What is drip marketing? It is a powerful form of marketing in which marketers gradually “drip” content out to customers and prospects over time. Drip marketing includes a wide variety of channels, including direct mail, email, newsletters, and social media. It can be used for brand building, product introduction, cross-sells, and a variety of other marketing goals.
Let’s look at how one marketer used drip marketing with direct mail to get 1400% ROI.
Phase #1: Step one was sending an eye-catching, high-gloss trifold mailer that grabbed instant attention inside the mailbox. Once the mailer was opened, recipients were greeted with name personalization, relevant text, and a personalized URL that allowed them to enter an email address and download a free, high-value white paper. They were also encouraged to fill out an optional survey to provide the marketer with more insight into their individual needs.
Phase #2: Step two was a follow-up mailing to nonresponders. This mailing built on the name recognition built by the first mailing, but it was tweaked to differentiate the two. The piece also included a personalized URL.
After the second mailing, the marketer was swamped with responses — so much so that the third mailing was delayed for several weeks so that the response team could keep up.
Phase #3: The third mailing went to people who had not responded to the first two mailings. The marketer used an invitation-style A7 envelope with full-color brochure insert, personalized note, and personalized URL. To sweeten the pot, respondents were offered the chance to win a sporting package or high-end coffee brewing system.
The results? The company exceeded its sales goals by 400% and achieved more than 1400% ROI!
What made this program such a success? The marketer understood that sometimes it takes more than one contact to build name recognition and trust. In a drip campaign, each piece builds upon the next, and in the end, you gain results not possible with a single marketing touch.
Want to tap into the power of drip marketing? Give us call!
How is a “best-in-class” marketer defined? What makes these companies different? According to the Aberdeen Group, best-in-class marketers are defined as being in the top 20% of industry performance in process, organization, industry knowledge, technology, and sales performance.
To find out what makes these best-in-class marketers so successful, Aberdeen surveyed 160 end-user organizations to learn about their marketing effectiveness. It found that the firms showing best-in-class performance shared several common characteristics. Specifically:
- 86% utilize website visitor tracking.
- 82% track, measure, and report on all marketing campaign results.
- 64% have a process to test the effectiveness of campaign content.
These firms also make a 60% average marketing contribution to the sales pipeline versus 10% for industry average firms and 3% for laggards.
These efforts are intentional and strategic. Not only do nearly two-thirds of best-in-class marketers test the effectiveness of their campaign content (both print and online), but they have a formal process in place to do so. This isn’t something they do only when things aren’t going well. It is something they do build into their planning.
The benefits of these efforts are substantial. Best-in-class marketers not only enjoy best-in-class marketing performance, but they enjoy best-in-class bottom-line results:
- 9% average YOY improvement in incremental sales lift resulting from marketing campaigns.
- 5% average YOY increase in customer retention rate.
Best-in-class marketing strategies make a difference! So follow the lead of the best: track, measure, report, and invest. You just need to be intentional about it.
Need help? Talk to us about putting these processes in place and reaping the benefits!
When we think of 1:1 marketing, we think about higher response rates, increased customer loyalty, and larger order sizes. But how about lowering the cost of business? Because marketers often think of personalization as increasing the cost per piece, the idea of using it to lower cost of business seems odd. But when you take a closer look, it becomes clear how cost-friendly personalized printing can be.
According to research conducted by InfoTrends, print production is less than half of the cost of business for marketing communications. More than half is workflow and process. This includes things like project management, warehousing, and fulfillment/distribution.
The ability to streamline production using print-on-demand technologies and eliminate many of the process costs can results in significant cost savings.
- In one published case study, a provider of B2B commerce solutions wanted to reduce its project management complexity and reduce costs from obsolete collateral and inventory. In the past, 60% of its brochures had been thrown away. By implementing a digital POD workflow, it reduced or eliminated its cost of inventory obsolescence, and its order handling costs dropped by 85%.
- In another example, a travel company used to mail static multi-page catalogs to hundreds of thousands of people. Then it began personalizing based on age, income, and other factors. By precisely matching the messaging to the prospect’s demographic profile, the campaign generated a return of more than 10 times the company’s initial investment in the first month’s sales. Plus, the slimmer, personalized mailers actually cost less per piece than the previous versions.
So while personalized printing can be more expensive on a per-piece basis than static printing, once you start looking more closely, those calculations can turn on their heads. Add in higher response rates, customer loyalty, and per order values, and you knock that bottom line out of the park!
When it comes to successful personalization, everything hinges on the database. It’s critical to keep your data clean and up to date. Here are some hilarious stories of what happens when you don’t. These true tales are taken from LinkedIn’s Direct Mail discussion group.
The California Department of Health sent […] Continue Reading…
Do you sell the kinds of products or services that are ordered on a cyclical basis or that renew according to a regular schedule? If so, you should consider sending simple, calendar-triggered reminders based on the customer’s purchase or service history to keep your revenues flowing.
Auto dealerships use this […] Continue Reading…
Want to increase the results of your direct mail campaigns? Try a combination of print and email. It’s a powerful “one, two” punch that can really deliver.
Why would having an email address make such a difference? Let’s look at three reasons.
Customers who provide email addresses tend to be more […] Continue Reading…
Sometimes, the power of personalization goes beyond the direct sale. A little ingenuity can go a long way. Let’s look at the way one automotive manufacturer combined 1:1 printing with creative marketing to boost its sales significantly.
Buick wanted to boost sales of its vehicles, so it came up with […] Continue Reading…
Studies have shown that using color on the outside of your direct mail envelope equals higher open rates. In fact, one study found that 69% of people are more likely to open a mail piece with color text and graphics on the front than they are when the envelope […] Continue Reading…
When prospecting, many marketers use some kind of incentive to boost response. But let’s face it. Not all incentives are created equal. To be successful, you need to put as much thought into the incentive as you do into your list, your creative and your message. You also need […] Continue Reading…
According to data from Campaign Monitor, more email is now opened on a mobile phone than any other device. Here is a look at email activity in 2013:
This data is based on more than 1.8 billion email opens with nearly 22 billion email recipients. Hubspot also […] Continue Reading…