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Email marketing

Drip Campaign

A drip campaign is a sequence of pre-written emails sent automatically over a fixed schedule after a trigger event such as a sign-up, purchase, or behavioural milestone.

Drip campaigns differ from broadcast campaigns in two ways: they are time-relative to each recipient (day 1, day 3, day 7 from the trigger, not a calendar date), and they are written once and run continuously.

Common patterns: a welcome sequence after newsletter sign-up, an onboarding sequence after free-trial activation, a nurture sequence after a content download, a re-engagement sequence triggered by 60 days of inactivity. Each pattern has its own optimal cadence — onboarding wants daily for the first week, nurture wants weekly for a month.

Drips are usually contrasted with 'workflows' (behavioural automations that branch on actions) and 'broadcasts' (one-time campaigns sent to everyone at once). A modern email platform supports all three, and a mature email program uses each for its right job.

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Related terms

  • Email Automation

    Email automation is the use of triggered, rule-driven sequences to send the right email to the right contact at the right time, without manual scheduling.

  • Abandoned Cart Email

    An abandoned cart email is an automated message sent to a shopper who added items to their cart but left the site without completing checkout, designed to recover the sale.

  • Drip Campaign

    A drip campaign is a sequence of pre-written emails sent automatically over a fixed schedule after a trigger event such as a sign-up, purchase, or behavioural milestone.

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