“Sales is not about the quick win; it’s about the enduring connection. Drip marketing campaigns lay the foundation for sales relationships that stand the test of time.”

A drip campaign is a strategic series of emails sent to your prospects or customers who take action on your website. For any given action, you can customize a drip email campaign for the visitor. Additionally, you can also define the rate at which the emails will be sent and at what intervals. The demographics and behavior of the visitor will determine the extent of personalization. For instance, you can create a drip campaign for someone who signs up for your weekly newsletter, or you could design a drip email series for a customer who recently abandoned his cart without buying anything.

With this brief, let us delve deep into what drip marketing is, and how it helps marketers today.

Drip Marketing – The Good, Bad, and Ugly

Drip marketing is simply about sending a series of emails to your audience. The emails are sent through email automation tools and you can take actions to define the nature and extent of the emails, such as the number of emails, the time to send them, and so on. The decisions are taken based on actions your visitor takes on your website.

Businesses use drip marketing to keep in touch with their audience and establish a long-lasting connection with them.

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Why Should Marketers Use Drip Campaigns?

The term “drip” in drip marketing carries a profound meaning. Drip refers to tiny drops dripping gradually through the veins. In marketing, drip means sending a slow and steady series of emails. The number of emails sent depends upon how you want to stay connected with your visitor without being over-communicative.

Large and small businesses are using drip campaigns and these campaigns help boost sales by turning visitors into buyers. They push one-time buyers into repeat buying behavior and re-engage a dormant audience. By gradually communicating your company’s values and purposes, you can build a relationship with your audience and demonstrate that your organization can be a good source when in need.

More than 90% of the customers are likely to purchase from a brand that remembers them.

When and How to Use Drip Campaigns?

Marketers create drip campaigns to reach out with a targeted message for a visitor at the right time. Often, these are automated emails, such as birthday emails, anniversary wishes, special discounts, and so on, they work for you while you are busy focusing on other things.

Use drip campaigns when you want to:

• Reach out on dates important to your audience.
• Communicate based on specific user’s behavior.

Drip campaigns make connecting with the right audience at the right moment easier. With so many ways to craft and send drip campaigns, every business can find a way that suits the brand’s personality as well as the requirements of the audience receiving the emails.

Here’s how you create your drip campaigns to ensure success:

Reaching out on dates that are important to your audience

Date-based automated emails make it possible to communicate with your audience on the days that matter to them. These messages can be used on many occasions, such as subscription renewals, birthdays, anniversaries, and other events.

Communicate based on user’s behaviours

Besides dates, drip campaigns are also triggered by an action of your target audience. Here are a few examples of such campaigns.

• Welcome emails – You send this when someone new joins your family. It becomes a key moment to make a good impression. Welcome drips help you share everything about your business.
• First purchase automation – You send this when someone makes the first purchase from you. It gives you a great opportunity to thank them for their business and remind them of the product features and quality.
• Product recommendations – You can schedule product recommendation emails. When someone makes a purchase, it gives you a chance to converse with them and suggest to them other parallel lines of products.
• Abandoned shopping carts – Online shoppers carry a tendency to add things to their cart and then abandon the purchase altogether. This gives another opportunity for marketers to connect with their visitors personally and encourage them to purchase again.

It is time to use drip campaigns for your company

As your drips are scheduled, they are meant to be all about sending the right message to the right audience at the right time, you can focus on other business strategies and priorities while this is automated.

There are advanced martech systems, like MailChimp, Brevo,HubSpot CRM, among others to help you carve out your hyper-personalized drip campaign.

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