How do ‘Drips’ help in marketing?

Ever wondered how you get a mail notification about something you had signed up for just a few moments ago? Or you were just roaming around the internet and received an email for it?

It was just very recently when I had to develop a report on the strategies used by Amazon for its international expansion in different countries. I needed to use the site Academia for this purpose. That led me to create an account on Academia, to get access to numerous research and review papers from across diversities.

Here is what I got in my mail the next moment.

A few days later, when I went back to Academia to search for papers, I found that a mail had already been dropped in my inbox, stating:

Few days later, recommendations started popping in my inbox, giving me different purchase packages to upgrade from. Example:

And subsequently, the benefits I would get if I upgrade my viewing package:

As a student, I would definitely be looking for places where I would get a chance for grants and fellowships. The mail stated:

Since Academia is a community, I received a mail which gave me suggestions on the people to follow in the community:

This is what we know as drip marketing, where the marketers would try to keep us in constant contact with their product.

What is Drip Marketing?

An email marketing strategy composed of multiple emails sent out at different instances of time to the consumer/potential customer, at specific times and dates. 

This kind of marketing is done in the form of drip campaigns, where these campaigns are targeted to certain segmented users. The primary motive of these campaigns in to “attract the right subscribers”. (Heck, we did a drip campaign for Marknations too!)

Before we design a drip campaign, we have to ask ourselves certain questions which would give us an idea on why are we doing it:

  1. Do we need more checkouts?
  2. Increased website visits (in the case of Marknations, our blog)
  3. Increased engagement among existing members.
  4. Onboard new users smoothly?

The users are segmented based on demographics, their purchase history, and the kind of emails they have opened in the past. They are also segmented on the basis of the aspect of the service they are interested in.

Drip campaigns are implemented using marketing automation – we do not have to type the mails when a new lead has been identified for our product.

Drip campaigns are more creative as compared to other email marketing tactics because they combine the ability to build our list while sending them emails that they signed up at the first place.

Example of strong drip marketing: Amazon

Drip marketing gets its name from drip irrigation - We slowly develop a relationship with our users by giving them information.

It’s all about giving the users the right information at the right time, and keeping them interested in you.

Key elements of a drip marketing campaign.

  1. Triggers: These cause the entry of a new lead in the drip process. They set the drip campaign in motion. Example: a first-time user registering on the app/website, unpurchased items in the shopping cart.
  2. Conditions: Second step in the drip process. These conditions might need to be met for actions to be taken. Example: After the lead has been generated, wait for 3 days to send the second mail after the welcome mail, or wait for an actual click to happen.
  3. Actions: Actual engagement events – automated mails. Example: The customer review mails, cart abandonment mails etc.

The Drip Process:

The Drip Process

Important features of Drip

  • It is super relevant, as every lead is unique, and with drip, you cater to each and every one of them.
  • Drips engage the leads with a very personalized approach. They are highly effective because they catch the attention of the lead emotionally, and form an emotional and a personalized connect with them.
  • They are based on user behaviour, my example of Academia is a proof.
  • It is a set of pre-written mails, which are automated and set on a schedule.

What emotions do they tap into?

Drip marketing focuses on the emotional connect of the consumer, hence tries to tap into the communication channels they wish to communicate with, and the way they want to be communicated in.

Users are not necessarily unsubscribing because they hate the brand, they might just want to interact in a different way. It tracks your prospect’s behaviour, send them content which they find interesting and sell only when they are perfectly ready to buy, based on their actions.

Applications

Real Estate: Sending more information on the same house, or a different house when they have clicked/not clicked a link.

Blogging businesses: Website re-engagement and welcome drip campaigns.

Fashion Industry and fashion marketing: Happy Birthday emails to every subscriber, and/or surveys and site re-engagement mails.

Beauty and Cosmetics Industry: Reward the loyalists, and weather-based recommendations.

E-commerce: Cart abandonment drip campaigns, repeat purchase reminder drips, and VIP customer reward drips.

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