Drip Campaigns

Drip CampaignCiao, SEers. If you follow us on any social media channel (other than this blog itself), you’ve likely seen posts with light blue graphic text bubbles offering quotes from our posts. These social media posts are what are known as drip campaigns.

Drip campaigns are so named because they “drip” content into your platform over the course of a finite amount of time. In our case, our drip campaigns are scheduled to be thirteen posts over the course of one year.

Marketers use drip campaigns because, and I’m sure you already know this, repetition is a key component to catching a person’s attention. That’s how we teach children their ABCs or multiplication tables. We repeat the same information over and over until our audience retains it.

The same technique works on adults. Unless someone is blessed with an eidetic memory, it’s unlikely he or she will remember something the first time it is seen.

For example, if you see my post on author branding one time in your Twitter stream, you won’t remember it. You might not even click on it. And tweets scroll past so fast, the branding post will be there and gone before you even register you saw it. However, if you see it a dozen times, it’s much more likely to get your attention and resonate with you.

Another benefit of drip campaigns is exposure. Not only are you reinforcing your message to dedicated fans, you’re more likely to catch the attention of new ones. The more your message is distributed, the more people will see it.

Now, if you write one blog post a month and you only manage your own blog, you could probably manually schedule your own drip campaigns. Most of us blog more than that, though. I, personally, contribute to three blogs in addition to what I write on my own site, and lately, I’ve been trying to write more content on my blog (shooting for and often hitting seven posts a week). That’s a lot of posts just on my own site. Combine those with Story Empire and AIW Press posts (as well as my contributions to Romance University), and that’s a lot of content to schedule manually.

That’s why I never used to schedule drip campaigns. Too much work and too little time.

Then I discovered MissingLettr.


This app allows bloggers to schedule drip campaigns, and much of the work is automated, which takes all the difficulty off the blogger.

I have the full version, but there is a free option with basic functionality that can get any blogger started.

MissingLettr makes scheduling drip campaigns so easy.

  1. When a blog post goes live, MissingLettr works in the background to assemble content.
  2. When the content is assembled, they email me telling me my campaign is ready to review.
  3. I have the option to review or reject any campaign.
  4. If I choose to review, I’m first asked to choose hashtags. They make several suggestions, or I can use my own. MissingLettr tells me the number of retweets each hashtag earns, so I’ll know if it’s worth using, and I can rearrange their order so they post in order of relevance or in order of popularity.
  5. I’m then taken to the post screen. There I’m able to choose graphics they selected from my post (or upload a new graphic) and the text to accompany the graphic. (They also provide text options—I can use it as-is, edit it, or completely revise it.)
  6. After I’ve selected hashtags, graphics, and text (and approve it all), I’m taken to a scheduling screen. That’s where I select the date for the campaign to start.
  7. I hit schedule, and the campaign is active. Over the course of a year from the date I selected, thirteen posts will distribute with the graphics and text I selected. I don’t have to do another thing. It’s all automated and handled for me.

So, that’s what drip campaigns are and how to schedule them quickly. Because I have the pro version of MissingLettr, I can attach multiple sites and profiles to my account. I’m given to understand that the free version has the same user interface, but only allows one site and one profile. I’m not sure if that’s accurate, but it’s certainly a powerful tool to experiment with, given there’s no cost. I hope you’ll give it a try and tell me what you think.

(I should note, while I do recommend MissingLettr, I’m in no way affiliated with the application, nor is the link I provided an affiliate link. I get no compensation of any sort if you click the link and explore the software.)

Staci Troilo

41 thoughts on “Drip Campaigns

  1. Pingback: Why Novelists Should Write Short Fiction | Story Empire

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    • I’ve used HootSuite, but I tend to use TweetDeck daily instead. That and Buffer do well for my immediate scheduling and sharing. MissingLettr is new to me, but so far I’m really enjoying its functionality. If you try it, let me know what you think.

      I’ve never heard of SocialOomph, but now I’m going to go check that out. Thanks for mentioning it. 🙂


      • Do you use the free or professional version of SocialOomph? It looks like a fairly robust app, but I don’t think I want to spend $18 every two weeks for the pro version, and that’s where most of the features I’d want are. If you use the paid version, do you think it’s worth it?


    • I love Buffer. I use it constantly for tweeting. But I have the free version, so I’m limited in the number of posts I can put in my queue.

      This application allows me to schedule unlimited posts for a full year. Each campaign I run sends out nine posts over the course of 12 months. I have over 30 scheduled campaigns for my site alone. That’s functionality I can’t get anywhere else.

      If you try it, Felicia, let me know what you think.

      Liked by 1 person

  4. MissingLettr is something I’ve been meaning to look into for a while. I use drip campaigns on my day job but never thought about adding one for my writing career. This is a fantastic post, Staci. Thanks for all of the information. MissingLettr definitely sounds like a tool worth taking the time to explore.

    Liked by 1 person

  5. Wow. I’m so behind on marketing of any kind, I need all the help I can get. Never even heard of a drip campaign, or Missing Lettr. But I have now, thanks to you, and I’m taking notes!! Great post, Staci. Thanks so much. 🙂

    Liked by 2 people

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