Back to Glossary

Drip Campaign Defined

A drip campaign is an automated series of marketing emails sent to recipients based on specific actions they take while visiting your app or website.

A typical drip campaign utilizes personalized data and preset timers to deliver relevant marketing messages designed to re-engage users with relevant information.

Drip campaigns are a proven way to “reactivate” dormant users and convert undecided visitors into sales.

How to Use it in a Sentence

A well-crafted drip campaign has the potential to re-engage users by catering to their previous engagement with your brand.

Common Drip Campaign FAQs

Yes! Drip campaigns have 80% higher open rates and three times higher click-through rates than single email sends. Companies that automate these types of nurture campaigns earn 10% or more revenue in just six to nine months.

Drip campaigns work to re-engage users in response to a variety of behaviors on your website, including:

  • Abandoned carts

  • First-time visitors or purchasers

  • Attending a virtual (or live) event

  • Registering for an eBook or data report

  • Product recommendations

Fortunately, drip campaigns are designed with sustainability in mind. Email copy for an entire drip campaign is typically written all at once and set up in an email automation tool along with your specific audience triggers. Then, your segmentation and send schedule is automated based on those audience triggers, putting into motion your slow but steady “drip” of specially tailored emails.

Drip email campaigns can be created using an email service provider and typically consist of these three stages:

  1. Select your trigger. Example: Abandoned carts will trigger a specific series of drip emails.

  2. Select your target audience. Example: Drip emails will only be sent to users who have an abandoned cart value of $20 or more.

  3. Craft copy. Drip campaign email copy should be concise, brand-consistent, and clearly demonstrate value to the specific user group that is receiving an email. Check out this article to learn the secret to writing more compelling subject lines and preheaders.