Why you should use Drip Marketing in your Email Marketing Campaigns
The Drip MarketingDrip marketing, or drip marketing in English, is a technique based on a series of automated processes that follow a logic based on the actions carried out by a user. Its name comes from precisely how information is delivered to users. In campaigns of email marketingDrip marketing translates as automated and perfectly segmented email campaigns that follow one direction or another depending on user behaviour.
That the automation of email marketing campaigns is becoming increasingly important is not news. Drip Marketing is directly associated with these automation platforms. At numerous posts We have emphasised the importance of carrying out this type of campaign in order to offer a better experience to users. There is no doubt about it, automated email marketing is an excellent way to build loyalty with your users and a way to accompany them throughout the brand experience.
But... let's understand better what we mean by Drip Marketing. This term has a lot in common with the famous "drip irrigation": it saves the use of unnecessary water and keeps the garden constantly moist. The same is true when you apply drip marketing. You automatically "drip" relevant information to potential customers for a certain period of time, depending on when a need arises. In this way you are always present in the user's mind according to the interest shown at any given moment. So you don't waste energy uselessly and you are present just when you need to be.
Drip Marketing aims to establish communication with users in the most personal way possible, so guidelines are created where, depending on the behaviour of the users, they will receive some emails or others. These guidelines take the form of a Workflow and each segmentation must have its own in order to adjust as much as possible to the needs that each segment may have.
Here is an example:
Workflow Drip email marketing campaign
As we can see in the Workflow, different guidelines are determined that condition what the user will receive. For example, if a user receives a promotional email but does not click to open it, after 4 days the same promotional email will be sent with a different subject in order to get the user to open it. If the user does open it this time, the workflow will continue in another direction, if not, it will be terminated. We must bear in mind that this type of strategy does not aim to overwhelm users. On the contrary, they are aimed at adjusting to the user's needs at any given moment.
What benefits can the drip marketing in Email Marketing?
- More effective campaigns
- Campaigns that get more conversions
- Most relevant campaigns
Without a doubt, this type of campaign works very well and gets the most attention. opening rate and clicks, as you adapt to the state of the user's buying cycle, thus delivering the information they need, exactly when they want to receive it. In this type of campaign it is the user who decides what they want to receive and when.
