What is a Drip Marketing Campaign?

When it comes to sending out marketing communications, a drip campaign can be a great option.
Drip Marketing

When it comes to sending out marketing communications, a drip campaign can be a great option. You may not be familiar with the term ‘drip marketing’, but can probably guess the meaning from the name! Essentially, it’s about sending automated messages to users, the content of which will change depending on user behaviour and actions. We’ve looked at drip marketing campaigns in more detail below:

What is Drip Marketing?

As the name suggests, drip marketing is where you send a slow and steady series of communications, generally emails, to customers and determine the rate at which you send these messages. The timings and number of emails will vary depending on what actions an individual takes, or if the status of their account changes. For example, when someone places an order, a particular email would be sent to them. 

Typically, these communications will be personalised, so that the recipient feels truly valued. This might be something as simple as referring to the person by name, or could make specific reference to an action that they undertook. However you choose to personalise these messages, you can almost certainly be assured that doing so will help the customer engage with your brand better.

One of the key things about drip marketing is that the communications are automated, so once you’ve set up the campaign, the messages will happen without you needing to worry about them. This doesn’t mean that you shouldn’t try to optimise the content though – how you word your communications can make a big difference in terms of customer engagement.

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When to Use Drip Marketing

There are all sorts of campaigns you can set up based on a drip marketing strategy. We’ve listed some of the top reasons to send such emails below:

  • Someone making a purchase
  • An individual signing up for something, such as a newsletter
  • A user abandons items in their online shopping cart
  • A customer hasn’t placed an order in a while
  • Someone has recently engaged with the business, like attending an event or speaking to a customer service representative

How often you send these emails, after the initial contact, will be up to you. The idea is to keep in touch with your customers, gently reminding them of your products and services, without becoming overbearing. So you might send a series of three or four emails, over the course of a week or two – it’s a good idea to run A/B tests to determine how many emails are most effective, and how long you should wait between sending them.



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Are Drip Marketing Campaigns Effective?

The simple answer to this question is yes! If used correctly, drip marketing campaigns can be incredibly effective. These campaigns can help you increase your sales, by ensuring that visitors to your website become buyers. They can also help boost your repeat purchase numbers through reengagement. Not only this, but through drip campaigns, you can demonstrate the value of your business to your audience, building a relationship with them, as well as increasing your brand awareness.

Your communications can help remind your audience of what you have to offer, and are furthermore useful because they’re targeted messages. The content of the message will be tailored to meet certain criteria, whenever a particular action is performed by the customer. Personalisation is a great way to encourage sales – according to Accenture, over 90% of consumers have stated that they’d be more likely to buy from a company that both recognises and remembers them.


How to Set Up a Drip Marketing Campaign

When it comes to setting up a drip campaign, there are five basic steps you should take, in order to get the best results:

  1. Decide on your trigger points, such as an abandoned cart email
  2. Determine who these messages will be sent to – will every new customer receive a welcome message, or only if they make a significant purchase?
  3. Ensure that all your drip campaign content is engaging and aligns with your brand 
  4. Keep monitoring and optimising your campaigns to get the best results
  5. Don’t let previous customers forget about your business – maintain your drip marketing communications for as long as possible


In terms of when to put a drip marketing campaign in place, there are lots of popular options that are bound to be effective for your business. For example, you should reach out to your customers based on their behaviours, such as a welcome message, confirmation of purchase email, abandoned shopping cart messages, and product recommendations, based on the customer’s previous purchases.

Another good time to contact your audience is on significant dates. These could include the customer’s birthday, offering a personalised discount or offer, or perhaps on the anniversary of the person’s initial purchase. 

The main thing to remember with drip marketing is to experiment and see what works best for your business. Try out different campaigns and metrics, and then analyse the results. Once you discover the most effective trigger points, content, and timings, you can basically keep testing and optimising continually! 


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