Drip Campaigns: Defined

Monday, May 5, 2014
Email Marketing
Drip Campaigns: Defined

What if you made $40 for every $1 you spent on marketing?

Better yet, what if you generated 50 percent more sales-ready leads at a 33 percent lower cost? What if you could ensure that each purchase generated was 47 percent higher than what you see now?

And finally, what if you could accomplish all of this while building your brand and creating endless upsell potential, driving your revenue to new heights?

This probably sounds too good to be true. But it’s a proven strategy.

We’re talking about an email-nurturing campaign, also known as a drip campaign. A drip campaign involves a series of messages that are sent — or “dripped” — in a predefined order at a predefined interval. Each message in the campaign stands on its own but also builds on those that have come before it, creating a steady stream of consistent messaging. A drip campaign responds to a specific behavior or status of the recipient — and encourages a specific action as a response. And this action is typically based on behavioral patterns identified in the data, so from beginning to end, the campaign is connective and integrated.

If you’re not currently working with drip campaigns, or if you’re missing key steps that make them successful, you’re missing out on one of the most important marketing channels with the highest ROI. A successful drip campaign is 85 percent strategy and only 15 percent technology — requiring an advanced skill set to build and making it difficult to execute properly. Most companies who use drip campaigns get this equation all wrong.

But at ThomasARTS, we’re pretty sure we’ve figured it out, and we’re here to help. Tune in this week as we demystify the email-nurturing drip campaign.

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