Browse Definitions:
Definition

drip marketing

Contributor(s): Matthew Haughn

Drip marketing is a marketing method involving periodic and scheduled small releases of promotional materials over time. The most common method is through direct email marketing and is usually automated.

The goal of drip marketing is to keep a company in the mind of a prospective customer until they make their purchase decision without being overly intrusive and creating aversion. Drip marketing also helps ensure customers are more aware of a business' offerings by showing what is available in digestible pieces rather than overwhelming them with too much information at any given time.

Planning for drip marketing can be done up to a year in advance of a campaign. The release of materials can both electronic and automated, with preplanned content or in response to user actions. Often, the recipients of drip marketing campaigns are identified as promising sales leads to be nurtured over time. The methods used to deliver drip marketing include email, brochures, flyers, postcards, newsletters and through social media.

Drip marketing has a number of benefits, including:

  • Ensure consistent marketing efforts through the year by releasing material according to a preset plan.
  • Nourish leads through the continual contact.                              
  • Build trust and respect for the brand as an authority in the businesses field through consistent messaging.
  • Even out production and sales so that the company does not fall behind on one to catch up on the other.
  • Level the flow of customers to keep work manageable instead of being either too busy or quiet.

The term drip marketing was derived from the agriculture term drip irrigation, in which water is released just enough at a time to keep the plants healthy. Drip marketing similarly aims not to drown but nurture sales leads and existing clients.

This was last updated in October 2017

Continue Reading About drip marketing

Start the conversation

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • internal audit (IA)

    An internal audit (IA) is an organizational initiative to monitor and analyze its own business operations in order to determine ...

  • pure risk (absolute risk)

    Pure risk, also called absolute risk, is a category of threat that is beyond human control and has only one possible outcome if ...

  • risk assessment

    Risk assessment is the identification of hazards that could negatively impact an organization's ability to conduct business.

SearchSecurity

  • phishing

    Phishing is a form of fraud in which an attacker masquerades as a reputable entity or person in email or other communication ...

  • vulnerability disclosure

    Vulnerability disclosure is the practice of publishing information about a computer security problem, and a type of policy that ...

  • incident response

    Incident response is an organized approach to addressing and managing the aftermath of a security breach or cyberattack, also ...

SearchHealthIT

SearchDisasterRecovery

  • business continuity and disaster recovery (BCDR)

    Business continuity and disaster recovery (BCDR) are closely related practices that describe an organization's preparation for ...

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • call tree

    A call tree -- sometimes referred to as a phone tree -- is a telecommunications chain for notifying specific individuals of an ...

SearchStorage

  • flash memory

    Flash memory, also known as flash storage, is a type of nonvolatile memory that erases data in units called blocks.

  • NAND flash memory

    NAND flash memory is a type of nonvolatile storage technology that does not require power to retain data.

  • NOR flash memory

    NOR flash memory is one of two types of nonvolatile storage technologies.

SearchSolidStateStorage

  • hybrid hard disk drive (HDD)

    A hybrid hard disk drive is an electromechanical spinning hard disk that contains some amount of NAND Flash memory.

Close