What is a Drip Campaign?

By Scott Max

Drip campaigns are a key part of lead nurturing actions. Drip campaigns are processes that follow a logical and automated reasoning based on the actions made by the user, mostly via email campaigns but lately also with messenger, chatbot and sms campaigns.

This video will help explain:

We could usa a road as a metaphor, with a main highway and its deviations, along which users travel and receive different brand content depending on the reactions to the emails. For example, if a user opens an email containing a blog post, a few days later he or she will receive another one with downloadable content. If they then click on it, they will receive more product-focused content such as a case study. And so on.

These actions aim to establish communication with your prospects in the most personal way possible. How can you do this?

Core concepts of a drip campaign

First of all you must be clear that you must segment and re-segment your database. Establish lead categories and create clusters. Here are some keys that will help you understand the importance of segmenting your database:

  • First of all, be clear about what you want to achieve with your drip campaigns. In any lead nurturing action, define your objective and what you want to achieve.
  • Once you know, who do you want to target? Directors, users, executives, etc. Who is your personal buyer in this case?
  • Is your product or service focused on a B2B or B2C target? The answer to this question will determine what type of communication and content you should and want to send to your prospects.
  • When you have the answers to the above questions, it is time to create different lists based on your prospects' content preferences. If your target is communication and public relations professionals, do they prefer content related to events? Or do they prefer content related to communication campaign management? If your target is B2C and they are interested in the world of fashion, do they prefer sports fashion? Accessories?

These actions will help your leads to gradually improve their scoring in your tool. Let's suppose you establish different segments, in different actions, such as downloading content through forms or visiting certain sections of your website. These actions will make the users have a degree of commitment because watching a live webinar does not mean the same degree of commitment as downloading a guide.

Following these keys you can create your own drip campaigns.

Let's recap on how to run a drip campaign:

  1. Define the objective of your action.
  2. Who you want to target.
  3. Adapt your message to your target.
  4. Focus your contents to their needs.
  5. Analyze their activity; don't forget about their scoring.
  6. Create different content depending on the stage of the buyer's journey.

And that's it! Now that you know how drip campaigns work, it's time to get down to business.

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