Back to Glossary
Campaign Types

Drip Campaign

An automated sequence of emails sent on a schedule to nurture leads over time.

Definition

A drip campaign is a series of pre-written, automated emails sent to subscribers over a period of time based on a schedule or their actions. Also called drip sequences or email nurture campaigns, they gradually 'drip' information to move subscribers toward a goal like making a purchase, completing onboarding, or engaging with your product.

Why It Matters

Drip campaigns automate relationship building at scale. Instead of manually following up with every lead, you create a sequence once and it works continuously. They are highly effective for onboarding, education, lead nurturing, and re-engagement.

How It Works

Subscribers enter a drip campaign based on a trigger (signup, purchase, tag added). They then receive emails at preset intervals (e.g., Day 1, Day 3, Day 7). Drip campaigns can include branches based on behavior, like sending different emails if someone clicks a link versus not clicking.

Best Practices

  • 1Map out the entire sequence before creating content
  • 2Space emails appropriately to avoid overwhelming subscribers
  • 3Use behavior-based branching to personalize the journey
  • 4Include clear calls to action that build toward your goal
  • 5Monitor performance and optimize individual emails in the sequence

Visual Sequence Builder

Build sophisticated drip campaigns with Sequenzy's visual automation builder, including branching and delays.

Learn More

Frequently Asked Questions

It depends on your goal and sales cycle. Welcome sequences might be 3-5 emails over 2 weeks. Complex B2B nurture campaigns might be 8-12 emails over several months. Start small and expand based on results.

Common timing is daily for the first few emails, then every 2-3 days, then weekly. Adjust based on your content depth and audience. Too close feels spammy, too far loses momentum.

Yes, drip campaigns should have a clear end goal. After the sequence, subscribers should either convert, move to a regular newsletter, or enter a different sequence based on their behavior.