In a perfect world, your audience would see one of your advertisements and immediately convert, purchasing the product or opting in for a service. In reality, however, the typical customer journey is far less linear. There are numerous touchpoints between the initial targeting of a customer and conversion – known as the lead cycle. The duration of an average lead cycle varies greatly; it can be as short as a few days for a low-research CPG product (consumer packaged goods) to as long as a few years for a high-investment B2B product. How do you sustain your audience’s attention throughout the span of their purchase journey? This is where drip email marketing comes in.
What is drip email marketing?
Drip email marketing is the technique of sending out a series of emails based on specific triggers. For example, as soon as a customer is added to the database, a welcome email will be automatically sent out. If a customer adds a product to their shopping cart but doesn’t checkout, a reminder email will be sent to them to complete the purchase. Contrast this with a regular email marketing campaign where a single email is sent out to the entire customer database. In this case, there is little to no personalization and the campaign usually ends with this single email as there are no follow-ups.
Drip email marketing is the technique of sending out a series of emails based on specific triggers. It has a high degree of personalization.