What is a Drip Campaign?
A drip campaign is a series of pre-planned, automated emails sent according to a schedule or the behaviour of the recipient. It is the most widely used method for lead nurturing and onboarding in email marketing.
How does a drip campaign work?
After a trigger, such as signing up for a lead magnet, a purchase or a website visit, the lead automatically receives a series of emails. Each email has a specific goal: informing, building trust or prompting an action. The sequence stops once the desired action (conversion) takes place.
Drip campaign structure
A typical B2B drip consists of 4 to 7 emails over 2 to 4 weeks: a welcome email straight after sign-up, educational content, social proof (a customer case or testimonial), a comparison email and a direct CTA for a call or demo.
Drip campaigns and personalisation
Use name, company and behavioural data for personalisation. This significantly increases the open rate and the relevance of every email.
What is the difference between a drip campaign and a newsletter?
A drip is automated and personalised per recipient; a newsletter is sent manually to the whole list at once.
Can I use drip campaigns for existing customers too?
Absolutely. For onboarding, upselling and retention. More at developers.google.com/search.