A Guide to Understanding Drip Marketing Campaigns
Written by
Aabhas Vijay

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A Guide to Understanding Drip Marketing Campaigns

Published : June 19, 2020 | Updated : May 20, 2024

Drip marketing campaigns stand out as a powerful tool for engaging and nurturing leads.

This approach is not only efficient in keeping your audience engaged but also plays a crucial role in guiding them through the customer journey, from initial awareness to the final decision-making stage.

Whether it’s welcoming new subscribers, nurturing leads, or re-engaging dormant customers, drip campaigns offer a personalized and strategic way of enhancing customer relationships, ultimately leading to improved conversion rates and customer loyalty.

This article focuses on a single type of email marketing campaign. It focuses on answering the following

  1. What is Drip Marketing?
  2. What is a Marketing Campaign?
  3. What is a Drip Marketing campaign?
  4. What are the different types of Drip Marketing Campaigns or Drip Campaigns?
  5. What are the advantages or benefits of Drip Campaigns?

What is Drip Marketing?

Drip Marketing is a form of email marketing in which a communication strategy that sends prewritten messages to the customers. It is also known as marketing automation, email autoresponders, or even transactional emails. These messages are transmitted via email and SMS or other instant messaging applications such as Whatsapp etc.

For instance, a drip marketing campaign can be initiated by actions such as:

  • Making a purchase
  • Participating in an in-store event
  • Enrolling for a webinar
  • Signing up for a research report or white paper
  • Leaving items in a shopping cart
  • Interacting with customer support
  • Failing to make a purchase over an extended period

Several features make drip marketing campaigns particularly effective and unique. Typically, the content is:

  • Precomposed and automated
  • Dispatched according to a predetermined timeline in reaction to customer behavior or a strategic automation strategy
  • Aligned with, or triggered by, key points of customer engagement

The term “drip” in drip marketing signifies the gradual release of a sequence of emails. This could be a series of 1, 2, 3, 5, or any number of emails you determine is optimal to maintain engagement on a specific subject without overwhelming communication.

For every campaign, like an abandoned cart drip campaign, you craft the emails once and then set up automation for personalization and distribution. Once configured, your drip marketing campaigns run on autopilot.

What is a Marketing Campaign?

A marketing campaign can be defined as a specific set of activities performed for a stipulated period of time with the objective of marketing products and/or services.

Now, it is vital to keep in mind that the product and/or services to be marketed may not necessarily be a brand-new product. In many cases, it could also be an improved version of an existing product.

For example, the Aflac Duck character was used by an American Family Life Assurance Company around 2000. People found it easy to remember about the company through the character and because of this sales were hit from 12% to 90%. Another successful example is Nike’s “Just Do It” campaign. People liked the tagline and it was all over the market when it was launched. 

What is a Drip Marketing Campaign?

Drip marketing campaigns(drip campaigns) refer to a method of direct marketing where information pertaining to either a new product and/or service, a fresh version of an existing product and/or service via email in order to attract more customers.

In a lot of cases, most of this information is also shared by sending bulk text messages to prospective customers. You can also use SMTP servers to send free emails.

Types of Drip Marketing Campaigns or Drip Campaigns

There are roughly six types of drip campaigns:

1. Top-of-mind Drips

The main objective of this type of drip campaign is to ensure that all prospective customers, also known as leads, are given the necessary information about the company periodically and throughout the sales process.

2. Educational Drips

These drip campaigns aim to ensure that prospective customers have complete information about the product that is to be purchased or the service that is to be rendered. Educational drips are time-oriented and talk about the product at that particular time.

3. Re-engagement Drips

These campaigns are designed in order to attract more customers to the products and services being offered by the company.

The product and services are already established in a particular region, and re-engagement helps to target new customers.

This basically improves the reach. For example, if a company of car A provides its products in country A, it will indulge in a re-engagement drip campaign if it wants to establish its products in neighboring countries. 

4. Competitive Drips

These drip campaigns are targeted towards the customers of those brands that are customers of a competitive brand. This makes the owner attract more people to its products and services. This is usually done by indicating advantages over competitors to the targeted public.

5. Promotional Drips

These campaigns aim at attracting more customers towards their products and/or services limited period offers such as discounts and other promotional offers.

6. Training Drips

These marketing campaigns are used by companies in order to briefly train their clients or rather run through a brief training process. 

Advantages or Benefits of Drip Campaigns

1. Improves customer engagement and loyalty

Email marketing campaigns allow companies to interact with their customers on an effective, efficient, and personal level.

This is considered to be an effective way of attracting customers and consequently improving customer engagement and loyalty.

In fact, research conducted by Experian on the open rate of welcome emails shows almost 60% open rate, while normal emails have a much lesser rate. When you send a welcome email as soon as a person signs up, the open rate touches a staggering 88.3 %.

2. Encourage relevant content

These campaigns also help in ensuring that prospects or leads are provided with all relevant details in the promotional emails. This helps to ensure that these emails answer all possible questions that are likely to arise with reference to the products and/ or services being promoted by the company.

3. Helps in increasing brand awareness

Innovative drip campaigns or drip marketing campaigns are also an effective way of creating awareness not only about the company but also about the products and /or services. This directly or indirectly helps in attracting more customers towards the products and /or services being offered by them.


We now know that marketing or the entire activity of promotion not just of goods and services but also of ideas, opinions, thoughts, etc., plays a very important role in the lives of various businesses as well as those of the customers. It is one of the only ways that help ensure that customer needs are kept in mind and duly met.

Additionally, promotion helps in engaging the public with the product which gets difficult otherwise. It is easier to know about the product demand and target a particular set of people. 

By automating a series of targeted, personalized emails triggered by specific customer actions or behaviors, businesses can significantly enhance engagement, nurture leads, and drive conversions. This method saves time and resources and also ensures consistent and relevant communication.

Till then, Happy Emailing!

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