What is a Drip Campaign
A Drip Campaign is a series of automatically sent emails that a contact receives in a precisely defined order and at specific times. It can be triggered based on:
- a schedule (e.g. one day after registration, three days after the previous email),
- user behaviour (e.g. opened an e-book, clicked on an offer),
- a combination of rules and segmentation.
Examples of drip campaign usage:
- onboarding a new customer,
- lead nurturing after downloading an e-book,
- reminders for uncompleted enquiries,
- education about a new product,
- conversion sequences before a webinar.
Drip campaigns are commonly implemented using tools such as HubSpot, ActiveCampaign, Ecomail, Mailchimp, GetResponse or Mautic.
Why drip campaigns are important for B2B companies
- Maintains contact and interest
Regular and well-thought-out communication prevents leads from being ‘forgotten’. - Education and progression through the buying cycle
Gradually released information helps the customer better understand the problem and the solution. - Personalisation and relevance
Emails respond to behaviour – they are not mass-sent, but contextual. - Scalability without burdening the sales team
Even with thousands of contacts, every lead is handled individually – automatically. - Higher conversion rates and effective sales preparation
The sales representative receives the lead the moment they are ready for a conversation.
Practical use and examples
- AITOM Digital
After downloading an e-book on RevOps, a drip campaign is launched: 1. thank-you email, 2. summary of the topic, 3. case study, 4. invitation to a consultation. - SaaS platform
Onboarding drip series: 1. welcome, 2. tips for getting started, 3. example of a successful customer, 4. CTA for a personal demo. - Manufacturing company
Following an enquiry: 1. summary of specifications, 2. user guides, 3. product recommendations, 4. invitation to meet with a sales representative. - B2B marketplace New user
activation – 5 emails over 10 days, each focusing on a different benefit of the platform. - Consultancy firm
After registering for a webinar: 1. confirmation, 2. reminder, 3. follow-up with a recording and a CTA to an offer.
5 tips for setting up a successful drip campaign
- Define a clear campaign
goal Is it to lead to a meeting, a registration, or simply to educate? The content and timing depend on this. - Write emails for people, not robots
Short, personal and relevant – no corporate jargon. - Take the contact’s behaviour
into account Did they click the link? Did they open the email? Tailor the next step accordingly. - Test the subject line, timing and length of the campaign
A/B testing will help improve open and click-through rates. - Link the drip campaign to the sales team
When a contact responds, a call or a personal email should follow.
Related terms
- Lead Nurturing – drip campaigns are a key part of it
- Marketing Automation – the technology that enables drip campaigns
- CRM – integration with the contact database and their behaviour
Further resources
- HubSpot – What is a Drip Campaign?
- ActiveCampaign – Guide to Drip Marketing
- Mailchimp – Create an Email Automation
Summary
Drip campaigns are an effective way to communicate with potential customers in B2B marketing without putting undue pressure on them. They help build relationships, educate and prepare leads for a sales conversation – in an automated and personalised way. Would you like to set up smart drip sequences for your sales funnel? Please don’t hesitate to contact us.