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Want Better Results? Drip It!

Which marketing technique works better? Communicating everything to your prospects all at once, or feeding them pieces of your message over time? It depends on your marketing goals, but in many cases, the latter (called “drip marketing”) can be highly effective. Let’s look at the experience of one marketer that illustrates how drip marketing works. Three-Phase Campaign This marketer wanted to increase sales to affluent customers. To maximize response, it devised a three-phase cross-channel marketing campaign that looked like this: Phase 1: First out was an eye-catching, high-gloss trifold mailer that would grab attention inside the mailbox. Once recipients opened the mailer, they were greete