Marketing
Definition
A drip campaign is a series of automated emails sent to prospects or customers on a predefined schedule or in response to specific behavioral triggers. Drip campaigns are foundational to lead nurturing, onboarding, and retention communications.
Key points
- Time-based (day 1, day 3, day 7) or trigger-based (opened email, visited page)
- Personalization tokens (first name, company) improve performance
- A/B testing subject lines and content optimizes over time
- Unsubscribe handling and reply-detection are essential hygiene
Example
A new trial signup receives: Day 0 welcome, Day 2 getting-started guide, Day 5 feature tour, Day 9 customer story, Day 12 invitation to schedule a demo.
Related terms
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