The drip marketing owes its name to drip irrigation, an agricultural system that applies certain carefully metered quantities of water to the root system of plants. It’s a good analogy. Drip irrigation achieves better results in development, in terms of growth with the minimum amount of resources, by supplying just the right amount of water to the plants where they need and at the right moment.
Similarly, a carefully selected series of messages sent to customers through direct marketing methods such as e-mail or regular mail, you can put your customers the right amount of communication with the minimum of effort on your part.
In applying the messages during a prescribed period of time at calculated intervals, and in a progressive sequence marketing campaigns drip help form and maintain the reputation of the client about your company and its products, and systematically move the client to a cycle asset sales when ready for purchase.
Advertising campaigns drip offer two important benefits: First, the response rate almost always exceeds the promotions or campaigns isolated events. Second, drip marketing campaigns can be carried out with very little effort. It takes time and work planning the campaign, create the message, schedule shipments, create content assets and so on; but once that is done, the campaign can almost put to work automatically. In each of the scheduled intervals, you get to the customer in an economic way without much work on your part.
If you are thinking about making drip marketing campaigns, also consider the following three principles drip marketing.
Aim at your target audience
You must know the first step in an advertising campaign drip is to identify a specific target audience-the more specific the better. Its management system customer relationship (CRM, for its acronym in English) can help identify, categorize recipients or segmenting the target audience.
Some types of campaigns or business lines are better candidates for drip marketing than others. In general, drip marketing works best when dealing with high-value items infrequent intervals, or where there is a long sales cycle. In the corporate marketing, capital expenditure items such as computer systems, technology solutions software or heavy machinery, are generally sold with the help of drip marketing.
However, in consumer industries, businesses such as car dealers and real estate agents are best suited for drip marketing.
Perfect your Message
Although you can send the same message repeatedly in its advertising campaign drip, usually that is a waste of resources and customer service. Ideally, messages in an advertising campaign drip are like a novel or a symphony. That is, have a beginning, middle and an end, and they operate to give an effect of general closure on the client. Experts in marketing drip specific issues apply to outgoing messages, with each successive message builds on the previous message and the last achieves a crescendo effect (musical feature that defines the gradual and harmonious increase).
Remenber, the more detailed you define your target audience will be better structured its messaging market. Think of a real estate agency that has decided to focus on first-time buyers. As a group, buyers who crave buy their homes for the first time are very concerned about the price, and secondly by the location (proximity to a good school, etc.). These messages in the campaign could be built on the first topic that now is the time to buy.
What Include messages Drip Campaigns?
Messages for this demographic could include first-time owners that the agency is handling, incentives for early buyers, mention of government programs to help even more first-time buyers. Talk about the tax advantages of owning a home and other issues that specifically relate to these buyers. Each message must end with a call to action, such as sending more specific content or invite potential buyers to contact the agency to see what programs are available for candidates to buy are.
This is important because the drip marketing differs only by repeatedly contacting a customer. In the same every message it is a part of a carefully coordinated work to produce a desired result with the least effort.
Your plan should include a schedule of contacts and messages and related assets. Your goal should be to reach every customer for several times effectively and in the appropriate range. You should also vary the frequency with making contacts.
At first, when the potential customer is new, you should contact weekly, or even daily. Then reduce the contact once a month or so. Alternately, if you are trying to motivate the customer about an event that will happen on a certain date, you must start with less frequent contacts and then contact more frequently as the date approaches. All this brings a lot of work if you try to do it manually. With a CRM system you can automate the process and determine an easier way who wants to target.
In the case of an advertising campaign by email, this can be as easy as setting the distribution schedule messages and their recipients, and then configure the CRM software to automatically send him.
The work of the CRM solutions
CRM systems serve to collect drip campaign results, evaluate where each customer is in the sales cycle, and use real-time information to make a course correction and launch other commercial programs. For example, a car dealership could have a follow-up campaign separately for customers who have come to a test drive. This could be the first contact with a salesman, then a drip marketing campaign more specialized on a special, or other offer.
This is helpful because it will make more than one campaign at a time. A medium sized company could simultaneously take tens or hundreds of advertising campaigns drip. That’s almost unmanageable without something like a CRM system to track them, guide them and measure them all.
Last recommendation Avoid spam!
Finally, be sure to differentiate your emails on marketing drip unwanted (spam). Make sure your customers have chosen to join your program or you have an existing business relationship with them. Give the possibility to opt out of receiving messages in each email and respect their wishes. If you donA?t want to receive your emails, most likely to respond to your campaign. However, do not rush to give them up. Many customers, particularly the elderly, prefer not contact them via email. Although they could respond through another channel.