Drip Campaign
Automated series of emails sent on a predetermined schedule
Definition
A drip campaign (also called automated email sequence or nurture sequence) is a set of pre-written marketing emails automatically sent to contacts based on a schedule or triggered by specific actions. 'Drip' refers to the steady, spaced-out delivery designed to maintain engagement without overwhelming recipients. Campaigns can be time-based (Day 1, Day 3, Day 7 after signup) or behavior-based (send email B if they clicked link in email A, send email C if they didn't). Modern AI-powered drip campaigns adapt content, timing, and sequence flow based on individual recipient engagement patterns. Effective drips provide value, build trust, and guide prospects toward conversion without appearing automated.
Real-World Example
A real estate agency's drip campaign for first-time homebuyers: Day 1 - 'Welcome + First-Time Buyer's Guide' PDF, Day 3 - 'Understanding Mortgage Options' video, Day 7 - 'Current Market Trends' report, Day 10 - Invitation to virtual property tour. If recipient clicks the tour link, they receive immediate SMS confirmation and exit the drip to prevent redundant emails.
Related Terms
Email Marketing
Marketing FundamentalsDigital marketing strategy using email to promote products, nurture leads, and build relationships
Marketing Automation
AI & AutomationSoftware that automates repetitive marketing tasks across channels and customer touchpoints
Lead Nurturing
CRM & SalesProcess of building relationships with prospects through targeted, valuable communications
Automated Email Sequence
AI & AutomationPre-written series of emails sent automatically based on triggers or schedules
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