Drip’s JavaScript Snippet and How It Helps Your Marketing Automation – Barcode Brand Consulting

Drip’s JavaScript Snippet and How It Helps Your Marketing Automation

Marketing automation: when will you switch on?
November 23, 2020
Marketing Automation Terms
November 23, 2020

Drip’s JavaScript Snippet and How It Helps Your Marketing Automation

Drip does a lot more than blast emails to big, generic lists.

As you’ve probably heard, we’ve moved pretty far beyond what your basic email service provider can do. Drip is fluent in tracking, automating, segmenting, personalizing, and taking people from black-and-white email addresses to full-color customers.

And to make life easier, we’ve united your marketing stack—tracking, reacting, and adapting to what your customers are doing in one platform, then triggering just the right action in another.

Drip senses the nuances of your customers’ experiences and helps you know when to sell hard or ease into it. When to push a product or keep building the relationship. And it does all this by tracking what visitors to your site are up to day in and day out.

Listening and nurturing isn’t some sort of magic trick, though. And reaching across all of your marketing tools isn’t only a possibility if you’re lucky enough to have an in-house developer at the helm.

All of this virtual wizardry is made possible by the sweet simplicity of the Drip JavaScript snippet.

Does that still sound like a heap of hocus pocus? Read on to learn about this little code that makes for some big opportunities with Drip.

What Is JavaScript?

You’ve probably heard the term “JavaScript” tossed around here and there. Which is perfectly normal. After all, pretty much every page on the internet that has crawled out of the ‘90s relies on JavaScript to make it interactive.

Before JavaScript, the internet was a library of static websites stocked only with words (HTML) and styles (known today as CSS)—there was nothing dazzling about it (I mean, when compared with today’s web, that is). But when JavaScript was invented by Netscape mid-’90s, an entirely new era of the web was born.

Good ol’ Netscape.

JavaScript, in its literal sense, is a front-end programming language that makes it possible to have more control over what your website is doing. It adds the flair and movement to menus, makes animations that CSS just can’t do, and sends information from point A to B.

It’s the language that unlocks interactivity. It dictates how a site responds and reacts to how visitors use your website. And while websites can (and do) run without JavaScript today, the web would be a whole lot less exciting if nobody used it. In fact, some sites aren’t even usable without JS (hi, Facebook).

My friend and coworker Ron, a front-end developer, just handed me this sweet analogy:

“Imagine a web page is a house. The foundation, framing, and drywall are HTML. The paint, decorations, and window coverings are CSS. And the plumbing and electrical are JavaScript—it’s what tells that light to turn on over there when you hit the switch over here.”

It’s not the explanation I deserve, but it is the explanation I need.

And what does that look like on an actual website?

Take a look at this site plastered header to footer with JS. It’s practically a gallery for what can happen with a lil’ bit (erm, probably a ton, actually) of JavaScript. It seems with every roaming scroll or click something new happens or rolls into the screen.

Legworkstudio.com with JavaScript

It’s fun. It’s engaging. And it gives this brand the opportunity to represent itself in the best way possible to curious peeps on the internet. In fact, the site sans JS is much less…well, everything.

Legworkstudio.com without JavaScript

This is just one example of the elements JavaScript adds to the web as we know it. So imagine all it does to make Drip your automation go-to.

What Is a Snippet?

A snippet is, in the most basic sense, a hunk of code that you can copy and paste instead of rewriting every time you need it. It’s like making a stencil that you can easily and quickly use to get the same result every time.

Every Drip account comes with its own personalized snippet so that you can just copy and paste it wherever you need instead of trying to reinvent the wheel every time. And since it’s ready to go from the very first time you log into your account, you don’t have to worry about learning JavaScript and doing this on your own.

Why You Should Install Drip’s JavaScript Snippet Pronto

In order for your Drip account to understand what people are doing on your site and relay that information back to you, there needs to be an open line of communication. This is where your JavaScript snippet comes in.

Every Drip account comes with a one-of-a-kind JavaScript snippet. This is your unique code—your very own line of communication between your Drip account and your website.

Are you a developer? No? Is the thought of putting something called a “snippet” anywhere making you sweat a little more than usual? We made a short video about finding and installing your snippet just for times like these. So, blot yourself and watch up.

Learn how to install your Drip JavaScript snippet.

Once you drop your Drip JavaScript snippet into your website, you’ve flipped the “on” switch to a slough of possibilities. Even if you aren’t sure if you’ll be requiring all that the JavaScript snippet offers, it won’t hurt to install it anyways to ensure you’ll always be collecting data if you need it in the future.

What Does Drip’s JavaScript Snippet Do?

By now, you should know a little bit about JavaScript and what the heck a snippet is. Now it’s time to answer why any of it matters to you, Drip, and your email marketing automation strategy.

Plopping that JavaScript snippet into your custom website (or using Drip’s WordPress plugin if that’s what your site is on) has to take place if you want any of these things to happen automatically:

Trigger Drip opt-in pop-up widgets

Know when someone visits a page

Keep count of Lead Scoring for page visits

On-page trigger links

Identification of people

Time zone detection

Your JavaScript snippet is constantly talking to your Drip account. It’s updating user profiles with new bits of info every time they visit a page, which gives you big-time insight into when, where, and why someone is on your site.

These user actions aren’t just tracked for fun and games, though. Because of Drip’s JavaScript snippet, you can build entire automated rules and visual workflows around them.

Launch someone into a workflow urging them to buy a sweatshirt they’ve looked at on your website.

Or apply relevant tags when a visitor clicks a trigger link on your website.

All of this helps you gain a deeper understanding of your customers so you can nurture them better, relate to them more, and personalize their whole experience.

If you want some more robust JavaScript functionality, Drip also has an incredibly well-documented JavaScript API that’ll make any developer breathe a big sigh of relief. When you take advantage of the JS API, you can trigger automations based on how a user interacts with your custom app or ecommerce platform (like our friends over at Bite Squad did).

You might never wander into the JS API, though, as the breadth of possibilities in the bulleted list above is a perfect fit for most businesses.

Get Going! (Install Your JavaScript Snippet)

If you’re even here right now, looking at Drip, the odds are strong that you find some value in how close this platform can get you to people, whether your list size is one or 1 million.

The truth is, though, that much of your opportunity to reach, segment, and automate a better customer experience is cut dramatically short when you forgo the snippet. So get going—open up the pipeline of data between your website and Drip—and start marketing your business like it deserves.

Wanna taste of that sweet, sweet JavaScript? Log in and get going.

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