An Insightfu Overview: What is a Drip Marketing Campaign?

Your website and landing page are good. A significant number of visitors always perform your desired action — and that could be subscribing to your email list or completing a form. After that, what next?

You will need a reliable way to help you communicate and keep in touch with them. And that’s where drip marketing campaigns come in.

But what is a drip marketing campaign? Drip marketing is a marketing strategy that involves the delivery of marketing materials to customers over time. These marketing materials are typically delivered through emails — and it’s sent to people who take your desired action.

In this guide, you will discover what a drip marketing campaign is, and how it works. First, let’s dive deep down into what a drip marketing campaign is.

1. What is a Drip Marketing Campaign?
2. Benefits of Drip Marketing Campaigns
3. How Drip Marketing Campaigns Work?
4. Examples of Drip Marketing Campaigns
5. Creating a Drip Marketing Campaign
6. How to Manage Your Drip Marketing Campaign?
7. Wrap Up

What is a Drip Marketing Campaign?

Drip marketing campaign involves delivering marketing messages to your visitors. The delivery of these marketing messages is typically triggered by the visitor’s action. There are also times when the delivery of these marketing messages is based on schedule.

Drip marketing campaigns are known by other names like:

• Autoresponders
• Marketing automation
• Drip campaigns
• Lifecycle emails
• Automated email campaigns.

You can customize drip campaigns to fit your needs. You could opt to send out one email immediately after someone signs up for your newsletter. After that, you send out another one three days later. And the following email is to be delivered next weekend. The sequence of emails to be delivered can also change — and such changes should be dependent on the action the recipients take when your email is delivered to their inbox.

The content of your drip campaign should be based on the action taken by the visitor. These actions could be:

• Making a purchase
• Registering for an event
• Signing up for your service
• Shopping cart abandonment.

Drip marketing campaigns are always already-written emails — and manually writing these emails from scratch is of no use. However, there are options for personalizing the contact’s name, and other information like the company info.

With drip marketing, it becomes easy to give people the right information that fits their needs. And this information is delivered at the right time. For instance, if someone subscribes to your email newsletter, the drip campaign could be sending a welcome email to the person. After that, you could opt to send another email that compiles all your most-viewed content.

Alternatively, you could send a drip campaign to a prospect who has been hovering over your premium option for some time. The drip campaign could contain compelling reasons why the prospect should opt for the premium option. There are limitless ways to make drip campaigns work for you.

Here are instances that trigger drip marketing campaigns.

• Date-based automation campaigns: These campaigns are delivered on dates that are of great significance to the customer. These dates could be anniversaries, birthdays, or other notable dates.
• Renewals: These drip campaigns are delivered to ascertain the customer continues a subscription. It reminds the customer when it’s time to renew their subscriptions.
• User behavior campaigns: These drip marketing campaigns are triggered when a prospect performs a specific action. Such action could be abandoning a cart, or browsing a specific product category. Drip campaigns can be sent to prospects who have not engaged with the brand for some time. That is, it can be a piece of a remarketing strategy.

Benefits of Drip Marketing Campaigns

Here are some benefits of using drip marketing campaigns.

• Increased Engagement

With drip marketing campaigns, you will send emails at the right time, and give your prospects time to process your sales message. This way, your prospects won’t feel as if they were forced to make a buying decision. Simply put, a drip campaign helps you compel your audience in such a way that they feel that their buying decisions come naturally to them. They won’t feel pushed around — and that’s a good thing!

• Improved Lead Nurturing

Some leads get converted into loyal paying customers immediately after they go through your sales page. Others, however, need lots of sales messages before they become loyal paying customers. With drip campaigns, you get to cater to all kinds of leads — there’s a sales message for any kind of lead. Leads are categorized based on their behavior, readiness to buy, and other factors. Drip campaigns are sure ways of nurturing leads as they move down the sales funnel.

• Higher Conversion Rates and Revenues

Constant communication with your audience generates high levels of engagement. And high engagement levels, to a large extent, lead to trust. When prospects trust you, they’ll most likely buy from you — and that generates high conversion rates. This will, in turn, lead to more revenue generation in the long run.

• Resource-Effective

Since drip campaigns are typically automated, setting it is only done once. After everything is fully set up, diverting your time and efforts into other areas of the business won’t pose any issue to the campaign. All these help save more time and effort.

• Helps You Gain Data-Driven Insights

After performing some drip marketing campaigns, you will get a rough knowledge of how everything works. There are also analytics tools to help you measure how your campaign is performing. Results gotten from previous drip campaigns will help you make data-driven decisions in future campaigns.

How Drip Marketing Campaigns Work?

Emails are the most common channels for drip marketing campaigns. They make one of the best choices due to its easy automation and low cost. With email drip marketing, the prospect fills out an online form and enters an autoresponder program. There is software that helps manage the autoresponder program. This software makes it easy to personalize, automate, and distribute email marketing messages to subscribers.

Aside from emails, social media has been used in recent years. With social media, all the brand has to do is update its news feed regularly.

Drip marketing campaigns are primarily designed around the prospect’s behavior. When a prospect signs up, the brand gets to send out a series of pre-written emails. The first email typically arrives a few minutes (or hours) after signup. Other emails sent to the prospect are dependent on their behaviors like online shopping history, or shopping cart abandonment history. It could also be dependent on the frequency of their visit to the website, or the number of complete purchases made.

Examples of Drip Marketing Campaigns

Here are examples of drip marketing campaigns, and how to integrate them into your overall marketing.

• Welcome Emails

Welcome emails are an incredible way of acknowledging your new subscribers. You can give an overview of the features of your products in your welcome email. There is also the option of providing your subscribers with resources that will be of great help to them.

• Promotional Emails

These help you inform your prospects about the latest discounts (or promotions) within the company. Promotional emails could be either for new customers or returning customers.

• Abandoned Cart Emails

These drip campaigns are usually sent to customers who abandoned their carts on the website. The primary purpose of the email is to get the customers back to the website. Furthermore, abandoned cart emails are designed to make a customer complete the buying process.

Creating a Drip Marketing Campaign

Creating a drip marketing campaign is easy. Here are a few moves toward assisting you with making one.

Identify Your Audience: Your business may have multiple audience segments. However, you need to identify the various segments and know the right triggers to use for each segment. For instance, prospects who sign up for your newsletter are sent a welcome email. But those who made a purchase are sent a thank you email.

• Set Goals: What are your primary objectives? You need to define them and also come up with the right metrics to measure.
• Write and Design: After identifying your segments and coming up with the right triggers, you will have to write your emails. Your emails should be based on the exact phase the customer is in the buyer journey.
• Plan: Before pushing out your work, you need to plan it! How many emails will you deliver per week, and what are the triggers for these emails?
• Test: Monitor your analytics to figure out how your campaign is performing. You could also try performing some A/B testing.

How to Manage Your Drip Marketing Campaign?

To manage your drip marketing campaign, you will need to take advantage of email automation software. With this software, it becomes easy to set up and monitor your campaigns. The software is built with various analytics tools to help you figure out what’s happening in your campaign. Data obtained from your campaigns can be used in making insightful decisions when setting up and running campaigns in the future.

FAQs

What is a Drip in Marketing?

The”drip” involves sending a series of steady, slow emails to your subscribers. It could be two, five, or whatever number of emails you decide.

Why is It Called Drip Marketing?

It’s because it involves the delivery of “drips” or “series of pre-written messages to your customers. The delivery is typically done through email marketing.

Does Drip Marketing Work?

Well, it works — but you wouldn’t want to overdo it. An excessive number of emails will probably piss off your customers.

How Can I Measure the Results from My Drip Marketing Campaign?

You should keep a close eye on your email clicks and conversion rates. You can also pay close attention to metrics like unsubscribe and open rates.

Wrap Up

The drip marketing campaign should be a vital piece of your overall marketing strategy. If done the right way, it opens the communication channel between the brand and the customers. It boosts the engagement rate and helps you stay on top of your customer’s mind.

If you’re having issues staying in touch with customers who subscribed to your newsletter, a drip marketing campaign is arguably the best way of keeping them engaged. It is also the best fit for brands that are struggling with shopping cart abandonment issues.

For drip marketing to work for you, you should carefully identify your target customer segment, design your emails, and define what your goals are.

In your words, what is a drip marketing campaign, and how will it benefit your business?