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The Power of Drip Email Campaigns
By Peter Martin, President of Cactus Sky
Drip Marketing, aptly named after an agricultural process known as drip irrigation, can be a very powerful strategy in your email program to convert leads to sales. In gardening and agriculture, the drip irrigation technique delivers a slow steady flow of water to a plant or group of plants over a scheduled period of time, instead of delivering a heavy flow of water all at once which may harm, drown, or overwater the plant. Similarly, drip marketing purposefully delivers a flow of messages to a specific market over a prescribed and planned period of time. Even though drip marketing techniques can be used in a variety of marketing media (advertising, direct mail, etc.), email offers the most powerful and cost-effective means to help marketers maximize the power of drip, by leveraging advanced technology, enhancing email ROI, strengthening name recognition and brand awareness, and shortening the lead-to-sales conversion cycle within email campaigns.
Just like drip irrigation is perhaps not for the novice gardener and requires some specialized equipment, drip email marketing also requires advanced planning and specialized delivery tools. Most reputable email service providers or email delivery management systems have built in advanced features to help e-marketers with the setting up and auto-firing of customized and targeted drip email campaigns. Actions taken by the lead or prospect, such as registering for an event, completing an online inquiry or subscribing to the company's email list, can trigger the chain of drip email communications. When this initiating action occurs, the system automatically and intelligently launches a set of predetermined customized email communications sent at specific intervals to continue the conversation with that prospect...
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