What is Drip Marketing
Drip marketing refers to automatically sending customers and prospects pre-composed messages over time. Sometimes called a drip campaign, this type of marketing automation can be used for a wide range of business goals, from helping to move a prospect through a sales funnel to improving customer service ratings to reducing customer churn.
The most common type of drip marketing is an automated email campaign that delivers prewritten messages at predetermined milestones or timeframes that trigger delivery. An example of a drip campaign would be an email marketing program that sends an automated follow-up 24 hours after a sale, offering tips on getting the most of the purchased product or the service. While drip marketing is most often part of a company’s overall email marketing strategy, drip campaigns can also feature other delivery formats, such as text/SMS messaging.
Why Drip Marketing?
Drip marketing has a broad range of uses as part of a company’s overall communications strategy. Automatically sending prospects the right messages at the right times can improve acquisition rates without spiking costs. Similarly, automatically generating the right communications could help retain existing customers. A subscription-based platform, for example, could send automated loyalty and retention messages to customers who flash warning signs that they are on the verge of canceling their service. Because drip campaigns are largely automated, they scale well. This allows marketing professionals to focus on analytics and optimization instead of constantly writing new content from scratch.
