Why You Need Drip Marketing in Your Life

Don’t you wish you had a way to send out a whole bunch of emails to consumers to guide them through the sales cycle? And wouldn’t it be even better if those pesky emails were personalized and automated, and you never had to worry about manually writing or sending them yourself? I’m going to just dive right in and give you a quick overview of how drip marketing can help you achieve all of the above, and why SharpSpring is the partner you need to make it happen.


If you’re reading this, the chances are pretty good that you have already run across the term ‘drip campaign’ or ‘drip marketing,’ even if you aren’t too familiar with the practice. But, just in case that second cup of coffee hasn’t really kicked in yet, yep, that’s what I’m talking about: drip marketing campaigns and how they can help your organization smooth out the kinks in the sales funnel.

What Is a Drip Campaign?
A drip campaign gets its name from its similarity to the techniques modern farmers use to irrigate their crops drip by drip, thus giving each plant exactly what it needs when it needs it, so as to bring the crop to perfect ripeness and harvest it at the perfect moment. I don’t think I need to bang you over the head with how this can be a metaphor for creating the perfect relationship between you and your consumers. Instead, I’m just going to go ahead and make my case.

Drip campaigns work because they allow you to ping potential customers with emails containing pertinent sales information based on time intervals or user actions on your website. For example, when a user signs up for an account, a welcome drip email could be sent out automatically to thank him or her, thus reinforcing that initial interaction. Alternatively, a long-time user who has not visited the sales platform, whether web-based or brick-and-mortar, might receive a drip email urging them to upgrade. See the resemblance here between marketing and farming?

In each case, it’s about giving the customer an individualized response that doesn’t require extra work at your end. And perhaps that’s the best part. With marketing automation in general and drip marketing in particular, you never need to abandon the more important tasks on your plate or waste valuable marketing or sales resources. And that helps the bottom line. Okay, I take it back. Here’s what is actually the best part: It’s all on your terms. You define the settings of when and why each drip email gets sent out and what exactly it says. It’s all up to you.

If you are running one or more drip campaigns, you’re practicing drip marketing.

The Benefits
The pros for using drip marketing are numerous. Relevancy is a big one – you want your consumers to see the right information at just the right time, and drip marketing lets you do just that. What they ought to see is dependent upon exactly where any given consumer is in the sales cycle.

Setting up drip campaigns allows you to build meaningful relationships with customers with relatively little effort and at a low cost. And of course, as I mentioned, with drip campaigns you get to cut out what is likely the most boring part of your day: sending out copious numbers of monotonous emails.

Who Needs Drip Marketing?
You do. But really anyone and everyone who’s got a digital presence in 2017 needs it. More specifically though, drip marketing is particularly useful to B2B and B2C companies. And here, size really doesn’t matter. Big or small, whether you’re a local event planner or a global insurance company, if your business wants to keep engaging its customers, then you need drip marketing.

Types of Drip Campaigns
Drip campaigns are totally customizable to your requirements. There are literally hundreds of ways to use them in your marketing. Here are a few examples:
Lead Nurturing Drips: Engaging messaging to keep leads warm and move them toward being sales-ready.
Educational Drips: Update prospects with new information on your product/service that may lead them to reconsider.
Re-engagement Drips: Rekindle the enthusiasm of a consumer who looked at your product/service once but never took it further.
Competitive Drips: Steal the attention of your competitor’s audience by pointing out the benefits of switching over to your product.
Post-Sale Drips: These include onboarding drips, engagement drips, renewals drips, drips to enable brand champions, etc.
The possibilities really are endless.

But Do They Really Work…?
Does all this sound too good to be true? It’s not. And I’m here to tell you (with evidence) that drip campaigns really do work.
 

“Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts.” 

–  DemandGen Report


Convinced yet? There’s more.
According to Forrester Research, companies that nurture leads make 50% more sales at a 33% lower cost than companies that don’t nurture leads. And of course that’s the bottom line: Marketers at top companies use drip marketing because it works. It generates more revenue.

When to Use Drip Emails...

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