An hourglass timer with emails dripping instead of sand. Illustration.

If you want to have returning customers and interested leads, you heed to keep them hooked and interested in your brand and product.

So how can make sure people stay interested? The answer is drip marketing. 

What Is the Deal with Drip Marketing?

Drip marketing is based on a gardening technique called drip irrigation. It’s the process of watering plants slowly. You release just enough to keep the plants healthy.

In the same way, drip campaigns aim to avoid drowning customers in information. You only send them enough at a time to keep them hooked. The messages can go out on a schedule, or they can be triggered by an action, for example, a newsletter sign-up.

Why Your Customers Love Drip Campaigns

They’re customized and relevant

People can quickly get sick of emails. Their inboxes are already messy, but if you deliver relevant content, you can stand out and grab their attention. Drip emails are so effective because they speak directly to your interests.

When done right, these kinds of emails can do so much. That’s where your marketing automation software comes in. Use it to segment your users. Then automate the process of sending content that is customized based on preferences.

According to AdWeek, 90% of consumers like receiving custom content from brands! So hop in and get some piece of that action the action already.

Personalization – it is not about first/last name. It’s about relevant content. – Dan Jak, Email Marketing Geek

Why You Should Love Drip Campaigns

1. They’re flexible

There are lots of ways to use drip emails.

  • Use drip campaigns to hook your leads. Keep them warm and guide them towards conversion.
  • Keep your customers updated. Send them targeted and relevant information about your service or product.
  • Re-engage leads that are getting cold. Don’t let them slip through your fingers.
  • Use drip campaigns for discounts and offers. Tempt your leads with an offer they simply cannot refuse.
  • Promote your product. Keep your leads engaged so that they remember you when they are ready to buy.

The possibilities are endless; you only need to get creative.

2. They save time

You don’t have to spend too much time on the creation process. All you have to do is define your workflow and pre-write your emails. Then when new leads look into your brand, it will trigger the existing workflow. You’ll be connecting with your leads while you’re working on other things, or sleeping.

3. They’re automated

Drip campaigns start rolling out when an action triggers them.

The actions can be sign-ups, purchases, subscriptions. Triggers can be non-actions too. Like when someone adds to a cart but never hits the buy button, doesn’t use the app for a while, doesn’t finish setting up their account.

4. They’re good business

Drip marketing guides your leads further down the pipeline. They are already interested in what you offer.

So keep people hooked. When they’re ready to buy, you want your brand to be the first they think of. Engage them by sending relevant emails, and they are likely to buy from you eventually. This is the moment when drip marketing transforms from useful to highly effective.

And it works just as well with your existing customers. All you have to do is keep them in the loop when you have a new feature, update, or are launching a new product. They’ll appreciate it, and they will buy from you again.

Why We Love Drip Marketing

At Loopify, we love drip emails for lots of reasons. Our favorite one is because they are great for educating leads and customers and they build the foundation for close relationships.

Infographic with four reasons why we at Loopify love drip campaigns.

We could go on and on about the benefits of the drip campaigns, but you get the idea.

There’s a reason why drip emails are so popular – they give excellent results. A lot of highly successful businesses use a range of drip campaigns. And there’s one thing they all have in common. Happy customers!

Ready to get on board the drip train?