“I am so fed-up of maintaining this data of who contacted me at what point and what all documents have I sent them”, said Ms.Preeti, an irritated admission counseller.
“I have sent 2000 e-mailers but I do not know how did they react to our campaign. Moreover, I want to run a SMS campaign on those who not only opened my e-mail but clicked the website link. The icing on the cake would be to know how much time they spent & which sections/pages they visited,” another admission counseller Ms.Smita said.
“Managing this is such a tedious task”, said Ms. Preeti
“Guys haven’t you heard of drip marketing? That is the solution to all your problems”, replied Mr.Neel, a new joinee who had been listening to their frustrated conversations since the past 5 minutes.
If you can relate yourself to Ms. Preeti, if you face the same problem that the ladies faced, then this article is for you.
Fig 1: Email Marketing vs Social Media
Even in the world of messaging apps E-Mail is still the big boss !!
So What is Drip Marketing?
Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although other media can also be used.
Email newsletters are a great way to send out your team’s latest announcements, but they have a major problem: new subscribers only see new emails, and never get the first emails you’d sent out to your list. All they’ll see is the stuff you send after they sign up.
This is where Drip Marketing comes into place.
Fig 2: A Typical Drip Marketing Process
Often called drip campaigns but known by many other names—drip email marketing, they’re a set of marketing emails that will be sent out automatically on a schedule.
- Perhaps one email will go out as soon as someone signs up
- Another will go out 3 days later
- One more going out the next weekend.
Or, the emails can be varied based on triggers, or actions the person has performed like signing up for your service or making a purchase etc. These are called as behavioral emails. Below is an illustration showing every $ spent on “Advertising mediums” who gave us max ROI.
Fig 3: Statistics of ROI per $1 spent
How Does Drip Marketing Help in Enrollment Process?
When it comes to generating leads and nurturing student prospects, email remains one of the most effective and cost-efficient marketing strategies for colleges and universities. The right mixture of emails sent to prospects can help you in reaping fruits.
Your leads need a bit of hand-holding or nurturing to compel persuade them and this can be easily achieved using Drip Marketing. When a lead enquires about your institute you may send an email thanking them for showing interest in your institution and can provide them with the detailed information about the features that distinguish your institute from others. You can then nurture them by sending them engaging emails based on their interests just at the right times to keep them involved.
One must also keep in mind that you must not overdo drip email marketing. An overdose of anything could be harmful and similarly overdoing may lose your prospect. Ideal timing in drip could be 3 main timings: “On specific dates (For e.g.: Every 10th day of the month )” , “Specific Gaps between dates ( For e.g.: After every 7 days)”, “Specific weekdays (For e.g.: Every Wednesday)” based upon your availability of content, number of respondents and availability of resource.
However, a proper mix of emails can help you to convert these prospects. A recent study has shown that there are 54% chances that a prospect may get converted into an opportunity when they are nurtured with utmost care using the drip marketing.
Fig 4: Benefits of Email Marketing
Major Benefits of Drip Marketing:
Relevant: Each lead is unique – they are individuals, with opinions, preferences, likes, and dislikes. Drip marketing sends relevant emails to leads as per their preferences and choices.
Pre-written: The workflows are pre-defined and the emails pre-written. You aren’t writing a new email every single time a new prospect is interested.
Automated and sent on schedule: They are automated emails using particular conditions of workflows and/or triggered rules.
Personalised based on user behavior: Drip marketing engages your leads in a highly-personalized manner rather than sending random emails to random leads. It takes into consideration the interests of your leads and is triggered based on their activities, instead of sending the same generic message to everyone.
Saves time: Drip marketing being pre-written and pre-defined, saves a substantial amount of your time. You aren’t wasting your time in re-writing emails when someone is registered.
So now that you know that drip marketing is beneficial for you.
What are you waiting for?
Encompass this into your enrolment process today!!
ExtraaEdge is a VC backed pioneer in Admissions & Marketing Automation software for the education industry. We are the category leaders when it comes to understanding education marketing & technology that powers educational enterprises. This blog is an effort to share our learnings from the Industry and help education marketeers, admissions counselors and all associated stakeholders of education enterprises learn and grow together.
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