Lead nurturing is a very important component in the lead management process of an insurance provider. It is during lead nurturing that the prospect is convinced to buy a product or service from the company. Here, the prospect’s interest in the product or service is worked at to make sure that their level of interest improves, and you can easily convince them to subscribe or buy your product.

This is, however, also the part that most marketers stumble and make mistakes in. As a result, a lot of prospective customers are discouraged from buying the product. As businesspersons or insurance providers, you cannot take lead nurturing tasks for granted. You must find ways to get rid of these mistakes.

That is why a lot of marketing techniques have been developed by marketers and entrepreneurs alike to maximize the profits that one can make from their leads. One of these is drip marketing, which is touted as the “ideal” lead nurturing technique for all to employ.

The Origins of Drip Marketing

It seems really far-fetched to some, but marketers actually took the idea of drip marketing from a very different discipline: agriculture. The name “drip marketing” comes from the practice of farmers of not using too much water to irrigate their crops. That is because the crops drown and wither away with too much irrigation. Hence, there was a need for these people to develop a way to continue providing their plants with water while keeping them from being drowned by too much water.

As a result, farmers regulate their irrigation by watering their crops in drips. This makes sure that their crops get enough amount of water. The same idea can also work well with marketing.

How Does It Apply to Marketing?

Drip marketing works the same way in marketing as it does in irrigation. The concept is to avoid “drowning” the prospect with marketing e-mails. That is because when prospects are bombarded with too much marketing mails, they end up being annoyed instead of being interested in the product. With drip marketing, you can avoid losing a potential client with whom you can do business with. Drip marketing simply means that you regularly feed your clients with marketing mails but not overwhelm them with the messages.

Advantages of Drip Marketing

In theory, drip marketing has a lot of advantages that the marketer can enjoy. These advantages would include the following:


Drip marketing mails are considered by most to be very effective at rousing the interest of the prospect to action. That is due to the call to action that readers of the marketing mails can read at the end of every message.

Minimal Expenses

Drip marketing is not very expensive to maintain. Thanks to the invention of the Internet and e-mail, it is now possible to launch a drip marketing campaign with little to no expense at all in the part of the marketer.

Less Annoyance for the Receiver

As mentioned earlier, the bane of marketing is the bombardment of marketing mails by advertisers to their prospective clients. Drip marketing avoids that through the practice of sending e-mails in fixed intervals, perhaps every two weeks or on a monthly basis.

Ideal for Building Personal Relationships

Though drip marketing uses the same e-mail for each receiver, the marketer is able to forge an intimate rapport with his or her target audience by specifically addressing them in the letter. This allows marketers to build up trust and ultimately the preference of the client in subscribing to products and services, which is important for those engaged in the insurance business.

Author's Bio: 

Leads360 is the largest and most successful lead management company with over 2,500 clients and more than five years of experience helping businesses grow. They provide web-based lead management software to business that needs a proven solution to help them manage their sales process from start to close.