Drip marketing was developed in response to the “Law of 29“ in which many marketers believe that an average “prospect” will not turn into a client until they’ve viewed their marketing message at least 29 times.
Drip campaign meaning is really linked with following substitutes: drip marketing, automated email campaign, lifecycle emails, autoresponders, and marketing automation — the concept is the same: they’re a set of marketing emails that will be sent out automatically on a schedule.
Drip marketing and small business
The method of drip marketing can help you avoid the sell-produce curve, which is the situation where you are selling until you find work to do, you are then so busy doing the work that you stop selling. Once the work has been completed you start selling again. This is a dreaded situation that most business owners hate to encounter. The sell-produce curve is experienced mostly by solopreneurs or small businesses.
It was a very frustrating process for even my own company. This was a reason I started my self-learning on marketing automation tactics and best solutions.
An effective way to use drip marketing is to consistently do something each month to keep your name in front of your current clients and prospective clients. By doing this, you diminish the sell-produce curve and will find that you will have a steady amount of business coming in the door on a continuous basis.
Your Plan of Action
The best thing about drip marketing is it requires a plan of action. By creating this marketing plan and following it throughout the quarter, half a year or year, you can guarantee that you will be consistent with your marketing all year long.
I suggest that you develop your drip campaign when planning your yearly marketing calendar.
How the drip campaign works
It is a typical process – the first email will go out as soon as someone signs up, another will go out 3 days later, with one more going out the next weekend. Or, the emails can be varied based on triggers, or actions the person has performed like signing up for your service or making a purchase, which is why they’re also sometimes called behavioral emails.
Drip campaigns aren’t limited to email—the term also applies to direct mail and phone-based marketing, too. But in this primer, we’re focusing on email, since it’s efficient and cost-effective.