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Denver Digital Marketing Strategy: What is Drip Marketing?

March 9, 2018

Businesses of all sizes need to incorporate various marketing tactics into their Denver digital marketing strategy to see the best results. One marketing tactic that every business should consider including is drip marketing. This tactic may not be as well known as pay-per-click ads or social media advertising, but it can be just as, if not more, effective. Here’s everything that you need to know about drip marketing campaigns:

What is Drip Marketing?

A drip marketing campaign involves sending out a series of pre-written messages, usually through automated email, to leads that are at various points in the sales cycle. It is called a drip campaign because information “drips” slowly to the lead via multiple emails. The type of email that the lead receives will depend on either what action the lead has taken or the amount of time that has passed since the last email.
For example, let’s say the first email in a drip campaign is sent out to all of a business’s leads with a link to a white paper that provides a general overview of the business’s products. Anyone who opens this email may trigger the next email in the drip campaign, which advertises the business’s downloadable e-book. Anyone who does not open the first email within five days will receive a follow-up email inviting them to watch a video instead of reading a white paper. This pattern of sending emails based on prior actions or time intervals can go on for as long as the business would like.

Benefits of Drip Campaigns

There are a number of reasons why drip campaigns are so popular among marketers. First, a drip campaign allows a business to nurture leads without using their sales staff. As long as the campaign is set up correctly, the leads will automatically be gently nudged through the sales funnel until they are ready to make a purchase, which is when the sales team can step in. Since they don’t need to get involved until the later stages of the sales funnel, using a drip campaign will not waste a business’s valuable resources. What is drip marketing and is it effective?
A drip campaign also saves marketing resources because everything is automated. Marketers will not have to remember when to send the emails out and who to send them to—everything will be set-up in the system in advance. Marketers can create all of the emails that will be used in the campaign at once, enter them into the system, and set their triggers. Then, their job is done and they can move onto the next marketing initiative.
A drip campaign also provides a lead with timely information. Every email that is sent to a lead is triggered by the lead’s action or inaction. Therefore, each email can be tailored to fit the needs of leads that are at various points in the sales cycle. For example, a lead who has not opened any of the emails will need to see something in the headline that convinces him to take action. A lead that has opened an email and downloaded an e-book about your products may now be interested in seeing a demo of the products. Therefore, the message to these leads can be tailored to offer them a free product demo. By providing this information right when the leads need it, businesses can continue to nurture their leads until they convert to customers.
Even if you aren’t able to convert every lead into a customer, a drip marketing campaign can still increase brand recall. You will be touching base with each lead multiple times throughout the campaign, which means they will see your business’s name pop up in their inbox several times. As a result, these leads may think of your business the next time they are in need of your products or services.    

Types of Drip Campaigns

Now that you know what a drip campaign is and the benefits of launching one, it’s time to take a look at some of the most common types of drip campaigns. The most basic kind of drip campaign is a top-of-the-mind drip campaign, which is designed to keep reminding leads about your business as they move through the sales funnel. The emails in these campaigns do not dive into as much detail about products or services as those in an educational drip campaign, which is designed to inform prospects about products as they prepare to make a purchase decision.
Another type is the re-engagement campaign, which targets leads that have started to lose interest in your business. Many businesses try to win these cold leads back with a re-engagement campaign that offers discounts, free trials, or other perks.
Most drip campaigns are targeted at people who have shown some level of interest in the company or its products. But, a competitive drip campaign is one that is targeted at the competitor’s customers. The goal of this type of drip campaign is to convince some of the competitor’s customers to do business with your company instead. The campaign can either attempt to inform leads of the benefits of working with your company or offer them a deal they can’t refuse.
Finally, there are promotional drip campaigns. These campaigns are launched whenever a business is running some type of special discount or deal that they think will attract new customers. For example, a business could offer new customers a 20% discount on services if they convert within two days of receiving the email. The follow-up emails could urge the lead to take action before time runs out so they don’t miss out on this special discount.
For more tips on how to improve your digital marketing strategy using drip marketing campaigns, get in touch with our team of experts. At Denver Website Designs, our team has helped companies of all sizes grow their business by tweaking their digital marketing tactics. Learn more about our process and how we can help your business grow with a comprehensive digital marketing plan!
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