Drip Sequence
An automated series of emails sent over time based on a schedule or trigger, nurturing subscribers toward a goal.
Definition
A drip sequence (also called drip campaign or email sequence) is a series of automated emails sent to subscribers over a predetermined schedule. Unlike one-time broadcasts, drip sequences deliver a planned progression of content, often triggered by a specific action like signing up or making a purchase. The goal is to nurture subscribers toward conversion through gradual, relevant engagement.
Why It Matters
Drip sequences automate relationship-building that would be impossible to do manually at scale. They ensure every subscriber receives a consistent onboarding experience, product education, or nurturing path. Well-designed sequences significantly improve conversion rates compared to sporadic campaigns.
How It Works
When a trigger occurs (signup, purchase, etc.), the subscriber enters the sequence. They receive email 1 immediately or after a delay, then subsequent emails at defined intervals (e.g., Day 3, Day 7, Day 14). Modern sequences may branch based on behavior - someone who clicks a link might get different follow-ups than someone who does not.
Example
Example: 7-Day Welcome Sequence for SaaS
Day 0: Welcome email with account activation Day 1: Quick start guide with 3 essential features Day 3: Case study showing customer success Day 5: Tips for advanced features (if basic features used) Day 7: Personal check-in from founder Day 10: Upgrade offer (if on free plan)
Each email builds on previous ones, gradually deepening engagement.
Best Practices
- 1Map out the subscriber journey before building the sequence
- 2Start simple with 3-5 emails before building complex branches
- 3Space emails appropriately (not too frequent, not too sparse)
- 4Include clear goals and CTAs for each email in the sequence
- 5Monitor completion rates and optimize underperforming emails
Visual Drip Campaign Builder
Build sophisticated drip sequences with Sequenzy's drag-and-drop automation builder with branching logic.
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