Drip campaigns, a form of drip marketing, are campaigns (email and/or direct mail and telesales) using a series of messages distributed based on prospect data, timing and/or user actions. Messages typically include calls to action that when acted on may increase a person’s lead score and potentially move that person into a new message track or lead status.
Single-message campaigns are campaigns, usually including periodic newsletters or solo promotions, in which every subscriber receives the same message each time, regardless of his or her place in the sales cycle, preferences, interests or behavior.
Single-message campaigns typically do not build on previous responses, are launched manually and reflect company goals more than recipient interest or action. Drip-campaign messages typically launch automatically based on an action such as a download or information request and center on the prospect.
For tips and tactics related to lead management, scoring and nurturing, visit Silverpop’s marketing best practices and resource center.
