The term “Drip Marketing” is derived from the common phrase “drip irrigation”. This technique of watering involves applying small amounts of water over a long period of time. One effective way to include drip marketing in your toolbox is to design a series of marketing messages (email, direct mail, phone, etc) that are routinely “dripped” out to your prospects. These messages are initiated as a response to an interaction your prospect has with your business.
Let’s look at some examples…
| Trigger | Response |
| Brides registers on your website | Email sent welcoming bride and offering assistance |
| Bride makes a Trunk Show appointment | Email sent with information about designer and promotions offered during Trunk Show |
| Bride leaves store without purchasing gown | Follow up phone call to touch base and re-iterate value proposition |
These are just a few examples that illustrate how “drip marketing” can fit into your bridal business. The real power of this technique, once established, is it’s ability to be automated with technology.
One way to do this, within BridalLive’s bridal shop software, is to create email templates for each of your “Responses”. Then, when a customer performs one of your triggers, you can send the email from within BridalLive. Alternatively, if your response is a phone call, setting up a Task Type helps you schedule follow ups with your customers.
This technique keeps your brand “top of mind” during a bride’s engagement period. Once automated, you can spend more time focusing on other forms of engagement.