A drip campaign is a series of pre-written marketing emails sent out automatically on a set schedule, triggered by a specific action — signing up for a newsletter, downloading a lead magnet, or making a first purchase. Rather than one email, subscribers receive a planned sequence, each one building naturally on the last.
Common Types of Drip Campaigns
- Welcome series — introduces new subscribers to a brand over several emails
- Onboarding sequences — walks new customers through using a product or service
- Abandoned cart emails — nudges shoppers who left items in their cart without checking out
- Educational sequences — builds authority and trust by delivering value over time
- Re-engagement campaigns — attempts to win back subscribers who've gone quiet
Why They Outperform One-Off Emails
- Consistent, automated touchpoints without requiring manual sending
- Content delivered progressively, which tends to build trust gradually
- Higher open and click rates than most single, standalone email blasts
- Scales effortlessly — the same sequence can run for one subscriber or ten thousand
Setting One Up
Most email marketing platforms — ConvertKit, Mailchimp, and ActiveCampaign among them — include visual drip-campaign builders. The typical setup is a trigger (someone joining a list), followed by a defined sequence of emails spaced a chosen number of days apart, each with a clear, singular purpose in mind.
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