What is Drip Campaign?
An automated email sequence that sends pre-written messages on a schedule or triggered by specific actions, nurturing leads over time with relevant content.
Understanding the Details
Drip campaigns deliver the right message at the right time without manual effort. A welcome drip might send 5 emails over 2 weeks, introducing your company, sharing valuable content, and inviting a conversation. A nurture drip might send monthly content based on interest areas. A re-engagement drip might target inactive contacts with compelling reasons to return. The 'drip' metaphor reflects the gradual, consistent nature of the communication — not overwhelming with everything at once, but delivering value steadily. Effective drips are segmented (different content for different audiences), personalised (referencing the recipient's situation), and measured (tracking engagement and conversion at each step to optimise over time).
How It Works in Practice
Welcome sequence
New subscribers receive emails on days 1, 3, 7, 10, and 14, progressing from introductory content to product demos, converting 12% to trial signups.
Post-trial nurture
Trial users who don't convert receive a 6-email drip over 30 days with case studies, tips, and offers to re-engage with the product.
Event follow-up
Webinar attendees enter a 4-email drip with the recording, related resources, and a meeting request, generating pipeline from event investment.
Why It Matters
B2B buying cycles are long. Drip campaigns maintain relationships and build trust over time, ensuring you're top of mind when prospects are ready to buy.
What People Often Get Wrong
Drip campaigns are just email blasts. Actually, they're strategic sequences timed and targeted for maximum relevance and engagement.
Set it and forget it. Actually, drip campaigns need regular analysis and optimisation of subject lines, content, timing, and segmentation.
More emails in a drip means more results. Actually, over-sending leads to unsubscribes and lower engagement across all future emails.
How We Handle Drip Campaign
We design drip campaigns with strategic content progressions, proper segmentation, and continuous optimisation based on engagement and conversion data.
Related Terms
Common Questions
Need Help With Drip Campaign?
If you'd like to discuss how drip campaign applies to your business, we're happy to explain further.