Today marketing strategies have become so advanced that it allows the brands to connect with customers in a highly personalized manner.
Did amazon tell you via email that some product is waiting in the cart, or did Netflix made a top picks list especially for you?
Well, such messages /emails are automated and a marketing strategy that leads you to purchase. And you thought brands send a personalized message to millions of customers. So, all the special treatment comes from automation and a strategy called drip marketing. (feel so special now?)
What exactly is Drip marketing?
Let’s take an example where you signup for an eCommerce website. After that, you receive a welcome email from the eCommerce website. You browse some products and leave the website.
After 3-4 days, you receive another email from the eCommerce website with a catalog of their range of products. You again log in and browse, add products to the cart and yet again end up buying nothing.
Now until you make the purchase, these emails will keep on coming after a specific time. Also, the emails become more personalized based on your activity on the shopping website.
The messages you receive are automated and sent to you on triggers (browsing, no activity for a period, adding product in the cart, etc.)
The breaking down of marketing communication(emails/SMS/social media posts) in series or drips is drip marketing. In such campaigns, automated and pre-written marketing messages are sent to prospects on a schedule based on trigger events.
How ‘Drip’ word was derived?
The idea of the word drip marketing comes from the drip irrigation method in farming and agriculture. In drip irrigation, the water drips slowly to the roots of the plants. Similarly, in drip marketing, the marketing messages are sent periodically to lead the customer to buy the product.
Features of Drip Marketing
1. Highly Personalized
The messages that customers receive under this strategy are highly personalized. Would you like to hear “Hi customer” or “Hi (your name)?” The messages are personalized, and that’s what makes you hit that button. Also, the messages include the product category that you’ve been browsing and similar styles or items that you’ve purchased before.
2. Pre-drafted Messages
It’s a harsh truth for customers that the messages they receive are pre-drafts. The marketers do not create them on trigger activity but they share pre-drafted formats .
3. Automated and Scheduled
As we have already read in the introductory part that drip marketing messages are automated. The messages are triggered by different actions of the customers. The triggers can be no activity for 3-4 days, adding product in the cart, subscribing to the blog, not opening the email, not using the app for over 1 month, etc.
4. Based on customer behavior
The drip strategy analyzes every move a customer makes on the website, to send them messages. For example, while shopping on Myntra, if you add a product to the cart and do not purchase it, then you will receive messages like “The item in your cart is waiting,” or “finish your purchase” to make you buy the product.
5. Relativity to the customer
If you want shoes and the drip marketing messages you receive are for bags, would you care to buy them? Probably not. So this is a feature of drip messages that should be relevant to the customer’s preferences and choices.
Elements of Drip Marketing
The trigger can be any activity of the lead or any event that automates the message. For example, the entry of lead/customer in the drip workflow, customer’s activity on the app or website, etc., are the trigger events.
Whatever message that marketer sends depends upon some conditions. For example, the message will be a call for purchase if the customer does not buy anything, and if the customer makes the purchase, then the next message would be a promotion for similar items that the customer might like.
So numerous conditions cause the actions. If the customer does not check the email, then it is also a condition, and the next message will depend on this condition.
Actions, basically are the emails, SMSs, or social media messages that customer receives. These actions are the result of the triggers and conditions. So the email/ messages/ phone calls customers get are the actions in drip marketing strategy.
How to run a Drip Marketing campaign
To kickstart your drip marketing campaign, you need software or tool. The process of setting the campaign is not complex as automation handles the hard part. But, you need to undertake several steps to start your campaign.
A. Identify Targets
The first and foremost task to run a drip marketing campaign is finding identifying your target customers. Three things you must know about your targets are
- Who are they (like obviously)
- What they want (Your products maybe)
- Their behavior pattern (how will they buy or what will make them buy)
After getting the answer to these questions, you need to segment your customers on the basis of their triggers, and for that, there are two ways of segmentation:
- Action trigger– In this, you will group them on the basis of their behavior and interaction with your business.
- Demographic trigger– In this, you have to track the customer behavior and lead them towards conversion. It mainly depends on their purchase activity.
B. Draft your Marketing Message
Remember that you should send the right message with the right information and at the right time. You have to prepare a message that would attract them to your platform for purchase. It is rightly said that content is the king. So make sure you give the relevant information in the message you draft. The content should be of high quality, appealing, and relevant to buyer behavior.
C. Create the workflow for the campaign
Do not rush to hit send button because it’s time to prepare a workflow. So at this point, you have to map out the campaign. You have to plan your drip marketing campaign by preparing this checklist:
- The number of emails to send in the campaign.
- Schedule for sending the emails.
- Order of sending the emails.
- Keep the emails in sync with the triggers.
- Identify the factors based on which you will measure results.
D. Launch it by pressing SEND
So what are you waiting for? Just hit the send button and launch the campaign. Start sending emails to customers, and monitor your campaign.
E. Monitor the results and modify if required
It is pivotal to monitor the results of the campaign. The best part about it is you can monitor at an initial phase that the campaign is going. You can make adjustments or modify your campaign.
Drip Marketing Examples
When it comes to running drip marketing campaigns, Amazon is the winner. It connects with customers like their personal shopping attendants. From the cart, abandonment posts to lure customers with their favorite products they know how to nail drip campaigns.
Myntra won’t let you stay away for too long and eventually make you buy the product with their drip marketing SMSs and emails. It shares brief SMSs announcing their offers and discounts that hit the spot. An email Flashing “Sale is life” in the email subject will make the customer rushing to their app.
You won’t miss the ride if you get drip emails from Uber. Uber is quite consistent with its drip emails and attracts the leads with attractive offers, rebates, and discounts on rides.
4. Nursery Live
NurseryLive is an eCommerce platform for all gardening lovers. It knows what the customer needs exactly, i.e., a garden, and share emails till they fill their garden with cute little plants they sell. They surely put your name in the email template because they know your name on it will grab your attention.
Are Drip Marketing and Email Marketing the Same?
No, drip marketing and email marketing are not the same. Drip marketing is a whole different strategy as it includes SMS, Facebook messages, and other social media messages. But email marketing is a part of drip marketing. The bottom line is if you automate email marketing and send emails in a series after specific intervals, voila, you get drip marketing.
Drip Marketing Tools
Here are some tools that you can use to run a drip campaign.
AWeber email marketing tool is the option for those marketers who are looking for an affordable tool for drip campaigns. You can use the tool to create a time-based drip email sequence by adding emails, tie delays and apply tags. However, some of the features are available in the upgrade version underpaid plan, but to start, it’s the right option for you.
Flodesk is another tool for running drip campaigns. The best feature of this tool is the simple yet intuitive design that will help you in creating the campaign seamlessly. With minimal effort, you can send attractive emails to customers. It has four self-explanatory menus, which are Emails, Workflows, Forms, and AUdience. In the workflow option, you can start your drip email campaign.
Hubspot is a tool that offers advanced options to run an email marketing campaign. It offers highly personalized features that let you change your website content for specific customers. It means every customer sees different content on your website. Hubspot combines social media shares, website content, and blog post content through automated workflows.
ConvertKit is a free tool that comes with great features and easy-to-use navigation. It is a tool that offers features like sending one-off emails, sell digital products within the app, use opt-in forms, and much more. It is also available in a paid version where you can get your hands on advanced features like drip functionality.
Drip Marketing Funnel
The drip marketing funnel is a systematic process of how leads move through the marketing funnel. In a marketing funnel, there are four major steps:
In the attention phase, the marketer catches the attention of the lead. The interest phase is when the prospect show interest in the offering of the marketer. In desire, the customer wants to buy the product, and inaction, the customer buys the product.
The steps that exists in drip marketing funnel are:
Suspect> Prospect > Lead> Qualified lead > Proposal> Close
The customers are in the attention phase when they are suspects and prospects. In the next step, they convert into leads when they show interest in the product. After their interest builds into a desire to buy the product, they become qualified leads. Finally, they take action and propose to buy. The customer hit the buy button and complete the purchase.
And that’s how the drip funnel closes.
1. Get quality leads
The success of marketing does not lie in the leads it creates but the quality of leads. In drip strategy, all you get is quality leads because they have an interest in whatever you are offering.
2. Increase engagement
One of its features says that it is a personalized strategy for pitching customers. When you connect with customers on a personal level, then they tend to engage more with your brand.
3. Save time and efforts
The drip messaging works in automation. Since there is no manual intervention, it saves a lot of time and effort for marketers.
4. Delights Customers
When you are running a drip campaign, you are sending the right message at the right time. The customer’s goal is to get the ideal product that he/she is looking for, and you help them in their buying process. Also, in drip marketing, you show them what they need exactly. That’s what delights them, and happy customers are the victory of a marketing campaign.
DM through SMSs
Drip SMS campaign is similar to drip email campaigns. In an SMS campaign, the marketer sends SMSs before any event like a discount, offer, or sale. It is obvious that once the user signs up with a mobile number, only then marketer runs an SMS campaign. Also, the messages are already written in a template form. The automated SMSs are sent to the customers in a specific period.
Drip marketing strategy is the go-to option for any business because it ensures high-quality leads and high ROI. Create tailor-made marketing communication to target customers. Attract, engage and sell with drip marketing.