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Drip marketing is that tried-and-true strategy of sending marketing messages to prospective customers in a consistent, timely, and automated manner over a period of time. The term “drip marketing” comes from the concept of sending messages to users or leads over time, usually via email, like a slow drip — but one of content not water.
This strategy allows you to stay top of mind with their audience, nurture leads, and build trust, all while keeping costs low and reducing the workload on you and your marketing team. What’s more, this series of targeted messages can build relationships and drive conversions.
While the concept is straightforward, effectively executing takes skill, data, and the right technology.
This is because the key to successful drip marketing is to deliver personalized, relevant content that aligns with the user’s interests and needs. Segmenting the audience and tailoring messages to their specific preferences and behaviors, helps marketers increase both user engagement and overall conversion rates, ultimately driving revenue and growth for your business.
An effective drip marketing campaign is a step-by-step process. You need to:
There are different types of drip campaigns for different purposes. For example, some of the most common campaigns are created to do the following:
A drip campaign is an excellent way to educate potential customers about your app and its benefits and raise brand awareness. A lead nurture campaign is also an effective way to establish trust and convince consumers to choose your brand over another. And of course, nurturing leads through informative content and valuable experiences will increase the likelihood of conversion.
Once you have a new lead or contact, it’s important to extend a warm welcome and then provide content tailored to their interests. A welcome email sequence should engage leads, offer valuable insights, and encourage them to connect with your sales team.
In a welcome drip campaign, you can send leads:
After successfully engaging leads with your welcome emails, it’s time to focus on converting them into customers. Utilize automated drip emails to not only capture a new user’s attention but also persuade them to take specific actions, such as registering, subscribing, or making a purchase.
However, it’s crucial to strike a balance and avoid overwhelming potential customers with excessive emails, as it can lead to disengagement at the minimum and at its worst, uninstalls.
When customers visit your app or website, add items to their carts, but leave without making a purchase, a targeted drip campaign should entice them to complete their shopping experience.
Statistics from Shopify* reveal that a significant 67.45% of carts are abandoned by customers.
But, with a nurture strategy, you can follow up with customers to notify them that their selected products are still available. You can also showcase complementary items that others have purchased, leveraging the power of cross-selling.
This type of drip campaign targets users who have shown genuine interest in your app and its content but their interest is waning and they’ve not taken any key steps: subscribed, purchased, added funds — whatever is your main conversion event.
The goal of this campaign is to re-engage them by offering even more specific prompts or content that can assist them in making a purchasing or other decision. Additionally, it provides an opportunity to gather feedback on the resources they have accessed.
The CleverTap customer engagement and retention platform can help you create drip campaigns based on your customer’s lifecycle. Here’s how:
Segmenting customers: We enable you to segment customers based on their behavior, demographics, and other attributes. You can then tailor your messages to specific segments and create drip campaigns that are more effective.
Creating workflows: Our visual workflow builder allows you to create drip campaigns that are triggered by specific events, such as a new customer sign-up or a purchase. You can create personalized messages that are delivered at the right time, based on your customer’s behavior and preferences.
Personalizing messages: Customize your messages by inserting dynamic content, such as the customer’s name, location, or past purchase history. This makes your messages more relevant and engaging, and can lead to higher conversion rates.
Testing and optimizing: Detailed analytics and A/B testing capabilities allow you to test and optimize your drip campaigns. You can track metrics such as open rates, click-through rates, and conversion rates, and make data-driven decisions to improve the performance of your campaigns.
Lifecycle stages: Create drip campaigns for different stages of the customer lifecycle, such as onboarding, retention, and re-engagement. This helps you to deliver the right message at the right time and increase customer engagement and loyalty.
Drip marketing is a proven strategy for engaging prospective users in a consistent and automatic way. Use it to guide early users in their journey, reinvigorate disengaged or uninstalled users, and gather valuable feedback to enhance app engagement and open rates.
And, with CleverTap’s advanced platform, you’ll gain deep insights into user behavior and preferences, and experience heightened app engagement as CleverTap empowers you to effortlessly provide automated, hyper-personalized content at scale, delivering a seamless and captivating user experience.
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