What Is a Drip Campaign and How Do I Create One?
by Denise Pass
The euphoric moment we realize we are called to write can come crashing down when the other aspects of writing in today’s environment collide with our dream. The message that we carry can change people’s lives, but it won’t get too far if we don’t couple our writing with tools that help us to share our message as far and as wide as we can.
Social media. Platform building. Networking. Drip campaigns.
Do these words want to make you run and hide? I get it. But the time we invest in crafting a plan of communication with our readers shows we care and that we are in this relationship of discipleship and encouragement with them for the long haul.
If you think a drip campaign has to do with that leaky faucet in your kitchen, you are actually not too far off the mark. Your message won’t get too far if it is written in your journal alone. That’s why you probably started a blog or a newsletter to get your message out. Posting or blogging with consistent frequency helps to grow your audience because you show up and they can count on your message.
A drip campaign is a way of finding new members for your audience by bringing value to their lives as they respond and subscribe to your platform(s). A drip campaign is an email series you develop that nurtures your audience toward a goal you have. Examples include a free download to incentivize them to join your tribe, a series of emails that includes content like a free download or devotional to move them toward your message and goal of buying your book, joining your Bible study, or subscribing to your podcast, to name a few.
For the release of my recent book, Make Up Your Mind, I put together several campaigns that were ways readers could communicate with me. I designed a quiz about negative mindsets and created an integration with a landing page, form and email series around it that delivered a link to the quiz. I also created multiple downloads and a seven-day email devotional series to encourage people. These are ways of serving our audience rather than just wanting them to be our audience or to buy our book.
Now for the nuts and bolts. Below are five steps to creating a drip campaign.
1) Seek your audience. Who is it that God has called you to minister to?
2) Set your goal(s).
3) Create your initial email.
4) Plan your campaign.
5) Launch your campaign into the world.
There are a lot of email platforms out there, and they have great resources to equip you as you wade into the waters of drip campaigns. Be a learner, and don’t tell yourself that you can’t do it. Here are a few tools I have used and for what purpose:
- Mailchimp — email drip campaigns, integrations, landing pages, etc.
- ActiveCampaign — email campaigns, landing pages, forms.
- Facebook Ads
We are responsible for the message we have been given. Will we be faithful? The many different tools can be intimidating, but as we learn to communicate well in the day we live in, we can reach a new generation with the timeless message that still transforms lives.
All for Jesus,
What next step will you take to share your message? Research the tools out there, and use the one that is best for you. Then launch your message far and wide for the glory of God!
Biblical-mindset coach, author, speaker, worship leader, podcaster, with an M.A. in biblical exposition, Denise is the author of Make Up Your Mind, Shame Off You, 31 Days of Hope Reinvented, and other discipleship books. She serves on the writing team for Proverbs 31 Ministries’ First 5 app and COMPEL and has a daily broadcast/podcast through her Bible Tribe® reading plan. Denise home-schooled her five children; four recently graduated from college, and her youngest adoptive son is a senior in high school. She is the Family Ministries and Worship Arts Director at her church. Denise and her husband live near Fredericksburg, VA.
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