Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although other media can also be used. Drip irrigation advantages and disadvantages pdf is also typically automated.
The most commonly used form of drip marketing is email marketing, due to the low cost associated with sending multiple messages over time. Although more costly, direct mail software has been developed that enables drip marketing techniques using standard postal mail.
This technology relies on digital printing, where low-volume print runs are cost justifiable, and the variable data can be merged to personalize each drip message. The principles of drip marketing have been applied in many social media marketing tools to schedule a series of updates. Drip marketing can be used as a function of the lead generation and qualification process. Specifically, drip marketing constitutes an automated follow-up method that can augment or replace personal lead follow-up.
This is also known as lead nurturing. Advantages include the automation and efficiency, as well as the continued ability for direct response. Intelligent e-commerce sites, such as Dell, have integrated this form of drip campaign with un-purchased shopping carts.