Drip marketing is a communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although other media can also be used. Drip marketing is distinct from other database marketing in two ways:
(1) the timing of the messages follow a pre-determined course;
(2) the messages are dripped in a series applicable to a specific behavior or status of the recipient
The most commonly used form of drip marketing is email marketing, due to the low cost associated with sending multiple messages over time. Postal emails and social media can be other ways too.
Drip marketing is popularly applied as a sales tool, particularly in long sales-cycles with large ticket items or enterprise-level sales, Where persistent follow-up can become a deterrent to closing the sale, Drip Marketing methods offer the ability to remain top-of-mind, and even prompt action, without jeopardizing the relationship.
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