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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. Drip marketing is distinct from other database marketing in two ways: (1) the timing of the messages follow a pre-determined course; (2) the messages are dripped in a series applicable to a specific behavior or status of the recipient. it is also typically automated.[1]

Mediums[edit]

Email. The most commonly used form of drip marketing is email marketing, due to the low cost associated with sending multiple messages over time. Email drip marketing is often used in conjunction with a Form (web) in a method called an autoresponder.

Direct mail. Although more costly, direct mail software has been developed that enables drip marketing techniques using standard postal mail. This technology relies on digital printing, where low-volume print runs are cost justifiable, and the variable data can be merged to personalize each drip message.

Social media. The principles of drip marketing have been applied in many social media marketing tools to schedule a series of updates.

Lead generation[edit]

Drip marketing can be used as a function of the lead generation and qualification process. Specifically, drip marketing constitutes an automated follow-up method that can augment or replace personal lead follow-up.[citation needed] Often called Autoresponders, new leads are automatically enrolled into a drip marketing campaign with messaging relevant to the call-to-action from which the lead came. This is also known as lead nurturing.

Advantages include the automation and efficiency, as well as the continued ability for direct response. Intelligent e-commerce sites, such as Dell,[2] have integrated this form of drip campaign with un-purchased shopping carts. The continued messaging is relevant to the contents that the shopper stopped short of purchasing, and continue to include direct response actions (i.e. buy now).

Disadvantages include the impersonal manner of follow-up. If not augmented with a traditional and personal follow-up method, this automated follow-up has a lower response rate than does personal sales. The lowered response rate is often justified by the volume and efficiency with which leads can be generated and converted.

Sales process[edit]

Drip marketing is popularly applied as a sales tool, particularly in long sales-cycles (large ticket items or enterprise-level sales).[citation needed] Whereas persistent follow-up can become a deterrent to closing the sale, Drip Marketing methods offer the ability to remain top-of-mind, and even prompt action, without jeopardizing the relationship.

Etymology[edit]

The phrase "drip marketing" is said to be derived from "drip irrigation", an agriculture/gardening technique in which small amounts of water are fed to plants over long periods of time.[3]

References[edit]

  1. ^ Drip Marketing: Slow and Steady Wins the Customer
  2. ^ Dell Privacy Policy
  3. ^ McFedries, Paul (2004). Word spy: the word lover's guide to modern culture. Broadway Books. p. 90. ISBN 0-7679-1466-X. 

Original courtesy of Wikipedia: http://en.wikipedia.org/wiki/Drip_marketing — Please support Wikipedia.
This page uses Creative Commons Licensed content from Wikipedia. A portion of the proceeds from advertising on Digplanet goes to supporting Wikipedia.
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20 news items

TechCrunch

TechCrunch
Tue, 12 Aug 2014 14:03:15 -0700

As with many companies, the two founders of PersistIQ, a YC-backed startup had a problem they saw needed fixing and they decided to build a product to take care of it. In this case, they found themselves coordinating their cold-call drip marketing ...

Business 2 Community

Business 2 Community
Tue, 19 Aug 2014 06:18:45 -0700

Marketing automation strategies like drip marketing and lead nurturing help more leads progress through the sales funnel faster. Warmer leads make it easier for sales teams to focus, prioritize, and convert. Automated campaigns make it easier to do ...

Talkin' Cloud

Talkin' Cloud
Tue, 19 Aug 2014 06:29:43 -0700

They don't "get it." Abandon ship. A "C" lead should be pushed to a one-to-many webinar program or other drip marketing campaign, where they can choose to learn more (or not) about the solution without siphoning your precious and limited sales bandwidth.
 
DigitalJournal.com
Tue, 12 Aug 2014 02:00:00 -0700

On-Site's lead management software leverages the drip marketing opportunity for cultivating prospective renters with a balance of branded auto-responses and prompts for action by the leasing agent at set intervals. The technology is a component of the ...
 
Street Fight
Tue, 22 Jul 2014 04:16:38 -0700

This is facilitated by tools that allow for immediate responses, drip marketing, and lead nurturing.” (Kris Barton, ReachLocal). 3. Track interactions across multiple platforms. “Local SMBs should get the most out of existing interactions with current ...
 
IT Business Net
Tue, 12 Aug 2014 00:18:45 -0700

Real estate marketing is also a snap with IXACT Contacts personalized mass email, drip marketing, real estate newsletter, and Email Campaign Reporting features. The Active Business side of the system helps Realtors keep control of transactions by ...
 
PR Web (press release)
Thu, 24 Jul 2014 00:07:30 -0700

With IXACT Contact, real estate agents can convert more leads into listings and attract more referrals and repeat business. Real estate marketing is also a snap with IXACT Contact's personalized mass email, drip marketing, real estate newsletter, and ...

TechCrunch

TechCrunch
Wed, 13 Aug 2014 02:39:17 -0700

コールドコール(cold-call), 見込み客発掘のためのめくら撃ち電話やメールなど; ドリップマーケティング(ドリップ営業), drip marketing(drip sales), 電話やメールなどの繰り返しによる見込み客発掘…drip(しずく)を何滴も落としていくようなやり方。〕,. 外回り営業では、顧客を営業 ...
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