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Email Drip Campaign Best Practices

Email drip campaigns are a type of email marketing campaign where you send out several pieces of content over a period of time. There are several ways to execute an email drip, but this post will be focused on the best practices for making it legitimate, effective and satisfying emails for all parties involved. Drip email campaigns are a great way to increase engagement and conversions by following a specific set of activity/conversion based emails. In this blog post, I will describe the strategy behind creating an effective drip email campaign, as well as provide tips and best practices to help you optimize your results. I’ll also give you examples of drip sequences to inspire your own. Email drip campaigns are one of the best ways to increase customer engagement and extend the lifetime value of your customer list. This is because drip campaigns can be triggered by your customer’s behavior — such as opening emails, clicking links and spending time on your website — which helps you to nurture them in a timely manner. As such, you can use email drip campaigns to deliver the content that your customers are looking for when it’s most useful to them.

E-mail marketing has long been known as one of the best, most profitable ways to sell your products or services. But if you’re not using it effectively, it can also do more harm than good. You don’t want to see a decrease in sales because of a poorly constructed drip campaign. E-mail drip campaign best practices Every marketing campaign is more effective with the use of email drip campaigns. Once set up, they are automatically triggered to your audience, who will be receiving helpful information over a longer period of time. Using a drip campaign strategy is designed to maximize the conversions of your campaigns! At first glance, the world of drip email marketing campaigns is a bit overwhelming. You have to learn how to create and launch your campaign, write enticing emails, and track its performance. Once you’ve learned those basics, it feels like there are a million different things you can do with this new marketing tool at your disposal: Use drip campaigns to welcome new subscribers or nurture leads? To retain existing customers or generate more referrals? You could even use them to get more blog traffic. That’s why we’ve put together a list of all the ways you can use drip email campaigns—for both B2C and B2B companies.

Welcome new subscribers:

Welcome new subscribers with a welcome email. This is the first email you should send after someone subscribes to your list, so it’s an opportunity to get them excited about what they can expect in their inbox.

Provide useful information. You want to give your subscribers an idea of what they can expect from you, so explain what types of emails will be coming their way and when the next one will arrive (if there’s a theme). If possible, give them some examples of past newsletters that have been popular and include links where they can find those.

Give them a reason to open your emails! One way to do this is by offering discounts or coupons on products/services that are available only through email signups (this works especially well if you sell something). Another option is offering something that isn’t available anywhere else — for example, a free ebook if someone signs up for your newsletter within 7 days after signing up for one month access at $15 per month?

Give them reasons why they should stay subscribed! This might be offering exclusive content or access only available through email subscriptions; or maybe it’s just some great content sent out monthly 🙂

Keep the conversation going:

  • Keep the conversation going.
  • Provide a way for customers to give feedback, ask questions, and contact you.
  • Make it easy for customers to get in touch: don’t make them fill out long forms or navigate through complicated menus just to find your number or email address!

Share your company blog:

Share your company blog:

If you have a company blog, share it with your subscribers. Include the URL in your email signature and add brief snippets of content from time to time in the body of emails.

Make sure that what you’re sharing is relevant to your audience—that’s key! If they’re interested in reading about how well-known brands are using drip marketing, include links to articles that give more details on their experiences with drip campaigns: “Here’s how [insert brand] uses our software for a successful drip campaign”.

You can also share industry news and trends by including links within your emails that point back to relevant articles. This helps increase awareness among current customers while also building trust by showing them what kind of work you do outside of sending out promotional emails every week or two.

Nurture B2B leads with product videos and pricing information:

Product videos can be used to educate potential buyers about your product, answer their common questions, demonstrate the benefits of your product, show the product in action and even show the product being used by real people.

For example, if you’re selling a fitness tracker that helps people stay on track with their workouts and diet plans or an industrial lighting system for warehouses that increases productivity and reduces costs, you might send out a drip campaign that includes video content demonstrating how these things work. You could also include pricing information as well as links where customers can sign up for free trials of these services.

Respond to inbound leads with downloadable resources:

You can create a drip campaign that sends a set of resources to every new lead, including:

  • A welcome email with your contact information and links to all the resources they might need.
  • Emails for each stage of the buying process, including product demos, pricing sheets, and more.
  • Messages about upcoming events or special promotions.
  • Social media posts from the company or from employees.

Send targeted emails to existing customers with content tailored to their interests and needs (e.g. retaining existing accounts):

  • A drip campaign is a series of emails sent at scheduled intervals, with the goal of nurturing a relationship with customers.
  • The first email in your drip campaign should be an introduction that welcomes new subscribers and gives them a reason to come back for more information.
  • Keep the conversation going by providing helpful tips and resources (e.g., infographics) in future emails.
  • Share blog posts that are relevant to your audience’s interests and needs (e.g., keeping current with trends).

Offer incentives for referrals, or for a blog post or social media review of your brand or product. This is a great way to get more organic traffic and more organic conversions.

Another great way to get more organic traffic and more organic conversions is by offering incentives for referrals. This can be anything from a small percentage off of your product or service, to an additional product or service completely free of charge. It’s important that you let people know what they will get if they refer their friends or family members to you. Another way that you can do this is by offering incentives for a blog post or social media review of your brand or product. Again, the incentive should relate directly back to whatever it is that you are promoting; if it’s an app, perhaps offer $10 off their next purchase in exchange for a written review on iTunes/Google Play/etc., etc., etc…

Another great way to get more organic traffic and more organic conversions is by offering incentives for referrals…

Drip campaigns can be used to nurture leads and engage existing customers at every stage of the sales cycle.

  • You can use drip campaigns to engage customers at every stage of the sales cycle.
  • You can use drip campaigns to nurture leads and convert them to customers.
  • You can use drip campaigns to keep the conversation going with existing customers.
  • You can use drip campaigns to convert leads into customers


Hopefully, you are now convinced that drip campaigns are a great way to nurture leads and engage existing customers. Whether you want to bring in new subscribers or increase sales from your current clients, drip campaigns can be an effective method for automating these processes. We’ve shown how they work with examples at each stage of the marketing funnel so there’s no excuse not to give them a try! Drip campaign tools are increasing in popularity, and for good reason. Drip campaigns are a highly effective way to steadily increase exposure for your business over time in a manner that doesn’t overwhelm or alienate recipients. Since they can also be a valuable tool for tracking your email ROI, it’s important to understand how effective they can be. The tips we’ve shared above will hopefully help you do that. But if you want more information on setting up an email drip campaign, check out our drip campaign templates page—we’ve got plenty of advice there to help you get started.

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