Drip Campaign

Drip Campaign is an automated chain of messages that is launched by a trigger: registration, lead magnet download, abandoned cart, trial expiration. Each subsequent message is sent either at a specified interval or based on the next user action. Once you set it up, the system then works on its own.

In projects, I use drip for three scenarios: onboarding new users (7–14 emails in the first 2 weeks), nurturing cold leads (6–10 touches in 4–6 weeks), win-back of departed clients (3–5 emails in 2 weeks). The best result from practice: abandoned cart in e-com - a series of 3 emails (1 hour / 24 hours / 72 hours) with a return conversion rate of 18%.

The difference between drip and regular mailings: drip adapts to behavior. If a person clicks on the link in the 3rd letter, he will not receive the 4th “reminder”, but will receive a “developmental” letter with in-depth content. It is this branching that makes drip more effective than mass mailings: higher relevance, lower unsubscribes.

Technically, drip is built in any ESP (Unisender, SendPulse, GetCourse, Mindbox). A key setting that is often ignored is the stopping condition: if the lead has bought, he needs to be taken out of the nethering drip and started in the onboarding drip. Otherwise, the buyer gets “buy us!” - and this kills trust.