Drip Email Marketing Pros and Cons

 Drip Email Marketing Pros and Cons

I first wrote about this topic on our company blog - talking about the good and bad of drip email marketing, but thought I would share a quick snapshot here of when it makes sense and when it doesn't.

When to use drip email marketing:

1) When you have not verified the actual email address and lead. 

 If you are using lead capture software and have not received a reply from the lead this can be a good time to use drip email marketing that has been proven to work.  Stop as soon as the lead has replied.

2)  Too many leads to follow up with.  

If you are lucky enough to have too many leads to follow up with then drip email marketing can be great to separate the 'tire kickers' from the real leads.  

When to not use drip email marketing:

1) If you have received an email from the lead requesting information about something -- do not start sending them drip emails. 

Instead over-deliver on this information to build trust.  Only then follow with a real email to see if they need anything else and make sure to personalize it as much as you can.

2) Do not use it if are sure it is a legitimate lead or it is a high value lead.  

Even though drip email marketing can be an effective tool and have the added advantage of being able to do A-B testing -- it will never be as effective as a real personalized email.