Although most companies prefer personal communication to automated communication, as the volume of business increases, it becomes more difficult to maintain that one on one relationship with the end prospect or client. Drip marketing provides a tool that can be used in conjunction with personal communication to maintain a relationship with the end prospect or lead.
Drip marketing (trigger campaigns or autoresponders) is an automated email or series of emails that are sent when a subscriber meets a condition you set. Drip Marketing can be an extremely valuable addition to your email marketing program, because it allows for a more personalized level of email communication with your customer.
Consider the following example:
- A new enquiry is received that has requested information on a particular product. A lead capture page is created that specifies that the lead is interested in product A.
- Based on the above information, the system would send an initial response with information about the product.
- A second email might be scheduled to be sent 1 week later that outlined the benefits of that product over other products in the marketing.
- Additional emails might be send at various points based on the status of the enquiry.
Refer to the figure below for an example.
Overview of Trigger-based Marketing using Inbox25.com and SugarCRM
SugarCRM integrates with a number of third party products that implement drip and trigger-based marketing. CRM Online recommends inbox25.com for drip and trigger marketing as it integrates seamlessly with SugarCRM and provides powerful functionality and business value at a reasonable price point.
