What Is Drip Campaign?
08 Nov 2022
5 min

What Is Drip Campaign?

With nearly 4.26 billion email users in the world, email still remains one of the primary marketing channels used by both B2C and B2B brands. Marketing emails work great for generating and nurturing leads. Also, they are perfect for delivering special offers and keeping your customers updated on your company's news.

Yet, there is one big drawback associated with email marketing campaigns. In the process of generating new leads, your business will add new prospects to its mailing list. And the problem is that leads that have just subscribed to your newsletters will only receive emails that you send to your mailing list contacts after their subscription. That is, new subscribers will always miss the messages you delivered earlier, which means that they might be missing out on something important from your marketing campaign.

Solution? Email drip campaigns might be the answer. Such campaigns can make your email marketing more wholesome and ensure that you deliver the complete, right message to everyone on your contact list.

Interested in learning more? In this article, the experts from LeadsForce will help you grasp the drip campaign definition and start using it to your benefit.

What Is a Drip Campaign?

Marketers use a handful of different tactics and approaches when it comes to email marketing. Drip marketing is just one of the many approaches. Yet, one of the most effective ones.

According to studies, such campaigns can help establish steady communication with clients and bring you 50% more sales-ready leads. Moreover, brands that excel at drip marketing have 33% lower marketing costs and 80% more sales. So, there are some weighty reasons to adopt this approach.

But what is email drip campaign in the first place?

In a nutshell, drip campaigns are a part of email automation. It implies sending a slow and steady series of emails automatically, at a set time and based on the specific actions or statuses of your audience.

Drip campaigns can follow any important dates or actions, including:

  • Signing up for a newsletter;
  • Making a purchase;
  • Abandoning a cart;
  • Interacting with customer support;
  • Browsing a certain product without placing an order, etc.

The main features that distinguish dip emails include the following:

  • They come in a series of 2 and more emails;
  • They are pre-written and sent automatically;
  • They are sent at a set time as a response to a specific action.

Advantages of Drip Marketing

Now that you have the answer to the question “what is a drip campaign”, the next big question is “why is it so important”.

In short, email drip campaigns offer you a meaningful, personalized, and effective way to keep in touch with your audience. But there are more advantages too:

Right Message at the Right Time

The real art of effective marketing lies in the ability to deliver timely information. Simply put, your goal is to provide your leads with the information they need right when they need it.

Let’s say, you buy lead list and hope to make more contacts from it to buy from you. If you deliver a sales pitch straight off, you will likely scare them away. But, if you deliver a series of drip emails tailored to your new leads’ placement in the sales cycle, you will have a chance to convert them. That’s what drip campaigns do - they help you deliver the right information at the right time based on the prospects’ statuses and actions.


Another big benefit of such campaigns is that they are fully automated. That is, you only have to write a series of messages for each particular occasion once and then they will do the work for you.

Lead Nurturing

Finally, a series of emails are beneficial because they nurture your leads better. Let’s say, you send a cold email to a potential customer. Even if they click on your CTA and browse your website for a while, they can then leave and forget about you forever. But what if they will receive a second drip email right after that and it will thank them for visiting your website and encouraging them to take another action (i.e. getting a free trial)? This way, you will stay on your prospect’s radar and get more chances to nurture and convert them.

When Should You Use a Drip Campaign?

There are many ways to keep your leads engaged through drip campaigns. Yet, here are some of the most common occasions when you really should apply drip marketing:

  • Welcoming - When new prospects come to you, drip campaigns are a great way to say “welcome” and “nice to meet you”. 
  • Onboarding - Such drip emails introduce leads to your brand and values, encouraging them to sign up and stay with you.
  • Nurturing - Drip campaigns are also great for gradually introducing leads to your product or service and giving them reasons to buy.
  • Abandoned cart handling - When prospects add something to a cart and then abandon it, a series of personalized emails might be that extra push to close a deal.
  • Recommendations - If a user viewed something specific on your site or purchased certain products, reaching out with more recommendations is a good way to keep them engaged and deliver better experiences.

These are the primary cases when using a drip campaign is a good choice. Apart from this, you can also send Renewals, Confirmations, Unsubscribes, and other emails that fit well into your overall strategy.

Drip Campaign Examples

If you are wondering how you can use drip emails for the benefit of your business, a great place to start is to check out some examples of how other brands in your market handle such campaigns.

For example, try watching big-named brands on the market like Netflix. Such brands are real trendsetters in marketing. Namely, this streaming service makes a big focus on drip campaigns that deliver personalized recommendations. Such emails are sent based on what content every user reviews on Netflix. They aim to keep users engaged and deliver better experiences to them. And it really works.

Drip campaign Netflix

And before you start browsing for worthy examples of email drip campaigns, here is a general sample formula that can come in handy:

  • Trigger - Subscription to a mailing list;
  • Email #1 - A short email that welcomes new contact and thanks for subscribing;
  • Email #2 - A message that provides more information on your brand and the products or services it offers to get the user interested.
  • Email #3 - The last email in the sequence that features a powerful CTA and delivers a limited-time special offer or discount to encourage the recipient to buy.

This is a standard formula that lets you 1) welcome, 2) onboard, and 3) nurture new subscribers in a meaningful and efficient way. This is an example that you can use for setting up your own drip campaign.

How to Set Up a Drip Campaign

Setting up an effective campaign takes time and effort. But, once you do it, your campaign will continue bringing you results.

Here are the key steps that will help you set up your first email drip campaign:

  1. Identify your marketing triggers. First of all, you want to define on what specific occasion or action you want to focus your new campaign on, for example, cart abandonment, signup, first purchase, etc.
  2. Define your audience(s). Once you know what triggers you will use, outline the target audience that fits into it.
  3. Create the content of your emails. The hardest part of setting up a drip campaign is writing a series of emails. Your emails have to be consistent, have a clear purpose and CTA, and go in line with your brand image.

Basically, these are the only three steps you need to take to create an email drip campaign. But don’t think that your work is done once you go through them.

After you set up a drip campaign following these steps, you have to track its performance and adjust it for better outcomes. Apart from this, you should also take care of the maintenance of your drip campaigns. You have to ensure that the information contained in your emails is always accurate and up-to-date.

How to Measure Drip Marketing Results

As was already mentioned, after setting up a drip campaign, you also need to track the progress and measure outcomes. This is needed in order to find strong and weak points and optimize your campaigns for the best results.

So, how can you do this?

The easiest way to measure your campaigns is to use reliable outreach marketing automation tools. Such tools often come with in-built campaign analytics tracking and let you monitor different aspects of your campaigns, including:

  • Opens
  • Clicks
  • Replies
  • Engagement


Email marketing can be a powerful way to drive, nurture, and convert leads. With the right approach and content, this channel can boost your sales without making your marketing costs too high. And drip campaigns are among the best time-tested practices to use for success.

Hopefully, this guide will help you clearly define drip campaign meaning and get on the right track with it! Use the tips and examples from this article to set up winning drip campaigns and make the most out of them.

Daniel Gorbenko
Daniel Gorbenko
Product Marketing Manager
Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products. Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products. Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products.
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