{"id":45539,"date":"2021-03-26T15:58:22","date_gmt":"2021-03-26T08:58:22","guid":{"rendered":"https:\/\/act.com\/what-is-drip-marketing-and-when-should-you-use-it\/"},"modified":"2026-02-19T03:36:19","modified_gmt":"2026-02-19T10:36:19","slug":"what-is-drip-marketing-and-when-should-you-use-it","status":"publish","type":"post","link":"https:\/\/www.act.com\/en-gb\/blog\/what-is-drip-marketing-and-when-should-you-use-it\/","title":{"rendered":"What is drip marketing and when should you use it?"},"content":{"rendered":"\r\n

The term \u2018drip marketing\u2019<\/strong>\u00a0refers to a communication strategy based on sending a series of pre-designed, automated messages to customers and prospects at specific intervals. Due to cost effectiveness and efficiency, these messages usually take the form of emails. However, drip marketing also refers to phone calls and other communication methods.<\/p>\r\n\r\n\r\n\r\n

If you are looking for ways to\u00a0improve your sales and marketing activities, drip campaigns could be a useful strategy<\/strong>\u00a0to add to your repertoire. Drip marketing campaigns allow you to stay connected to your customer base and keep interested prospects hooked in. Your aim is to make sure that the right information reaches the right people at an appropriate time, with minimum effort on your part.<\/p>\r\n\r\n\r\n\r\n

You might hear drip campaigns referred to as automated email campaigns, autoresponders, or\u00a0marketing automation<\/a>, but all mean the same thing: sending automated marketing emails according to a pre-determined schedule, and based on pre-defined factors. It relates to the term \u2018drip feeding\u2019, which means \u2018to provide gradually and in small amounts\u2019.<\/p>\r\n\r\n\r\n\r\n

\r\n
\"\"<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n

How and why do drip campaigns work?<\/h2>\r\n\r\n\r\n\r\n

Let\u2019s assume you are embarking on an\u00a0email-based drip campaign<\/strong>. You will create a set of automated emails to go out in response to an initial user action, or on a specified date. For example, a new customer signs up to your site with a new account. They will first receive an email that kicks off the drip campaign, welcoming them to your brand.<\/p>\r\n\r\n\r\n\r\n

If a certain amount of time passes without further interaction from that customer, another pre-written email can be sent with the aim of refreshing interest. It might contain a discount code, popular content on your site, or recommendations based on previous interest. The beauty of this process is that it saves a lot of time and organisational effort. There is no need to manually write every email and keep on top the process for each customer.<\/p>\r\n\r\n\r\n\r\n

Automated emails can be set up to include personal details like name, company information, or whatever you deem necessary. You pre-determine the actions that trigger an automatic email. Provided that you know how to create relevant and targeted emails, statistics say that your emails can produce around 18 times more revenue than general broadcasts.<\/p>\r\n\r\n\r\n\r\n

\"\"<\/a><\/figure>\r\n\r\n\r\n\r\n

When should you use a drip campaign?<\/h2>\r\n\r\n\r\n\r\n

Your reasons for using drip marketing will be brand-specific. However you can take ideas from the below marketing activities, which are commonly implemented through drip campaigns:<\/p>\r\n\r\n\r\n\r\n