Drip marketing is an important tactic for modern marketing campaigns. It aims to apply a slow-but-steady approach to winning and keeping customers through a carefully tailored series of messages.
Although drip marketing is usually applied to email campaigns it is applicable to direct mail and phone campaigns as well.
The outstanding characteristic of drip marketing is persistence. It uses a steady flow of carefully timed messages to build interest and willingness to purchase in the recipients of the messages. It doesn’t swing for the fences with every message, ut instead relies on a series of base hits to win the business.
Typically drip marketing messages are short and succinct. A message can be 200 words or less (preferably less) and should end with a call to action. This is important. You don’t want to overwhelm your recipient and you always want to include a call to action.
Drip marketing walks a fine line between spam and disinterest. You need to message often enough to keep your company and its proposition in front of the recipient, but not overwhelm them to the point where they trash your messages unread.
Part of this is timing. You need your messages to be frequent enough to reinforce each other but not so frequent as to be annoying. Try for a maximum of one drip marketing message a week and one every 10 to 14 days is better.
Headlines are the most important part of an email drip marketing message. There’s a good chance the subject line (headline) will be all the recipient will read. It should encapsulate the main point in as few words as possible. The ideal headline on any marketing email is less than 12 words and that applies strongly to drip marketing messages.
Time of the week is important for drip marketing messages as well. Studies have shown messages are most likely to be opened and read on Tuesday and Wednesday afternoons in the early afternoon. No one is quite sure why but that is what the studies show.
Persistence is the key to a successful drip marketing campaign. It isn’t a one-time contact, or even two or three times. It is a constant, steady pressure.
For that reason you can’t expect fast results from a drip marketing campaign. It takes time for the campaign to develop and to start yielding results. Along with persistence, patience is a key characteristic of a successful drip marketing campaign.
Needless to say, a good CRM system is a huge help in running a successful drip marketing campaign. You need to keep a list of prospects in your database and use the scheduling features to plan and execute your messages. The CRM database is also an important tool for tracking results. A CRM system isn’t an absolute necessity for running a drip marketing campaign, but it makes the job infinitely easier.