A strategy of regular, strategically timed communications can have a powerful influence on shopper behavior. That’s why drip marketing is so important. In a drip marketing campaign, the business sends (drips) regular marketing communications, typically through multiple channels, to move a prospect through the sales funnel over time. It uses a combination of direct mail, email, mobile marketing, newsletters, or other content at the appropriate stage of the sales process.
Let's take the example of selling a new hybrid automobile.
- Bob goes to the manufacturer's website and begins researching a new vehicle. He decides to "create his own" hybrid by choosing the model, color, and options, then downloads a PDF that he prints out and shows to his wife.
- Creating the brochure triggers a thank-you email that provides Bob with the name and address of the closest dealership where he can take "his" car out for a test ride.
- Suppose Bob does not contact the dealership within a specific time frame. In that case, he receives a personalized letter from a salesperson outlining why a hybrid vehicle is the ideal car to purchase right now.
- If Bob does not come in for a test drive, he receives an email nudging him to do so.
- If Bob comes in for the test ride but does not buy the car, he receives a glossy brochure in the mail within 48 hours with more details about the vehicle and an incentive to purchase.
- Once Bob makes a purchase, he receives a thank-you package from the dealership and is moved into the customer retention funnel.
This is drip marketing—sending multichannel communications appropriate to each stage of the sales process to move the prospect along until they make the buying decision. These programs are highly effective and uniquely tailored to the sales cycle of each product or service.
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