The “Law of 29″. The unwritten law that marketers use, which involves the belief that an average “prospect” will not turn into a client until they’ve viewed a marketing message at least 29 times. While I don’t particularly agree with the “Law”, I definitely believe in the need to stay in touch with your current and prospective clients in order for them to purchase from you. And staying in touch does mean that repeat mailing is necessary.
So here’s a term I do believe in: Drip Marketing. It’s much more than just direct mail. It can also include email contact, newsletters, social media touches, telephone calls or on-site visits. In fact, just about any form of customer communication can be integrated into a drip marketing campaign.
So why repeat a mailing?
Let’s look at direct mail first. Lead-generation direct mail is used to create opportunities for sales representatives. Direct mail drip campaigns offer you the opportunity to individually showcase a specific product or service so that over the course of time, you present multiple sales messages that answer prospects’ questions, and overcome buying resistance. The result: more leads from more qualified potential buyers!
When we look at email drip campaigns, the system is typically automated, and relies heavily on sending a series of pre-planned email promotions in response to triggers, such as direct inquiries or opt-in subscribers. The series of e-mails would typically vary according to the messages and landing pages that converted the prospect at the website. Email drip campaigns are particularly a tricky business because of the CAN-SPAM Act. That’s why relevance, along with trust is key to this area. A provider can help automate your campaigns, and ensure they are in full compliance with today’s regulations.
So how many drips until the well runs dry? It comes down to conversion, which will vary by your industry and the level of buyer you are targeting. Tracking leads from direct mail, open rates of emails, or landing page visits from social media sites, will eventually help drive the decision.
The big advantage of drip marketing is that it gives you a relatively low-cost, low-effort way of maintaining regular contact with leads who haven’t yet made that critical step of buying. With drip marketing you can have more contact with more prospects without overloading your sales team or breaking your budget.
What are your thoughts on drip marketing?