Which marketing technique works better? Communicating everything to your prospects all at once, or feeding them pieces of your message over time? It depends on your marketing goals, but in many cases, the latter approach – called “drip marketing” – can be highly effective.
Let’s look at the experience of one marketer that illustrates how drip marketing works.
This marketer wanted to increase sales to affluent customers. To maximize response, she devised a three-phase, cross-channel marketing campaign that looked like this:
Phase 1 was an eye-catching, high-gloss trifold mailer aimed at grabbing attention inside the mailbox. Once recipients opened the mailer, they 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 and fill out an optional survey.
Phase 2 was a follow-up mailing sent to people who did not respond to the first one. This phase capitalized upon the name recognition built by the initial contact, but the styling of the mailer was tweaked to differentiate the two. Like the first mailing, this piece included a personalized URL that allowed recipients to download a white paper and complete an optional survey.
After this phase, the marketer was swamped with responses—so much so that the third mailing was delayed for several weeks until the response team could catch up.
Phase 3 went to those who had not responded to either of the first two mailings. The marketer used an invitation-style A7 envelope with a full-color brochure insert, a personalized note and a personalized URL. This more resistant group of recipients was offered the chance to win a sporting package or a high-end coffee brewing system.
The results? The company exceeded its sales goals by 400% and achieved more than 1,400% ROI!
What made this program such a success? This marketer understood that sometimes it takes more than one contact to build name recognition and trust.
The marketing professionals at Graphic Village understand this too, and we’re ready whenever you are to get you started on a drip campaign. Call us today!