Drip Mrketing

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, although other media can also be used. Drip marketing is distinct from other database marketing in two ways: the timing of the messages follow a pre-determined course; the messages are dripped in a series applicable to a specific behavior or status of the recipien.

Email. The most commonly used form of drip marketing is email marketing, due to the low cost associated with sending multiple messages over time. Email drip marketing is often used in conjunction with a Form (web) in a method called an auto responder. In this method, a lead completes the form on a company’s website and is then enrolled in a drip marketing campaign with messaging appropriate to the form’s context.

Direct mail. Although more costly, direct mail 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 marketing tools to schedule a series of updates.