Slow and Steady Wins the Client: Drip Marketing Defined

When you consider that the Grand Canyon was formed by the slow drip of water over a long period of time, it’s easy to understand that within a humble little drip lies significant power. The same is true of drip marketing—a type of marketing campaign that sends, on a very slow and deliberate basis, messages to leads. Drip marketing enables firms to send a series of messages to prospects and customers over a period of time. The messages are delivered in intervals based on either time (weekly or biweekly, for example); triggered by the actions on the part of visitors to your website (such as entering birthdates or information about the expiration date of their auto policy, or requesting more information); or other triggers. An insurance marketing system is comprised of a mix of complementary strategies, and the drip method is one of the most fundamental.

The drip method differs from other types of database-driven communications in two ways: first, because of the measured timing of each message, and second, because the communications are typically driven in response to the prospect’s status, activity, or behavior. These campaigns are usually conducted by an agency sending a series of traditional emails, social media blurbs, letters, white papers, or other types of messaging.

Ways to reach out and touch someone

Trusty (and inexpensive) email. The cheapest and most common type of drip program utilizes the simplicity of email to transmit a series of messages. This method is often combined with an auto-responder, a web-based form that automatically enrolls a prospect in a drip campaign that subsequently delivers subject-related messages when he or she completes a form (say, about auto or homeowners coverage) on the firm’s web page.

Straight to the point with direct mail. Another drip approach is via direct mail, which sends digitally printed, customized messaging to leads through traditional so-called snail mail.

On-trend with social media. The new darling of sales communications, social media tools are being harnessed to deliver scheduled drip messaging to prospects and clients.

An insurance marketing system can be simple or very elaborate, and there are professional firms available to help you determine which type of communications will be the most effective for your needs as well as develop and administer a program for you.

Frank

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