Here’s why your business needs drip marketing

Sinan Ata
Sinan Ata
Jun 24 · 4 min read
© Photo by Moshik Brin for Netafim

What is drip marketing?

Wikipedia says “Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although other media can also be used.”

Our unique use-case: drip marketing for reputation management

Our company (Crossover) has about 3500 full time/remote professionals from over 130 countries. Drip campaigns are usually performed for sales; in our case, we’re using drip campaigns for reputation management and employee engagement. More specifically, we built a drip campaign requesting active Crossover partners to share their experiences with Crossover on Glassdoor. Therefore, our use-case is unique, even for the team from Outreach.

The industry standard for email marketing in the Human Resources domain. Source: Mailchimp
  1. Timing — where are your prospects from (and what timezones)? What work hours and holidays do they observe?
  2. Data structure — what type of “human” value can you create out of your data?
  3. Reminders — are you sending bulk reminders or personalized reminders following an individual timeline?
  4. Call to action — Is it clear and secondary to your “human” value proposition? In other words, are you adding meaningful value to your audience, and giving them a clear request?

Personalization and Context — beyond Hi {{first_name}}

“Cold” emails don’t have to be ice cold. The first thing you need to do before planning a drip campaign is to review your data structure and see what’s available to you.

Our simple drip campaign

Goal

With this data structure, instead of sending 3500 emails, creating irritation and sacrificing performance, we automated the reputation management process and improved our conversion metrics. After failing to activate our happy talent for so long and suffering from negative reviews only from people leaving our organization or failing testing process, we finally started getting good reviews. As a company adding $120M to the emerging markets and having 3500 full-time partners, we knew we could do better so we took action.

Glassdoor average rating per month - Data from ReviewTrackers

The Crossover Blog

Welcome to the future of work. The Crossover blog is your resource for staying up to date on topics that matter in the modern workplace-like tech skills, remote work, recruiting insights, and more. Learn more about Crossover and browse remote tech jobs at www.crossover.com.

Thanks to Heather Aholt.

Sinan Ata

Written by

Sinan Ata

A seasoned digital marketing executive. Enjoys reading and writing on remote talent management, growth hacking, and the future of work: https://bit.ly/2VQ1T4c

The Crossover Blog

Welcome to the future of work. The Crossover blog is your resource for staying up to date on topics that matter in the modern workplace-like tech skills, remote work, recruiting insights, and more. Learn more about Crossover and browse remote tech jobs at www.crossover.com.