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Marketing Academy: Drip Marketing

What is a Drip Campaign?

Marketing drip campaigns are like a garden hose: they provide a steady stream of emails that are specifically tailored to the individual customer. Instead of a one-and-done approach, a drip campaign will send out emails to nurture leads and keep customers engaged over a set period. This allows you to stay top-of-mind with your customers and build relationships with them that will foster loyalty.

Let's start with overview!

Pretend that you own a coffee shop called Morning Mug, and you want to use Drip Marketing to attract new customers.

Here's an example of how it could work:

Let's say that a new customer stops by Morning Mug for the first time and gives you their email address in exchange for a free cup of coffee. The next day, you send them an automated email that thanks them for stopping by and reminds them of their free cup of coffee. You could also include a picture of your most popular drink or a link to your menu to entice them to come back.

A few days later, you send them another email with a coupon for a discounted latte or cappuccino, and a friendly reminder that their free cup of coffee is still waiting for them.

After that, you could send them an email with customer testimonials or pictures of happy customers enjoying their drinks at Morning Mug. This is a great way to build trust and create a sense of community around your coffee shop.

By the end of the campaign, you've sent several emails that slowly drip information about your coffee shop, building interest and encouraging them to come back and become a regular customer.

It's like a slow drip of coffee, each email builds on the last one, and by the end of the campaign, the customer is more likely to visit your coffee shop and become a regular customer.

Drip marketing is an effective way to nurture leads and create long-term relationships with your customers, all while enjoying a cup of coffee.

Ok, how do I grow my email list?

Of course! Building an email list is crucial for any business, and there are many ways to do it. Here are a few fun ways that Morning Mug can build its email list:

  1. Host a "Latte Art" competition: Invite customers to take a picture of their latte art and post it on social media with a specific hashtag. For every post, you can add them to your email list. This way, you're not only building your email list but also creating social buzz around your coffee shop.

  2. "Brew Crew" loyalty program: Create a loyalty program that rewards customers for every purchase they make, and once they reach a certain number of points, they can redeem them for a free coffee or a discount. Along with the reward, they can also opt-in to join your email list.

  3. "Wake-up Call" newsletter: Create a newsletter that's specifically tailored to morning coffee drinkers and include tips on how to make the perfect cup of coffee, recipes, and exclusive deals for Morning Mug. Offer a sign-up sheet or a sign-up form on your website, and entice people to join with a special offer or discount.

  4. "Coffee and a Chat" event: Host a monthly event where you invite customers to come and chat about all things coffee. Offer a free coffee for attendees and ask for their email address in exchange for joining the event.

  5. "Barista of the Month" feature: Each month, feature a different barista on your website and social media, including a short bio and a picture. Offer a special deal or discount for customers who sign up for your email list and mention the featured barista.

These are just a few ideas, but the key is to make it fun and engaging for your customers. By creating a sense of community and excitement around your coffee shop, you'll be able to build an email list that's filled with engaged and interested customers.

Can I buy a list of potential customers?

It is possible to buy lists of potential customers, but it is generally not recommended. Many times, these lists are outdated, inaccurate, or contain people who have not given permission for their information to be shared. Additionally, buying lists of potential customers is often in violation of privacy laws such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

It's much more effective to build your email list organically, through methods such as the ones I mentioned in my previous response. By building your list through organic means, you can ensure that the people on your list are actually interested in your coffee shop and have given permission for you to contact them. This will lead to higher engagement rates, and ultimately, more sales.

Also, buying a list of potential customers is not a sustainable way of acquiring customers, as it does not build a relationship with the customer and it can harm your brand reputation if the customer feels that their data has been used without their consent.

It's always best to focus on building a relationship with your customers, and growing your email list through legitimate and respectful means.

However, there are alternatives.

Buying a list of new people who have recently moved into the area, also known as a "new mover list" can be a way to target potential customers who are new to the area and looking for a local coffee shop to visit. However, it's important to keep in mind a few things:

  1. Make sure that the list is opt-in, meaning that the people on the list have given permission for their information to be shared.

  2. Check that the list provider complies with privacy laws such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

  3. Be aware that these lists can be expensive, so you'll want to do your research and compare prices before making a purchase.

  4. Keep in mind that new mover lists can be out of date quickly, so you'll want to make sure that you're getting a list that's as recent as possible.

It's also worth to note that you can get similar information for free by checking local newspapers, or by using websites or apps that list new home sales in your area.

Additionally, you can also reach out to local real estate agents and ask if they have a list of new residents in the area.

In any case, once you have the new mover list, you'll want to make sure you're sending targeted and personalized emails that highlight what makes your coffee shop special and why they should visit. Also, make sure to offer them an incentive to visit such as a special deal or discount.

Keep in mind that building a relationship with your customers is key and reaching out to them in a respectful and personalized way, it can help you to build a loyal customer base.

How can we create drip messages that stand out from local competitors?

Creating drip messages that stand out from local competitors can be done in a few ways:

  1. Personalization: Personalize your emails by using the customer's name and addressing them directly. Use the information you know about them, such as their previous orders, to tailor your messages and make them feel special.

  2. Unique Content: Offer unique content that your competitors don't. For example, you can include coffee brewing tips, recipes, or even behind-the-scenes looks at your coffee shop. This can help to build a sense of community and make your customers feel like they're part of something special.

  3. Exclusive Deals: Offer exclusive deals and discounts to your email subscribers that are not available to the general public. This can create a sense of urgency and make customers feel like they're getting a special deal just for being on your email list.

  4. Engaging Design: Make sure your emails are visually appealing, easy to read, and engaging. Use images, videos, and infographics to make your emails more interesting.

  5. Timing: Be strategic with the timing of your emails. For example, you could send an email with a special offer for a morning pick-me-up on Monday mornings, or a special deal for a Friday night hangout.

  6. Segmentation: Segment your email list into different groups based on customer behavior, preferences, or demographics. This way, you can send targeted and relevant messages to each group, making it more likely that they will engage with your content.

By using these strategies, you'll be able to create drip messages that stand out from your local competitors and build a loyal customer base. Just remember to always test and optimize your campaigns and be aware of the legal requirements around sending emails.

This sounds like a lot of work, where do I start?

Starting a drip email campaign can seem overwhelming, but it doesn't have to be. The key is to start small and build on your progress. Here are a few steps you can take to get started:

  1. Define your goals: What do you want to achieve with your drip email campaign? Are you looking to increase sales, build brand awareness, or increase customer loyalty? Knowing your goals will help you create a more focused and effective campaign.

  2. Build your email list: Before you can start sending drip emails, you need to have a list of email addresses to send them to. There are many ways to build your email list, such as offering a free cup of coffee in exchange for an email address, hosting a "Latte Art" competition, or creating a loyalty program.

  3. Create a content calendar: Plan out the content for your drip emails in advance. This will help you stay organized and ensure that you're sending relevant and engaging content to your customers.

  4. Create a welcome email: Start your drip campaign with a welcome email that introduces your customers to your coffee shop and reminds them of the free cup of coffee they received. This is a great way to create a positive first impression and set the tone for your campaign.

  5. Test and optimize: Once you've created your drip emails, test them out and see what works and what doesn't. Use the data you collect to optimize your campaign and improve its effectiveness over time.

Choose a software: Finally, choose an email marketing software that fits your needs, check the integrations with your website and other tools you are using.

I don't have the time, skill set or the right employees to handle this. Who should I call?

No worries! Many small businesses don't have the time, skill set, or employees to handle email marketing campaigns on their own. That's where hiring a professional can come in handy. Here are a few options for you to consider:

  1. Hire a freelance marketer: Freelance marketers specialize in different areas of marketing, including email marketing. They can help you create and manage your drip campaigns, and also provide you with valuable insights and recommendations to improve your campaigns.

  2. Use an agency: Agencies are great for businesses that are looking for a more comprehensive marketing strategy. They can help you with everything from creating your campaigns to analyzing the results.

  3. Consider Marketing Automation Platforms : Marketing Automation platforms like Pardot, Marketo, Zoho One or Hubspot are designed to help you automate your marketing activities, including email marketing. They offer a wide range of features, including automation, segmentation, and analytics, and they can be a great option for businesses that want to streamline their marketing efforts.

Whichever option you choose, make sure to find a professional or a company that understands your business and can provide you with the support and guidance you need.

It's like a sip of coffee in the morning, it gives you the energy and the boost you need to tackle the day. Don't hesitate to reach out for help, it will save you time and energy and will let you focus on what you do best, brewing the perfect cup of coffee.

What growth can I expect if I follow all these tactics?

If Morning Mug implements a well-planned and executed drip email campaign, it can expect to see a variety of growth opportunities. Some examples of growth that can be achieved include:

  1. Increased customer engagement: By sending targeted and personalized emails, Morning Mug will be able to increase engagement with its customer base, and build stronger relationships with its customers.

  2. Increased customer loyalty: By offering exclusive deals and discounts, and by building a sense of community around the coffee shop, Morning Mug will be able to increase customer loyalty and encourage repeat business.

  3. Increased sales: By promoting new drinks, special offers, and deals through drip emails, Morning Mug will be able to increase sales and revenue.

  4. Increased brand awareness: By sending regular emails, Morning Mug will be able to increase brand awareness and keep its customers informed about the latest news and events at the coffee shop.

  5. Increased website traffic: By including links to the coffee shop's website in its emails, Morning Mug will be able to increase website traffic and drive more customers to its website.

It's important to note that these results will not happen overnight, it's a gradual process that requires consistency, patience and measurement, but with the right strategy and execution, Morning Mug can see a significant growth in customer engagement, loyalty, sales, brand awareness, and website traffic over time.

What tools can I use to sharpen my drip marketing?

There are several software tools available that can help you sharpen your drip marketing campaigns. Here are a few options:

  1. HubSpot: HubSpot is a marketing automation software that includes drip marketing features, along with other tools like lead generation, landing pages, and CRM.

  2. Marketo: Marketo is a marketing automation platform that offers drip marketing capabilities, along with other features like lead management, account-based marketing, and analytics.

  3. ActiveCampaign: ActiveCampaign is an email marketing and marketing automation software that provides drip campaign functionality, along with other tools like email marketing, CRM, and SMS marketing.

  4. Pardot: Pardot is a B2B marketing automation platform that offers drip marketing features, along with lead management, lead nurturing, and analytics.

  5. Drip: Drip is an email marketing and marketing automation tool that specializes in drip campaigns, offering features like email marketing automation, lead scoring, and segmentation.

When choosing a software tool to sharpen your drip marketing, consider factors like your budget, the size of your email list, the features you need, and the level of support provided by the software. Also, make sure the software you choose integrates with your CRM and other marketing tools to streamline your workflow.


In conclusion, drip email campaigns are like a freshly brewed cup of coffee - they take time to brew, but when done right, they can give your business the boost it needs to grow. So go forth, start building that email list and send those drip emails like there's no tomorrow. Just remember, don't get too carried away with the automation, or you'll end up sending an email to your grandmother asking her to try the "new brew alert" and we all know how that will end.

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