Science of Drip MarketingNeeraj Mishra, Co-Founder | Mcounts | neeraj@mcounts.com

Marketing Automation

Drip marketing is popularly applied as a sales tool, particularly in long sales-cycles(large ticket items or enterprise-level sales), or even in large marketplace with longprospect list and Where a persistent follow-up can become a deterrent to closing thesale. Drip Marketing methods offer the ability to remain top-of-mind, and even promptaction, without jeopardizing the relationship!

Automated processes that send a set of messages or content to sales leads at theright moment to move them through the sales cycle.

What is Drip Marketing?

Drip campaigns allow you to consistently “touch” leads with relevant information based on timeintervals, actions taken by prospects on your website, or other parameters, freeing up valuablemarketing and sales resources without neglecting your prospects

*Drip marketing, Automated email campaign, lifecycle emails, autoresponders and marketingautomation—the concept is the same

When brands nurture leads, they get 50% moresale-ready customers; nurtured leads make 47%

larger purchases.

Drip Marketing - Types

Top of Mind DripsHelps in keeping your leads engaged with your Brand throughout the SalesProcess. Creates Brand Recall value

Promotional DripsHelps in enticing prospective leadswith limited run promotions andspecial pricing offers

Educational DripsProvide Relevant product Informationto prospects and keep them ready forsales.

Engagement DripsTo win back the interests of your colderleads

Training DripsFor New users to move them to atraining program

Competitive DripsTarget your competitors customer withthe benefit to switching to yourproduct

Indicative ways in which Drip campaign can be used to nurture leads into sales

Around 67.45% of shopping carts are abandoned!With an automated drip campaign, you can

re-engage those waivering customers and leadthem back to the "buy" button.

Source: Shopify

Drip Marketing - Benefits

Timely Information

Lead Nurturing

Automation

Drip Marketing nurtures early stage leads until they are sales ready.Drip campaigns can provide your sales team with a continuous supplyof leads that are ready to close. Maximizing Marketing and Saleseffectiveness

Automate the most tedious part of sales process by allowing Dripcampaigns to educate and nurture your leads for you.Spend Less time pitching your product and more time closing deals

Deliver the right information, exactly when your users need it. Thecontent delivered through Drip program is triggered by how a user isinteracting with your brand and where they are in the sales cycle.

People who read your drip emails are far morelikely to click the links in them, with a 119%

increase in click rate from drip emails.

Source: Marketing Land

Drip Marketing - Best Practices

Engaging Content Developmentand Storytelling

Technology Setup & Automation

Email Infrastructure Setup &IP/Domain ReputationManagement

Analytics & Tools

Campaign Targeting

Essentials for successful execution of Drip Campaigns

Design for your Audience

ComprehensiveTesting

Deeper your Segmentation the more personalized your messages can be

A compelling story and a fully automated backend is in place, but if mails aren't landing in your customers inbox the exercise is futile. Ensureyour Mailing engine is first class, IP and Domainreputation are top notch

Engage your users, Story telling is an essential partof Brand Building and engagement

Test your campaigns effectiveness and continually evaluate which aspects are workingbest.

Review Campaign Goals, KPI's and metrics likeOpens, Clickthroughs and bounces. MarketingAutomation tools also provide segmentation, CRMintegration etc. that make drip campaigns eveneasier.

Identify or collaborate with the ideal platform orAgency which can give you a seamless solution ofnot just design, automation but can also managethe Email infrastructure.

Make it easy for your audience to express theirpreference regarding frequency of message, typeof content and how they would like to receive thecontent.

Agency with a creative heart and a technological backbone

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