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Email Drip Campaigns Best Practices

An email drip campaign is a series of emails sent automatically to a list of recipients. The process is often automated and sometimes called autoresponder or scheduled mailer. Drip campaigns are usually used for marketing purposes, such as inviting new subscribers to subscribe to your mailing list using an automated email response. The term “drip” refers to the fact that each email in the campaign contains a link which leads to more content, thereby creating a “drip-like” effect in which information is slowly revealed over time. The drip campaign is an email marketing technique that allows you to deliver a series of content over several messages. Each message is sent at intervals to your subscribers based on the time frame you have specified. Drip campaigns are great for engaging your subscribers with related content throughout your marketing campaign, especially if your audience needs time to digest each piece of information before moving on to the next.

Drip campaigns are a great tool for nurturing your prospect’s progression through the sales funnel. Drips can be sent at timed or triggered intervals to ensure that each contact receives the right message at the right time. In other words, they are a series of scheduled email messages that are sent over a period of time with the goal of nurturing a relationship between you and your prospect. Email drip campaigns are a powerful way to automate your marketing. They’re a tactic for generating leads and building relationships, but it’s important to understand how they work. At Drip, we’ve created an email drip campaign flowchart to help you visualize the best practices for crafting a successful drip campaign.

Drip campaigns are one of the most effective ways to nurture leads, educate prospects, and drive conversions. But when you don’t craft your email marketing strategy—and implement it in the right way—they can fall flat. In this article, we’ll help you understand how email drip campaigns work and how they can help you generate revenue. We’ll also share some of our favorite drip campaign examples as well as a step-by-step guide that shows you how to build an email drip campaign for your business. Let’s dive in!

What is an email drip campaign?

A drip campaign is a series of emails sent over time, with the goal of building relationships or generating leads.

Drip campaigns are used to increase sales, build loyalty, and generate referrals.

Why are drip campaigns important?

Drip campaigns are a powerful tool for increasing engagement and sales. They help you target the right customers at the right time, they help you build a relationship with your customers and they help you build a community around your brand.

In this article, we’ll explore why drip campaigns are important, how to create one and what makes them successful.

How to build a drip campaign in 6 steps.

  • Define your goals

In order to build a successful drip campaign, you need to be clear on what you want it to achieve. A good goal would be something like “increase customer retention by 5%.” Once you’ve defined your goal, the next step is determining how much cost-per-acquisition (CPA) is acceptable and which channels are best suited for reaching that audience.

  • Determine your audience

Knowing who will receive each message in your email campaign helps determine how many people should receive each message and where they’re located geographically. For example: if 50% of all email subscribers live in New York City, then every other message should go out only to those subscribers in NYC rather than those who live elsewhere.

Drip campaign best practices.

  • Make sure your drip emails are relevant
  • Make sure your drip emails are easy to read
  • Make sure your drip emails contain the right amount of content
  • Make sure your drip emails are sent at the right time
  • Make sure your drip emails are sent to the right people

Drip campaign examples for B2B marketing.

Here are some examples of real-world drip campaigns that have worked for businesses:

  • A retail clothing brand sent an email to new customers after they purchased something. The email asked them to share their order and get a discount on the next one. This engagement drove the customer back to the site, and it also created social media buzz around the brand.
  • A software company used drip campaigns to reach out to potential clients who were already in its sales funnel but had not committed yet. The company sent emails based on trigger events (such as downloading a guide or attending an event) until prospects finally bought something from them.

5 email drip campaign mistakes to avoid.

Here are the five most common mistakes we see with email drip campaigns:

  • Sending too many emails.
  • Sending too few emails.
  • Sending emails at the wrong time—i.e., sending a welcome email that comes in three days after someone signs up for your newsletter, or sending an email about a sale to people who don’t live in your country or haven’t bought anything from you yet (this may be obvious, but it happens).

4 & 5: Sending emails to the wrong audience (like when you send an educational article to someone who already knows everything they need to know about your product), or sending an email on a platform (like LinkedIn) where people aren’t expecting it—and so they ignore it because they’re not ready yet

The benefits of an email drip campaign.

Email drip campaigns are powerful marketing tools for any business. They can be used to increase sales, customer lifetime value, customer engagement, and all of the other important metrics that will help you grow your business.

However, there is one metric that is often overlooked: customer referrals. An email drip campaign generates a steady stream of new visitors to your website or landing page that have been nurtured into buying customers by the emails they received from you. This means they’ve already heard about you through one medium (email) and now have another opportunity within the same platform (social media). These customers are more likely to share their experience with friends than someone who stumbled upon your page through a Google search or advertisement on Facebook.

When properly designed and executed, a drip email campaign can help you achieve your business goals and increase your revenue.

In today’s digital world, drip email campaigns are a smart way to engage with your customers and increase revenue. When properly designed and executed, a drip campaign can help you achieve your business goals and increase your revenue.

Here are some of the benefits of using a drip email campaign:

  • Increase conversion rates when you use the right tools to create an automated process for sending emails at just the right time in the funnel.
  • Increase sales by adding product recommendations based on purchase history or other preferences that show up in customer profiles (like interests).
  • Improve customer satisfaction by sending out surveys that ask them about their experience with certain products or services as well as tips on how they would like to see new features developed.
  • Generate more brand awareness by highlighting special offers related specifically to those products or services mentioned above!


The success of a drip campaign depends on the ability to personalize it. As you can see, personalization is possible at every stage of the buyer’s journey, and it’s important to use all available tools in each stage to get the best results. With properly customized content, you can build trust with your audience and convert cold leads into customers. The main components of a drip email campaign structure include: Lead Capture – This can appear as a sign up form on your website, Facebook page or any other social media platform. Lead Qualification – Next you will qualify the lead by first asking for their name then asking some qualifying questions like “what are you interested in?” Sales Process – Now that you have qualified the lead and have their attention show them what they came to see; education on your services, products or your solution. Call to Action – The call to action is self-explanatory really, if someone is reading this far in your email and not moving forward with a call to action then it’s most likely your art that is keeping them there. Drip Campaign – If you would like an additional touch it would be nice to continue talking with the leads after the sales process via an email drip campaign. In order to be effective, an email drip campaign has to be something that the subscriber decides to consume. In other words, they have to be aware that they’re getting emails from you. Make sure you keep your copy simple, entertaining and most of all relevant. If people enjoy reading what you send them then they’ll opt-in or sign-up in future. You can’t force feed people. Also, give the readers a call to action; draw them into further contact with your business rather than merely giving information away for free because if you don’t it wont be long before somebody else does and then you lose your competitive advantage.

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