Definition
A drip campaign is a form of marketing automation that sends a pre-written set of emails to prospects or customers automatically over time. These campaigns are « dripped » out at specific intervals or triggered by a user’s actions. The goal is to provide a consistent stream of communication to nurture leads, onboard new users, or re-engage contacts without manual effort.
Examples
- Welcome Series: A new newsletter subscriber receives a 3-part welcome series: Day 1 (Welcome & Thank You), Day 3 (Best Content), and Day 5 (Follow Us on Social).
- Lead Nurturing: An MQL who downloaded a whitepaper receives a drip campaign: Email 1 (Related case study), Email 2 (FAQ about the problem), Email 3 (Invitation to a webinar), Email 4 (Demo offer).
- Re-engagement Campaign: A user who hasn’t logged into a SaaS app for 30 days receives a series of emails designed to remind them of the product’s value and encourage them to return.
Advantages/Benefits
- Time-Saving Automation: « Set it and forget it » campaigns that nurture leads 24/7.
- Consistent Nurturing: Ensures every lead receives timely, consistent follow-up, so no one falls through the cracks.
- Personalization and Relevance: Campaigns can be triggered by specific behaviors, making the content highly relevant to the recipient’s interests.
- Builds Trust: Gradually builds trust and educates prospects by providing value over time, rather than a hard sell upfront.
- Guides the Customer Journey: Effectively moves prospects through the sales funnel from awareness to consideration.
Related terms
- Lead Nurturing
- Marketing Automation
- Email Marketing
- Sales Cadence
- Triggered Email
- Sales Funnel
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