Drip Campaigns are a form of lead nurturing, that ‘drips’ relevant information over a period of time or as triggered by a user’s action. It is usually done by email and you most likely have experienced several yourself.
Types of Drip Campaigns
There are many types and it all depends on what your business objectives are. Four commonly used drip campaigns include:
Promotional: The company sends a limited-time pricing offer, discount, or packaging of other items.
Dormant customer stimulation: This is used to re-engage former customers who have not made a purchase or used your service for a while.
Education: Smart companies educate their markets. Through explaining difficult concepts in plain language, you build trust and perceptions of expertise. This is all the more the case for services that are high in credence qualities. In other words, it is difficult for a buyer to know whether they are receiving good quality or not because of the complexity of the service (e.g dentistry, car mechanical work). For a complex purchase, a buyer will generally begin with a broad set of businesses to engage and then refine to a shorter list, called the consideration set.
Traning: You can also use a drip campaign to step a user through a learning process in bite-sized chunks so that they can incorporate continual learning within an already busy workload. These are great for software and technical or in-house staff training programs. Set up and forget.
Benefits of Drip Campaigns
Automation: Drip Campaigns are effective and efficient because the ongoing processes are largely automated. Largely, I say. Not entirely. Human oversight is still important to ensure that the correct messages are being transmitted, to the right people. Good communication needs to be two-way so having people on hand to speak with and engage a user is paramount to the ultimate effectiveness.
Relevance: A well-planned drip campaign could be very simple, but it will hit the mark when it is relevant to the user. One useful way to improve relevance to a general and generic list might be to create several landing pages and provide a link to each of them in the footer of your email.
Keeps you top-of-mind: There are many industries in which a person will seek information from various competitors, and make a decision within a predictable amount of time. A regular (albeit not pestilent) level of dripped information, especially educational and comparison-based, will help build product knowledge and trust, and keep you squarely at the forefront of their consideration set.
Tips for a successful drip campaign
The mantra of good marketing is targeting, segmenting, and positioning.
You can run drip campaigns if you have one product to offer or several products.
For example: you have a long list of email addresses, names and professional industries.
You can determine from your product portfolio, which are the best products to offer to each industry.
Your highest margin product is a dental 3D X-Ray machine.
Your segment is the dental practice owners and managers.
- You create a series of educational pages about the benefits of 3d technology in diagnosing and treating patients. You also create a few case studies and videos of the machines in use at different practices.
- You gather testimonial from dentists and patients about the ease-of-use and usefulness of the machine.
- Then, of course, you create product landing pages which contain product features and benefits, customer and patient testimonial, comparison tables between competitor products and pricing information. You have included warranties and guarantees and support details so that a cautious customer can feel confident that they are making a good purchase decision.
- Lastly, you decide to create content that thanks the purchaser with a Gold Card, reminds and reinforces that they have made a good decision with further testimonials from other users, and connect them in with an incentivised online survey.
Then it is a case of dripping pieces of content, based on the user’s behaviour, through the sales funnel to the ultimate post-purchase evaluation. This campaign won’t necessarily stop here, after a purchase. The user will become part of a different target group: customers to keep satisfied and rewarded, albeit less frequently.
Positioning is whereby your service or technology positions itself in the competitive landscape. Is it less expensive? More flexible? Smaller and portable? Is the brand known for its quality and reliability? The positioning is the place you occupy in the mind of the customer when they think about a purchase decision.
Have you had success with a drip campaign?