[GTM glossary](/glossary.md) Drip campaign Marketing # Drip campaign Also known as: drip marketing, drip email campaign In short A drip campaign is a series of pre-written messages, usually emails, sent automatically on a schedule or in response to a person's action. Each message delivers one small piece of value and moves the recipient toward a single next step. Drip campaigns are most common for onboarding new subscribers, nurturing leads after a content download, and re-engaging quiet customers. They run without manual work once built, which makes them a core piece of marketing automation. ## How a drip campaign works A trigger starts the series, such as a form fill, a trial signup, or a tag added in the CRM. The system then sends message one, waits a set number of days, and sends the next. Rules can stop the series when the person books a meeting, buys, or unsubscribes. --- ## Drip campaign vs. sales sequence A drip campaign is a marketing program sent to many people with the same logic. A sales sequence is a set of one-to-one touches by a rep, often mixing email, calls, and social. The first is sent from the brand; the second should read like a person wrote it. --- ## Example: a webinar follow-up drip * **Day 0:** Thank-you email with the recording link. * **Day 2:** A short guide that expands on the most asked question. * **Day 5:** A customer story that matches the attendee's industry. * **Day 9:** A low-pressure invitation to a demo or consultation. --- ## How to build one that works * **Define one goal:** Choose a single outcome, like a booked call or a completed setup. * **Segment first:** Different industries or roles need different content. Send fewer, more relevant messages. * **Space messages sensibly:** Wait long enough that each email can be read and acted on, usually several days apart. * **Add exit rules:** Remove people who converted so they do not get irrelevant messages. * **Review regularly:** Check opens, clicks, replies, and unsubscribes, and rewrite the weakest step. --- ## Common mistakes * **Set and forget:** Offers, links, and product details go stale unless someone owns the campaign. * **One path for everyone:** Ignoring behavior makes later emails irrelevant. * **Too many asks:** Several different calls to action in one email reduce clicks on all of them. * **Weak deliverability hygiene:** Sending to unverified or inactive addresses harms sender reputation. --- ## Drip campaign FAQs **What is a drip campaign?** A drip campaign is a series of pre-written messages, typically emails, sent automatically over time after a trigger such as a signup or download. Each message adds a little value and nudges the recipient toward one next step. **How long should a drip campaign be?** Length depends on the goal. A welcome series may need three to five emails, while a lead nurture might run several weeks. Stop when the recipient converts, and avoid padding the series with messages that add no new value. **What is the difference between a drip campaign and an email blast?** An email blast sends one message to a whole list at once. A drip campaign sends a timed series to each person based on when they entered it or what they did, so every recipient gets the messages in a relevant order. **What triggers a drip campaign?** Common triggers include form submissions, content downloads, free trial signups, a purchase, a CRM status change, or a lack of activity for a set period. The trigger decides who enters the series and which message they see first. Share term --- ## More related phrases * [Brand marketing](/glossary/brand-marketing.md) * [Co-marketing](/glossary/co-marketing.md) * [Marketing program](/glossary/marketing-program.md) ## Similar phrases * [Lead nurturing](/glossary/lead-nurturing.md) Lead nurturing builds relationships with prospects who are not ready to buy, using relevant content and timely follow-up until they show buying intent. * [Email marketing](/glossary/email-marketing.md) Email marketing is the use of email to send newsletters, nurture messages, and announcements to subscribers, customers, and prospects who opted in or have a legitimate interest. * [Email sequence](/glossary/email-sequence.md) An email sequence is a series of pre-written emails sent to a prospect in a set order until they reply, book a meeting, or the series ends. * [Outreach sequence](/glossary/outreach-sequence.md) An outreach sequence is a planned series of timed touches, such as emails, calls, and LinkedIn messages, sent to a prospect until they respond or opt out. * [Email cadence](/glossary/email-cadence.md) Email cadence is the timing and frequency pattern of the emails you send a prospect, covering how many messages go out and how many days apart.