the drip marketing refers to the association of a set of marketing automation actions. Also called “drip marketing”, it is a process of regularly sending promotional messages to a target following an engaging action on their part.
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Drip marketing campaigns are performing very well. They have an open rate around 80% higher than single-mail campaigns and an average click-through rate that’s 3 times higher.
What is drip marketing?
Drip marketing or “drop by drop” marketing is a marketing automation strategy consisting of breaking down a communication campaign into several “drops” distributed regularly over a defined period of time.
Using suitable emailing software, a drip marketing campaign can go through all communication channels, alternatively or not:
- Posts on social networks.
- Phone calls.
- Brochures printed…
Drip marketing is one of the techniques of lead nurturing, that is to say marketing methods whose goal is to heal the relationship with prospects to gradually transform them into loyal customers.
A drip marketing process always begins with an engaging action on the part of the target, called “opt-in”. Thus, the downloading of a white paper by a user on a brand’s website is an opt-in. This action then triggers the sending of a series of marketing messages, usually via the e-mail channel or other communication medium.
The succession of marketing messages is designed to advance the prospect or customer through a conversion tunnel. This is why the nature of the messages as well as their form vary according to the profile of the target and their status vis-à-vis the brand or the company.
Why use drip marketing?
For a brand, the use of drip marketing can as well to meet an objective of acquisition, conversion or customer loyalty. Among its main advantages, drip marketing offers many possibilities of personalization. Indeed, the frequency of sending messages may vary depending on the purpose of the drip marketing campaign. This type of marketing makes it possible to deepen the relationship with customers or prospects thanks to much higher acceptance rates for marketing messages than for single mailings.
First, drip marketing is proven to improve engagement. The targets are, in fact, more likely to be interested in content that they themselves have requested, directly or indirectly.
In a lead acquisition process, drip marketing makes it possible to move targets faster and more efficiently down the funnel. Indeed, the relationship with the future customer is created in a more gradual and natural way than with cold e-mails, for example. Prospects therefore do not feel targeted by advertising content that they would not have requested.
After conversion, drip marketing can also be used to set up cross-selling or up-selling commercial campaigns. Customers already acquired then also strengthen their commitment to the brand thanks to a conversion tunnel focused on loyalty.
In summary, if drip marketing is very effective in the lead acquisition phase, it is just as effective in developing brand awareness and, subsequently, improving sales.
Sample Drip Marketing Email Sequence
First contact email
A drip marketing process can be put in place to welcome a new customer, then in the brand discovery phase. In this specific case, the initial opt-in may consist of a simple connection to the brand’s website.
The first “drop” of the drip marketing campaign can then take the form of a welcome email. In the body of the message, the brand thanks its new prospect and invites him to download educational content to learn more about its history and values.
Then, the consultation of this content can give rise to the sending of new e-mails to collect the opinion (or any reluctance) of the prospect and so on. The contact progresses through the conversion funnel through the different stages of the drip marketing campaign.
Promotional email following the download of content
The concrete expression by a target of its interest is the most common case of opt-in. Whether it’s a lead, a prospect, an occasional or regular customer, the person who chooses to upload content to a brand’s website or one of its pages on the social networks proves that she is interested and that she wants to deepen her relationship with this brand.
In this case, the drip marketing campaign can start by sending a promotional email. Downloading non-advertising content in the previous step makes it possible to address a marketing message to a more available target, since it has itself requested the brand to receive more information on its product or service offer. .
The promotional e-mail can, for example, highlight a particular product, corresponding to the target’s search for information. If the goal is to extend thinking time, the brand can also promote a full line of products. If it markets services, it may then be a matter of offering an appointment slot to the prospect to present a service to him in more detail.
E-mail highlighting a special offer
A drip marketing campaign is also suitable for highlighting a promotional offer targeted at a prospect or a customer in the purchasing phase. For example, in the case of a shopping cart abandonment, sending an e-mail or a message on the merchant site’s chat may be enough to reactivate the purchase intention. If the potential buyer does not respond after a first sending, the brand can choose to relaunch it in the form of another e-mail, this time including a personalized promotional code that the prospect can use within a limited time.
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