2011
Drip Marketing
If you’ve run an email campaign or two and followed up on the stats, you’ll know that not everyone on your list is opening your email. You’ll also soon realize that you can send the exact same email to someone multiple times, and they may only click on it the third time they receive it, and actually be interested in what you have to say. Ever wondered why that is?
The reality is that it can take a few emails before you reach the intended recipient at a time that is good for them. Day to day, peoples schedules can be drastically different. Emails can also end up in Junk Mail (How often does your Junk mail get checked?) or come in on a day off. Not only that, people can also read your email and be interested, but the timing for them to take action may just not be right at the moment. There are lots of different legitimate reasons for this, which is why drip campaigns or “drip marketing” is so important.
Drip Marketing takes this into account and attemps to solve these issues. By sending or “dripping” emails over time, one can hope to reach the recipient at a time where they have the time to devote some of their attention to the email. It also enables you to remind them that you’re around, and can be useful in follow-ups, post-sell, or even situations where leads have become cold yet could heat up again sometime in the future.
For these reasons it’s necessary to have a Drip Marketing strategy, whether it be by mail or email. Constantly reaching out is needed to reach the greatest percentage of people, and to remind people that you still exist. Just remember, it’s called drip marketing for a reason, make sure you’re not “drip marketing” with a fire hose, or you may end up creating more enemies than friends.