media posts.
Drip Marketing Programmes
Automate lead nurturing with Prospect Insight's drip marketing and lead nurturing functionality. The system can automatically send out emails based on time intervals, actions taken by prospects on your website, or other parameters. Drip marketing allows you to free up valuable marketing and sales resources without neglecting your prospects.
• Keep in touch with prospects that are not yet ready to purchase
• Send reminders to prospects for an event or trade show, or follow up after the event
• Send a series of helpful tips to current or future clients
• Offer a series of white papers or webinars over time
Drip Marketing in Lead-Generation
Drip marketing can be used as a function of the Lead generation and qualification process. Specifically, drip marketing constitutes an automated follow-up method that can augment or replace personal lead follow-up. Often called Autoresponders, new leads are automatically enrolled into a drip marketing campaign with messaging relevant to the call-to-action from which the lead came.
Advantages include the automation and efficiency, as well as the continued ability for direct response. Intelligent e-commerce sites, such as Dell, have integrated this form of drip campaign with un-purchased shopping carts. The continued messaging is relevant to the contents that the shopper stopped short of purchasing, and continues to include direct response actions (i.e. buy now).
Disadvantages include the impersonal manner of follow-up. If not augmented with a traditional and personal follow-up method, this automated follow-up has a lower response rate than does personal sales. The lowered response rate is often justified by the volume and efficiency with which leads can be generated and converted.