Drip marketing is a strategy that involves constant communication with potential, current, or past customers to pursue future sales. It requires a robust database of interested people, personalized marketing messages, and consistent communication. The goal is to remind customers of the company’s name when they are ready to make a purchase. Marketers should avoid excessive communication and strong advertising presentations.
Drip is a marketing strategy in which companies maintain constant contact with prospective, current, or past customers to pursue future sales. With this type of marketing, the result of each communication attempt doesn’t matter as much as the cumulative effect of all communication efforts combined. This strategy is especially useful for businesses when customers aren’t ready to make a purchase in the near future, but the company doesn’t want to miss out on this potential sale. Drip marketing requires a robust database of people to sell to, a large assortment of marketing messages, and ongoing contact with those in the database.
Building a solid database of people to communicate with is key to a successful drip campaign. This database usually includes the contact information of prospective clients who have inquired about the company’s services in the past, referrals, and current clients. The database should only include people who have a genuine interest in the company’s products or services, otherwise the drip campaign could be ignored. Marketers should ignore offers to purchase drip marketing customer lists or databases, since these names may not have been legally harvested, making it unlikely that the people on them will be receptive to marketing efforts .
Marketing messages should be personalized as much as possible for each person in the database. The more personalized the message, the more likely the customer is to be open to future communications with the business. Drip marketing can include a combination of message types, such as letters, short emails, or long articles. The point isn’t to make an immediate sale, but to remind the customer of your company name when they finally decide it’s time to make a purchase. Marketers should avoid strong advertising presentations and jargon, as these types of communications are likely to be ignored.
Communicating consistently with potential customers is the main goal of drip marketing. That doesn’t mean sending everyone in the database an email on a daily, weekly, or monthly basis. Depending on the nature of the business, marketers should carefully determine what can be considered excessive. If database members are typically locked into one- or two-year contracts with competitors, sending them quarterly notices will suffice. Sending too many emails may result in future communications being ignored or marked as spam.
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