What is Drip marketing?

What do you understand by Drip marketing?

Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time. These messages typically take the shape of email marketing, though different media also can be used. Drip marketing is distinct from different database marketing in 2 ways: (1) the temporal order of the messages follow a pre-determined course; (2) the messages are dripped in a very series applicable to a selected behavior or standing of the recipient. it’s also generally machine-controlled.


Email. The foremost usually used kind of drip marketing is email marketing, because of the low value related to causation multiple messages over time. Email drip marketing is usually employed in conjunction with a type (web) Associate in Nursing exceedingly|in a very} methodology known as an auto answerer.

Direct mail. Though additional pricey, direct mail software system has been developed that permits drip marketing techniques mistreatment commonplace communicating mail. This technology depends on digital printing, wherever low-volume print runs square measure value excusable, and also the variable knowledge may be incorporated to individualist every drip message.

Social media. The principles of drip marketing are applied in several social media marketing tools to schedule a series of updates.

Lead generation

Drip marketing are often used as a function of the lead generation and qualification method. Specifically, drip marketing constitutes an automatic follow-up methodology that may augment or replace personal lead follow-up.[citation needed] fancied in 1992 by Bill Persteiner and Jim Cecil additionally referred to as Action Plans 1st introduced in code known as Win Sales [2] typically known as auto responders, new leads ar automatically registered into a drip marketing campaign with electronic communication relevant to the call-to-action from that the lead came. this can be additionally referred to as lead nurturing.

Advantages embody the automation and efficiency, similarly because the continuing ability for direct response. Intelligent e-commerce sites, such as dingle,[3] have integrated this way of drip campaign with un-purchased looking carts. The continuing electronic communication has relevancy to the contents that the consumer stopped in need of buying, and still embody direct response actions (i.e. buy now).

Disadvantages embody the impersonal manner of follow-up. If not increased with a standard and private follow-up methodology, this automated follow-up contains a lower response rate than will personal sales. The down response rate is commonly even by the volume and efficiency with that leads are often generated and born-again.

Sales method

Drip marketing is popularly applied as a sales tool, significantly in long sales-cycles (large price tag things or enterprise-level sales) wherever persistent follow-up will become a deterrent to closing the sale, ways with drip marketing provide the power to stay top-of-mind, and even prompt action, while not jeopardizing the connection

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