Drip Campaigns – Definition and Types
In marketing we usually work from the general to the particular. First, we try to capture the potential audience for a product or service, and then within that group of people we try to locate those who could really be interested in purchasing it. And this is when drip campaigns come into play , which are widely used within inbound marketing to obtain the most qualified leads possible .
What are drip campaigns?
Inbound marketing is about getting leads , and lead nurturing is about maintaining contact with those users who have already established communication with the brand. Drip campaigns are precisely those that achieve these objectives.
Through them, more or less frequent (and automated) contact is maintained with potential clients. Depending on their response to these communications, the brand knows if it has to continue deepening the interaction or if it has to discard the lead.
These types of campaigns are carried out through automated emails. The autoresponder drip is responsible for taking the next step in the interaction in case the user has done what is expected of them.
For example, if you send an email with a newsletter and the recipient opens it, the next step in the strategy may be to send them a new email with a downloadable file a few days later. If you download the file, a few days later you can be sent a commercial communication more oriented towards a specific product or service.
The key is to maintain the interaction to make the potential customer move through the
until they reach the conversion .
Types of drip campaigns
The drip can be used in different ways depending on what the brand is looking for at any given time. This allows us to talk about different types of campaigns:
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Promotional: They seek conversion using tactics such as promotions and discounts valid for a limited time.
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Educational: they offer the recipient content that is related to topics that interest them and contribute to raising awareness of the brand.
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Attracting competitors: they direct competitors’ customers to try to attract them to their own product or service.
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Positioning: its objective is to improve branding , the image that consumers have of the brand.
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Recovery: they focus on regaining contact with users who have not interacted with the brand for a long time. These types of campaigns can be designed by qualifying the level of user interaction through lead scoring .
What are its advantages
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Timely information: They ensure that the information reaches the potential client’s hands just when they need it , also taking into account the phase in which they are within the sales funnel.
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They help to segment: They allow you to convert a group of leads into qualified leads to know who should be offered each product or service , which allows you to maximize sales with less effort and at a lower cost.
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They facilitate contact: The entire process is carried out automatically, which helps not to lose contact with potential clients and to be able to dedicate efforts to other processes related to the sales funnel and the conversion process.
Drip campaigns using email marketing tools are very useful in increasing a brand’s sales volume and are quite easy to manage. For this reason, they have become one of the most widespread practices within business processes.