Picture it: you’re sitting at home, and suddenly you start to hear “drip drop, drip drop, drip drop.” No matter how that sound makes you feel, one thing is certain – you’re going to take action. The same applies to your organization’s next drip campaign. Let’s take a look at how to take the exasperation out of the drip and create content that engages your audience. 

Why should you create a drip campaign?

Research shows that repetition is effective in helping us learn and retain information. Now, think about a drip campaign. Whether or not someone takes immediate action with your products or services, you’re repeatedly showing up in the inbox, creating more opportunities for them to remember who you are and what you can do for them. So when the time finally comes for them to utilize an aspect of your company, you’re top of mind. 

When should you implement a drip campaign?

While this isn’t a comprehensive list, key times to consider a drip campaign include new product launches, post-conference attendance, upgrades to current products and services, and new subscribers (especially if your form has an option to choose what they’re most interested in hearing about). 

It’s vital to remember that not every little thing you do warrants a drip campaign, and not every single person on your contact list needs to be included. Odds are they’re already receiving consistent communication from you – whether it’s a regular email newsletter or check-in from a company representative. When deciding if it’s time to drip, having a stellar public relations team can make all the difference. Not only are they equipped to craft strategic messages that resonate with your audience, but they can also provide perspective on whether this tactic is appropriate for the situation and who should be included as recipients. 

How do you engage your audience in a drip campaign? 

The most important part of the drip campaign is to know your audience. To get them to engage with your messages, you need to craft content that’s specifically relevant to them, including email copy, external links, images and calls to action. While you can have an overarching strategy for your emails, the content should be targeted. This is where your PR team comes into play. They’re the ones interacting with your audience on a daily basis, so they know exactly what they want to hear. And if the audience is new to your business, they have the skills to research and provide recommendations on messaging and best practices to keep them in tune with your brand. 

Drip campaigns are powerful tools, especially when they’re engaging and strategically implemented. This is just one of the many tactics Obsidian Public Relations uses to create effective messaging plans for your business. Ready to get started?