What is Drip Marketing: How to Create an Amazing Drip Campaign

Think of drip marketing as a spigot that leaks interesting, useful, and persuasive content into your prospects' devices. You can use a drip campaign for email or text marketing. It's also used for social media, though less often.

If you want to market your online courses more effectively, a drip campaign could help you build your audience and inspire brand loyalty.

Drip content works for two different mediums when it comes to online courses:

  • Email campaigns: Generate excitement about your online courses through drip email marketing.
  • Course delivery: Let your students experience your course segments over a period of time so they don’t feel overwhelmed.

But how do these drip marketing strategies work?

What is Drip marketing?

Drip marketing is a marketing strategy that delivers a series of messages to consumers over a specific period of time and at predefined intervals. It's a form of permission marketing that uses a long-term strategy to convince customers or prospects to take action.

Netflix has nailed drip marketing in a completely unique way. You can do the same for your online course.

You can use drip marketing over and over again as you add new subscribers to your list. Your prospects don't have to jump into the middle of a message that doesn't make sense; they can start over from the beginning and receive the full brunt of your marketing message.

Plus, drip content in an educational course means passive income for you. Each time someone registers for the course, the drip begins anew.

As mentioned above, most drip marketing involves email. You can use any email client to send drip messages to your prospects when they sign up to join your list. Many online entrepreneurs also use the drip marketing strategy for SMS, and it works great for online courses.

What is a Drip Campaign?

A drip campaign is a single series of marketing messages used to usher customers through the sales funnel. In drip marketing, you can run as many drip campaigns as you want, depending on how the customer first made contact with your business or the customer's position in the buying cycle.

For instance, a customer who has already bought one of your products might need a different drip marketing series than a customer who has never made a purchase. They have different levels of connection to your business, so they deserve different treatment.

That’s why drip marketing has become so successful. Both big and small businesses can use it to segment their audiences and deliver relevant messages that resonate with their subscribers.

When you use a drip campaign for your online course, you set up a scheduled drip for each course. You can decide how far apart you want to schedule each drip for maximum educational value as well as studying momentum.

When Should You Use a Drip Campaign? 

Drip campaigns work for just about any circumstance, but you must know exactly why you’ve launched your campaign if you want it to succeed. Each message must be carefully crafted to lead the prospect toward a decision.

Unfortunately, many entrepreneurs we talk to never start drip marketing because they don’t know where to begin or how to set up the campaign. However, no matter what types of courses you create for your customers, we’ll show you how and when to use a drip campaign.

Drips work best for online courses when your students need to digest large pieces of content. Give them time to work through the material before you load them up with more information.

If you’re planning to use drip marketing for email, you might try one of these common campaign types.

Nurturing Leads 

Leads aren’t like currency. You can’t spend them or derive anything of value from them until you develop a relationship with them and help them invest in your course.

A lead is someone who has expressed interest in your courses or business model. He or she wants more information, so you can use a drip marketing strategy to help them decide to buy your course. Several types of messages work well for nurturing leads:

  • Reminders: Help the lead recall why he or she made contact with your business in the first place.
  • Pain points: Identify issues that the lead currently faces, then explain how your course can resolve those issues.
  • Promotions: Create a tipping point for your lead by offering a special promotion, such as a discount off your most popular course.
  • Invitations: Ask your lead to participate in an interactive event, such as a webinar or Twitter chat.

Lead nurturing can take time, but it often resolves fairly quickly. You have something to offer, and the lead wants to take advantage of that. Your job is to show him or her why any barriers shouldn’t apply.

For instance, when it comes to pain points, you can address several issues in your drip marketing:

  • Price: Explain why you’ve set your price point on the course. Offer a discount toward the end of the drip campaign to snag anyone who hasn’t already jumped on board.
  • Time: Educate your lead about online courses. Make sure he or she knows that it’s a self-directed learning experience.
  • Need: Know your USP and why it applies to your lead. Give your prospect every reason to take advantage of your course and the education it offers.

Just keep in mind that your leads might come from different places. You can segment them based on their interests. For instance, if you offer several online courses, consider starting a separate drip campaign for each. That way, your messages’ content appeals directly to the consumer.

Welcoming New Customers

Have you ever moved into a new home and been welcomed with a plate of cookies or a houseplant from your new neighbors? It feels good, right?

Everyone loves to feel welcome, and business prospects are no different. Your drip campaign can show them that you appreciate the time they took to fill out your form or reach out to you on social media.

It’s also an excellent opportunity to introduce this newcomer to your online courses, expertise, and other business products.

There’s one benefit to welcoming campaigns that don’t necessarily apply to the others:

Consumers usually open them. Seriously, we’ve seen our customers have nearly 100% open rates on welcome emails!

There are many psychological factors that could be at play here, but all you need to worry about us using the right words and strategies to keep those leads on the hook after that first email.

  • Start with a brief “Welcome” message. Thank the prospect for subscribing to your list and let them know what to expect when it comes to future communications. Don’t forget to ask them to whitelist you.
  • Send a “Reminder” message. You can make this email a little longer and meatier, but start by reminding the prospect of your “Welcome” message. You’ll engender positive feelings in your prospect.
  • Sell your course. Explain why your course can help the prospect based on the course’s content. What benefits will the lead get from completing the course?

Drip marketing is particularly versatile because you can lead one into another. If your lead continues to open your welcome emails, you might move him or her to the lead nurturing drip campaign next.

Onboarding New Clients 

Everyone loves new clients. These are happy, paying customers who don’t mind opening their wallets for your courses.

You might think that the marketing train should stop in this particular station. In reality, marketing should continue in earnest.

If you want to build a profitable business with online courses, you need to generate repeat business. It’s less expensive and time-consuming to retain existing customers than to acquire new ones. That makes your new customers particularly valuable.

Launch a drip campaign that checks in with them about the online course. Remind them to keep progressing through the modules, lectures, or lessons.

Provide extra tips and strategies for making the course material useful. Invite them to check out your other online courses, too. If they do, their customer lifetime value increases exponentially.

Just don’t get too pushy. You don’t want your customer to think that you care only about his or her cash value. Instead, focus on 20 percent promotion and 80 percent education and reinforcement. It’s a good rule for most marketing efforts.

You can also use this drip campaign to offer tech support. Send frequently asked questions about how to open and use certain modules. Educate your customers about any equipment they might need, such as headphones for listening to webinars and podcasts.

Leveraging Abandoned Shopping Carts 

An abandoned shopping cart might seem like a missed opportunity. You can turn it into a new chance for reconnection.

If you’re tracking your site’s analytics carefully, you can use drip campaigns reel in people who have abandoned their shopping carts. Furthermore, you might find out why those people changed their minds.

People abandon their online shopping carts for numerous reasons:

  • Distraction: Something shiny catches their eye and they go for it.
  • Irritation: The lead is busy or distracted, and therefore decides not to make a decision.
  • Accident: Sometimes, people accidentally close browser windows.
  • Information: If you ask for too much information during the buying phase, your lead might get frustrated.
  • Time: The kids need to be picked up from school, a business associate calls, someone rings the doorbell—your prospect ran out of time.

Since you can’t glean the reason behind an abandoned shopping cart from data alone, you have to treat the situation delicately.

There are a few rules for a drip campaign involving abandoned shopping carts:

  • Get in touch right away. You don’t want the prospect to stare at your email and wonder what you’re talking about. The email should come within a day of the abandoned cart.
  • Ask questions. Let your prospect know that you understand the difficulty in purchasing decisions. Use this opportunity as a chance to connect on an emotional and psychological level.
  • Don’t pester. Your prospect might have abandoned the shopping cart because he or she decided the course wasn’t the right choice. You have to respect his or her decision. Don’t make this a lengthy or time-consuming campaign. Each message should be short (no more than a paragraph) and the entire campaign shouldn’t exceed three or four messages.

Eliciting Recommendations 

Word-of-mouth marketing used to mean that people chatted around the dinner table and brought up products and services they found remarkable. It’s different now.

For one thing, consumers are more likely to complain about a product or service than to recommend it to others. You might know this from your own experience.

Additionally, you sometimes need to ask for what you want. People don’t automatically start evangelizing your online course. They might, though, if you ask them to do it.

You can use drip campaigns to elicit recommendations from your customers. Ask them to spread the word in their personal circle of friends, family, and colleagues. Encourage them to share your emails with people they think might find your online course interesting.

You can also use drip marketing in another way.

Consider asking your customers for business recommendations. You could send out a link to a survey or poll to involve your customers in your decision-making process.

  • What type of course do you want me to create next?
  • If you could change one thing about the course you just took, what would it be?
  • Do you prefer shorter or longer courses?
  • Would you pay more for a course that included video and audio components?

You see where we’re going with this. Let your customers know that their ideas are important to you, then encourage them to spread the word.

Encouraging Renewals 

If your course includes renewal subscriptions, you can use drip marketing to influence your buyers’ decisions. You’re not just selling a single product—you’re selling a lifestyle.

For instance, maybe you offer a discount for customers who subscribe to your courses. You might release two or three a year (or more) to keep students hooked.

Use this type of drip marketing when you want to increase passive income. In other words, you’re generating more revenue with less work. It’s an ideal situation.

Sending Confirmations

A simple confirmation can launch a highly effective drip campaign if you know how to spin it right. You’re confirming a customer’s subscription to your email list, purchase, or other activity. Afterward, you continue the emails based on the consumer’s interest.

You already know that the prospect is interested in your courses. Now your job is to maintain that interest.

In this case, use a combination of educational and promotional content. But most of all, express gratitude. Let your customer know how much you appreciate him or her interacting with your courses or business model.

Increasing Engagement 

Engagement matters more than just about any metric. As long as your customers and prospects continue to engage with you, they’re interested in what you have to say.

Boosting engagement through drip marketing can take many forms.

  • Make bold claims: Show your audience that you know what you’re talking about by sharing your own research or making bold claims about your industry that might induce skepticism—until your prospects read the content, of course.
  • Share mixed media: Infographics, videos, podcasts, and other mixed media can help engage audience members who have grown tired of plain-old text.
  • Ask for opinions: We all want to believe that our opinions matter. Ask your prospects to fill out a survey, questionnaire, or poll.
  • Create urgency: Offer an extremely time-sensitive deal, such as one that expires within 24 hours from sending the email.

The goal here is to create excitement. Play with language a little bit to show your quirky side or present information in a new and interesting way. If your prospects haven’t seen it before, they’ll find themselves intrigued.

Advertising New Courses 

When you launch a new course, you have a huge opportunity to build your community.

  • Capture inactive leads: Prospects might not have been interested enough in some of your older course, but this new one might prove more enticing.
  • Encourage repeat customers: Let your students know that they can continue learning from you with this brand new product.
  • Spread word of mouth: Let your customers know that they can help. Ask them specifically to share your new course with their networks.

You can do all of this with a drip campaign. Combine drip marketing with social media, blogging, organic search, paid search, and other marketing efforts, and you’ll generate plenty of buzz.

Dealing with Unsubscribes 

Just because a customer has unsubscribed from another list that you maintain doesn’t mean he or she won’t be interested in a new drip marketing initiative.

Use a drip campaign to get back in touch. If someone unsubscribes, you can send a follow-up email to make sure they didn’t do so by accident (it happens more often than you might think).

If you want to launch a drip campaign for your online course content, you can use a few different strategies.

First, make sure you let your customers know about the structure. You don’t want them to expect a fully loaded course when they log in.

Second, you might offer options to tailor the content to meet your students’ needs. Customers might choose to receive each new segment faster or slower depending on their schedules, learning speeds, and other factors.

Types of Drip Campaigns 

As mentioned above, you can start numerous types of drip campaigns. Each targets a different end-user response and accomplishes its own distinct goal.

Top-of-Mind Drips 

We’ve heard it all before: “Out of sight, out of mind.” That’s a cornerstone of good marketing.

If you continually remind your prospects that you and your online courses exist, you can keep them coming back for more information. Even if they don’t buy right away, they might peruse your blog posts, subscribe to your SMS marketing list, or look through your course inventory.

A top-of-mind drip campaign works best for qualified leads who have expressed a serious interest in your courses. They might have downloaded a free guide, commented on your blog posts, or even sent you a personal email.

To keep your courses on the tops of their minds, send them reminder emails that encourage them to explore your courses further. Give them sneak peaks at the course materials so they can make a more informed decision.

Most importantly, keep timing in mind. If your top-of-mind drips come one day apart, you’ll simply annoy your prospect. Space them out so your prospects get a chance to mull over the content. You want to keep your courses on their minds, but not in a negative way.

Educational Drips

You might have heard that education is the new black. Everyone wants to learn something, which might explain why the DIY phenomenon has become so pervasive.

If you create online courses, you’re in the perfect market for educational drips. This drip campaign informs your audience about a particular topic, whether it’s information about your online course or on relevant content.

Try two different types of educational drips:

  1. Marketing: Use educational drips to inform your customers about your course’s benefits. What do they stand to gain from buying your course? How can they use the content to further themselves, whether personally or professionally? What will they learn?
  2. Topic: You can also use educational drips to establish your authority in the industry and to entice prospects to want to learn more. Choose a niche topic related to your course, then create a drip campaign that adds a little more information with each installment. You’re teaching a mini course, in other words, that whets appetites for your paid courses.

Both types of drip campaigns can help you sell online courses. Consider A/B testing the two types to see which one results in more conversions.

Reengagement Drips 

It’s easy to forget things when you live in a world full of instant gratification and information at your fingertips. A previous customer might have loved your online course. But in the intervening weeks or months, he or she has forgotten all about it.

A re-engagement drip campaign reminds your customer that you exist and exposes him or her to new products that might be of interest. It’s a great way to bring customers back into the fold, but you must do so thoughtfully.

  • Build suspense: Start with a message that announces something newsworthy, such as the launch of a new course. You’re building tension and urgency through your words.
  • Include a reminder: Mention the course the customer took in your re-engagement drip campaign. A single reminder can create an emotional connection and inspire action, such as checking out your new material.
  • Add a compelling CTA: Calls to action should leave the reader with no option other than to follow the author’s directions. End each message with an invitation to try a new course or to view your products.

A re-engagement drip campaign doesn’t always work. For instance, if you only have one online course and no other products or services to promote, don’t waste your energy. A customer won’t pay for the same product twice.

Reserve this type of drip marketing for occasions when you can encourage repeat consumption.

Competitive Drips 

Every business owner or entrepreneur has competitors. While this might seem like a bad thing, you can turn it to your advantage.

A competitive drip campaign takes aim at your competitors. It shows your customers what you can offer that the competition lacks.

This is where your USPs come into play.

  • Do you have specialized expertise that your competitors lack?
    Have you created a longer or more involved course than others in your industry?
  • Will your students enjoy more varied content?
  • Can you introduce students to influential people in your industry and forge connections with other students?

Every course designer has different USPs. Spend some time researching the competition and figuring out what you do best. Then turn it into a drip campaign.

For this type of marketing, you’ll want to separate your messages by two to four days. Don’t overwhelm your audience, but keep your courses in the backs of their minds.

In the content, you can use a standard compare-and-contrast strategy, such as a table. There are several other techniques you can use.

  • Collect testimonials from people who have bought your course and benefited from it.
  • Mention negative reviews of your competitors.
  • Include any research that you’ve done to suggest that you’re the top authority on the subject.
  • Add statistics or data that show how valuable your content becomes for students.

Promotional Drips

Sometimes, it’s okay to be downright promotional. After all, Fortune 100 companies do it on television and radio all the time.

A promotional drip campaign needs to be handled with care, though. You don’t want to seem too sales-y, but at the same time, you need to convey a compelling call to action.

A great way to keep promotional drips from irritating the reader is to include educational content as well.

  1. Introduce your course. Describe its benefits, features, and takeaways.
  2. Explain why your course matters. How can it help students achieve specific goals or overcome particular problems?
  3. Provide a freebie. It could be a template, an ebook, a white paper, or even a sample from your course. When you give something away, you suggest that you have far more in-depth content tucked away in your course.
  4. Extend an invitation. Ask your prospects to give your course a try. Reiterate the benefits and features you included in your first message, then make it easy for prospects to sign up and pay.

Following that strategy, you have a four-part drip campaign that focuses on promotion. Tweak the order and content to fit your course, personality, and specific goals.

Training Drips 

The training drip might seem similar to educational drips, but there are a few key differences.

Educational drips focus on broad subjects or on your specific products and services. Training drips teach your prospects how to accomplish a task.

Product manufacturers, for instance, often use training drips to teach customers how to put a product together, how to use it more efficiently, or how to clean it safely.

You’re selling an online course, so how can you implement training drips?

  • Teach your customers how to use the modules within Kajabi.
  • Explain exactly how a module works, such as a webinar or video.
  • Release a tutorial that shows customers how to implement a strategy you suggest in your course.

The options are endless. Just remember to keep the topic as narrowly focused as possible.

You can include one tutorial or how-to in each drip, but you might want to spread it out. Keep your audience wanting more.

For instance, you could include step one in the first email, then move on to step two in the second email, which should arrive the next day. Keep those emails close together so your prospects don’t have to wait too long to satisfy their curiosity.

Example Drip Campaign

Now that you’re familiar with drip campaigns, drip marketing, and the ins and outs of different types of drips, how do you get started?

Let’s set up an example drip campaign that you can use to model your own.

How to Set Up a Drip Campaign 

Before you start rounding up prospects and writing content, choose the right tools. If you use an all-in-one platform like Kajabi, you can set up your drip campaign easily. Users can also integrate third-party email clients with Kajabi to give themselves more options.

Once you’ve lined up your tools, it’s time to start your first drip campaign.

1. Identify Your Target Audience 

Drip marketing works best when you segment your audiences based on their needs and your goals. You don’t want to start every subscriber with the same drip campaign because you’re likely to alienate at least a portion of them.

Once you set up your drip campaign, it will get triggered based on specific events.

There are two basic ways to segment audiences for successful drip marketing.

  1. Action Triggers: Send drip emails based on an action the user performs, such as signing up from a particular landing page. You know where the customer exists on the buying cycle, so you can target them more easily.
  2. Demographic Triggers: Alternatively (or additionally), segment your audience based on demographics. You might not use this strategy if you don’t collect demographic data from your audiences. However, if you want to truly benefit from drip marketing, you might want to start collecting that data

Action Triggers 

Following are a few example actions that might trigger a drip campaign

  • Filling out a form with a name and an email address
  • Filling out a more detailed form that includes interests and other details
  • Purchasing a course
  • Buying one of your products related to a course you teach
  • Downloading a free sample of your course
  • Connecting with you on social media

Demographic Triggers 

If you decide to create a drip campaign based on demographics, look for the following triggers.The user shares his or her specific occupation as it relates to your course.

  • The customer buys a particular course, and you produce a new course that expands on the content.
  • A customer stops completing the course out of frustration, so you launch a training drip to walk them through the process.
  • The user answers a survey that reveals his or her values, beliefs, or educational goals related to your course.

2. Write Your Messages 

Once you identify your audience, start crafting your messages for the trigger you select. After you complete this process, you’ll start over again with another trigger for a separate audience segment.

Yes, it sounds like more work. However, when you align your message with your audience, you produce more conversions and sales. You’re also less likely to experience unsubscribes from irritated consumers.

Ideally, you’ll create your entire drip marketing campaign in one go. You don’t want to send out the first email, then wonder what you’ll say next. Plus, you’ll reuse the drips over and over again as your audience grows.

Create a spreadsheet or a word processing document, then establish a cell or page for each message. Write each message with the intended audience in mind and with a specific goal as your focus.

Keep revising your messages until you’re left with crisp, clean copy. Follow the rules you probably already use for crafting blog posts and other content:

  • Keep paragraphs short and sweet.
  • Start as many sentences as possible with strong verbs.
  • Separate blocks of text with bulleted or numbered lists.
  • Include internal links to your own content when appropriate.
  • Build suspense by asking questions that promise future answers.
  • Ask your readers to do something at the end (your call to action).
  • Avoid using more text than necessary to engage your audience.

3. Design the Ideal Drip Campaign 

Every drip campaign is unique. One might consist of 12 messages sent one day apart, while another might only have three messages sent four days apart. To help you design the best possible drip campaign for your audience, answer the following essential questions.

How many messages do I need to include?  

Decide how many messages you’ll send for this drip campaign. The answer depends largely on the desired end result and the amount of information you want to convey.

A welcoming drip campaign, might only need two or three messages. If you’re launching a training campaign, on the other hand, 10 or more messages might prove more ideal.

You can also consider your audience’s perspective. Based on the data you’ve collected, what level of interest has the prospect expressed? If you’ve hooked a qualified, interested lead, you can get away with more messages and still enjoy favorable open rates.

However, if you’re launching a drip campaign because of an abandoned shopping cart or an unsubscribe, it’s better to keep the campaign short and sweet.

In what order should I send the messages? 

The order matters because you’re building toward a conclusion. It’s like a play. If you start with the third act, you’re going to face a confused audience.

When crafting your messages, try writing them in order. As you revise, make sure each message has a clear, concise point. Don’t try to pack too much information into one email or other communication.

How can I address specific triggers? 

You’ve already aligned your audience with the associated trigger, but now you have to make sure that your message aligns with both. For instance, if the trigger is an abandoned shopping cart, you don’t want to send messages about “signing up for another course.”

More importantly, you want your audience to feel inspired to act. If they don’t connect emotionally or psychologically with the content, they’ll delete the email and move on to the next.

If possible, mention the trigger specifically. For instance, you might say, “We noticed that you abandoned your shopping cart last week, and we wanted to touch base. We’d love for you to give [course name] a try.”

How can I measure the drip campaign’s response? 

Metrics are the bread and butter of any drip campaign. If you don’t know how to measure success, you might continue to send out messages that fail to resonate with your audience.

You can measure several metrics as you launch your drip marketing efforts.

  • Open rates: How many people actually opened the email?
  • Click to open rates: How many people engaged with some aspect of the content in the email, such as clicking a link?
  • Conversion rates: How many people bought a course or signed up for more information as a result of the email?
  • Time on site: After clicking through, how long did recipients spend on the landing page?

Each of these metrics tells you something different about the message. If you get poor metrics in one particular area, you know where to focus your revision efforts.

  • Open rates: If people just delete your emails unopened, you might need a more engaging subject line or a better way to connect with the audience.
  • Click to open rates: When consumers don’t engage with your messages, you need to add more intriguing content. Consider incorporating images, videos, and more conversational text.
  • Conversion rates: No sales? Maybe your landing pages need a makeover, or perhaps your drip marketing copy doesn’t align well with the marketing copy on your course pages.
  • Time on site: When people click away from a website quickly, they might have experienced slow loading times, poor design, confusing instructions, or lackluster copy.

Set up your drip campaign so you can track these metrics. You’ll want them later when you need to revise your messaging for better results.

4. Launch The Drip Campaign 

It’s launch day! Trigger the first email in the series to go out to your audience. Make sure you’ve segmented your subscribers in your email client or other programs so that the messages go to the right people.

In most cases, you can schedule each message to go out at a specific time or interval. That way, you don’t have to micromanage the campaign. It handles itself.

If you experience an immediate increase in conversion rates or sales, congratulations! You’ve nailed it on the first try. But don’t feel discouraged if you fail to notice an immediate impact.

Marketing takes time, and patience truly becomes a virtue as you work out the kinks in drip campaigns.

5. Adjust and Reinvent the Campaign 

Your work isn’t over once you’ve sent your drip campaign out into the wild. You might revise it several dozen times in just the first few months. Don’t worry, though—it’s less work than it sounds.

There are several instances in which you might want to adjust a particular drip campaign.

  • New products: If you launch a new course, add the details to relevant drip campaigns. Spread the word. You might even want to start an entirely new campaign for customers who have bought other related courses.
  • Course changes: Let your customers know if you’ve added content to one of your courses so they can get the benefits of those changes.
  • Pricing adjustments: If you lower the price on one of your courses or offer a time-sensitive discount, include it in your campaign.
  • Direction change: You might discover that you want to take your educational business in a new direction. Adjust the wording in your drip marketing so it reflects those changes.

You can use the metrics described above to make any other improvements or changes. Pay attention to the ways in which your audience reacts to each message so you know what works and what doesn’t.

How to Measure Drip Marketing Results 

If you’re like most business owners, the main metric you want to watch is simple: sales. How many people convert from prospects or leads into customers?

Drip marketing is ideal for conversion because it slowly builds in your prospects’ minds. They get comfortable with your method of storytelling and marketing, and they become intrigued by the courses you offer.

Track sales from the moment you launch your drip campaign. You can later ask your customers to fill out surveys. What caused them to buy? Did they enjoy your email campaign? What would they change about it?

Raw numbers can only tell you so much. If you can convince prospects and customers to give you their feedback, you’ll gain much more in-depth insight into your campaign.

Drip Marketing Myths

Rumors swirl around the Internet about all types of marketing, but particularly drip campaigns. Many business owners are skeptical of this tactic because they believe the fallacies that others have touted.

You don’t have to listen to the nonsense. If you believe some of these misconceptions, consider giving drip marketing a try.

You don’t need to monitor your drip campaigns. 

As mentioned above, analytics are everything, whether they come from direct feedback or from monitoring tools. If you don’t evaluate your drip campaign’s results, how can you improve?

This doesn’t mean you need to check analytics 12 times a day. In fact, that’s counterproductive. Statistics and data collected over a long period of time, such as six months, will prove more valuable than data you collect over a few days.

Drip marketing costs too much money and time. 

You’ve created an online course, so you’re no stranger to dedicating your time and energy into educating an audience. If you’re comfortable with that level of effort, drip campaigns will seem like a breeze.

You don’t have to spend any money at all to start drip marketing, though we recommend using a platform that allows you to consolidate all your marketing and sales strategies under one umbrella. It’s not a huge investment, and once you start selling, it can easily pay for itself within a few months.

Additionally, once you create a drip campaign, you never have to start over from scratch. You might continue to alter and adjust the finer points, but the heavy lifting is done.

If I automate email marketing, I won’t connect with my audience emotionally. 

This rumor has perpetuated for years, but there’s a reason that marketing automation has become almost universal among the top companies. In reality, automating your email marketing can allow you to get even closer to your audience.

"Because marketing automation frees up a lot of your time, it's going to actually help you develop better personal relationships with your customers." -- Tweet this!

For one thing, it eliminates a redundant task that can sap your energy and leave you little time to correspond personally with your customers. For another, it uses data and demographics to target the right emails to the right audience. You’re not just shooting in the wind, hoping to hit a moving target.

You have to send emails on a specific day. 

If you search the Internet, you’ll find so-called experts who insist that you must send drip emails every Tuesday, while others will rave about the benefits of getting in touch with customers on Saturdays. There’s no real truth to these proclamations.

Just because you send an email on Tuesday doesn’t mean the recipient will open it before midnight on that day. Furthermore, you can’t predict your audience’s schedules. Maybe some of your prospective students work late on Tuesdays or have family gatherings on Saturdays. Worry about things you can control — not guesswork.

Long emails never work. 

We’ve mentioned a few times in this article that short-and-sweet emails often work better than lengthy ones, but that’s not always the case. You might have noticed that bloggers have begun to lengthen their posts, and the same thing goes for email.

Length matters much less than content. If you can provide useful, actionable information in 300 words, do it. If it takes you 3,000 words, don’t be afraid to let your emails run a little long, especially in training and educational drips.

You need a big business to use drip marketing. 

This is so far from the truth that you shouldn’t even consider it. In case you haven’t noticed, small businesses are beginning to rule the world. People often talk more about the little guys than the Fortune 500 conglomerates.

Email marketing has become increasingly affordable, so you don’t need a corner office in a high-rise to take advantage of drip marketing. You just need the right tools and knowledge to make an effective campaign.

Email automation requires coding and programming skills. 

If this were true, nobody would use it. Most people (except coders and programmers, of course) only have time to learn small bits of these competencies, if they bother to learn anything at all.

That’s the whole point of automation: You don’t have to get involved in the back end. Many third-party services create seamless, easy-to-use interfaces that anyone can figure out with a few minutes of trial and error. Plus, you can find online tutorials for any solution you might need.

Everyone will think I’m spamming them. 

There’s a big difference between email marketing and spam. Drip campaigns succeed for one reason:

They’re based on permission marketing.

In other words, a prospect or customer has given you his or her contact information. That’s permission. Spam occurs when black-hat SEOs and businesses buy or steal email lists and send unsolicited communications.

You’re not sending an email from a fake Nigerian prince. You’re connecting with prospects who are already interested in what you do.

You must write short subject lines 

It’s true that short, pithy subject lines can capture attention, but that’s the only reason to use them. Most modern email clients, such as Yahoo! and Gmail, show the recipient not only the subject line, but also a snippet of the content.

If a longer subject line allows you to add more clarity and action words to the copy, use it. You might boost your open rates and generate more enthusiasm about your drip campaign.

Use Kajabi to Run Drip Campaigns 

There you have it! You know all the basics of drip campaigns, so what do you do next?

Did you know that you can use drip content in Kajabi for your courses? It works the same way, except that instead of sending marketing emails, you’re disseminating course information at regular intervals.

Why should you consider a drip campaign for online courses?

  • Help students fully absorb information before they move on to the next step.
  • Generate excitement about the next lecture or module.
  • Stop customers from forgetting about the course halfway through.
  • Allow customers to get that jolt of excitement when they receive an email that a new course segment is now available.

It’s easy to set up a Kajabi drip campaign. You simply design your course like normal, then set up email alerts that let your customers know when they can access the next step in the course.

You can even customize the emails to include the customer’s name, the name of the course, and your website’s or business’s name. It’s a completely personalized approach to online education.


Drip marketing might seem complicated, but once you launch your first drip campaign, you’ll become a pro. Whether you’re sending marketing emails to interested prospects or launching an online course in drip format, you can increase conversions and build your business into a successful enterprise.

Start by signing up at Kajabi and building your course content. After all, you can’t market a product that doesn’t yet exist. Once you’ve perfected your course, start segmenting your audience, building an email marketing strategy, and scheduling course drips from within your Kajabi account.

It’s that simple, so why wait?

Create Your First Online Course With Drip Marketing On Kajabi

Sign Up For A 14-Day Free Trial Today

Sign Up for Free Today!