Let’s Netflix and Chill.
This phrase appeared back in 2009 when Netflix was growing out to become more popular among home movie-streamers. Initially tweeted out by the brand, the phrase (regardless of the connotations, we don’t judge here) points out a marketing phenomenon that’s not just brilliant at subtlety but even better at conversions and growing fanbases.
In walks, drip marketing – is a marketing tactic that revolves around nurturing customers with various marketing tools and materials by ensuring those materials or messages are consistent over a period of time. Consistency doesn’t just matter when it comes to drip marketing – to pull off a drip campaign successfully, a brand has to engage with its consumers through a cohesive story.
That one phrase made Netflix the talk of all movie-lovers, creeping in subtly into people’s everyday conversations. For most people, Netflix and Chill define how one should spend one’s evenings after work.
That punchy catchphrase brought fame to Netflix and here’s how drip marketing can do the same for your business too.
Originally coined from the agriculture concept of drip irrigation – where crops are watered in sustained, steady, and balanced amounts of water to promote growth, drip marketing has many names – automation campaigns, marketing automation, automated life cycles, autoresponders, and many more.
Although drip marketing can involve various marketing tools just like how miHoYo, the brand behind its popular video-game brainchild, Genshin Impact, utilizes its own social media accounts for drip marketing through new character drops, drip marketing is most oftentimes seen in emails as it is efficient and cost-effective.
Did you know that Netflix sends out 1.76 emails/week and somehow… it works to their advantage?
More emails don’t necessarily mean you might scare off your customers, it all boils down to how you utilize that form of the communication channel to foster the shared story of your products/services in exchange for their loyalty and purchase.
As portrayed in the figure above (Marketing automation company, Pardot’s drip campaigns), drip campaigns represent automated emails that are triggered by a customer’s reaction and are sent directly to the customer at specific times.
This marketing technique enables a brand to foster consistent communication that coaxes a customer from one part of the customer journey to where you’d like them to be (oftentimes, lead generation).
These automated emails take it one step further – each automated email is customized to the customer’s name, details, and even what they’re looking for – whether it’s a specific product or service.
Yup. Drip campaigns have an open rate of 80% higher than those of single-send emails, plus an inclination to generate 50% more sales-ready leads than mass email blasts.
If that’s not enough to blow your mind, companies that excel in drip marketing are able to generate at least 80% more sales at 33% lower costs!
Simply put, the benefits of drip marketing are just too great to ignore.
Although drip marketing is a blanket term that can feature a variety of marketing tools (including emails!), the goal remains the same – keep consumers engaged with your brand and offerings at any stage of their customer journey.
It’s no surprise that leads generation is the main focus for most companies – which is why drip marketing can become an asset to promote lead generation for leads at any stage of the customer journey.
Research shows that each customer needs at least 7-13 “touches” or interactions to close each sale. With each “touch” of the emails automated to your customer’s inboxes, you’re closer to making the sale!
Here’s an example of how Grammarly automates its lead-generation emails.
Before your drip campaigns hand-hold your customers to the finish line, give your subscribers a chance to get to know you, the brand, and what it stands for.
Don’t forget to show them the value of what benefits them to get to know you in the first place.
Are you ready to embark on your automation journey at elfo?
We’ve got all the right people, tools, and solutions to help you get started. Tell us what you need and your digital goals are just a click away!