Drip Marketing Nutures Customers
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By: Toni Grundstrom

Drip marketing is the process of sending out several promotional
pieces consistently over a period of time to a targeted list. This direct
mail marketing idea is aimed at staying in touch with your current
and potential customers. It is essential to have them think of you when
they, or someone they know, need your product/service.

It is well understood that it takes at least seven impressions before you
and/or your product is recognized. Plan your drip marketing campaign
with 8-10 mailings to go beyond being recognized and move in to being
top-of-mind in your profession. To do this there are ways to get your
promotional pieces seen and read.

Design your campaign so there is constant contact with your customers and prospects. Keep in mind that they want to be kept informed, educated, or understand something about your product or industry. When it comes to your business you know:
• how to perform in depth applications. Example: Follow-up a software purchase with advanced user tips and tricks so your customer will get more use from your program.
• how to use your product that may be a complimentary use your customer hasn't thought of. Example: "Our anti-static dryer sheets can also be used as drawer liners to keep your clothes smelling fresh."
• What your service includes besides what is customary. "As your Real Estate Agent I will show you houses, but also give you a tour of the surrounding community including schools, shopping complexes, restaurants, daycare, or whatever you'd like to see."
Provide this information in a quick and concise format.

Start with a graphic that will get the recipient to notice your mail piece as they sort through all of the direct mail they receive. Personalize the mail piece with the recipient's name, draft a headline that will ignite their attention and force them to read on, back-up your headline with a powerful statement that explains 'specifically' how your product/service will assist them, insert your picture so they feel like they know you, and have a strong call-to-action statement.

Segment your audience carefully. You may need to create sub-segments so the message you send to each segment is relevant for them. The campaign you create for your customers will be different than for potential customers. An effective drip marketing campaign requires that you send specific messages to specific audiences.

There are several methods you can use to deliver your messages including direct mail postcards, brochures, and newsletters. Postcards are the most versatile with endless options of attention grabbing graphics combined with a format to deliver a quick message. They can be sent out as often as your drip mail campaign requires. Brochures should be in-depth information about something your recipient is interested in and include your quick message on it. Find a series that can automatically be sent to your customer list every month for a year. Newsletters include information and articles about your industry, current events, details about your product, success stories from people using your product/service, etc. This method should only be sent out quarterly, if not semi-annually.

Think of drip marketing as your way to nurture your current and potential customers. This campaign will keep them aware of your products/service and is an effective way to create a steady amount of business coming in the door.