What is Drip Marketing? And, why is it so Effective?

 In Email Marketing

One of the biggest challenges any business faces is nurturing potential customers into paying clients. Unfortunately, too many people disappear after that first contact. To solve this common problem, many companies use email drip marketing campaigns, which engage prospects in several planned stages.

What is Drip Marketing?

Drip marketing is a term for a type of promotional campaign, which builds brand awareness through a set of scheduled emails. It is a way to help a company provide their prospects with the right information at the right time. Prewritten emails are sent on specific timelines or in response to a contact’s actions (or inactions).

The phrase drip marketing is derived from drip irrigation, which is an agriculture process where plants and crops are watered in small amounts over a prolonged period of time.

A businessperson sending an email.

How does it Work?

Think of drip marketing like an old friend who makes a habit of contacting you regularly. The more they call and text, the harder they are to forget. Drip marketing works in a similar fashion.

A drip campaign is a series of automated emails sent out to contacts. They begin each time someone fills out a form and follow a regular pattern.

This is one way a drip campaign could work:

  • A new contact signs up to receive an email newsletter for a blog.
  • They immediately receive a welcome email.
  • Two days later, they are sent an email that showcases some of the previous blog content.
  • A week later, they receive an email about some of the benefits of your products or services.

These messages keep your name in the mind of your new prospects. Drip emails nurture these leads over time while they consider becoming paying customers.

A finger touching an image of an email.

Why is it so Effective?

The best email marketing campaigns remind customers of a company’s products or services often enough without being annoying. If properly planned, drip marketing campaigns can provide a steady stream of results. They can provide a solid return on investment, because they are targeting people who have already expressed interest in a company’s products or services.

This email marketing strategy also provides big results, because it:

The best part is that drip campaigns can be fully automated. You can enjoy all these benefits, while saving valuable time and resources.

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