Drip campaigns are automated emails that go out at the time that certain triggers are set off, according to digital marketing company, fishbat. Those triggers could include situations in which someone signs up for a newsletter or remains on a site page for a long time without purchasing. Or, it can even take place after the sale is completed.
In a news release, fishbat discussed how drip marketing campaigns can benefit the automotive industry by nudging prospective buyers to become loyal clients.
The company said that most potential buyers, before they enter a location such as a car dealership, have already started the work of online pre-shopping, and they have conducted their own research to best help them find a product that meets their specific needs.
Sending out relevant targeted emails to those customers who have already considered purchasing a product or service will improve the chance of a sale being made, according to fishbat. Most auto industry customers are already present online before they go to an actual location, so catching them at this specific stage would be the best way to promote a sale effectively, said fishbat, which describes itself as offering digital marketing services such as digital marketing research, planning, brand development, and website and asset creation through social media management and search engine optimization programs.
In all three situations mentioned earlier — someone signing up for a newsletter, someone remaining on a site page for a long time without purchasing, or after the sale is completed — a drip campaign would be signaled to send an automated email to that account. The email would try to persuade the account to go through with its purchase or would even promote an entirely new sale.
fishbat said that style of marketing greatly benefits the automotive industry, with tailored targeted emails having shown to increase online traffic and push sales. Prospective customers looking for a particular style or brand will receive emails tailored to those needs. That, according to fishbat, leads to more interactions with the click-on advertisements in those emails, and it also leads to more completed deals, according to the company.
With drip campaigns, sellers can easily and effectively solidify a transaction that might not have been guaranteed otherwise, fishbat said. The automotive industry puts that technique to great use by producing welcome emails and after-sale check-ins. The industry can even produce sporadic weekly emails to shift a previous customer’s attention to another product.
“Overall, the benefits of drip marketing are seen wholeheartedly within the automotive industry and are being utilized to the fullest extent in order to achieve maximum sales and success,” fishbat said.