The drip campaigns are one of the excellent ways for your business to remain top of mind and also motivate customers to take specific actions.
For example, automating a series of email campaigns and sending them to customers who forget to make a purchase after they add products to the cart.

These are specially designed emails to remind customers of the abandoned carts, showing them products they might be interested in, and more.
Drip email campaigns are also triggered by certain events and activities like signing up for a newsletter, filling out a form, or attending a product demo, which is planned or scheduled in advance to avoid bothering the users with too many emails at once.
As a result, a user will receive a sequence of emails spread over a few weeks instead of daily messages.
This is a valuable form of marketing that ultimately increases engagement and connects you with your targeted audience. It also allows you to get insights into their behavior so you can easily personalize your messages, increasing the likelihood of conversions.
In this article, we’ll discover:
- What are drip campaigns?
- Example of drip campaign (how do they work)
- Benefits of drip campaigns
- Best practices of drip campaigns
What is a drip campaign:
A drip campaign is basically a marketing strategy that automates the process of sending a sequence or series of emails whenever certain conditions or criteria are met.
For example, you can use drip campaigns for customers who just signed up at your website or fill out a form.

The first email may be a basic welcome message introducing your brand and explaining your brand’s journey.
The second message may follow a few weeks later if they haven’t made any purchases or shown interest. You can also include a special promotion that’ll double the points they receive.
The third email in the sequence could provide personalized product recommendations along with a call to action (CTA) to encourage them to use their points.
Drip campaigns are pre-scheduled, which will carefully schedule a sequence of automated emails to make sure email messages are delivered to the right people at just the right time.
Unlike newsletters, which are sent to everyone on your contact list, drip campaigns are triggered by specific actions or inactivity, ensuring the right messages reach the right individuals.
How do the drip campaigns work (Workflow):
The basic workflow of drip email campaigns is illustrated as follows:

Benefits of drip email campaigns:
There are certain perks of using drip campaigns in your email marketing strategy.
But here are some of the perfect fits you can take advantage of:
1. Increase Conversions:
Drip campaigns make moving through marketing and sales funnels easier, increasing the likelihood of a successful conversion.
This is because a drip campaign aims to drive your contacts to complete an action that is in their best interest.
Every email in your drip series should have a CTA encouraging leads to the following step in the funnel.
2. Saves you time:
Imagine refining all your busy marketing tasks with the perfect marketing tool.
Instead of manually sending emails, create your content to be sent at the best times and automatically deliver your messages to contacts, ensuring efficiency and a personal touch.
This way, there’s no delay, and your subscribers receive your email messages at the most appropriate time.
3. Nurturing leads:
Some of your contacts show strong interest in your products or services. But still evaluating different options and need more information about your brand before purchasing.
Fortunately, drip campaigns can provide leads and can offer these leads a gentle nudge by addressing their key questions, highlighting your product’s benefits, and guiding them towards the customer journey.
4. Increase engagement:
You can increase engagement by modifying your email campaign to meet the needs of each contact to see where they lie in customer journey.
This type of marketing lets you send emails at the right time, letting your subscribers see your message as soon as they open their inbox.
5. Send personalized and relevant content:
As mentioned, drip campaigns are different from random emails sent to everyone in your contact lists.
Instead of sending the same email messages to all your contact lists, you can send personalized and relevant email content to specific individuals depending on their interests.

You can plan and automate drip emails based on various audience segments, such as demographics, shopping habits, etc.
You can also design a drip campaign strategy triggered by a free sign-up or clicking the link in your email.
Regardless, your contacts will receive content that is engaging enough and modified to their interests.
6. Re-engage contacts:
There may be times when you see your subscribers not interacting with your emails.
Irrespective of being interested in your products or services, their inactivity can negatively impact your engagement rate and other key marketing metrics.
This disengagement can occur for several reasons, and it’s important to analyze why certain individuals lost interest in your messages in order to win them back.
Once you know the reason behind their lack of engagement, you can surely run a drip campaign to get back that level of engagement.
Email drip campaign best practices:
There certain practices can be adopted while running a successful drip campaign.
1. Create targeted messages modified to your audience:
A targeted email is a message modified or designed for a specific number of individual or segments, containing relevant content according to their needs.
Customers are regularly bothered with boring marketing emails that are generic, making personalization a must if you want to stand out from the crowd.
In fact, according to Statista reports, 60% of online buyers are loyal to brands that send them personalized emails.
To successfully implement a drip email campaign, you need to understand your audience thoroughly.
For example, knowing their pain points, data or interests, and shopping preferences is a good idea.

You can also seek help from multiple email marketing tools to know your audience better, which enables you to segment your audience into the specified orders.
As per The State of Personalization in Email Marketing survey, over half of the respondents reported that potential individuals said personalized email campaigns were fairly effective in meeting their overall objectives.
2. Schedule your drip campaigns according to user journey:
The user journey, also called customer journey, is the steps customers take before purchasing.
As per their journey, you want your drip campaign to revolve around possible touchpoints. Knowing the fact that every customer journey phase will require a different drip technique.
For example, you send a series of emails to new subscribers to help them get familiar with your brand.
Or, some individuals on your contact list may be browsing your products and they’re more likely to purchase, so sending a drip email campaign with a special promotion or product recommendations can be beneficial.
Automated drip emails can improve the user experience by improving each step of the customer journey, enabling you to get to know your audience.
3. Limit the number of drip email campaigns:
The key to implementing proficient drip campaigns is sending the right number of email messages.
As such, there’s nothing wrong with sending too many emails.
Many of your subscribers want to receive emails having discounts, promotions relevant to buying habits, and information that interests them.
However, you don’t want to annoy your contacts with a bundle of emails sent within a short period, which will make them unsubscribe.
You also don’t want to send a little amount of messages that your audience forgets about you.
Deciding how many emails you should send can be difficult to Highlight.
Ultimately, the approach depends on your audience and your business’s industry. Generally, design a drip campaign with 4 to 10 emails, spaced 4 days to 2 weeks apart.
You can utilize A/B testing to determine the optimal number of emails to send.

A/B testing tools simplify the process by showing which of your drip emails performs best, allowing you to implement the best strategy for your business.
4. Write the easy-to-read text:
One of the best tips to write a successful email is to write clearly and easy to understand.
Some contacts may not have time to read your messages to the end, resulting in them skimming through the text, while others may read each and every word of your email content.
It’s important to engage both types of readers by keeping your email content easy to read, short, and clear.
While creating the body of your email, always keep in mind who you’re writing for.
Think carefully about your different segments and write for each one, sticking to your brand’s tone and voice.
It’s also among the best practices to add a CTA to lead the subscribers toward the next step through the sales funnel.
Apart from the email body content, it’s also important to think about your subject line and pre-headers as they reflect the information present in your email content.
Drip email campaign examples:
Here, we’ve listed some of the most common drip campaign examples for you to get the complete concept.
- Welcome emails:
These emails are sent to new subscribers after joining the mailing list or making their first purchase.
The welcome emails usually contain the introduction of your business or brand and your future expectations related to it.
It also can be a great way to motivate your customers to buy again.
You can start this series with a Thank you email, followed by the order process surveys and shopping suggestions, etc.
- Product recommendations
If you get the user’s data and interest, you’ll be better able to understand his preferences, and when that person purchases something from you, it will be easy for you to send him a more personalized email related to your products or services.
For example, you bought something from a store online by providing them your email, etc.
They’ve got it and are aware of your choices. So, they might send you other emails related to it, and if you respond to them, they will send you more emails detailing about their product or services to get in touch.
- Lead nurturing
Drip campaigns are indeed very beneficial and result-oriented for lead nurturing.
These emails help you create a strong connection with your audience, increase brand awareness, build loyalty, and ultimately increase conversions.
Although achieving these objectives may take time, drip emails can effectively persuade prospects to make a purchase. Drip email campaigns guide leads through the sales funnel, delivering messages tailored to each individual based on their stage in the buying process.
Meet your customers along their journeys:
A drip email campaign allows you to send interest-based messages to your potential customers and existing clients.
Going on with this can help move contacts into different paths to lead them toward the sales funnel.
Start automating your email campaigns to nurture leads and generate more sales–all with Mumara.
Get started today and create winning drip emails!