A drip campaign is a method used in direct marketing to acquire customers through lead nurture programs. It involves sending marketing information to prospects repeatedly over longer periods of time in order to nurture prospects or leads through the marketing funnel.
Drip campaigns are often executed through email marketing, where pre-written content is automatically sent at predetermined times in order to engage these contacts.
There are tools available online that can automate the “dripping” of your content, such as marketing automation from Hubspot, Marketo, Eloqua, Pardot, and others. which allows the user to automatically publish pre-written emails sent through timely campaigns. These drip campaigns usually have end goals in order to bring more prospects into the funnel or older leads back into the funnel and pipeline.
What role does a drip campaign play?
Sending this information multiple times to the same prospects will expose them to your brand multiple times, which will increase their familiarity with your brand and allow you to reengage with them to get them back into the marketing and sales funnel. Their repetitive exposure could lead them to eventually purchase your product.
Social media and email campaigns are useful channels for drip campaigns for the potential use of a larger user base.
In a Sentence
John used a drip email campaign to nurture SALs to become marketing opportunities using triggers based on content engagement.