Drip marketing is a strategy where businesses maintain constant contact with potential, current or past customers to seek future sales. It requires a solid database of people, personalized marketing messages, and consistent communication without being excessive.
Drip marketing is a marketing strategy where businesses maintain constant contact with potential, current or past customers to seek future sales. With this type of marketing, the result of each communication attempt does not count 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 business doesn’t want to miss out on that potential sale. Drip marketing requires having a solid database of people for sale, a strong mix of marketing messages, and continual contact with those in the database.
Creating a strong database of people to communicate with is essential to a successful drip marketing campaign. This database usually includes the contact information of potential customers who have inquired about the company’s services in the past, references, and current customers. The database should only include people who have a genuine interest in the company’s products or services, otherwise the drip marketing campaign could be ignored. Marketers should disregard offers to buy customer lists or databases for drip marketing, as these names may not have been legally collected, making the people on them unlikely to 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 will be open to future communications with the company. Drip marketing can include a mix of message types such as letters, short email announcements or long articles. The goal is not to make an immediate sale, but to have the customer remember the company name when they finally decide it’s time to make a purchase. Marketers should avoid strong advertising pitches and jargon, as these types of communications are likely to be ignored.
Consistent communication with potential customers is the main goal of drip marketing. This doesn’t mean emailing everyone in the database daily, weekly, or monthly. Depending on the nature of the business, marketers must carefully determine what can be considered excessive. If database members are typically locked into one- or two-year contracts with competitors, sending out quarterly communications will suffice. Sending too many emails may result in future communications being ignored or marked as spam.
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