One of the marketing techniques we utilize at AMT₂ is the drip campaign. A drip campaign is a multi-step email campaign. Each step in the campaign is a "drip". This approach allows a business to communicate with prospects, clients or both in a consistent and strategic format. When subscribers to your email list receive steady messages, you are more likely to be front of mind when they need the service or product you are offering.

The purpose of the campaign should be clear from the beginning. Will each drip include a call to action for prospective clients? Will each drip provide educational information for existing clients? Will each drip include an offer or free download? Prior to the start of the campaign, we have found it is best to design all the messages and determine the frequency with which to send each drip.

One significant benefit of this campaign methodology is automation. Unlike many other types of email campaigns where you must manage each individual email blast, the drip campaign allows you to complete the setup in advance. Because the messages have already been created and the setup is finished, there is very little maintenance that must be done throughout the campaign. Since most of us have long to do lists, this is especially helpful. It is still a good idea to review the results after each message is sent to determine if any minor modifications should be made before the next message goes out. For example, if the analytics from the first message reveal that users clicked on a link in the email but did not download the information because they received a registration page first, you could consider removing the registration or shortening the registration form and testing the new option with the next message.

We have found email drip campaigns to be an effective way to reach prospects and clients. If you would like to learn more about beginning your own drip campaign, contact AMT₂ today.