Tips On Email Marketing and Drip Marketing Campaigns
Marketing — or effective marketing, at least — is never a one-trick pony. A diversified marketing strategy is necessary because consumers respond to these materials in a variety of ways. And, by employing several different campaigns under the umbrella of a single strategy, companies increase the body of consumers they can reach.
Although newer marketing mediums have been created on the Internet, email marketing remains a viable — and widely employed — marketing tactic that continues to produce results.
Email marketing can take on several different forms, one of which is drip marketing. And drip marketing itself continues to be applied to cutting-edge marketing campaigns, such as those utilizing social media, proving that the format itself is as effective as ever.
Before we discuss drip marketing’s value in email marketing campaigns, let’s first break down its basic functions.
What is drip marketing?
Drip marketing employs the timed release of pre-written marketing materials that take a specific course based on the consumer’s interests and the end goals of the marketing campaign. The marketing materials always follow a pre-determined structure designed to increase the likelihood of consumer action.
Drip marketing is a passive method to follow-up that possess key benefits over its active counterpart. First and foremost, drip marketing doesn’t anger consumers and sour the business-consumer relationship, as can happen with repeated phone calls or more aggressive follow-ups. It does, however, keep the marketed products or services top-of-mind with consumers. The slow trickle of content can also be useful in prompting consumers to commit to a sale.
This can have significant benefits when it comes to lead generation, particularly in an economic sense. Drip marketing can often replace actual people in the lead qualification process, cutting down on the expenses that go into an effective lead generation campaign. Leads are automatically entered into a flow of drip marketing materials issued via autoresponders.
Although this process is a bit impersonal and can be a deterrent to some clients, it allows lead generators to handle a much larger workload than would otherwise be possible if live employees were handling each lead.
Drip marketing’s role in email marketing
Many email marketing campaigns are structured as drip marketing platforms. For businesses, drip marketing offers a range of options for handling potential consumers, and it does so while hardly — if at all — increasing marketing costs for the organization.
For example, multiple drip marketing structures can be developed to accommodate different types of consumers who are seeking different products or services. By filling out a basic information form online, consumers essentially opt in to one of the available drip marketing campaigns depending on their responses to form questions.
The email marketing process can then do the rest of the work, freeing up marketing staff to focus their efforts elsewhere.
As with any marketing campaign, email and drip marketing can always be refined to shore up steps that are less effective in triggering action. But with the structure in place, your biggest concern will be getting customers to opt in to the campaign.