What Is Drip Email Campaign? How to boost sales with Drip Campaign

This is a guest-post from Ethan Brown, who is a Shopify Website Designer at Milk Bottle Labs – Shopify Experts. Brown has a passion for helping people in all aspects to sell their goods online with a beautiful mobile friendly Shopify store.

What is drip email campaign?

Drip campaign refers to the process of using ‘lead nurture programs’ in order to seek customers for direct marketing.

The actual method involves consistent communication via emails that are sent to customers for a prolonged period (which means your messages start dripping into the inboxes of your prospects) to convert the prospective leads into customers or bring older leads/customers into the funnel.

Drip campaign helps you to reach out to your prospects and customers through pre-determined automated emails that are set to be delivered at pre-determined intervals. Instead of sending individual emails, you can set up an automated flow of emails to contact various people at different times.

With well-planned drip campaigns, you can bring your prospects down the sales funnel, while decreasing the time your sales team spends on educating them about your offerings.

Why drip campaign?

The drip campaign is a very successful process in marketing, which offers tremendous benefits to businesses. Some of them include:

  • The term ‘Lead Nurturing’ is often used in marketing, as it plays a vital role in converting leads to sales. The intent here is to focus on those customers who are genuinely interested in your products but are hesitant to buy. You can send them informative emails periodically to encourage them to purchase and then send thank you emails after they buy.
  • Drip campaign is one of the best tools to assess and improve upon your marketing success, as it has analytics like click-through and open rate that give you a clear picture of your performance.
  • Drip campaign offers about 80% more open rates than that of the single sends, which proves the tremendous impact it can have on the success of your business.
  • Even the click-through rate of a drip campaign is considerably higher than that of single sends.

Types of Drip email Campaigns

types of email drips

There are different types of drip campaigns that include:

  1. Top of mind Drips:  The objective is to drive the brand or product into the customers’ mind through their inboxes using repetitive coverage of your business’s accomplishments and the highlights of your brand.
  2. Education Drips: As the name implies, the objective is to educate prospects about the benefits of using your products through focused content and ‘call to action’ buttons along with fact-based content.
  3. Re-engagement Drips: These emails focus on the abandoned carts and those who require a little push to buy and hence contain elaborate details about your products that can clear their doubts.
  4. Promotional Drips: These are emails sent at predictable times and highlight all promotions and offers that customers must not miss. These normally create a sense of urgency in the customers’ minds with their limited time and availability.
  5. Training Drips: The focus here is to train the users on how to use your business products and services. This can be done through links to tutorials, upgrades, review/preview emails etc using a very simple and user-friendly format.
  6. Relationship Drips: Customer relationship is the key to any business and relationship drip mails are targeted to gain customer credibility and brand identity. The emails must include links to your blog, website, references, case studies etc.
  7. Sales Drips: The intent is to send emails to those who have subscribed but refrained from buying any product. You can identify these customers through the ESP reporting tools and highlight your best products to these set of clients.
  8. After-sale Drips: These are very essential emails that engage the customers highlighting complimentary products or upgrades for the ones they have already bought and other products/services that might interest them.

Tips for Setting up Drip Campaign

1. Set Clear Goal: Setting well-defined, clear drip campaign goals are important as they are the keys, which would propel you to success. Let your first question be ‘what is the purpose of choosing the drip campaign’.

The goal could be to educate your prospects; to sell more; to exhibit a professional approach; customer retention; boosting brand awareness, or to deepen customer relationship. Once your goal is determined, your methods and approach to attain the goal could be designed effectively. Your goals could vary at different times and different goals might require different lead nurturing processes.

2. Identify Your Target Audience: Segment customers based on characteristics and create different email content for each segment. For example, there could be some customers who have already subscribed to receive all updates from you; there could be the one-time buyers; there could be loyal customers; and there could be those who have abandoned their shopping carts midway and need a bit more nudging.

Each of these segments requires emails with different content that’s targeted to meet their requirements or allay their fears. Your email content can vary from welcome emails and thank you emails to brand boosting emails and descriptive emails that give more clarity about your products. Once you have identified your audience, you will know what type of emails to send to that particular segment.

Tips for drip email campaigns


3. Timing and Frequency of Emails: Though frequency of emails is extremely important to establish your products in the reader’s mind, too much or too less of it would hurt the very purpose of the campaign. Hence, set up drip campaigns with adequate breathing space.

The normal approach is to send emails daily in the beginning and gradually start tapering to twice a week; once a week; and eventually, every fortnight. The best way to assess the frequency is to study the open rate responses of newsletter statistics and observe what time of the day has produced more of them. You can also set up emails for timely updates and special campaigns for holidays, which will be of interest to your leads.

The normal approach is to send emails daily in the beginning and gradually start tapering to twice a week; once a week; and eventually, every fortnight. The best way to assess the frequency is to study the open rate responses of newsletter statistics and observe what time of the day has produced more of them. You can also set up emails for timely updates and special campaigns for holidays, which will be of interest to your leads.

4. The sequence of Emails: The best practice is to set the emails in order and most importantly, send them in the right sequence to the right segment to display professionalism. Double check the sequence of your emails to ensure they are appropriate. Have a separate sequence to introduce your products and features to prospects and entice them to sign up or buy. Upon signing up, trigger the next sequence of mails on thanking or billing. Else, continue the follow-up the sequence.

Getting a sale is all about timing! Some of the drip campaign software like Infusionsoft let you upload the follow-up sequence in order to automatically trigger and tag the right emails at the right time and at the right frequency.

5. First Email: Your Introduction: Emails without introduction are often sent to the trash straightaway. These emails usually don’t get a second glimpse from the individuals to whom they have been sent to. So, ensure you introduce yourself in a manner that grabs the attention of your target readers. This is the first and most important step to get into your prospect’s mind and heart. After all, email marketing and brand building is all about strengthening relationships and gaining credibility and the first step to achieve this is for them to know who you are. The other important aspect is to address people by their first names and have the spelling of the names right. Most people despise the fact of seeing their names spelt wrong.

6. Title Selection: Choosing a non-spammy title is as necessary as your introduction for people to continue reading your email content. In addition to this, it is necessary for you to have ‘call to actions’ or CTAs that would prompt the readers to take some action in the literal sense.

Strong and effective CTAs influence people’s mind and encourage them to act almost spontaneously – at times, without thinking twice. Also, the ‘call to actions’ are essential metrics that project your success rate. Avoid ‘hot button’ words and use words that would influence them to act or make them want to know more about your products/services.

7. Content and Structure of Email: Work out a strategy or a structured approach to email different segments of clients. For example:

  • For people who have clicked and signed up, trigger thank you emails and periodic mails on offers and new/related products.
  • For people who have clicked but not signed up, trigger emails that entice them with limited time offers or discounts in a proper sequence.
  • For people who have opened but did not clicked on the links to buy or sign up, trigger emails to follow up with different features and enticing discounts on timely purchase or sign ups.
  • To educate your prospects, you can schedule newsletters that talk about your brand value.

8. Hire a Good Service Provider: Invest some time to research and understand the features of different email software and figure out what is best for your type of business.

Some of the popular online service providers include GetResponse and AWeber though you can get numerous other options too. However, some of the essential features you must look for include deliverability, reliability, auto-responding and follow-up capabilities, 24×7 customer support, and complete analytics to measure and report results. Though the initial set up time and effort involved to establish a drip campaign is considerably higher than the traditional campaigns, it will certainly produce extraordinary results in the long run.

9. Segment Your Campaigns: Creating segmented campaigns is one of the most effective ways of optimizing the drip campaign model. Run parallel email campaigns for different segments in order to address concerns of each segment. Though you may choose to have some common content, you will have to customize the content to focus on the needs of each segment. For example, you may create separate landing pages for each segment and trigger specific sets of emails to those who sign up from a particular page. But until they sign up, ensure each segment receives individual attention based on their concerns, response and needs.

10. Start Your Campaign: Start your campaign by testing as it’s extremely important to ensure everything is set up and working the way you want. Segment your huge list of emails based on certain criteria and get ready to test different aspects such as appropriate titles and headlines for the subjects.

You may segment the list based on gender or geography or other aspects such as your business perspective. Once you have worked out a strategy, just start the campaign by sending actual emails. You can choose to use your own drip software or utilize the service provider software to start running your campaigns in just a few minutes.

11. Relationship Building: Along with planning and commencing your drip campaign, you should also start working on relationship building with your prospects and customers. While sending regular emails requesting for reviews and testimonials is a good approach, another powerful method to reach your customers’ hearts is to send them greetings.

Remember to send greetings on Christmas, New Year and other holidays. Sending birthday greetings is the most powerful of them all. Setting up greeting emails can subtly convey how much they mean to you, which in turn would ensure your brand and products take a very special place in the minds and hearts of your customers.

12. Measure Your Success: Measuring progress is an essential part of any campaign. Constantly monitor the success of your drip campaign through the open and click rates, as they reveal the success of your content. Make necessary changes every now and then. Most professional automation software for drip campaigns provide analytics to measure the traffic and conversion rates of your campaigns. Else, use the URL or UTM codes to track the traffic. Irrespective of the analytics you use, test them.

Identify a software that offers analytics tools to measure your success rate periodically. Some of the tools include Sendloop, Vero, Emma, MailChimp, etc. Each offers different features for different types of businesses. Measure the impact these campaigns have on your bottom-line and see what works the best for you.


Though the initial time and effort invested in setting up a drip campaign could be more as compared to traditional email campaigns, it certainly offers a high success rate. Drip campaign can kick off your sales and help you in customer retention. Such campaigns offer you a smart and professional way to communicate with your customers and engage them constantly. However, you may have to invest time to identify the best drip service provider with features that suit your business model to make it a huge success. So, start using drip campaigns to take your brand to the next level.

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