Drip marketing campaigns (sometimes known as autoresponders) are not your traditional e-mail marketing campaign. Traditional e-mail marketing campaigns are built one message at a time and are sent to an ever-growing list of your business contacts. E-mail marketing is a great way to spread news and updates about your business to those interested in an easily distributed format. You don’t accrue costs the same way that you would with traditional mailers and have full control over how the end user will interact with your message.
Drip marketing operates a bit differently than e-mail marketing. To begin, you build out a list of topics that you would like to cover over the course of your campaign. You build out a set of emails, usually that are sent over the course of six months to two years, however, this is not a hard and fast rule. Once the entire program is built, you add your e-mail contact list into the platform that you are utilizing to build and send out your messages. Once uploaded, the list begins receiving the first e-mail in the program and then is lead through each message over a set period of time (monthly, bi-monthly, etc.).
As you upload new contacts to your e-mail list, these new contacts begin the campaign with the first message and are led though the program as if they were uploaded at the start. This allows you to continually build your network of contacts and everyone will receive the same schedule of messages, regardless of when they sign up. You can then continue to build your drip marketing e-mails, extending your campaign to include new products and services as you add them.
It is important to understand the difference between traditional e-mail marketing campaigns and drip marketing. While they both serve different purposes, it is easier to build and maintain a drip marketing campaign in the long run, and can have massive benefits for marketing your business. Don’t miss out on this opportunity to significantly increase your e-mail marketing efforts and reach out to new customers.
Corey Smith is the founder of Tribute Media and serves as the Digital Marketing Strategist. He is also the author of "Do It Right: A CEO's Guide to Web Strategy" and "Tweet It Right: A CEO's Guide to Twitter."