Careful targeting and mapping out the customer's behavior are common for all drip campaigns. The better the different stages are mapped out, the better the result.
A chain of automated messages, also known as drip campaign, is a series of timely messages that are triggered by an event or moment in time. This event can, for example, be a hotel booking, registration as a loyal customer, webstore purchase or any customer contact. All the same, the automation chain can be based on time and be activated six months after a certain event, like a purchase from a webstore.
Drip campaign's target group can be, depending on the company, leads, current customers, fans, employees, partners, readers or new webstore customers, for example. Automation chains don't have to consist of emails alone, but SMS can be included, as well as social media channels. Common for all drip campaigns are careful targeting and mapping out the customer's behavior into a chain of automated messages. The better the different stages are mapped out, the better the result. You can also build alternate versions of the chain that move the customer forward in different ways based on the behavior of the customer.
The most traditional way to take advantage of drip campaigns is to direct the customer towards a purchase step by step. Example of a message chain that is activated by newsletter subscription:
People learn the best when they gradually get information and that's why drip campaigns are especially useful for training purposes. A new customer can be taught how to get the best advantage out of a system they've acquired by telling more about the features of the system once a month. Example of a message chain that is activated by a purhchase:
Drip campaigns are often used to wake up passive customers – and maybe to say farewell. Example of a campaign that is activated when the customer hasn't purchased anything for a year:
When a customer has purchased something, e.g. a night in a hotel, other services related to this purchase can be offered with a message chain. Example of a message chain from an accomodation service provider:
The previously mentioned are just some examples of message chains – drip campaigns can basically be used for any purpose when it's beneficial to remind a customer or to advance in stages. Smart message chains, at their best, spare resources, keep your company on the customer's mind and make the sales team's job easier.
Automation chains don't always have to be complicated because even very simple chains help to keep the company and its services on the target group's mind. The chains don't have to be ready at once, but can be tuned and edited according to gained experience and feedback. It is important to choose an automation tool that is agile and can be used to create new automation chains, as well as edit old ones.
Did you get interested in creating drip campaigns? Contact our experts to further investigate using message chains in your business. LianaCEM is an agile tool for marketing automation that can be used both for single automated messages as well as drip-campaigns.
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