Drip marketing is a strategy that involves sending a series of pre-written, automated messaging touchpoints to potential customers over a specified period of time, tailored to the recipient’s interests and behavior. This approach gradually nurtures them through the sales funnel, allowing for consistent and targeted communication. It keeps a brand top-of-mind with prospects while building trust and credibility through valuable content and insights over time. Additionally, drip marketing increases engagement and conversion rates by delivering the right message to the right person at the right time – ultimately driving revenue and fostering long-term customer relationships. In a drip marketing campaign, businesses strategically time regular marketing communications through multiple channels, such as direct mail, email, mobile marketing, and newsletters, to move prospects through the sales process effectively.
Let’s take the example of selling a new hybrid automobile:
- Bob goes to the manufacturer’s website and begins researching a new vehicle. He decides to “build his own” hybrid by choosing the model, color, and options, then downloads a PDF that he prints out and shows to his wife.
- Creating the brochure triggers a thank-you email that provides Bob with the name and address of the closest dealership where he can take “his” custom car out for a test ride.
- Suppose Bob does not contact the dealership within a specific time frame. In that case, he receives a personalized letter from a salesperson outlining why a hybrid vehicle is the ideal car to purchase right now.
- If Bob does not come in for a test drive, he then receives an email encouraging him to do so.
- If Bob comes in for the test ride, but does not buy the car, he receives a glossy brochure in the mail within 48 hours with more details about the vehicle and an incentive to purchase.
- Once Bob makes a purchase, he receives a thank-you package from the dealership, and is moved into the customer retention funnel.
This is drip marketing – sending multichannel communications appropriate to each stage of the sales process to move the prospect along until they make a purchasing decision. These programs are highly effective and uniquely tailored to the sales cycle of each product or service.
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