Drip Campaign
An automated series of emails sent at pre-scheduled intervals: day 1, day 3, day 7, day 14. Goal: education, trust-building, and gradually guiding toward a purchase.
In practice
A drip campaign is the 'organized journey' the customer goes through. Instead of asking a brand-new visitor for an immediate purchase, you take them step by step: information → value → proof → offer. Each email builds on the last.
Common misconception
'Drip = spam.' A drip with real value in every email is not spam. A drip that just sells in every email is spam. Rule: 3 value emails for every sales email. Customers get used to and expect a drip that delivers value.
How to fix it
Drip not converting? (1) Check the sequence logic — does every email build on the last? (2) Check timing — is the interval between emails right for the customer journey? (3) Check the CTA — is the ask coming too early? (4) A/B test subject lines.
Example
Camera-equipment store: a 7-email lead drip: email 1 (guide), 2 (tips), 3 (reviews), 4 (comparison), 5 (FAQ), 6 (offer), 7 (FOMO). Lead-to-purchase CR: 11%. Without the drip: 3.4%.
Priority
Drips suit any product with a consideration period — furniture, electronics, jewelry, B2B. For impulse products, drips are less effective. Setup time: 4-6 hours. ROI grows over time.
Related terms
Keep learning. Metrics that touch the same area:
- Welcome SeriesMarketingAn automated sequence of 3-5 emails for new subscribers. Open rate: 50-60%.
- eCommerce / Electronic CommerceMarketingAll business activity conducted online — showcasing products, ordering, payment, shipping, and post-sale service. The backbone of every online store.
- CPC – Cost Per ClickMarketingThe price an advertiser pays each time a visitor clicks the ad. Influenced by competition, Quality Score, and landing page relevance.
- CPM – Cost Per MilleMarketingThe cost of advertising per 1,000 ad impressions. A key metric in awareness-focused and brand-building campaigns.
- CPA – Cost Per AcquisitionMarketingThe amount it costs to get a customer to complete a desired action. A core profitability metric — if CPA exceeds gross profit, the campaign loses money.
- CAC – Customer Acquisition CostMarketingTotal marketing and sales spend divided by the number of new customers. Always compare to LTV. A healthy ratio: LTV at least 3x higher than CAC.
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