Got Drip? What Are Drip Campaigns And Why Does Your Brand Need Them?

Drip Marketing: How does it work? And why do you need it?

Drip marketing campaigns derive their name from the drip-irrigation farming model and copy the strategy to consistently deliver small amounts of resources over a long period. And although the ultimate goal of drip marketing campaigns is to boost sales or increase the lifetime value of customers, they work as a communication medium that drives customer engagement and interest in your brand.

Leveraging my 20 years of experience in the nutraceutical industry as a supplement manufacturing expert, I have penned down a few tips on creating successful drip campaigns in an article published by Forbes.

The content for drip marketing campaigns can vary from promotional offers, educational material, and behind-the-scenes tidbits to back-in-stock notifications and abandoned cart alerts. The goal here is to consistently engage with your customers, with the ultimate goal of boosting sales and building a loyal customer base. It doesn’t matter if you are a B2B or a DTC brand, successfully executed drip marketing campaign can help you nurture leads, welcome and engage customers, notify customers and promote events, up-sell or cross-sell products and much more.

How Do You Create and Execute a Successful Drip Campaign?

Early in my nutraceutical industry career, I worked for a brand that sold products direct to consumers. There, I learned that data was the key ingredient to a successful drip campaign was data. Paying attention to data can help you understand the customers’ behavioral tendencies, how they interact with your brand and different types of content. Then you can determine the best channel for communication, the best time to send your campaign, and the frequency of sending the content.

And don’t be afraid to analyze your campaign and make necessary changes. For example, if you find that customers are opening SMS more frequently than emails, increase the frequency of SMS communication. Or, if a certain piece of content is not driving engagement, don’t be afraid to ditch that format in favor of a more successful content format.

Also, be mindful of what communication you are sending to which customers. In my experience, I believe that having individual target pools for different customers is much more effective than having a generic approach. Because what is the point of having a list of million subscribers if only a few hundred are interacting with your campaign? Again, data is your friend here. Analyze your drip marketing campaign carefully to drive maximum effectiveness and encourage customers (existing or potential) to engage with your brand.

It doesn't matter if you are a big or small brand, if your business model is B2B or DTC, or if you are a product manufacturer or service provider. Drip marketing campaigns can help you reach and engage your target customers, ultimately driving sales and boosting customer lifetime value.

Want to know more about what makes a drip marketing campaign successful or how you can implement an effective campaign? Want to understand the data points that contribute to the success of a drip campaign? I recently wrote an article published by Forbes that answers these important questions and much more.