Do you notice how certain companies or brands send you emails at the same time every week that spread the word about their business?
Think of Netflix and how they promoted their own “Netflix and Chill” slogan. It wasn’t just a pop culture thing that kick-started this popular term; it was a carefully strategized campaign that slowly spread the word before becoming a part of the everyday lexicon.
How did they do this so effectively? It’s called a Drip campaign, and in today’s guide, we look at all the key points about this amazing online campaign.
Your Guide to a Drip Campaign
What is a Drip Campaign?
In basic terms, a drip campaign is a marketing strategy that consists of sending several personalized communicative messages, such as emails, social media posts, or phones, to respective customers to keep in touch with them while encouraging them to take action. These messages are “dripped” out across a period of time, hence why it gets its name.
What is the Aim of a Drip Campaign?
It all depends on what you would wish to achieve as part of your campaign.
If we continue using Netflix as an example, they use it to promote their latest selection of programs while keeping users updated about what to expect in the future.
For others, it could be about RSVPing to an event, placing an order, signing up for a newsletter or podcast or keeping customers informed about special deals.
You have a lot of flexibility when it comes to drip campaigns and their goals, based on what you wish to accomplish. However, it is important to ensure the following:
- That the message “triggers” a reaction from the customer (eg. signing up for a newsletter)
- You establish conditions in which the customer has to follow (eg. signing up to the newsletter takes you to a webpage where customers provide details)
- The message is heavily personalized to the customer ensuring that it piques their interest
- The number of messages you’re planning to send over a period of time
Reaching out on important dates to your audience is crucial and can result in better engagement from users.
What are the Benefits of a Drip Campaign?
There are many advantages when it comes to operating a drip campaign for your digital marketing. Here are some of the effects of launching one of these masterful campaigns:
- Improves the engagement with customers – The more well-personalized the message, the more engaged your users will be, resulting in a better relationship with them. Before you know it, these customers will become loyal followers.
- Increases and converts lead – Whether that is sales, sign-ups or contacting your business; drip marketing can result in an increase in leads. Ultimately, it leads to better conversions for your business.
- More repeat sales – You can increase your sales from loyal customers by offering them deals that are exclusive to them. It’s a smart way to keep them happy while generating more profits on your end.
- Builds brand awareness – A subtle way to promote the name and your brand without being too invasive to your customers. As a constant reminder in your customers’ email, they’ll constantly notice your business there to offer them benefits.
- It eliminates prospects’ irritation – Customers hate being hassled by cold calls and cold emails and usually develop a bad relationship with the companies that do it. You can eliminate their irritation with targeted messages that piques their interest.
How to Set Up a Successfully Drip Campaign
Setting up a drip campaign is an easier process than many expect. Here is how you can do it for your business:
- Identify your target audience – Who within your customer base are you targeting? The loyal customer who has always been there? Or are the newbies looking for special perks?
- Decide on your “trigger” – What specific action do you want your audience to take? This is key to the next step.
- Create a personalized message that encompasses your trigger – Make sure you consider the right information at the right time while engaging your audience to take action.
- Map out the Campaign – Consider how many emails you plan to send and the timeframe in which you plan to do it. Stretch out your messages in such a way that they keep coming and stay relevant to your audience.
- Launch it! – Set a date and time in which to commence your campaign.
- Measure and assess the Campaign – After the launch of the campaign, measure the results of CTR (click-through rate) and conversion rates after the first initial messages. You can see what is working, what is not, and how you can improve it going forward.