{"id":2387,"date":"2025-08-05T10:00:00","date_gmt":"2025-08-05T15:00:00","guid":{"rendered":"https:\/\/blog.gofranklingo.com\/?p=2387"},"modified":"2025-07-22T08:44:52","modified_gmt":"2025-07-22T13:44:52","slug":"what-is-drip-marketing-and-why-it-still-works-wonders","status":"publish","type":"post","link":"https:\/\/blog.gofranklingo.com\/index.php\/2025\/08\/05\/what-is-drip-marketing-and-why-it-still-works-wonders\/","title":{"rendered":"What Is Drip Marketing? (And Why It Still Works Wonders)"},"content":{"rendered":"
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Have you ever browsed a website and then soon afterward started seeing the brand\u2019s name everywhere? A relevant ad pops up in your social media feed. A colorful postcard shows up in your mailbox. You begin receiving helpful product- or service-focused emails. If so, then congratulations! You\u2019ve experienced drip marketing in action.<\/p>\n\n\n\n

What Is Drip Marketing?<\/strong><\/p>\n\n\n\n

Drip marketing is a communication strategy that delivers a series of targeted messages\u2014via email, direct mail, text, or social media\u2014over time to move a person toward a decision. Think of it like watering a plant: small, consistent drops lead to growth.<\/p>\n\n\n\n

For the recipient, drip campaigns can be triggered by:<\/p>\n\n\n\n

    \n
  • Signing up for a newsletter.<\/li>\n\n\n\n
  • Abandoning an online shopping cart.<\/li>\n\n\n\n
  • Downloading a guide.<\/li>\n\n\n\n
  • Attending an event.<\/li>\n\n\n\n
  • Hitting a renewal window.<\/li>\n<\/ul>\n\n\n\n

    What does this look like in action? Let\u2019s look at two well-known brands that are getting drip marketing right.<\/p>\n\n\n\n

    Drip Marketing in Action<\/strong><\/p>\n\n\n\n

    HelloFresh is a master of behavior-based drip campaigns. Sign up, and you\u2019ll receive:<\/p>\n\n\n\n

      \n
    • A series of emails introducing the service (along with any applicable discounts).<\/li>\n\n\n\n
    • A physical coupon postcard if you don\u2019t subscribe.<\/li>\n\n\n\n
    • App reminders nudge you to choose meals or restart a plan.<\/li>\n<\/ul>\n\n\n\n

      Hello Fresh combines digital and physical touchpoints to re-engage lapsed customers and upsell existing ones.<\/p>\n\n\n\n

      Another brand with great drip marketing is Peloton. Its marketing funnel is as well-orchestrated as its cycling classes. If you browse the company\u2019s site or take a trial class, here\u2019s what you\u2019ll see:<\/p>\n\n\n\n

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      • A tailored email drip campaign introducing product features, benefits, and testimonials.<\/li>\n\n\n\n
      • Follow-up postcards or catalogs mailed with personalized offers.<\/li>\n\n\n\n
      • Social media ads and push notifications reinforcing the messaging.<\/li>\n<\/ul>\n\n\n\n

        Peloton understands that fitness decisions require time, and they provide just enough motivation along the way.<\/p>\n\n\n\n

        Why Drip Campaigns Work<\/strong><\/p>\n\n\n\n

        Drip campaigns succeed due to several key principles that underpin any effective marketing campaign: delivering value before asking for a sale, fostering brand familiarity and trust over time, and integrating print and digital channels for maximum impact.<\/p>\n\n\n\n

        Are you curious how you could add drip campaigns to your marketing mix, including direct mail? Let\u2019s talk!<\/p>\n","protected":false},"excerpt":{"rendered":"

        Have you ever browsed a website and then soon afterward started seeing the brand\u2019s name everywhere? A relevant ad pops up in your social media feed. A colorful postcard shows up in your mailbox. You begin receiving helpful product- or service-focused emails. If so, then […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[33,35,155,43,166,79,171,180],"class_list":["post-2387","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-direct-mail","tag-direct-mail-design","tag-direct-mail-strategy","tag-direct-mailers","tag-direct-marketing","tag-marketing","tag-marketing-communications","tag-personalized-marketing"],"_links":{"self":[{"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/posts\/2387","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/comments?post=2387"}],"version-history":[{"count":1,"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/posts\/2387\/revisions"}],"predecessor-version":[{"id":2389,"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/posts\/2387\/revisions\/2389"}],"wp:attachment":[{"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/media?parent=2387"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/categories?post=2387"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.gofranklingo.com\/index.php\/wp-json\/wp\/v2\/tags?post=2387"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}