Drip Campaign
What is a Drip Campaign?
A drip campaign is an automated sequence of emails sent to subscribers on a predetermined schedule or triggered by specific actions. Unlike drip content (which releases course material over time), drip campaigns focus on email marketing automation to nurture leads and drive conversions.
How Drip Campaigns Work
- Trigger Event: Subscriber takes an action (signs up, downloads, purchases)
- Sequence Starts: First email in the sequence is sent
- Timed Delivery: Subsequent emails sent at set intervals
- Goal Completion: Campaign ends when subscriber converts or sequence finishes
Types of Drip Campaigns
Welcome Sequence
- Introduce yourself and your brand
- Set expectations for future emails
- Deliver promised lead magnet
- Build relationship before selling
Nurture Sequence
- Educate subscribers on relevant topics
- Share valuable content and insights
- Build trust and authority
- Gradually introduce your offers
Sales Sequence
- Present your product or service
- Address objections and concerns
- Share testimonials and case studies
- Create urgency to encourage action
Onboarding Sequence
- Welcome new customers
- Guide them through getting started
- Highlight key features and benefits
- Encourage engagement and quick wins
Re-engagement Sequence
- Reach out to inactive subscribers
- Remind them of the value you provide
- Offer incentive to re-engage
- Clean list of truly inactive contacts
Drip Campaign Best Practices
Timing
- Welcome email: Immediately after signup
- Subsequent emails: 1-3 days apart typically
- A/B test different intervals
Content
- Lead with value before selling
- Make each email count—don't add filler
- Tell a cohesive story across the sequence
- Include clear CTAs in every email
Personalization
- Use subscriber name and relevant details
- Segment based on interests and behavior
- Adjust messaging based on engagement
Example: 5-Email Welcome Sequence
- Day 0: Deliver lead magnet, introduce yourself
- Day 2: Share your story and why you help people
- Day 4: Provide valuable tip related to their interest
- Day 6: Social proof—share a success story
- Day 8: Introduce your offer with special welcome pricing
Metrics to Monitor
- Open rates per email in sequence
- Click-through rates
- Conversion rate (signups to sales)
- Unsubscribe rate by email
- Where subscribers drop off in the sequence