We are all familiar with email marketing campaigns, but what exactly is email drip campaign? Drip campaign marketing is a communication strategy that sends, or ‘drips’, pre-written emails (or other messages) to prospects, engaging them over an extended period of time. The messages generally happen at pre-determined stages in the prospect’s interaction with the company, and, despite being automated, tailor the information to the likely behaviour of the prospect at their current stage in the engagement journey.
Drip marketing campaigns require that a company has a good understanding of their prospects and heavily segment their prospects to ensure that each receives communications that are relevant to them. Segments can be based on their needs and desires (based on previous engagements with the company), actions that they have just taken, demographic data, geographic location and so on.
An Example of a Drip Marketing Campaign
A retailer wants to encourage recent customers to join their membership scheme. Their initial email will thank the customer for shopping with them and invite them to join the membership scheme, highlighting the benefits. If the customer joins the scheme, they will receive a thank you email with further information about the new benefits that they now have access to. If the customer uses their membership to receive some benefit, they may receive an email suggesting that they recommend a friend to the scheme.
Perhaps a museum collects emails from people who have visited an exhibition. Those in the local area may receive information about future exhibitions when tickets become available. Those living further afield might be encouraged to leave a review for other visitors or make a donation.
Research has shown that drip marketing can bring significant benefits to companies. What are the main benefits of drip marketing that make it so effective?
- Drip Marketing Keeps the Company in The Customer’s Mind
While a prospect is unlikely to act on every communication that they receive from a company, receiving regular communications keeps the company in the customer’s mind. This makes it more likely that they will think of the company when they do find that they need the goods or services that the company can provide.
- Messages Linked to User Activity Are More Likely to Solicit a Response
Sending prospects information that relates directly to where they are in their engagement makes it more likely that they will respond. Customers who have recently made a purchase do not want to receive emails suggesting the same purchase, but could be interested in related opportunities. Customers researching a product, but yet to make a purchase could be tempted by timely reminders or discounts.
- Enable Continuous Evaluation
Effective marketers use various metrics and measuring tools to understand the effectiveness of their activities and tweak their communications to enhance their effectiveness. As drip campaigns generally happen on an ongoing basis, offering an opportunity for continuous monitoring and measurement, and continuous tweaking to enhance effectiveness.
- Personalise Engagement
Few people enjoy receiving impersonal emails that seem to bear no relation to who they are as a person, what they need, and why they may have engaged with a company in the first place. Effective drip marketing helps a company show a customer that they know them, and that they know what they need.
- Reduces Negative Engagements with The Company
Because drip marketing campaigns are designed to send people what they want when they want it, the customer is less likely to become irritated by unsolicited communication, which could cause them to remove their email from the contact list or share their irritation with the company with friends.
While customers may not choose to respond to every communication that they receive, they are more likely to maintain their communication channel with the company in the belief that they may receive useful information in the future.