Drip Campaign.

A drip campaign is an automated sequence of emails (or multi-channel messages) delivered over time according to a pre-set schedule or triggered by user behaviour. The 'drip' metaphor describes measured, consistent delivery—providing information gradually rather than overwhelming the recipient. Drip campaigns are used for lead nurturing, onboarding, re-engagement, post-purchase follow-up, and customer education.

Types of Drip Campaigns

Common drip campaign types include: Welcome sequences (triggered by first sign-up, introduce the brand and set expectations); Nurture sequences (educate leads over weeks, building toward a purchase decision); Onboarding sequences (guide new users through activation steps); Trial sequences (help trial users achieve value before trial expiry); Re-engagement sequences (targeting inactive subscribers with content or offers to restore engagement); and Abandoned cart sequences (reminding users of items left in cart).

Drip Campaign Optimisation

Effective drip campaigns are optimised on timing (what interval produces best engagement?), sequence length (how many emails before disengagement?), content mix (educational vs. promotional ratio), and personalisation depth (segment-specific vs. universal messaging). A/B test subject lines and send times. Monitor open rates, click rates, conversion rates, and unsubscribes at each email in the sequence—declining engagement midway through signals the sequence needs restructuring.