It is quite frequent that in a recession, you become under-staffed. Especially when people start doing jobs they are not accustomed too. The important thing you must remember, busy or not don’t forget your customer. In a down economy having a well thought out DMP can be very cost effective. Example: If you have extra staff and you can remove some of the higher cost sections of the program, direct mail for example, and replace it with a telemarketing campaign. Of course, if you have less staff, you may choose an additional step in your e-mail campaign.
From the SwiftPage folks: “Communicating with your customers in a relevant and timely manner is critical in keeping and creating business. Some marketing approaches allow for a “one size fits all” response to each customer regardless of their interaction with your company. For instance, your customer gets the same response whether they requested more information, filled out a survey or purchased a product or service. This generic communication fails to provide useful information and make key connections with clients as they move through the customer cycle.
Often times you may have a specific series of communications laid out for each type of client, like prospect vs. customer. Profiling your audience and sending specific messages to people based on where they are in the purchase cycle will yield greater results than generic messaging. However, it can be tricky to manage these communications as your clients move from one stage to the next. Manually determining who should be receiving which set of messages and when, often times makes this type of relevant and focused communication impossible.”
In most Drip Marketing, you send information based on the customers response to a particular action. It is highly efficient way of marketing especially if the program is based on an exact reaction of the customer. A quality Drip program is not a basic auto-responder series. It should be set-up so that if someone shows interest such as a click-thru to a whitepaper, that there is the desired response to that action. On the other hand, if an e-mail is send out and there was not a click, they would receive a totally different response. That is where a Drip Marketing Program can be so beneficial.