Email Drip Marketing Campaign: Enhance Lead Nurturing and Customer Engagement (Part 1 of 2)

June 08, 2017 Categories: Branding, Customer Engagement, Marketing Tags: , , , , ,

Email Drip Campaign

Wouldn’t it be wonderful to give every prospect or customer the individualized attention they deserve? Adding an email drip campaign to your current marketing strategy will allow your company to give the luxury of individual care while expanding your reach and improving customer engagement. The best part -- this will all be happening while your company’s communication strategy is staying efficient and cost-effective.

What is an Email Drip Campaign?

An email drip campaign is an automated communication strategy that is executed through the delivery of scheduled marketing emails. Manually connecting with every lead and customer can be daunting and extremely time-consuming. Automated emails are much more efficient and cost-effective because they have the ability to reach a larger audience while still offering personalized attention. You’ll find that email drip campaigns are great for welcoming new customers, nurturing leads, and expanding customer engagement. Now, your company can provide all current and future contacts with the best-individualized service without sacrificing extra time and effort from your sales team.

Welcoming New Customers

Drip marketing emails are a great way to welcome new customers. Welcome emails are an opportunity to showcase the most important information about your company, products, and services. These emails can be personalized with each individual’s name and be targeted to the specific interests of your customer so they don’t feel like they are lost in a sea of nameless and faceless customers. Welcoming emails also start each new customer at the very beginning of your company’s marketing campaign. Other marketing tactics such as subscriptions to newsletters and blogs from your company are effective but they only show customers the newest content. Drip campaigns will take a customer through the entire marketing cycle from beginning to end so you don’t miss any opportunities to connect with them.

Nurturing Leads

A lead is a prospective customer. They have not fully committed to your company so it is important to guide them without overwhelming them with too much information. Drip emails are scheduled to arrive periodically so they allow your company’s top content to stay relevant in your prospect’s mind while spacing out your interactions enough to not annoy and chase leads away. Lead nurturing educates potential customers about your company and can be used to offer deals or trials of your services. This is also a great way to weed out leads that are not showing any interest and to invest more time and energy into potential customers that show genuine vested interest in working with or purchasing from your company.

Customer Engagement

Keep track of all the contacts and customers that require your company’s personalized attention and return traffic to your website with drip marketing emails. A great way to increase engagement is adding value to your content. According to, “Today’s internet-savvy customers can recognize a desperate and poorly conceived sales campaign when they see one. But a drip campaign provides recipients with information and content that can actually be useful and interesting to them. This can boost engagement and response, as well as improve your brand’s reputation.” The beauty of it all is that automation software will track this information for you so your company can manage how to best engage with each contact.

Now that you have been introduced to Email Drip Campaigns, stay tuned for Part 2 of FSSI’s two-part blog on Email Drip Campaigns. Part 2 will delve into how to set up an Email Drip Campaign and software that will keep track of all your email templates and subscribers.


FSSI is a technology company with 35+ years of experience in document outsourcing. FSSI offers customized marketing services along with providing secure data processing and storage. For more information, visit our FSSI website or call 714.436.3300 for a free consultation.