Understanding Drip Campaigns



Drip campaigns are a marketing strategy that sends messages to contacts over time. These are automated campaigns that send pre-written messages based on specific actions by the contacts. Emails are typically used in drip campaigns, but other media can also be used.

Drip marketing is different from other database marketing in two ways:

  1. The messages are sent out in a pre-determined series,
  2. The series of messages is triggered by specific actions taken by the recipients.

A simple example of a drip campaign would be when a customer buys a new car; the car dealership may send the following emails to the customer:

  1. Send a “Thank You” email.
  2. Two weeks later, send an email about special features of the vehicle they may not be aware of.
  3. Six months later, send an email reminding them to come in for their first service.

The best drip campaigns serve relevant information to your contacts which they can use to improve their experience of your brand or product.

Types of Drip Campaigns

The type of drip campaign you send depends on what kind of engagement you want to create with your customer. Here are some ideas for how you can use drip campaigns:

  • Top-of-mind drip campaigns help to keep your contacts engaged with your company. This is useful for lead nurturing during the sales process.
  • Educational drips provide useful product information to new and prospective customers.
  • Re-engagement drips can be used to re-connect with customers who may have stopped using your product, or your colder sales leads.
  • Promotional drips can be used to entice existing customers and sales leads with special offers.
  • Training drips provide training information to new clients. They can also be used internally with new staff or when up-skilling existing staff members.

Benefits of Drip Campaigns

While planning and setting up a comprehensive drip campaign may take a lot of work upfront, it is well worth it. Some of the benefits of drip campaigns include:

  • You only need to build a drip campaign once. Once it is set up, you can use it for as long as it is relevant.
  • Once the campaign is set up, it runs automatically. This frees up sales and marketing resources.
  • Drip campaigns are sent to a receptive audience. In general, these messages are sent to contacts that have already shown interest in the company.
  • Drip campaigns help companies to build a relationship with customers by sending informative and relevant content to them over a period of time. This consistency helps build a relationship of trust.
  • Carefully planning your drip campaigns means that you will be sending relevant content at the best time, for example, when a customer has recently purchased a product or visited a store.
  • Drip campaigns have a higher likelihood of getting a response from a contact. This is because they are only sent to people who have already shown an interest in the company, not to a wider audience which includes disinterested people.


How to Create a Successful Drip Campaign

Creating a successful drip campaign is not a matter of simply drafting a bunch of emails and sending them off to your contacts one-by-one. Drip campaigns require careful planning and an orchestrated effort, but the results are well worth the investment. Here are a few tips for creating a successful drip campaign.

Have a Clear Goal in Mind

The first step in creating an effective drip campaign is to figure out exactly what the goal of the campaign is. Different campaigns require different strategies. A campaign designed to nurture sales leads will look very different to an in-house training campaign. The better you understand your goal, the more accurately you can measure the success of your campaign.


A great way to improve the effectiveness of your campaigns is to segment them for specific audiences. You can create multiple campaigns, keeping most of the content the same but tailoring each campaign so that it addresses specific concerns and requirements of each group.
You can funnel subscribers into the correct segments by having sign-up forms on different pages for the different campaigns.
For example, if you run an online shop, you may want to create a campaign that is sent to shoppers who abandon their carts before they get to checkout. Offering limited-time discounts on these items can help to seal the deal.

Create Really Good Content

The most important aspect of any email campaign is the content. If you create compelling content you will build a positive relationship with your subscribers. Make sure the content of your emails is relevant, concise, and has a little personality.
If you don’t send good content, your drip campaign can backfire. Your contacts may become irritated with you, and may go as far as considering your emails to be spam.

Set Timing and Frequency

The type of campaign you are sending will have an impact on how frequently you send emails. There are no hard-and-fast rules when setting the timing and frequency for your drip campaigns. In general, you should start with more frequent emails and then taper off as time goes on.
Use your email reports to find out if there is a time or day when your messages enjoy the highest open rates and try and send your campaign at those times.

Measure Engagement

Drip campaigns are a long-term investment, one which benefits from fine-tuning. You should be measuring basic statistics like open rates and click-through rates. You can measure the total traffic that your campaign is sending to your site.
It doesn't stop there; keep an eye on your bottom line to see if your sales-oriented drip campaigns have the desired impact too.

Creating Drip Campaigns with Everlytic

Our campaign builder will guide you through the process of creating, sending and interpreting the results of your email campaigns. To get started creating your drip campaign, click Messages > Create Campaign and then click Select under Drip Campaigns.


Drip Campaign Properties

Enter the basic properties of your drip campaign in the form. Once you have entered these details, click Continue.

Manage Drip Campaigns

On the management screen, you can add messages to your campaign and set the time period between messages. The system will send each message at the specific time after the previous message.

Adding Messages

To add a message to your drip campaign, click Add Message in the block below the campaign timeline, and then click Compose. Composing the message works the same as our standard message composition. Please read our article on creating an email if you need help composing a message.

Campaign Timeline

The campaign timeline shows you each of the messages in your campaign, as well as the intervals between the messages.
To change the interval, click the pen icon next to the clock which is visible above the email thumbnails.


Campaign Triggers and Lists

All drip campaigns are dependent on a specific subscriber action. These actions are called 'triggers'. Select the trigger you want to start this campaign from the drop-down.
You can choose to send this campaign only to all existing contacts and any new subscribers, or only to new subscribers. Select the relevant radio button for the option you prefer.
Once you have set the triggers, choose the list/s you want to link your drip-campaign to. Check the checkbox next to the name of the list you want to link. You can link the campaign to more than one list.


Use the confirmation page to double-check the settings for your drip campaign. When you are satisfied that everything is right, click Send. You can edit your campaign again from the Campaign listing screen.

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