As we’re in the age of digital marketing, companies are always looking for new approaches to interact with their consumers, create brand awareness and generate revenue. Drip marketing is one of the most popular techniques. This approach is about delivering automated personalized messages to leads and customers over time, with the intention of building connections and pushing leads through the sales funnel. In this article, we’ll discuss the basics of drip marketing, define it, identify situations when it can be successful, and explain why it works so well.
Defining Drip Marketing
Drip marketing, drip campaigns or automated marketing is the process of distributing ready-to-use and timed messages to users via email, social media, text messages or other digital channels. These messages are designed to keep the brand top of mind, share content and gradually compel users to do something you would like to do (buy something, request a consultation).
Drip, in the context of this marketing strategy, is named after the concept of a steady, unremitting flow of water. Drip marketing campaigns are usually triggered by user actions like signing up for a newsletter, downloading a whitepaper or abandoning a shopping cart.
Drip campaigns can be used for any number of purposes, such as:
1. Lead Nurturing
For the vast majority of leads, it’s not a bottom-of-the-funnel sale that can be explained by having been touched twice. Drip campaigns play an important role in lead nurturing by offering value and content to the lead over time. By launching a series of training emails, businesses can ensure that prospects are slowly introduced to the products or services.
It would include sharing and publishing articles with tips, examples, or tips about resolving your pain points or answering common questions. Over time these leads, in effect, would be exposed to such valuable material that they would start to believe in the brand and become more familiar with it, perhaps to purchase. Simply put, nurturing leads via targeted drip campaigns would convert leads into customers and drive up conversion rates.
2. Upsell/Cross-Sell
When it comes to revenue, existing customers are the potential business partners. The upsell (raising the price of an ordered product) and cross-selling of products is something that drip campaigns can do extremely well.
For example, if you’ve recently purchased a new laptop, a timely drip email can promote laptop accessories such as bags, extended warranties, or related software solutions. By observing customer preferences and behaviors, companies will be able to sculpt their message in such a way that other products or services can be offered to the customer to make them happier or worth their time. Such care for existing relationships will lead to increased sales, as well as loyalty and satisfaction.
3. Re-activating Inactive Customers
As engagement is a must for success, it is far too common for businesses to struggle with an unproductive customer base. Drip campaigns are sometimes necessary to reinvigorate this category of contacts. Engagement metrics allow companies to identify clients who are no longer interested and send them personalized, targeted emails to re-ignite their interest.
These can be coupons, specials, or what the customer doesn’t have. For instance, a company can notify the customer by email of any new features or products related to what the customer previously showed interest in. If this is done carefully and in good-nature, then this type of touch raises the odds that businesses can re-engage lost customers and restore their enthusiasm for the company.
4. Onboarding of New Customers
It doesn’t stop when you make a purchase; in fact, that is where the real power of the drip campaign lies. An onboarding campaign aims to welcome customers and inform them of essential details of the purchased product or service.
A good onboarding drip campaign can guide a new user through configuration, functionalities, and best practices. As long as customers are made to feel valued and have information available, businesses can create a better user experience and improve the long-term retention. An enthused, knowledgeable customer will absolutely not hesitate to tell everyone how great a brand is and spread the word.
When to Use Drip Marketing
Drip marketing is a flexible strategy that can be used at any point in the customer journey. Some popular uses of drip marketing include the following:
Nurturing: Drip marketing is a perfect tool for acquiring leads that are not ready to buy. By presenting the right content, informing users and responding to potential questions, businesses can earn their credibility and position themselves as thought leaders.
Onboarding: Customers can use a well-developed drip marketing sequence to get them up and running, teach them how to use the product/service, and point out the differentiation.
Abandoned Carts: Online stores are prone to shopping cart abandonment, which is a phenomenon that happens when users add products to their cart but do not actually buy. A trigger drip campaign can remind customers of their abandoned cart, provide a discount or other product information to entice them to complete the purchase.
Upselling & Cross-selling: Through drip marketing, similar products or services are being sold to existing customers, bringing in more revenue and building customer loyalty.
Reactivation: If your company has inactive customers/subscribers, you can use drip campaigns to re-engage customers by offering rewards or announcing new features/products.
Why Drip Marketing Works
Drip marketing has become a marketing tool in a number of ways:
Individualization: Drip marketing offers highly individualized and segmented campaigns that help companies provide the right content to the right audience at the right moment.
Automation: Drip marketing automation saves businesses time and resources in the sense that companies can nurture leads and relationships without any human supervision.
Consistency: With drip marketing, we are able to maintain the same flow of communication and make businesses stand out to your audience while building a reputation over time.
Measurement: Drip marketing offers analytics and tracking features that allow for valuable campaign data so that businesses can adjust campaigns to drive maximum performance.
Value: Drip marketing can be a cheaper option than conventional marketing because it allows businesses to reach their consumers at lower cost per impression.
Scalability: Drip marketing campaigns can be easily scaled up to get to more consumers, which makes it suitable for any business.
Lead nurturing: Drip marketing allows organizations to nurture leads by providing relevant and timely content, gaining trust and credibility among their audience.
Optimizing the sales funnel: Drip marketing enables companies to customize their sales funnel by providing specific messages throughout the buyer’s journey, leading to higher conversions and revenue.
Return customers: Drip marketing campaigns can be utilized to engage and retain clients, creating long-term customer connections and referrals.
Benefit: Through drip marketing, companies are able to establish a distinct competitive advantage by providing an intimate and relevant message to their customers that sets them apart from their competitors.
Conclusion: Drip Marketing: What is it, when should I use it, & why should I use it?
Drip marketing is a highly efficient, multi-channel technique that allows businesses to connect with customers, nurture prospects and increase revenue through personalized, automated messages. By learning about the meaning, applications and benefits of drip marketing, businesses can make effective use of this approach and start to see the fruit of stronger customer relationships and increased sales.
