Drip marketing is a strategy that sends, or “drips,” pre-written sets of messages to new or existing customers over time. These messages often take the form of email marketing, although other media outlets can also be used as well. When a user submits their email address, they will begin receiving drips. This type of marketing can be used as a function of lead generation, and help a company with prospecting to build its customer base.
The most commonly used method of drip marketing is email. This is because email is a low-cost option and an easy way to distribute multiple messages over time. Social media can also be used, utilizing pre-scheduled updates.
YESTERDAY, TODAY, TOMORROW…
Autoresponder sites such as Hootsuite, LaterBro and Buffer allow users to input information and schedule it to be sent out at various times throughout the lifetime of a campaign. New leads are automatically enrolled into a drip marketing campaign when the advertisements are viewed. From there, messages will be delivered with specific calls-to-action. This process is referred to as “lead nurturing.” Michigan Marketers essentially follow up with leads to secure them as customers.
For example, if a marketer wanted to update the status on a business’s Facebook page, the information for each update can be entered into one of the prescheduling sites and the messages will be deployed at specified times. If a customer clicks on one of the statuses, looking for more information, that campaign moves to the next level and the user will receive follow ups.
Direct mail is another drip marketing option, though it is much more costly. Mailers can be sent to a customer’s physical mailbox. This method relies on digital printing, such as print-on-demand, due to the low-volume that would otherwise not justify printing costs, and each piece can be individualized to cater to the buyer who will receive it.