Drip Campaign
An automated sequence of pre-written emails sent on a scheduled cadence triggered by a specific user action or enrollment event. Drip campaigns deliver the right message at the right time without manual intervention.
Drip campaigns automate the nurturing process by sending a predetermined sequence of emails based on time intervals or user behaviors. A typical onboarding drip might send a welcome email immediately, a getting-started guide after one day, a feature highlight after three days, and a check-in email after one week. The sequence runs automatically once triggered.
For growth teams, drip campaigns are foundational automation that every business should implement for key lifecycle moments. Priority drip campaigns include: welcome series (immediately after signup), onboarding series (guide users to first value), abandoned cart or trial series (recover potential conversions), and win-back series (re-engage lapsed users). Design each drip with a clear goal and success metric. Keep individual emails focused on one message and one action. Build branching logic that adapts the sequence based on user behavior: if someone completes the onboarding action early, skip the remaining onboarding emails and advance them to the next appropriate sequence. Monitor drip performance at both the individual email level (open rates, click rates) and the sequence level (did the drip achieve its intended outcome).
Related Terms
Conversion Rate Optimization (CRO)
The systematic process of increasing the percentage of website visitors who take a desired action such as purchasing, signing up, or requesting a demo. CRO uses data analysis, user research, and A/B testing to improve conversion performance.
Conversion Funnel
A model representing the stages a user progresses through from initial awareness to completing a desired action. Each funnel stage narrows as some users drop off, and optimizing each stage's conversion rate improves overall throughput.
Landing Page
A standalone web page designed specifically to receive traffic from a marketing campaign and drive a single conversion action. Landing pages remove navigation distractions and focus entirely on persuading visitors toward one goal.
Call to Action (CTA)
A prompt that encourages users to take a specific next step, typically presented as a button, link, or form. Effective CTAs use clear, action-oriented language and create a sense of value or urgency to drive conversions.
Social Proof
Evidence that other people or organizations have chosen, endorsed, or benefited from a product or service. Social proof reduces purchase anxiety by showing prospects that peers have already validated the decision.
Value Proposition
A clear statement that explains how your product solves a customer's problem, what specific benefits it delivers, and why customers should choose it over alternatives. The value proposition is the foundation of all marketing messaging.