Have you ever received an email after looking at a website that reminds you of a product you clicked on? This is a drip campaign. This automated message was sent to push you down the sales funnel and try to push you to purchase whatever you were looking at. Drip campaigns are automated marketing campaigns designed to send or ‘drip’ to customers over time based on certain behaviors and data.
Drip campaigns are usually email, but they can be other forms of marketing too, such as text messages or Facebook messenger bots. The messaging for your campaigns are set up ahead of time and are designed to save you time with automation.
A great drip campaign every website should have is an automated message when someone signs up for your newsletter. You can offer them a discount to try to encourage a sale, and since they signed up willingly there is a high chance they are interested in making a purchase.
Drip campaigns are higher converting than traditional email marketing because they are targeting the right subscribers with relevant emails. Using audience segmentation, drip campaigns are a powerful marketing flow that is custom to the user’s experience. They nurture your interested customer to become more familiar with your brand.
The email marketing companies that specialize in drip campaigns usually have a workflow backend that will allow you to integrate with your e-commerce platform, your website, sign up forms, etc. Some of the popular tools that offer drip marketing are Drip, ConvertKit, and MailChimp. It is best to research the options each platform offers and use whatever platform best fits your needs and integrates with the other programs you use.
Overall, drip campaigns are commonplace in marketing and if you are not yet using them, it is time to step up your marketing efforts.