What is it and how to do it? - Africa News Quick
  • August 20, 2021

What is it and how to do it?

From traditional marketing to influencer marketing, over the course of your business career, you may have heard or come across different types of marketing.

But the term ‘drip marketing’ may be new to you. The term first appeared in the vocabulary of millions of people in 2014 and has since made its mark on the marketing scene.

Drip marketing is an approach used by email marketers for marketing communication and has become one of the most powerful and effective forms of marketing in the business world.

If you don’t know what drip marketing means and why it is such an effective and efficient form of marketing, then you have come to the right place.

In this blog, we’ll introduce you to the concept of drip marketing, explain its importance, and walk you through the steps required to create one.

Excited? Then stop waiting and get in right away!

What is drip marketing? (Definition)

Name drip marketing is a comparison with the concept of ‘drip irrigation‘in agriculture, where crops are regularly and consistently watered in small amounts over a long period of time.

The same applies to drip marketing.

Drip marketing is a marketing strategy that breaks the marketing communication into chunks or ‘drips’, which are spread over a certain period of time until the potential customer takes action.

This is usually done by long-term repeated exposure of goods and services through emails, social media posts, phone calls, brochures, and many more.

The goal is to foster communication and then gently nudge prospects in the direction of making a purchase, rather than selling it point-blank.

Those automated emails you get from a website that you browsed without making a purchase – that’s drip marketing in action.

In other words, it’s about sending the right information to the right people at the right time. Now that you know what drip marketing is, let’s try to understand why you should use it.

Why You Should Use a Drip Marketing Campaign?

The thing about drip marketing is that if you are good at it, you can enjoy a wide variety of benefits! What are they, you ask? We’ll see!

1. Best compromise

In a drip marketing campaign, you send personalized emails to promote your business and products. These emails will be based on the actions of the user or website visitor.

These emails are more likely to be opened than emails sent in bulk at random. This translates to better and better participation rates.

2. Save time and effort

Drip marketing allows you to push your leads through the funnel into conversion automatically, without manual intervention from an employee. This saves a good deal of time, effort, and money.

As a result, there will be an increase in productivity because you will have more time available to invest in other important aspects of your business.

Read more: Marketing psychology: 9 strategies to attract customers!

3. Eliminate lead irritation

There is no denying that while cold calls and emails can be helpful to your business, it is irritating to prospects as they tend to disrupt their day. However, that is not the case with drip marketing.

Drip marketing focuses on emailing potential customers at a particular time when they would like to receive the email. Emails are often triggered based on the potential customer’s actions.

4. Facilitates cross-selling and upselling

The drip marketing campaign goes beyond conversion and enables cross-selling and up-selling. This means that you can keep your customers loyal.

Through drip marketing campaigns like automated emails, you can convince them that customers are repeating purchases, buying new products, renewing their subscription, or even recommending your business to their friends. This will help increase sales and expand your business.

5. Increase brand awareness

Since drip marketing is all about triggered emails and targeted remarketing, it will help prospects and customers stay up-to-date on your brand.

Your regular emails will act as a reminder to prospects or potential customers, even if they don’t make a purchase from your business. This, in turn, will help you create better brand awareness.

On top of all of this, drip marketing campaigns are effective when it comes to welcoming, nurturing leads, onboarding, and even capturing abandoned shopping carts.

If you’re not quite convinced yet, here are some amazing statistics on the wonderful results of drip marketing campaigns.

  • Open rates for drip marketing campaigns are approximately 80% higher than single-send emails, with three times the average click-through rate.
  • Drip campaigns generate fifty% more leads ready for sale.
  • Companies that successfully employ marketing automation generate 80% more sales with 33% less cost.
  • The triggered email click-through rates are 141.6% higher than typical business emails.

Now that we’ve established how crucial a drip marketing campaign is to a business, let’s take a look at how to create an effective one!

How to Create a Drip Marketing Campaign?

He passed 1. Set goals and objectives

Every marketing campaign requires a set of goals and objectives to be achieved and a drip marketing campaign is no exception.

Setting goals and objectives will help you have an outline and framework of all the actions you need to take to jump-start your campaign. It acts as a driving factor.

Ask yourself why you chose to use a drip marketing campaign. Is it to nurture leads? Or improve conversion and sales? Is it because you want to establish a stronger and more lasting connection with your customers? Or is it all of the above?

Answering these questions will help you determine the nature of your marketing goals and the direction you want to go.

He passed 2. Identify the target audience

Identifying your target audience is a mandatory and crucial step in every marketing campaign, but it is particularly important for a drip marketing campaign as it relies heavily on a tailored approach for each individual.

You have to identify your target audience, their demographics, what they want, and how they behave. This will help you understand them better.

Since the drip marketing campaign is based on trigger-based segmentation, you can divide or segment your target audience into:

  • Based on action triggers – Here, you group your target audience based on how they interact with your business. This can include the first visits to your website, the time spent in certain sections, the frequency of visits, cart abandonment, previous purchases, etc.
  • Based on demographic triggers – This implies grouping clients based on their age, gender, behavior or psychographic profile to understand them, elaborate specific messages for each one and push them towards conversion.

Getting all the metrics and data related to your target audience can help you tailor your message and content according to your consumer’s preferences and needs.

He passed 3. Create a message

Drip marketing is about providing “the right people with the right information at the right time.” This means that once you have identified the target audience for your drip marketing campaign, you need to create a personalized message for them.

The keyword here is “personalization,” which essentially means that your message must be appropriate to the cause and attractive to your audience.

Therefore, based on your marketing goals, your message should contain the call to action that you want your target audience to take. It can be anything from welcoming the potential customer to your services, introducing the product to re-committing to your brand, and more.

Just make sure to make it attractive and sharp.

He passed 4. Plan the campaign

Once you’ve finished creating a message for your target audience, the next step is to plan your campaign.

The essence of a drip marketing campaign is the fact that it ensures continuous and consistent communication over time. This means that you need to make sure to send your emails regularly and keep them relevant.

Here, you need to focus on programming. Ask yourself the following questions:

  • How many emails should be sent during the course of the campaign?
  • What time should the emails be sent?
  • In what order should the emails be sent?
  • How often should emails be sent?
  • How will the results of the campaign be measured?

Ideally, the answers to these questions should help you plan your drip marketing campaign.

He passed 5. Launch the campaign

When all the planning and preparation is ready and done, kick off your campaign by sending your emails to your target audience.

Here, you can use CRM software to automate your processes. They can help you launch your campaign by simplifying the bulk email process, scheduling emails, and targeting your recipients. This will also help boost the overall productivity of your business.

He passed 6. Evaluate and evaluate

The last step in your drip marketing campaign is to evaluate, assess, and measure your results.

Even if you are a professional and your campaign is automated, you need to constantly monitor the effectiveness of your campaign and make changes and adjustments to be on top of the game.

For example, you can take a look at some metrics, such as click-through rates and conversion rates. If you want more clicks, you can make changes, rewrite your call to action, and more.


No matter what industry you are in, drip marketing campaigns are one of the best ways to nurture your leads, build trust, and foster a lasting relationship with your prospects and clients.

It is also one of the most effective ways to increase your income! And we think we’ve helped you understand a thing or two about drip marketing campaigns through this blog.

Now if there’s one thing you should do, then it’s start your own drip marketing campaign and see how it works wonders for your business.

It’s time to take a journey down the drip marketing path!

Read more:

How to automate content (and why you should)

How does automation change everything in an email broadcast sequence?

6 Ridiculously Simple Email Marketing Tips For Content Marketers!

Top 11 Gmail Extensions for Email Marketing!

Email Campaigns: What Are They And How To Improve Them With Steps?

Drip marketing - pinterest

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