Building Good Rapport with Existing Customers and Creating New Relationships with Others

All You Need To Know About Drip Marketing

Drip marketing is a marketing practice used by businesses to constantly send product-related information to potential and loyal customers. Drip marketing can be done through various channels and is not a marketing method that involves rapid growth. It is more about connecting and increasing the target audience while providing details that might interest long term buyers to buy again.

Drip marketing mainly focuses on building good rapport with customers and giving them important information rather than relying on general advertisements.

Drip marketing campaigns are used by companies who wish to sell their products directly to the customers instead of through another chain of stores or websites. A drip marketing campaign creates a balance between sending notifications and not overwhelming a customer with information. When the campaign is organized, marketing professionals create lists of prospects and analyze who will respond better to which marketing strategy.

This helps to segregate potential customers and assign a particular drip marketing method to each group. By doing so, it is easier to create personal messages which are done by analyzing a customer's purchase history. The campaign can then be launched and a cycle of sending information can be put in place. This will make sure that there is a steady flow of information that keeps old customers engaged and also brings in new customers. Drip marketing campaigns are most commonly done via email marketing tools. However, there are several other types of drip marketing and these include:

  • Social media: Regular updates on social media, tweets, advertisements, and posts about products help to make your brand more visible.
  • Phone calls: This is more tedious than any other method but it can be effective too. If you can curate information that is specific to a customer, then giving that information via a phone call is more personal and therefore can be beneficial to your brand image.
  • Newsletters: You can ask your customers to sign up for a newsletter and even offer a discount to attract more people. However, you should make sure that the newsletter is providing proper information and is not a very intrusive advertising strategy.
  • Web insights: Drip marketing can be used to direct prospects to blog posts, webpages sharing information about similar products, video channels, and other landing pages.
  • Postcards or brochures: Physical copies of product details like postcards, brochures, or flyers are effective if distributed properly. You need to know which potential customers are more likely to read these physical copies, instead of checking the products online.
Practices and Strategies That Enhance Marketing Drip

Drip Marketing Strategies

There are practices and strategies that enhance the process of using a marketing drip and these are:

Conducting Proper Research and Knowing Your Target

Research possible methods of drip marketing, all prospects, and your customers. Your target audience will determine a lot of your marketing techniques and if you take care of all the basics, then your campaign is more likely to succeed.

Using Different Platforms and Marketing Tools

Drip marketing can be done through various channels. While email marketing is one of the common methods, you can also utilize social media, blog posts, send sale announcements, and even catalogues of your products. You can even send physical brochures or postcards to your clients.

Multi-Channel Marketing with Connected Audiences

Once you have managed to bring in new customers and have been able to connect with your target audience, you must keep them interested. You can send them a "thank you" email and then ask them to review the products they have bought, once the products have been delivered.

Detailed Tracking and Analytics per Drip Campaign

It is important to check how the campaigns are fairing. Do constant evaluations to understand which parts could be optimized and which parts are already working well. You might also need to change strategies or include more marketing tools to get the desired results.

Enaging with Inactive Prospects

Not all potential customers will not turn into buying customers. However, this does not mean that you should ignore them and focus your attention on just those who buy from you. You should try to send them notifications once in a while, highlighting new products or offering a discount code on certain purchases. Do not constantly mail them, but set up a drip marketing process that is slow but steady, to re-engage with them.

Creating Mobile-Friendly Campaigns

Most people spend a lot of time on their mobiles. They are likely to access social media and check emails from their phones, rather than from a desktop. Therefore, your marketing drip campaigns should be optimized to be accessible from a mobile browser. Otherwise, several potential customers might miss out on your messages.

Creating Personable and Relatable Campaigns

Make sure that the messages you are sending are specific and not random. For example, if you are selling stationery like notebooks, sketchbooks, pens, paints, then send them to beginner artists, bullet journalists, or just students in general, instead of a broad group of individuals of various ages and belonging to various professions.

Final Key Notes on Drip Marketing

Advantages of Drip Marketing

Drip marketing helps create an interesting customer base who can relate to your brand and are more likely to respond and engage.

  • Drip campaigns enjoy about 80% higher open rates when compared to single send emails.
  • Drip marketing helps you figure out proper timing and thus get good results. Sending relevant messages right after a customer has purchased something, keeps the customer interested.
  • If you are using drip marketing you will be able to connect to a large audience without spending too much.

Drip marketing, when done right, can be hugely successful. However, it involves proper research and a dedicated approach. If you are considering drip marketing for your brand, then you will have to employ marketing consultants, managers, and assistants. They will be able to analyze the brand and use the right tools to set up a marketing drip campaign that is going to work. If you invest in drip marketing strategies and evaluate them from time to time, your brand image and customer base are bound to improve.