Specifically, drip marketing constitutes an automated follow-up method that can augment or replace personal lead follow-up,[citation needed] invented in 1992 by Bill Persteiner and Jim Cecil, also known as Action Plans, and first introduced in software called WinSales.
[citation needed] Advantages include automation and efficiency, as well as the continued ability for direct response.
Intelligent e-commerce sites have integrated this form of drip campaign with un-purchased shopping carts.
The lowered response rate is often justified by the volume and efficiency with which leads can be generated and converted.
[citation needed] Where persistent follow-up can become a deterrent to closing the sale, methods with drip marketing offer the ability to remain top-of-mind, and even prompt action, without jeopardizing the relationship.