# What is Drip Campaign?

What is Drip Campaign? An automated series of emails sent at pre-scheduled intervals: day 1, day 3, day 7, day 14.

## How it works 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.

## Related metrics

- Welcome Series — a type of drip campaign
- Email Automation — a drip is email automation
- Nurturing — drips are used for lead nurturing
- Segmentation — drips are tailored by segment

## 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.

## Real-world 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%.

## Where to start

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.

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Category: Marketing · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/drip-campaign