Thursday Stop – What Is A Drip Campaign?

The Thursday Stop is the time during my week that all things stop for a few minutes to reflect about my business and life. I use this time as a mental breather, to look back and forward at the direction things are going. Occasionally, I recall questions from customers and clients and share my answers with you.

Like a leaky faucet, a drip campaign has a “drip” or piece of content that releases after a predetermined delay on a set schedule. An entire campaign can be planned out in advanced before being launched to your audience.

Drip Marketing, is the basic form of Marketing Automation. Even at this level, all of the marketing material is produced ahead of time. That means, you must understand and design your audience’s experience 1 step at a time.

Imagine a drip campaign as a story line, where specific events happen in a sequence. You are the narrator of this automated marketing story.

With your automated marketing story, a schedule or timeline is planned according the marketing scenario and is then played out. The schedule can be consistent, such as daily, weekly, or monthly. An intermittent schedule will have irregular delays between drips, such as 1 day, 3 days, then 7 days.

Taking your automated marketing story to the next level, you can begin to apply basic programming through conditional actions. That means your automated marketing story becomes a “Choose your own adventure” style of story.

The simplest conditional actions are either True/False or Yes/No situations. For example, in email, the actions can be “Was the email opened?” or “Was the link clicked?” and more. In an online training, the actions can be “Was the video played?” or “Was the quiz passed?” and more.

These conditions can be endless, but they are all dependent on simple answers that an individual chooses naturally in the progression of your timeline.

Drip Campaigns can be:

  • Team Onboarding

    A series of emails, pages, and possibly videos that introduce your new team members to your processes and business mission.

  • Service Renewals

    When you need to remind your customers or clients of upcoming service or product renewals to improve the rate of recurring payments.

  • Lead Nurturing

    Sometimes you have business leads who need additional information in order to make a decision. You can craft an impressive experience through a drip sequence.

  • New Customer Welcome

    Once a lead becomes a customer, you can continue the experience with everything they need to know, such as communication, processes, and tools.

  • Trainings or Courses

    The convenience of drip campaigns allows you to have an entire program setup to operate automatically, such as online training and video courses.

Keep in mind that you are not limited to this list for drip campaigns. A drip campaign can be any type of communication sequence that can be pre-determined, setup, and then turned on for each individual.

Keep it on topic, avoid confusion

Drip campaigns are a powerful tool, if used appropriately, for your business marketing. Of course, the drip campaign must be relevant to the subject in order to keep a progression. You should avoid random content from appearing in a campaign, as it will be distracting and potentially cause your customer to get stuck or bail completely.

It is a good practice to have your contacts on 1 drip campaign at a time. Having multiple campaigns simultaneously for the same contact can cause a great deal of confusion. It is best if the contact completes the sequence before moving onto a new campaign or being adding to a general list.

How can your business use a drip campaign?

Leave your answer and feedback in the comments section below.

Share this Post