What is drip marketing? Drip marketing is a play on “drip irrigation,” defined as “a system of crop irrigation involving the controlled delivery of water directly to individual plants through a network of tubes or pipes.” Drip marketing has now been defined as “Targeting a specific list of recipients with a steady stream of automated messages that educate, keep your brand top-of-mind, and encourage engagement with your organization.”
Why is Drip Marketing beneficial? When done right, drip marketing engages the targeted clients in a manner that guides them to make decisions that ultimately impact the company’s bottom line and/or brand awareness. Maintaining content relevance is an effective way to implement drip marketing. Dell has a very good example of this. “…Dell has 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).” Everybody who has a shopping cart should follow Dell’s example. If a customer clicks “add to cart” or “buy now,” but never purchases the product, then there should be an e-mail to follow up with that customer. As a result, according to Kapost, 60% of customers are encouraged to seek out a product after reading content about it. That is mighty large number to disregard. Make sure it is taken advantage of.
How do you do it? It takes time and patience to effectively employ drip marketing, so don’t get discouraged if immediate results aren’t seen. The target audience needs to be segmented. The content should be tailored to their respective audience segment for each message. Once that is done, the setup for the automated process should be completed. In addition, repeated targeting over a period of time, with relevant messaging allows for leads to be nurtured over the entire sales process. Be careful to not overdue the emails. Too many email blasts close together can cause customers to unsubscribe. Remember to keep customers apprised of current promotions, but don’t force-feed information to them. Amazing Customer Relationship Management (CRM) tools like Soffront have really helped marketers integrate drip marketing campaigns into their sales processes.
How does drip marketing fit with the other parts of a sales process? Kapost states, “Syncing CRM and marketing automation software allows for end-to-end accountability.” Making the most out of drip marketing requires it to be an integrated part of a sales process that utilizes dynamic CRM tools. The contents marketed via drip campaigns need to be of high quality. The components quality is measured by are relevance, simplicity, catchiness and responsiveness. The email message should be relevant to the subject line, but also relevant to what the customers are looking for. If the customer’s business is about medical equipment, then the content shouldn’t be about sports memorabilia. Simplicity is implying that the language is clear and easy to understand. Catchiness is a broader term. It could be a phrase, image, or animation. The main takeaway is to have something that will draw the customer’s eye to the content. This integration facilitates the entire sales process.