marketing automation is one form of email DRIP marketing

The Effectiveness of Marketing Automation DRIP Campaigns

What is a DRIP Campaign?

It’s where you continuously contact someone (generally via email but I suspect tools that do this will incorporate social media messaging in the future) in an effort to move them through your sales funnel (their buyers journey) one step at a time.

There are two “flavors” or types of DRIP campaigns.

The Autoresponder

The autoresponder is the simpler of the two flavors to setup.

When using an autoresponder, you queue up a sequence of emails and every time someone performs the “trigger event” (for example: provide a name and email address in exchange for a eBook) the sequence starts.

With an autoresponder, everyone gets the same sequence of email’s, but on a schedule that is determined by the timing of the trigger event.

Marketing Automation

Marketing automation allows you to create a more personalized experience. The concept of the trigger event still applies, but what is triggered is not a sequence, but a flow.

The image with this blog post shows a simple flow. What makes it a flow (and allows for personalization) is that whether the person takes the recommended action or not is tracked.

Did they open the email? Did they click the link?

What branches they take in the flow determines which email is sent to them next.

DRIP Campaigns vs Newsletters

As you can image, either form of the DRIP campaign converts better than the use of simple newsletters (which is where everyone receives the same email at the same time).

As well, marketing automation campaigns convert better than autoresponder campaigns. The reason is that the email you send is more likely to be appropriate for their stage of the sales funnel.

Depending upon the sophistication of your marketing automation system, with marketing automation you can perform A/B split testing to see if a slight change in wording in an email or landing page increases (or decreases) the conversion rate of the email or landing page.

Of Course Either Form Requires Leads

And that is where Inbound Marketing comes in, which is a means of attracting your audience through organic search and converting website visitors into leads.

To learn more….

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