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Drip e-mail marketing involves sending shorter, brisk marketing messages to your subscribers leading them to an ultimate desired goal. You can term it as a subset of a full-fledged marketing and lead generating sales pitch. You can carry out a drip e-mail marketing campaign either manually or through an automated system, for instance sending auto responders at set intervals. It is advisable that unless you have thoroughly tested a system you should implement it manually instead of using an automated system so that in case you need to do some modifications you can carry them out without too much loss.

The concept of drip e-mail marketing comes from the drip irrigation system implemented at many farms. In the drip irrigation system the water is introduced to the plants in smaller doses instead of flooding the plants with water. This way water is better utilized. In the similar manner you can use the drip e-mail marketing strategy.

It is believed that people need to hear from you again and again in order to decide whether they want to do business with you or not. Simply bringing them once to your website or sending them a sales letter through e-mail once in awhile doesn’t bring you much business. A typical customer has to be exposed to your services or products 10 to 20 times before he or she can make up his or her mind. Also continuous communication, of course within the parameters of permission marketing, is always preferred over occasional communication. When someone comes to your website you should ask him or her for his or her e-mail so that you can get in touch on different occasions and promote your offers. This way the person gives you his or her ascent before you send him or her your marketing e-mail.

Once you have made sure that you can carry out your drip e-mail marketing campaign to a particular targeted audience you need to devise a strategy. Simply sending them the same message again and again will render it useless very soon. Your drip e-mail marketing campaign should begin at a particular point and then end at a particular point. It should be like a journey, like the story with a well-defined beginning and a well-defined end.

So keep the end in your mind when you send your first drip marketing e-mail. Do you want to raise your readers’ curiosity level? Do you just want to break ice and use your drip e-mail marketing campaign to simply be friends with the recipients? In fact the best way of carrying out the drip e-mail marketing campaign is to publish a regular e-mail newsletter through which you keep on sending tons of highly useful information to the recipients. Some stockbrokerage companies send useful investment tips to their subscribers and then on and off make business proposals and many of the subscribers choose to go with them instead of some completely alien company.

Some drip e-mail marketing campaigns are so effective that by the time the marketing campaign ends readers are just dying to purchase the service or the product. This is how effective a drip e-mail marketing campaign can be.