Specializing in Marketing Services for the Learning and HR Solutions industries

Archive for May 2014

What is Drip Marketing?

Kerry Williams

April 30, 2014

Like a faucet with a drip that keeps the sink perpetually on guard for the next drop of water, drip marketing can do the same for your prospects. Drip marketing allows a company to send occasional messages to prospects or clients in an effort to stay fresh in their minds. This marketing practice can raise brand awareness for end-users and cultivate leads for sales teams.

In many cases, drip marketing uses automated services to send out these messages at certain points in time, allowing companies to send responses immediately after a consumer expresses an interest. To take it a step further, proper setup of a drip marketing campaign can allow you to send messages that are specific to the individual needs based on a particular activity of theirs such as visiting a particular page on a website. For example, if a buyer visits a website’s pricing page, we then know they are interested in the pricing of that particular product or service. We can then send them the proper pre-written message regarding pricing rather than some generic promotional content that may or may not be of interest.

Drip marketing, also known as lead nurturing, is not only used to make people aware of new products, but it is also used for encouraging people to use a company’s services again. A retail store, for instance, will send emails to customers after a purchase to inform them of any upcoming sales or promotions.

Ultimately, drip marketing allows companies to stay fresh in the minds of customers even when they are not in the market for the product a business is selling. By continually staying in touch with consumers, businesses hope that one day – when they are ready, they’ll remember the product and make a purchase.

Email marketing remains one of the most effective ways of engaging with your customers and prospects. At Cox eLearning Consultants (COX), we carefully study many campaign metrics and constantly make adjustments to refine our email marketing strategies to stay up to date on today’s ever-evolving marketing practices. Good luck in your marketing efforts and don’t hesitate to reach out to the marketing professionals at COX if you have any questions about lead nurturing or any other marketing needs.