“Anything worth doing is worth overdoing.”
What is drip marketing? It is a powerful form of marketing in which marketers gradually “drip” content out to customers and prospects over time. Drip marketing includes a wide variety of channels, including direct mail, email, newsletters, and social media. It can be used for brand building, product introduction, cross-sells, and a variety of other marketing goals.
Let’s look at how one marketer used drip marketing with direct mail to get 1400% ROI.
Phase #1: Step one was sending an eye-catching, high-gloss trifold mailer that grabbed instant attention inside the mailbox. Once the mailer was opened, recipients were greeted with name personalization, relevant text, and a personalized URL that allowed them to enter an email address and download a free, high-value white paper. They were also encouraged to fill out an optional survey to provide the marketer with more insight into their individual needs.
Phase #2: Step two was a follow-up mailing to nonresponders. This mailing built on the name recognition built by the first mailing, but it was tweaked to differentiate the two. The piece also included a personalized URL.
After the second mailing, the marketer was swamped with responses — so much so that the third mailing was delayed for several weeks so that the response team could keep up.
Phase #3: The third mailing went to people who had not responded to the first two mailings. The marketer used an invitation-style A7 envelope with full-color brochure insert, personalized note, and personalized URL. To sweeten the pot, respondents were offered the chance to win a sporting package or high-end coffee brewing system.
The results? The company exceeded its sales goals by 400% and achieved more than 1400% ROI!
What made this program such a success? The marketer understood that sometimes it takes more than one contact to build name recognition and trust. In a drip campaign, each piece builds upon the next, and in the end, you gain results not possible with a single marketing touch.
“I can accept failure but I can’t accept not trying.”