Drip Marketing: Everything you need to know

drip marketing
How can drip marketing benefit your business? HubSpot collects everything you need to know and how to implement it into your marketing efforts.

(This article was originally published by hubspot.com and was edited for content and style.)

Consumers in every market are constantly receiving a barrage of texts, emails, and advertisements from various companies trying to grab their attention, so how can your brand stand out and stay top-of-mind? One way is through drip marketing.

Drip marketing helps marketers stay in constant touch with both current and potential customers by constantly reminding them of available products, services, and special offers. But what is it and how can it benefit your business? Here’s everything you need to know plus a few examples.

What is drip marketing?

Drip marketing is a type of communication strategy that involves sending a steady stream – or “drip” – of pre-written marketing materials to customers or potential leads over time. While these messages can be in the form of various media, email marketing is the most common.

In the early days of drip marketing, paper mail and flyers were mailed to recipients on a marketing list or after they first contacted the company. Of course, as marketing adapted to the digital age, drip marketing in the form of social media and email marketing became more popular.

Now you know what drip marketing is, but how does it work? Plus, how can your business use it to its advantage? Here’s what you need to know.

How does it work?

The way it works depends on the medium being used. The three most common media are email, social media and direct mail.

Email drip marketing

Email drip marketing usually starts with an online form that a prospect or customer fills out. Once the form is completed, that person is entered into an autoresponder program that will send automated emails from then on.

The emails can be personalized with the contact’s name and specific mentions of the action they took. For example, “Hello Jane! Thank you for signing up to our weekly marketing newsletter.”

Drop marketing on social media

The role of social media in drip marketing is becoming more prevalent in a digital world. With this form, social media accounts are consistently updated with texts, photos or videos around a particular marketing effort.

For example, a social media account for a TV network might market the premiere of a particular show by releasing behind-the-scenes clips, photos, or images to build audience excitement.

Direct mail drip marketing

Direct mail has long been used in drip marketing efforts and has seen many updates over the years in the form of software and digital printing. These improvements make direct mail more automated, personalized and easier to manage.

Regardless of the method used, a common trend in this type of marketing is the “Law of 29”. This unwritten rule in marketing says that most potential customers won’t buy something until they’ve seen an ad for it at least 29 times. While 29 may be a bit too specific, the point is that a key to lead generation remains top-of-mind for potential customers by continuously creating connection points.

Drop Marketing Examples

Now that you know how drip marketing works, here are a few examples to inspire your next campaign.

drip marketingDisney+ Email Campaign

To keep subscribers informed about the latest releases of the streaming app, Disney+ will post regular email updates, including a weekly “What to watch this week” message. In this email, Disney+ reminds fans that the latest Marvel series, “Ms. Marvel,” is currently streaming and the season finale airs that week, as well as highlighting the behind-the-scenes content of the show.

Many companies and networks are floating in the world of streaming services. So this method is especially useful for Disney+ as it helps the service stay top-of-mind ahead of competitors like Hulu and Netflix.

Stranger Things Twitter updates

Ahead of the second part of the fourth season of Stranger Things premiering on Netflix, the show’s Twitter account regularly shared messages to remind fans. Finally, on the day of the premiere, the account shared a clip of one of the fan-favorite characters, Eddie Munson, performing an epic guitar solo with the words “Now Streaming” in bold.

The video clip was convincing enough to go viral with over 30,000 retweets and 120,000 likes.

New York Times email to win back customers

Drip marketing is not only effective for generating new leads, it can also reclaim old leads. Sometimes customers invest in a product or service only to never come back.

In my case I was subscribed to the New York Times, but I ended up canceling my subscription to reduce my monthly costs. However, I still get updates from the New York Times, including the special offer below to subscribe for just $1 a week.

Drop marketing is an excellent tactic for keeping current customers informed about your company’s products and services. It can also convince new prospects to buy from your company. Finally, you can also win back old customers by staying in constant contact with them. Now that you have an understanding of what it means and how to use it, you are ready to plan your next campaign.

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