5 Examples of Companies That Excel in Drip Marketing

Published on October 14, 2021
3 min read
Icon Saphyte Team
3 min read

Drip marketing is one of the most used strategies these days to gain leads fast and convert them into customers. Check out how these companies use it to grow.

If ever you’re wondering how companies grow these days, especially when they mainly deal with customers online, the answer to that is— drip marketing!

What is Drip Marketing?

Drip marketing (also known as drip email marketing or drip campaigns) is a series of email activities employed by companies to attract leads and guide them in their journey into becoming loyal customers. 

It can start simply as leads visiting a company’s website, signing up a form, and getting emails that spark interest— designed to fit the target reader’s needs and preferences— until the reader takes the desired action.

Does Drip Marketing Work?

According to statistics, it does. In fact:

Email itself reportedly generates $42 for every $1 spent. That’s a 4,200% ROI.

Drip marketing has been observed to generate 50% more sales-ready leads than traditional email.

A 20% sales increase has also been observed after companies used drip campaigns to nurture leads.

So, yes. In general, drip marketing does work. And companies that employ this strategy tend to perform better than those that don’t.

How to Start Using Drip Marketing

The easiest way to employ a drip marketing strategy is by using an email automation platform. This helps “automate” things, which means that the software is designed to perform certain tasks that are manual, repetitive, and monotonous, so you won’t have to.

Email automation platforms collect data, generate analytics, and are designed to let you focus on more important tasks when nurturing leads. They let you organize your leads, understand their journey at a glance, and send personalize emails in a few clicks.

Saphyte has helped companies generate growth with drip marketing. Find out how you can get started here.

5 Examples of Companies that Excelled in Drip Marketing

Here’s a list of companies that successfully used drip campaigns to win customers:

1. Netflix

One of the challenges of Netflix is to sustain the interest of customers and encourage them to remain subscribed to their services. To reduce its customer churn rate, Netflix employed drip marketing to remind its (former) customers what they’re missing out on.

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This incentivizes former customers to resubscribe. After this, a series of emails that highlight the benefits of using Netflix are then sent to former customers to win them back (e.g. uninterrupted streaming, watching movies on any device, personalized viewing, etc.).

2. Trello

Trello used drip marketing to aggressively promote its product and its benefits to leads with project management needs. The “Twelve Days to Trello” campaign is inline with the holiday season, at which time it was launched. 

A timely message can generate interest, which, when coupled with personalized content that addresses the target reader’s needs and preferences, can effectively convert readers into customers.

3. Zendesk

Drip marketing is one of the easiest strategies to use to guide customers what to do next. This is to keep them interested in your product, explore its benefits more, until they establish reliance on your product. 

Zendesk perfectly understood this and used a simple drip campaign to demonstrate to their users what they can do next.

This also helps reduce customer churn— which can mainly be caused by customers losing interest in your product.

4. Uber

Uber uses drip campaigns to encourage customers to use their product again after a time of inactivity. Allowing customers to lock-in flat rates can stimulate the interest of those customers who may have lost interest in the product and its benefits.

5. 23andMe

Sometimes customers get easily distracted and forget to complete their purchases. 23andMe uses drip campaigns to remind customers what’s in their carts to push through with the process. This gives customers an opportunity to rethink and make a purchase at the most suitable time.

Start Your Drip Campaign Now

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