The use of Drip Marketing or Drip Mailing in email campaigns
Posted: Tue Dec 03, 2024 7:01 am
In this post we talk about an email marketing technique that has been used for years and is really effective, but perhaps little known. It is based on pure segmentation of users and an analysis of their behavior in order to send the email at the ideal time that will impact them.
All this under the umbrella of automation with the aim of being able to establish the sending sequences based on the parameters that we determine appropriate thanks to our versatile API that you can integrate with your website or management system.
Drip Marketing, Drip Mailing or Drip Marketing, in Spanish, takes its name from drip irrigation. For those who are not familiar with gardening or agriculture, we will tell you that it is the most effective irrigation it directors managers email lists system that exists because it saves water consumption by providing the plant with enough water to keep the soil moist.
I'm sure that with this explanation you can already establish an analogy with this strategy: sending highly selected emails, at the precise moment and always maintaining the greatest engagement with the recipient.
Thanks to the Drip Marketing strategy, we can create a mailing program that "drips" relevant information to our subscribers over a certain period of time and depending on when we consider there is an opportunity to impact and/or sell.
Advantages of Drip or Mailing Marketing
Segmentation : We follow one of the maxims regarding email marketing, sending only to those recipients who we believe may be interested in that newsletter.
Personalized : Not only because the subject of the email or the body of the email has your name, but because we are sending you relevant information at the right time.
Automation : We can put our campaign on “autopilot” by establishing a sequence of emails based on the recipient’s behavior. This is called marketing automation and, when properly designed, can save us a lot of mechanical work when creating our campaigns.
Dynamic content : We can combine this strategy with the possibility of sending fully personalized newsletters (design, texts and images) thanks to dynamic content, which we recently talked about , with the aim of achieving greater impact, increasing the opening rate and the CTR of the campaign.
Dynamic strategy : Depending on the results we obtain thanks to the study of the metrics, we can modify and adjust the campaign to our objectives. It is by no means a closed or immutable strategy.
Increase ROI and conversions : By sending emails to well-segmented contacts based on their behavior, we will be able to increase the profitability of the campaigns.
What you should avoid in your drip marketing campaigns
Excessive emails : Sending too many emails is harmful and will surely have the opposite effect. Analyze the results of the campaign and find the ideal sending frequency for your target.
Repetitive content : Put in the effort to send creative emails and design content that is appropriate for your subscribers.
Outdated information : Putting campaigns on “autopilot” and forgetting about them too much, thinking that the work will be done by itself, can lead to problems by taking the subscriber to a page with outdated information. Continually review your workflows to make sure you don’t damage your image and waste sales opportunities.
Examples of Drip campaigns
We launched a campaign to a subscriber with a link to content on our blog where we talk about the problems of sleep apnea.
Four days later we sent him a new email with an ebook about sleep apnea, how to detect it through snoring while sleeping, and the health problems it can cause.
If you download it, you will receive a new email with information in audiovisual format about a product that eliminates the problem of snoring and apnea thanks to a splint without the need for surgery. Here we focus more on the product. Otherwise, if the email in step 2 does not mention it, we can send a reminder email a week later.
If you open the email in step 3, we will send you our product launch offer and a link to request an online appointment with the clinic.
If the client comes to the clinic, we will send a final email with more detailed and technical information and thanking them for visiting the center.
All this under the umbrella of automation with the aim of being able to establish the sending sequences based on the parameters that we determine appropriate thanks to our versatile API that you can integrate with your website or management system.
Drip Marketing, Drip Mailing or Drip Marketing, in Spanish, takes its name from drip irrigation. For those who are not familiar with gardening or agriculture, we will tell you that it is the most effective irrigation it directors managers email lists system that exists because it saves water consumption by providing the plant with enough water to keep the soil moist.
I'm sure that with this explanation you can already establish an analogy with this strategy: sending highly selected emails, at the precise moment and always maintaining the greatest engagement with the recipient.
Thanks to the Drip Marketing strategy, we can create a mailing program that "drips" relevant information to our subscribers over a certain period of time and depending on when we consider there is an opportunity to impact and/or sell.
Advantages of Drip or Mailing Marketing
Segmentation : We follow one of the maxims regarding email marketing, sending only to those recipients who we believe may be interested in that newsletter.
Personalized : Not only because the subject of the email or the body of the email has your name, but because we are sending you relevant information at the right time.
Automation : We can put our campaign on “autopilot” by establishing a sequence of emails based on the recipient’s behavior. This is called marketing automation and, when properly designed, can save us a lot of mechanical work when creating our campaigns.
Dynamic content : We can combine this strategy with the possibility of sending fully personalized newsletters (design, texts and images) thanks to dynamic content, which we recently talked about , with the aim of achieving greater impact, increasing the opening rate and the CTR of the campaign.
Dynamic strategy : Depending on the results we obtain thanks to the study of the metrics, we can modify and adjust the campaign to our objectives. It is by no means a closed or immutable strategy.
Increase ROI and conversions : By sending emails to well-segmented contacts based on their behavior, we will be able to increase the profitability of the campaigns.
What you should avoid in your drip marketing campaigns
Excessive emails : Sending too many emails is harmful and will surely have the opposite effect. Analyze the results of the campaign and find the ideal sending frequency for your target.
Repetitive content : Put in the effort to send creative emails and design content that is appropriate for your subscribers.
Outdated information : Putting campaigns on “autopilot” and forgetting about them too much, thinking that the work will be done by itself, can lead to problems by taking the subscriber to a page with outdated information. Continually review your workflows to make sure you don’t damage your image and waste sales opportunities.
Examples of Drip campaigns
We launched a campaign to a subscriber with a link to content on our blog where we talk about the problems of sleep apnea.
Four days later we sent him a new email with an ebook about sleep apnea, how to detect it through snoring while sleeping, and the health problems it can cause.
If you download it, you will receive a new email with information in audiovisual format about a product that eliminates the problem of snoring and apnea thanks to a splint without the need for surgery. Here we focus more on the product. Otherwise, if the email in step 2 does not mention it, we can send a reminder email a week later.
If you open the email in step 3, we will send you our product launch offer and a link to request an online appointment with the clinic.
If the client comes to the clinic, we will send a final email with more detailed and technical information and thanking them for visiting the center.