Drip marketing is a communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time. These messages often take the form of

email marketing Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to ...

, although other media can also be used. Drip marketing is distinct from other

database marketing Database marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The method of communication can be any addr ...

in two ways: (1) the timing of the messages follow a pre-determined course; (2) the messages are dripped in a series applicable to a specific behavior or status of the recipient. It is also typically automated.Drip Marketing: Slow and Steady Wins the Customer

Media

Email. The most commonly used form of drip marketing is

, due to the low cost associated with sending multiple messages over time. Email drip marketing is often used in conjunction with a

Form (web) A webform, web form or HTML form on a web page allows a user to enter data that is sent to a server for processing. Forms can resemble paper or database forms because web users fill out the forms using checkboxes, radio buttons, or text fields. ...

in a method called an autoresponder. Direct mail. Although more costly,

direct mail Advertising mail, also known as direct mail (by its senders), junk mail (by its recipients), mailshot or admail (North America), letterbox drop or letterboxing (Australia) is the delivery of advertising material to recipients of postal mail. The d ...

software has been developed that enables drip marketing techniques using standard postal mail. This technology relies on digital printing, where low-volume print runs are cost justifiable, and the variable data can be merged to personalize each drip message. Social media. The principles of drip marketing have been applied in many

social media Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...

marketing tools to schedule a series of updates.

Lead generation

Drip marketing can be used as a function of the

lead generation In marketing, lead generation () is the initiation of consumer interest or enquiry into products or services of a business. A lead is the contact information and, in some cases, demographic information of a customer who is interested in a spe ...

and qualification process. Specifically, drip marketing constitutes an automated follow-up method that can augment or replace personal lead follow-up. Invented in 1992 by Bill Persteiner and Jim Cecil also known as Action Plans first introduced in software called WinSales Often called Autoresponders, new leads are automatically enrolled into a drip marketing campaign with messaging relevant to the call-to-action from which the lead came. This is also known as lead nurturing. Advantages include the automation and efficiency, as well as the continued ability for direct response. Intelligent e-commerce sites have integrated this form of drip campaign with un-purchased shopping carts. The continued messaging is relevant to the contents that the shopper stopped short of purchasing, and continue to include direct response actions (i.e. buy now). Disadvantages include the impersonal manner of follow-up. If not augmented with a traditional and personal follow-up method, this automated follow-up has a lower response rate than does personal sales. The lowered response rate is often justified by the volume and efficiency with which leads can be generated and converted.

Sales process

Drip marketing is popularly applied as a sales tool, particularly in long sales-cycles (large ticket items or enterprise-level sales). Where persistent follow-up can become a deterrent to closing the sale, methods with drip marketing offer the ability to remain top-of-mind, and even prompt action, without jeopardizing the relationship.

Etymology

The phrase "drip marketing" is said to be derived from "

drip irrigation Drip irrigation or trickle irrigation is a type of micro-irrigation system that has the potential to save water and nutrients by allowing water to drip slowly to the roots of plants, either from above the soil surface or buried below the surface. ...

", an agriculture/gardening technique in which small amounts of water are fed to plants over long periods of time.

References

{{reflist Marketing techniques