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Drip Email Campaigns: What They Are & How to Create

You’ve got mail! ?

347.3 billion emails are sent and received every day. In such a huge crowd, getting noticed by customers becomes all the more challenging for businesses.

Drip email campaigns are the perfect way to stay on top of the customers’ minds. Marketers have long used this technique to deliver the most relevant messages at the right time.

After all-

“A reliable way to make people believe in falsehoods is frequent repetition because familiarity is not easily distinguished from truth. Authoritarian institutions and marketers have always known this fact.”
Daniel Kahneman

These email sequences involve targeted messages that are delivered based on specific actions taken by the recipient. Moreover, they are scheduled to be sent at the most appropriate time, contributing to an enhancement in your credibility as a business.

In this guide, we break down what drip email campaigns are and how to maximize output for such campaigns. Read on for all the inside scoop on running successful and click-worthy campaigns.

In a Nutshell

Drip email campaigns help grow your customer base and enhance your bottom line.
To create effective drip email sequences, you need an adequate understanding of your target audience and a powerful tool to create, deploy, manage, and analyze these campaigns.

Discover the best practices, examples, and templates that will help you create profitable drip campaigns. This article also lists how to create a drip campaign and analyze its results to improve profitability.

What is a Drip Email Campaign?

A drip email campaign involves a series of automated emails or messages sent to potential or current customers over a period of time. The emails are sent automatically based on certain actions, such as subscribing to a mailing list or any other defined criteria. You can schedule these emails to be delivered as a response to specific triggers. The emails can be personalized and made relevant to the current stage of the customer.

drip email campaign

You can define the cadence of the drip campaign according to your business needs. The email can be delivered based on a set schedule or customized based on user activity.

Why Do You Need a Drip Campaign?

Drip email campaigns can be used for a variety of reasons, whether it’s for welcoming new clients, nurturing leads and converting them into customers, or maintaining relationships post-purchase.

Some of the most significant benefits of such campaigns are:

Nurture Leads:

Drip campaign marketing is an effective way to nurture and move leads through the sales funnel. By sending targeted and personalized emails at the right time, you can educate and inform potential customers, build trust and credibility, and ultimately convert more leads into customers.

Boost Customer Engagement:

Drip email campaigns can increase engagement rates by providing subscribers with valuable content. This can include informative blog posts, helpful resources, product updates, and special offers. By consistently delivering high-quality content, you can keep subscribers engaged and interested.

Save Time:

Drip email campaigns are automated, which means that once they are set up, they require little to no ongoing effort. This can save significant time and resources that would otherwise be used up manually sending out individual emails.

Grow Revenue:

Drip email campaigns can lead to increased revenue by driving conversions and repeat purchases. By segmenting the subscriber lists and tailoring the email content to specific audiences, you can improve the effectiveness of your campaigns and generate more sales.

Enhance Customer Retention:

Drip campaigns can also help improve customer retention by providing ongoing value and support. By sending post-purchase follow-up emails, loyalty rewards, and exclusive offers, you can strengthen relationships with customers and increase the likelihood of repeat business.

5 Best Email Drip Campaign Types & Examples

Here are some examples of effective drip email campaigns serving various purposes.

1. Welcoming New Customers:

Onboarding new clients is a critical component of the overall customer experience. The welcome drip campaign can entice the reader to stay engaged and provide information on how to make out of their association with your business.

Example: Huckberry

Huckberry example for drip email

2. Upselling & Retention

This type of email drip campaign involves staying in touch with customers to provide them with recommendations, renewals, discounts, etc. This helps you boost your customer retention and upsell rate.

Example: Venngage

Venngage example for drip email

Or early access to new products:

Upselling & Retention

3. Cart Abandonment

You finally got a user to add products to their shopping cart. Alas, they leave without making the purchase. Drip email can come to your rescue at this stage. Use it to re-engage with the customers, create urgency, and encourage them to make the final purchase.

Example: Google

google drip email example of Cart Abandonment

4. Re-Engagement

You can send out renewal and re-engagement emails to existing subscribers. Make sure to include clear and exciting call-to-actions in these emails, motivating the users to engage with your services again.

Example: Netflix

Netflix drip email example for re-engagement

5. Engagement

Engagement drip campaigns aim at keeping the users returning to your brand. This leads to an increased share of wallet and provides you the opportunity to build long-lasting relationships.

Example: Duolingo

Duolingo drip email example for engagement

Steps to Create a Drip Campaign

To create effective drip campaigns, you must:

1. Know Your Target Audience

According to Gartner

“As a marketing and sales strategy, the ICP framework can deliver faster sales cycles, higher conversion rates, and greater lifetime values.”

This is why the first step of your automated drip marketing strategy is to know your ideal customer profile. This will help you determine which groups to target and what information to provide in order to keep them engaged.

2. Set Goals & Plan Your Campaign

This step involves defining the triggers, steps, and frequency of your email campaign.

Begin by defining clear goals for your drip campaign. Then define other attributes, such as the specific steps a user needs to take to move to the next step of the campaign or define the number of emails they will receive during the campaign.

?Pro Tip

Shorter drip campaigns tend to perform better, with an open rate of 90.09%. However, it’s not about the length as much as delivering value to the recipient.

3. Segment Your Contacts

You need to effectively demarcate your contacts into email lists, to ensure better targeting and personalization. Segmentation can be done based on a range of attributes, depending on your needs. This includes their demographics, needs, preferences, position in the sales cycle, etc.

Read More: How to Create a New Marketing Email for Lists

4. Generate Relevant Content

Once you know your target audience and what objective the email campaign is serving, you should begin drafting your email content. Make sure that you define a message that is captivating and hold the attention of the readers.

5. Monitor & Optimize Campaign Performance

Finally, you need continuous evaluation to ensure that your emails are generating the desired response. Track email activity and generate reports to track relevant metrics, such as the open rate or click-throughs.

Monitor & Optimize Campaign Performance

Email Drip Campaign Best Practices

To make the most of your drip email campaigns, it’s important to follow best practices that ensure your emails are effective and engaging. Here are some key practices to keep in mind:

Use the Right Tools:

The best drip email campaign software you use for creating and managing your drip campaign should offer the following features:

  • A comprehensive contact management system to personalize emails
  • Automation capabilities to deliver emails at the most appropriate time
  • Functionality to track the effectiveness of email campaigns
  • Segmentation abilities to drive more targeted interactions

An effective example is BIGContacts. The tool offers a robust contact management system and powerful email management capabilities, enabling you to run highly successful drip campaigns.

right tool for managing your drip campaign

Personalize Emails:

According to McKinsey, 71% of customers expect personalized communication from brands.

Personalization is key to making your drip emails stand out. Use your subscribers’ names and other relevant information to make your emails more personal and engaging. You can also use dynamic content to customize your emails based on the subscribers’ interests or behavior.

Personalize Emails

Create Relevant Content:

Your drip emails should provide value to your subscribers. They should be informative, educational, or entertaining. Use different content types, such as blog posts, videos, infographics, or case studies. Make sure your content is relevant to your audience and helps them solve a problem or achieve a goal.

Add CTAs:

A clear and compelling call-to-action (CTA) is essential in your drip emails. Your CTA should be specific, action-oriented, and relevant to your email content. It should guide your subscribers to the next step in the customer journey, whether it’s to download a resource, register for an event, or make a purchase.

A/B Testing:

Testing and optimization are critical to improving the performance of your drip email campaigns. You should test different elements of your emails, such as subject lines, content, images, CTAs, and sending time. Analyze results and use the insights to optimize campaigns for better engagement and conversion rates.

Finally, it’s important to follow certain best practices to ensure that your emails are delivered, opened, and read. Use a reputable email service provider, comply with anti-spam laws, and provide an easy way for your subscribers to unsubscribe. Also, make sure your emails are mobile-friendly, accessible, and visually appealing.

What Makes a Drip Campaign Successful?

The key elements of a successful drip campaign are:

Clear & Specific Goals:

Beginning with clear goals in mind will enable you to achieve favorable outcomes. Define the goals you want to achieve. Whether it is increasing your sales or enhancing customer engagement, start with a well-defined goal.


A key aspect of any successful email campaign is segmentation. This can be done based on any attribute of your choice- whether it is the interest, characteristics, behavior, or demographics of the audience.

Valuable Content:

Every email in your campaign is an opportunity to offer something of value to the client. Make sure that you make the most out of it. Include relevant information that addresses the specific needs of the target audience. This will help you gain more credibility and earn their loyalty.


Keep your messaging and tone consistent throughout the drip campaign. This will further add to your credibility and keep your audience engaged. Also, make sure that you define the right frequency for your emails to keep the recipients interested.


Automation will improve the effectiveness of your drip campaigns. Use an automated email marketing solution that will help you deliver the emails at the most appropriate time. This will also conserve time and effort for your team members, contributing to improved productivity.

Read More: What is Marketing Automation? Definition, Objectives, Strategies That Work


Measuring the success of your drip campaign is important for optimizing and improving future campaigns. Track email metrics, such as open rates, click-through rates, and conversions, to evaluate your ongoing efforts and improve future performance.

Calculating the Value of Drip Campaigns

Like any other campaign, you need to measure the value of your drip campaign to analyze its effectiveness for your business. Calculating the return on investment (ROI) of drip campaigns will help analyze the performance of your marketing endeavors and allow you to make data-driven decisions to optimize your overall strategy.

To calculate it, you need to compare the revenue generated against the campaign cost. The cost will include all the expenses incurred, such as the cost of the automation software and the cost of creating valuable content.

Following this, you need to measure the revenue. This can be tracked by monitoring the incoming traffic and the number of conversions made.

Once you have both these numbers, use the following formula to calculate the ROI.

ROI % = (Revenue Generated – Campaign Cost) / Campaign Cost × 100

For example, if a drip marketing campaign costs $1,000 and generates $5,000 in revenue, the ROI would be (($5,000-$1,000)/$1,000) x 100 = 400%.

In addition to calculating the return on investment, you must also track the performance of individual emails. This will help improve the overall effectiveness of your campaigns. Keep track of open rates, click-throughs, unsubscribes, and other relevant metrics to find what messaging resonates the best with your audience.

You can use a powerful email marketing tool with robust reporting capabilities to generate reports for this. This data can be used to make data-driven decisions to optimize the campaign for better performance and higher ROI.

Calculating the Value of Drip Campaigns

Automate Business Outreach for Better Profits

Automated drip campaigns present a hoard of benefits for businesses looking to improve their marketing strategy. From accelerated processes and increased engagement to better business growth, there is a lot that a well-drafted email campaign can accomplish for your business.

In order to create effective campaigns that drive real results, you need a powerful email marketing solution. Such a tool will help you automate your campaigns and measure their success, allowing you to make the most out of them.

Investing in a robust solution like BIGContacts will ensure that your emails get as much traction as you want. Get started today by availing of the free trial and creating emails that convert, every time!


How do drip campaigns and regular email campaigns differ?

A drip email campaign and a regular email campaign have different timing and approaches. A regular campaign involves sending out emails to several recipients, encouraging them to take specific action. On the other hand, a drip campaign involves sending out a series of targeted emails spaced out over days or weeks.

Drip campaigns are used to nurture leads or build relationships, as they aid more personalized and targeted communication. Regular email campaigns are typically used for general marketing or promotional purposes.

Can drip campaigns be used for B2B marketing?

Yes. In B2B marketing, drip campaigns can be particularly useful for reaching out to decision-makers who require more time and information before making the purchase decision. With a series of targeted messages that address their specific pain points, challenges, and needs, you can position your company as a trusted solution provider.

How can I ensure the success of my drip campaigns?

To create a successful drip campaign, you must know your target audience; this includes their needs, buying journey, and pain points. You should also have a solid content strategy in place that aligns with the different stages of the buying cycle.

You also need a robust tool that lets you set up automated email campaigns, manage them effectively, and track the results to generate valuable insights.

What should I do if my drip campaign isn’t getting the expected results?

  • Analyze relevant metrics to identify problem areas.
  • Review your content strategy and messaging to ensure they align with your target audience.
  • A/B test variations of your campaign to see what resonates best with your audience.
  • Adjust the timing and frequency of the emails.
  • Gather feedback and insights on how to improve your drip campaign from recipients.

How do I improve the open and click-through rates of my drip emails?

  • Ensure that the subject is compelling and personalized.
  • Segment your email list to target specific groups with tailored content.
  • Experiment with frequencies to find the optimal cadence.
  • Use clear and concise language, and avoid overwhelming the reader with too much information.
  • Include eye-catching visuals to increase engagement.

Do you want to make more sales?

BIGContacts is the #1 contact management software & CRM to close more sales.

About the author

The BIGContacts Editorial Team is a passionate group of CRM experts dedicated to improving your customer relationships with top-notch content. We stay ahead of the curve on trends, tackle technical hurdles, and provide practical tips to boost your business. With our commitment to quality and integrity, you can be confident you're getting the most reliable resources to enhance your contact management and business process automation initiatives.