Email Drip Campaign Definition

An email drip campaign is a method of “nurturing” the members of an email marketing list with the ultimate goal of converting them into a customer. Email drip campaigns involve sending information and content to prospects over a longer period of time (typically weeks or months) which has been designed to build product/service recognition, rapport, and trust—hence the concept of lead nurturing.

One of the reasons drip campaigns are so attractive to email marketers is because pre-written content is almost always used; digital marketers can prepare an entire drip campaign ahead of time and send it to members of their mailing list at predetermined intervals. Furthermore, these intervals can be based on when the prospect signed up to the list, e.g., a prospect who signed up for the list 30 days before another would be significantly further along on the drip campaign.

Email Drip Campaign Example

Suppose that a business has two different kinds of services. One service is affordable and popular; it makes up for the bulk of their business. The other service is more expensive and represents the occasional windfall. The business wants to sell the second service more often.

They decide to set up an email drip campaign to be sent out to all of their customers who purchased the more affordable service. The drip campaign is designed to slowly-but-surely provide convincing information, counterarguments to common sales objections, and explain the benefits of the more expensive service. Over time, the business improves the sales of their more expensive secondary service.

Why is an Email Drip Campaign Important in Strategic Marketing?

Strategy

Email drip campaigns are an effective way to facilitate long term gains in an “all encompassing” marketing strategy.

Closing Sales

Drip campaigns are like the ultimate form of delayed gratification in marketing. If your content is good and you can be patient, this strategy acts as an excellent long term closer.