Drip Marketing – Definition

Cite this article as:"Drip Marketing – Definition," in The Business Professor, updated November 23, 2018, last accessed November 26, 2020, https://thebusinessprofessor.com/lesson/drip-marketing-explained/.


Drip Marketing Definition

It is a marketing strategy that sends pre-written marketing materials to consumers and prospective buyers over a period of time. In the marketing, the concept “law 29” suggests a person becomes a customer only after seeing market promotions 29 times. The drip marketing was developed on this concept. It aims at attracting a customer to a product or service through repeated exposure over a significant period of time.

A Little More on What is Drip Marketing

The drip marketing tries to place a product or service on the mind of the prospective buyer so that while making a choice it comes to their mind. The same strategy is called the “drip campaign”, “lifecycle emails”, “marketing automation,” or “auto-response campaign”.

The most common media used for implementing this strategy are emails and social media. Although other media including direct mail and newsletter can also be used. The messages in drip marketing are pre-written and the timing of delivering those are also predetermined. Often these are the automated emails sent to the prospective customer’s inbox. It is easy to manage and low in cost. Generally, the prospective customers are asked to fill out a form, online or in person, then their details are entered into the database of the marketing wing and emails are sent automatically with the prewritten texts at predetermined intervals.

Social media is also becoming immensely popular among the marketing strategists for dip marketing. The consumers see the promotional messages on the news feeds of their social media page.

Direct mail is the traditional technique used in drip marketing and has been used for long in promotions of different products and services. Companies still use this in their drip marketing effort.

Typically, a drip marketing message talks about one particular product or service. The drip marketing campaign differs from other database marketing strategies in two ways, the timing of delivering the messages are predetermined and it takes the behavior of the prospective customer into account while designing the campaign. Once someone agrees to receive promotional materials from a seller, they start receiving a series of e-mails or other communications. The email can come immediately or after a few days. Then they receive the follow-up emails based on their online behaviors which include visiting site, buying products online, adding products to wish-list or to the cart. The messages depend on these behaviors which are easy to track online. Depending on these behaviors one might get a discount offer on a particular product or some other incentives. The whole process is automated thus save both money and time.

This strategy has been proved to be a very effective way of promoting goods and services and is used widely by different companies all over the world.

References for Drip Marketing

Academic Research on Drip Marketing

Marketing communications in planned shopping centres: evidence from the UK, Warnaby, G., Bennison, D., & Davies, B. J. (2005). International Journal of Retail & Distribution Management, 33(12), 893-904. This paper examines the marketing and promotional activities of town center management (TCM) schemes in the UK. The interface between public and private sectors and the varying needs of different groups of stakeholders are considered. Comparisons are made between TCM marketing plans and wider-place marketing strategies.

Megamarketing an event using integrated¬†marketing communications: the success story of TMH, Vel, K. P., & Sharma, R. (2010). Business strategy series,¬†11(6), 371-382. This paper is a case‚Äźstudy of a brand management consultancy house, TMH, that used integrated marketing communications (IMC) to launch a world music festival event in Abu Dhabi, UAE, in 2009. TMC registered a visitorship of five‚Äźtimes their target, 89 per cent satisfaction and a staggering 99 per cent of the visitors planning to visit the festival again in 2010. An examination of marketing literature and communications is combined with interviews of key players at TMH.

Internal marketing: a means for creating a sales or marketing orientation? The case of UK retail banks, Papasolomou-Doukakis, I. (2002). Journal of Marketing Communications, 8(2), 87-100. This paper uses case studies from 35 High Street banks in the UK to examine the concept of internal marketing (IM). This article provides a definition of IM along with a variety of real-world implementation strategies. The findings examine a variety of barriers and proposed methods for improving IM campaigns.

Marketing communications, Crosier, K. (1995). In Marketing Theory and Practice (pp. 216-249). Palgrave, London. This article presents a comprehensive introduction to the concept of marketing communications. The author defines marketing communication and provides a look at its motivations. As the article progresses, different communication methods and models are considered. A system for receiving and processing feedback is also discussed.

Belief formation in ethical consumer groups: an exploratory study, Shaw, D., & Clarke, I. (1999). Marketing Intelligence & Planning, 17(2), 109-120. This article attempts to provide much-needed research into the idea of belief formation as it relates to consumer behavior. This piece outlines the results of a research study that used focus groups to explore issues of concern to ethical consumers in order to ascertain the nature of the factors that influence their belief systems.

Why your customers’ attention is the scarcest resource in 2017, Saxon, J. (2017). IE School of Human Sciences and Technology.

An introduction to email marketing, Georgieva, M. (2012). How to Execute & Measure Successful Email Marketing, HubSpot,[online] Available at: http://offers. hubspot. com/an-introduction-to-email-marketing,[Accessed 15 October 2016]. This piece offers a ground-up look at how to make email marketing part of your overall marketing strategy. The document offers definitions, examples, and methods for making your email marketing succeed. The piece is written for an audience with little or no experience in the subject.

Consumer perceptions of product packaging, Ampuero, O., & Vila, N. (2006). Journal of consumer marketing, 23(2), 100-112. This paper seeks to understand the thought process of consumers to correctly create packaging that achieves the desired brand position for the product. Product designers offered their input as to key graphic components of design, then consumer opinions were gathered to place the products with a packaging strategy. A range of simulated product packaging with multiple design alternatives was created and then examined by a focus group of 47 people. Their feedback formed the results that the author’s used to derive insight about customer packaging preferences.

The social media revolution as theorized by the cluetrain manifesto, Hlavac, R., & Schaefer, M. (2013). Journal of Integrated Marketing Communications, 40-46. This article seeks to identify the way that social media has changed dialog and communication, and what impacts are to be expected in social and business settings arising from these changes. Interviews with two experts are used to explore the possible future for business communication and brand marketing.

The impact of internet commerce on do-it-yourself investing in the IT sector, Mitchell, M., & Smith, B. (2004). Journal of Internet commerce, 3(4), 43-59. The authors offer an analysis of IT-related investment programs that are available to self-directed investors. This article provides insight to the modern investment landscape where individual investors are now empowered with the same information access as was once available only to large players and brokerage houses.

DRIP MARKETING: SLOW AND STEADY WINS THE CUSTOMERS., KALPANA, S. (2013). CLEAR International Journal of Research in Commerce & Management, 4(6). This article offers an overview of the drip-marketing strategy. The author uses data from a randomly sampled group of 100 customers in Coimbatore City in India. The study offers awareness of drip-marketing, along with a discussion of principals and mediums that make drip-marketing effective. The findings offer clues about the demographic makeup of the drip-marketing target market. Recommendations for effective drip-marketing campaigns are offered.

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