Automate Your Marketing & Sales Process with Drip Marketing Campaigns

The name drip marketing originated from drip irrigation where small amounts of water is released over time to nourish the plants or crops.

Drip irrigation for plants and crops is done by releasing small amounts of water (nourishment) at the right time and the right place (near the roots) so that there is no water loss in percolation and in evaporation. Healthy plants are grown with the least amount of investment and almost zero wastage of water.

 

Drip marketing is similar but instead of water, we release small units of marketing messages at the right time intervals. Drip marketing is used by several companies to perform multiple functions including lead nurturing, on-boarding, customer success and customer support. Drip marketing is proven to reduce the sales cycle, sales costs and customer support costs.

The Structure of a Drip Marketing Campaign

A very well thought out drip marketing campaign helps multiple areas of the business. One of the main functions of a drip campaign is lead nurturing. With a little bit of automation and creativity, drip marketing campaigns can further help in on-boarding, customer success management and customer retention.

Here’s an example of a full stack drip marketing campaign:

1. Lead Nurturing

Customer Signs up for Free Trial of a Product

  • Day 1: Welcome email with an Intro Video & a Welcome Phone Call

  • Day 3: Email explaining features of the product

  • Day 5: Email with eBook containing customer success stories

  • Day 7: Phone call to find out why the customer has not purchased yet.

  • (And so on… until customer pays or opts-out)

2. On-Boarding & Customer Success

Customer Pays for the Product and Starts Using it

  • Day 1: Thank You email with link to a Video explaining initial setup

  • Day 3: Ideas & Tips to make the maximum use of the product

  • Day 5: Videos, articles and manuals on how to use each feature of the product

  • (And so on…)

3. Customer Retention

  • Day 7: Proactively ask for feedback and problems faced by the customer via email

  • Day 9: Phone call to make sure that the customer is happy

4. Up-sell & Cross-sell

  • Day 11: Introduction to premium products

  • Day 13: Case-study & customer success stories about premium products

  • (And so on…)

The above is just a simple example of how a drip marketing campaign can be configured. The drip campaigns should be customized based on the specific needs of each business and its customers.