Drip Campaign
A drip campaign is a series of automated, pre-written messages, usually emails, sent to contacts on a set schedule or triggered by their behavior. Messages are delivered gradually, or "dripped," over days or weeks to nurture leads, onboard new users, or guide recipients step by step toward a defined goal.
Drips can be time-based, sending each message a fixed interval after the previous one, or behavior-based, triggering messages when a contact takes an action such as downloading a resource or abandoning a cart. Because the sequence is built once and runs automatically, a drip campaign delivers consistent, timely follow-up at scale and is a core tactic within broader lead nurturing.
A common pitfall is setting a drip and never revisiting it, so messaging grows stale or keeps emailing people who have already converted. Effective drips include exit conditions, relevant segmentation, and regular review of open, click, and conversion rates to keep the sequence useful rather than annoying.
Last updated: 14 June 2026