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All you Need to Know About the Drip Model or Drip Marketing

What is Drip Marketing? A Guide to Drip Campaigns

By Manav RanaPublished 2 years ago 6 min read
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All you Need to Know About the Drip Model or Drip Marketing
Photo by Carlos Muza on Unsplash

Drip marketing is sending a predetermined number of messages to your targeted audience consequently, on a set timing, in light of actions they take or changes in their status. Organizations use drip advertising to stay in contact with a group of people, in a customized and designated manner, following significant activities or dates.

It was presented by Chris Fill in his book "Marketing Communications".

The DRIP model is extremely helpful for defining wide communications objectives. The abbreviation represents:

Differentiate:

At the point when an organization conveys its services or products to its consumers, they need to distinguish itself. It must be clear that they are not quite the same as the following organization. What might they at any point offer that no other person would be able to? Or on the other hand, how are they better than the rest?

Reinforce:

Reinforce the message sent to your consumers. Reinforce it by showing for what reason your brand is unique. It could be because it is less expensive, better quality, simpler to utilize, healthier, or anything that characterizes your product or service.

Inform:

Tell individuals about your existence. Regardless of how great your product is, how modest it is, or how much simpler it would make someone's life, if someone has close to zero familiarity with your reality, they won't get it. The main things the audience should be educated about are the characteristics that separate you from the others.

Persuade:

Inspire your audience for additional buys. Convince them of additional positive actions. Do not allow them to overlook you, your product, or your service. The stunt here is that a scarcely discernible difference among influence is being pushy. Convince your audience that they won't feel forced.

Why use drip campaigns in marketing?

Drip advertising can assist you with supporting sales by transforming visitors into buyers, expanding repeat buys, and reconnecting a torpid audience. By conveying your organization's value, you assemble a relationship with your targeted audience and exhibit that you're an incredible asset to their requirements.

An investigation of 2,000 individuals observed that half of us are taking part in "an endless quest for products, services, and content to help behavior change." A Drip campaign can uphold this way of behaving.

Drip campaigns can likewise be successful because they're focused on, meaning they're founded on a particular action, and can be customized. Over 90% of customers say they're bound to purchase from organizations that perceive and remember them.

Following are 10 situations where setting up a robotized Drip campaign could assist you with getting applicable data to designated readers, and converting them into consumers.

  • Renewals
  • Confirmations
  • Abandoned Shopping Carts
  • Recommendations
  • Engagement
  • Courses
  • Unsubscribes
  • Nurturing Leads
  • Welcoming
  • Onboarding

Recommended Read: SaaS Marketing Guide- How to Promote your SaaS-based business Across the Globe?

Two types of Drip Emails Used in Marketing

There are currently two types of Drip emails- Simple Autoresponders Drip Email and Behavior-Based Drip Emails

1. Simple Autoresponders Drip Email:

Simple autoresponders are clear: somebody gives you their email address (most frequently in return for a free download - like an ebook, checklist, or some other reward material), and afterward, you can naturally send them emails for a particular time frame.

These emails are normally intended to assemble that individual's confidence in you or your organization, give more data on the subject they pursued, and (eventually) promote your products or services.

While cutting-edge/advanced drip campaigns frequently tailor the messages an individual gets given their web-based ways of behaving, fundamental autoresponders will send a similar grouping of messages to every individual who signs up.

2. Behavior-Based Drip Emails:

Behavior-based drip campaigns are comparable in idea to simple autoresponders: they want to acquire your subscribers' trust and offer some benefit that will, toward the day's end, convert them into customers. As with basic campaigns, they accomplish this through a progression of email with a potential blend of different channels.

Segmenting by behavior is a separate game: planning, developing, and executing behavior-based drip campaigns can be decisively mind-boggling. It includes the kind of system that requires broad preparation, high-level programming, and specialized skills.

While a simple autoresponder engine could be sent off in a day, you ought to anticipate that a complicated drip engine takes much longer, and be extensively more costly to set up.

Since as your organization develops, adds products or services, and draws in a more assorted audience, behavior-based drip marketing is the most ideal way to proportion your business to a new level.

Also Read: YouTube Marketing- Tips, Strategies, Best Practices for 2022

Step by step instructions to Set Up a Drip Campaign

Another inquiry emerges, how would you outline a triumphant automated drip campaign?

Distinguish Your Target Audience:

Drip campaigns are tied in with breaking your subscriber list into subsections and focusing on data to niches of consumers. So the main piece here is figuring out which triggers and audiences you will use for your drip campaign method.

Drips are generally founded on one of two sorts of triggers: either action in your application or on your site or an additional piece of user demographic data.

Create Your Message:

Since it has become so undeniably obvious whom you're focusing on, you want to create a message that is reasonable and catches their eye. What do you believe that the client should learn?

In light of your response, compose a content copy that is clear, significant, and appealing. Keep up with the voice that you've built for your brand, yet make sure that your message is understood.

Plan Out Your Campaign:

Next, you want to sort out the logistics of your drip campaign— what the work process resembles from first contact to sale to customer support. This is additionally when you put forth the objectives of your campaign, ensure that the copy in each email streams along with the others, and conclude how you will quantify your outcomes.

Launch Your Campaign:

Whenever you've settled on a technique, begin sending. To do this, you can either execute your custom Drip software or purchase an off-the-shelf product that will have you going in minutes.

Assess and Revise:

Since your drip campaign is automated doesn't mean you can allow it to run without any supervision. You invested a lot of energy investigating consumer segments, and it's critical to rearrange those segments and your approach because of the outcomes.

On the off chance that you're not getting as numerous click throughs as you need, have a go at revamping your calls to action; on the off chance that you're not fulfilling your transformation rate objectives with your sale shutting email, attempt more instructive interchanges before requesting that any consumer pull the trigger. Assess, change, repeat.

How to Count Drip Marketing Results?

What's the most effective way to follow how consumers are interacting with your content?

Perhaps the most inescapable technique includes UTM codes (or URL parameters) — little text strings that you can paste onto the backend of a URL.

how to
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About the Creator

Manav Rana

Manav Rana is a passionate blogger & eCommerce business marketing strategist. He provides well researched content on eCommerce for entrepreneurs & startups.

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