The Rundown on Drip Marketing

Written by Wally Narwhal | Jun 6, 2013 9:58:00 PM

Drip marketing isn’t your typical email marketing campaign. Unlike a regular email newsletter, drip marketing campaigns allow you to create a program to take your subscribers through. Drip campaigns traditionally run in either 12 or 24 email formats, however they can be of any length.

The primary differentiating factor of a drip marketing campaign from a traditional email campaign is that new subscribers to your list always start with the first email in the series, and not the most recent email as with traditional campaigns. This means that you have the ability to create a campaign once and utilize it as long as you would like, as long as you are updating your contact list with new email addresses.

Some businesses utilize a hybrid of drip and traditional email marketing, having a drip campaign that informs customers and takes them through a predetermined program to help enhance leads, while also putting out a regular newsletter that is more focused on current events and goings on within the company. There are many types of drip marketing campaigns that may benefit your business, including:

Initial Contact Campaigns: These campaigns will be one of the first points of contact that you have with your email list. This is your standard drip marketing program that takes customers/clients through your list of products and services, and helps to showcase your business and how your customers can benefit from your products and services.
Re-Engagement Campaigns: Re-engagement campaigns are a secondary campaign that you take your subscribers through that reinforces the points of your first campaign, and also gives you an opportunity to introduce them to some of the more advanced products that you offer.
Promotional Campaigns: Promotional campaigns tend to be shorter drip campaigns that offer limited run promotions and special offers to those on your list. This usually tends to be a form of a re-engagement campaign, however it does not have to be.

These are just a few of the ways that your business can utilize drip marketing campaigns to help generate leads, educate new prospects, and help introduce your products and services to the world.

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