You might think it’s a bad thing to be put on “blast,” or to be called a “drip” (that’s how kids these days talk, right?), but when it comes to email marketing, these terms have a very different meaning.
Today, a huge amount of outbound marketing comes in the form of email marketing—especially for smaller companies with limited budgets for print/media campaigns.
The two most popular types of email marketing are:
“Drip” emails, also called “drip marketing”
Each of these serves a different purpose for different kinds of campaigns, or phases within a campaign.
Here, we’ll lay out the key differences between blast emails and drip marketing with actionable advice for how to use each when marketing your small or midsize business (SMB).
What Is Email Marketing?
Marketing via email is a modern iteration of traditional outbound marketing.
As its name suggests, email marketing consists of marketing messages sent to a specific list of email addresses.
These can be gathered from a number of places and stored in a company’s customer relationship management (CRM) database.
As email becomes ever more ubiquitous for both consumers and businesses, email marketing is gaining in popularity among SMBs that may not have gotten on board when large, enterprise-level businesses did initially.
Indeed, two of our recent Buyer Reports, which analyzed trends among small business buyers of both CRM and SFA software, show that buyers are looking for email marketing as a major part of their software solutions.
According to Dave Charest, the senior manager of content and social media marketing at email marketing software vendor Constant Contact, there are three crucial aspects of email marketing that differentiate it from the advertising techniques of traditional outbound marketing:
It relies on a cultivated list of contacts who have all opted in to receive messages from you, rather than blindly emailing a list of potentially disinterested consumers.
It creates closer ties with your customers in between visits by keeping you on their mind and providing them with a balance of useful content and offers.
It relies on a segmented contact list that allows you to tailor specific messages to specific interests amongst your customer base.