Whether or not you’ve heard of drip marketing before, you’ve probably experienced it. Has your mailbox been bombarded by the Bed, Bath & Beyond 20% off coupons? If your answer is yes, you my friend, have been a target of drip marketing.

Drip marketing is repeated contact, or “touches,” with a potential customer or client. Just like a leaky faucet, drip marketing is a message that is consistently trickling out to current and prospective clients to keep a company or product “top of mind.” Hence, the name “drip.”

Successful drip marketing includes a carefully planned and thoughtfully targeted series of communications, such as direct mail or eBlasts, which will send an effective message to customers.  As prospective clients move through the early stages of the selling cycle, drip marketing creates repeated exposure and brand recognition, influencing a customer’s decision to purchase or use your product or service.

Perhaps the most important element of drip marketing is customizing the message to your target audience, or what we like to call vertical marketing. By carefully focusing the message and fine-tuning your prospect list, the right target is getting the right message, all at the right time—turning those drips into a sink full of sales!