Drip Campaign

Definition

A drip campaign is a sequence of automated messages delivered to contacts at scheduled intervals, designed to move them gradually through a defined journey from awareness to purchase. The term "drip" refers to the steady, measured release of content over time rather than a single message or a burst of communication. Drip campaigns are used for lead nurturing, onboarding, re-engagement, and post-purchase follow-up.

How It Works

A drip campaign is created by writing the messages in advance, setting the timing between each, and defining the trigger that starts the sequence. A common structure for a lead nurture drip: message one on day one (immediate confirmation and value), message two on day three (case study or example), message three on day seven (address a common objection), message four on day 14 (soft call to action). The campaign continues until the contact takes the desired action, opts out, or reaches the end of the sequence. Responses or engagement can branch the contact into a different sequence based on what they do.

Why It Matters

Drip campaigns solve the consistency problem in lead nurturing. Without automation, maintaining contact with dozens of leads at different stages requires significant time and organization. A drip campaign applies the same sequence to every contact, in the right order, at the right intervals, without variation or forgetting. The result is more predictable conversion and a clearer picture of where leads drop off.

Example

A commercial cleaning company creates a five-email drip campaign for contacts who request a quote but do not book. Day one: quote recap with a link to schedule. Day four: a case study of a similar business they serve. Day ten: a list of common questions they get before a first cleaning. Day 18: a limited-time offer on the first cleaning. Day 30: a final check-in asking if needs have changed. About 12 percent of contacts in this campaign eventually convert.

Related Terms

Nurture Sequence, Lead Follow-Up, CRM Automation, Customer Lifecycle, Workflow Automation

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