Drip Email Marketing vs Lead Nurturing Campaigns: Which Should You Use?

If you want your business to boost engagement and drive conversations, it’s no secret that you have to use marketing. Yet, with so many different techniques available, there can be a lot of trial and error at your expense. Luckily, every savvy marketer knows that a bit of market research can go a long way.

Finding out the best way to get in front of your customers will be a win for you. That’s why a lot of companies tend to compare Drip Email Marketing vs Lead Nurturing Campaigns. Which one is better and why should your company use either?

So many businesses have the same questions about email drip marketing and lead nurturing campaigns. We decided to help make it easier to understand which one is right for your company. Here’s everything you need to know about Drip Email Marketing vs Lead Nurturing Campaigns.

What Is Drip Email Marketing?

When you hear a marketer refer to drip email marketing, that usually means a set of pre-written emails or “drips” that will be sent out to current customers and prospects over time. A company can communicate with its customers about product updates, free trial information, and more when using drip email marketing.

What Are Lead Nurturing Campaigns?

Marketers use lead nurturing campaigns as personalized automated messages to help customers along their buyer’s journey. The goal of a lead nurturing campaign is to provide customers with insight that drives a specific action in that journey.

Lead nurturing campaigns are customizable and targeted to nurture a customer until they are ready to buy. They are primarily emails but can be used with any medium, such as social media posts, SMS messages, and video content.

Drip Email Marketing vs Lead Nurturing Campaigns: Which One Is Better?

When it comes to Drip Email Marketing vs Lead Nurturing Campaigns, it’s not a question of which one is better; it depends on the intended goal of the marketing initiative.

If you are trying to guide your customers through the sales funnel until they convert, drip email marketing can be a perfect way to achieve that. If you want customized messages sent to prospective customers based on their activity, it is good to place them in a lead nurturing campaign.

In some cases, your drip email marketing will be a part of your lead nurturing campaigns. For example, a customer comes to your business’s webpage and downloads a whitepaper. You can decide that they need to be in one of your lead nurturing campaigns, and you can use drip email marketing for that.

When to Use Drip Email Marketing

A drip email marketing strategy may be best when you want a timed email message to be delivered to your customers or prospective buyers. If you’ve recently had an event such as a webinar or conference, drip email marketing is a great way to stay top of mind and follow up with your customers.

When to Use Lead Nurturing Campaigns

You want to use lead nurturing campaigns when you have an active inbound marketing strategy in place. It is also a good idea to use lead nurturing campaigns when trying to establish trust and increase brand awareness.

Ready To Power Your Marketing Initiatives?

Understanding Drip Email Marketing vs Lead Nurturing Campaigns can help power your marketing initiatives to become more successful. Yet, using both email drip marketing and lead nurturing campaigns can take your marketing to the next level.

If you are looking for the best way to market your brand, we can help. Contact us today to get started!