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Let’s be real. When you hear "email marketing," your first thought might be: Oh great, more spam to ignore. But what if I told you there’s a smarter, more strategic way to do email that not only respects your audience's inbox but actually builds relationships and increases sales? Enter the drip campaign.

If you’re still asking, what is a drip campaign? Or wondering how can I automate email effectively?—you’re in the right place. At THAT Agency, we specialize in building drip campaigns that drive results without overwhelming your audience. This guide breaks down everything you need to know about email drip campaigns—what they are, how they work, and how to craft one that gets results.

What is a Drip Campaign? (And Why Should You Care?)

So, what is a drip campaign? Picture this: You’ve got a potential customer who just downloaded your latest eBook or signed up for your newsletter. You could send them one “thank you” email and hope they come back, or you could strategically drip relevant emails to them over time, keeping your brand top-of-mind and helping them along their decision-making journey.

A drip campaign is a series of automated emails sent based on specific actions or timelines. Instead of sending one massive email blast to everyone, drip campaigns send personalized, relevant emails triggered by user behavior. Whether they’ve abandoned their cart or signed up for your blog, your drip emails follow up, creating consistent touchpoints that nurture leads and drive conversions.

Quick Drip Campaign Example

Someone visits your site, adds items to their cart, but doesn’t complete the purchase. A drip campaign steps in and triggers a series of emails: First, a friendly reminder, followed by a discount offer, and finally a message that creates urgency to act. This is how drip campaigns build relationships and win sales.

Why Should You Automate Email Marketing? (Seriously, Why Not?)

Automating email marketing saves you time and money, but that’s just the beginning. Automation allows you to build stronger relationships with your audience by delivering the right message at exactly the right time. It's like having a digital assistant who sends personalized emails while you focus on bigger things. In turn, all of this results in an increased ROI on your marketing campaigns.

Here’s why email automation is essential:

1. Set It and Forget It (Almost): Once you set up your email workflows, they run automatically in the background. Drip campaigns keep working while you tackle other marketing priorities.
2. Personalization at Scale: You’re not just sending generic emails. Automation tools allow you to tailor content to individual subscribers based on their actions. Think of it as personal emails on autopilot.
3. Boost Engagement and Conversions: Drip campaigns, on average, see 80% higher open rates and 300% more click-throughs than regular email blasts. Why? Because they provide value at the right time.

Tips for Running Successful Drip Campaigns

To build an effective drip campaign, you need a game plan. Here’s how to craft a series that will engage and convert:

1. Segment Your Audience

Don’t send the same email to everyone. Segment your audience based on factors like where they are in the buyer’s journey or their previous interactions with your brand. This lets you tailor your messages to specific needs.

2. Nail Your Welcome Series

Your welcome emails set the tone for your entire relationship with a new subscriber. A welcome series should include several emails introducing your brand and providing valuable content, offers, or incentives.

Example:

• Email 1: Welcome! Here’s what you can expect from us.
• Email 2: Here’s a free resource to get you started.
• Email 3: Check out these customer success stories.

3. Personalize Everything

Even though drip campaigns are automated, they don’t have to feel robotic. Include personal touches like the recipient’s name or reference actions they’ve taken. You can even tailor content based on their interests or behavior—this is where email workflows shine.

4. Timing Matters

Don’t overwhelm your subscribers by sending too many emails too fast. Space them out appropriately. Sending emails 3-5 days apart is a good starting point. Experiment with your timing to see what works best for your audience.

5. Test, Test, Test

Use A/B testing to tweak subject lines, calls-to-action, and email content. Even small changes can have a big impact on open rates and conversions. Keep testing to continuously improve.

Real-World Drip Campaign Examples

Drip campaigns work across industries and audiences. Let’s take a look at a few effective drip campaign examples that drive results:

1. Abandoned Cart Recovery

For ecommerce businesses, this is a must-have drip campaign. When someone abandons their cart, send a series of emails to remind them of their items and nudge them to complete the purchase.

Example:

• Email 1: “Did you forget something? Your cart is waiting.”
• Email 2: “Here’s 10% off to complete your purchase!”
• Email 3: “Last chance! Your items won’t be around forever.”

2. Lead Nurturing Series

A potential client downloads a whitepaper or fills out a form on your website. Now what? A lead nurturing series helps keep them engaged with educational content, case studies, or testimonials that build trust.

Example:

• Email 1: “Thanks for downloading our guide! Here’s how you can use it to grow your business.”
• Email 2: “Learn how others like you achieved success with our solutions.”
• Email 3: “Let’s chat! Get a free consultation today.”

3. Post-Purchase Engagement

After someone makes a purchase, don’t just leave them hanging. A post-purchase series is your opportunity to say thank you, offer product tips, or even suggest complementary products.

Example:

• Email 1: “Thanks for your purchase! Here’s how to get the most out of your product.”
• Email 2: “Looking for more? Check out these customer favorites.”
• Email 3: “Share your experience with us and get a discount on your next purchase.”

Best Practices for Drip Campaigns

To run a successful drip campaign, follow these best practices:

• Don’t Spam: Avoid sending too many emails too quickly. Find a balance between staying top-of-mind and giving your audience room to breathe.
• Make Every Email Valuable: Each email should offer something of value—whether it’s a tip, a story, or a discount. Make sure every message has a purpose.
• Use A/B Testing: Test your subject lines, email content, and timing to find what works best for your audience.
• Track and Adjust: Keep an eye on your email metrics. If people are opening but not clicking, you might need to adjust your calls-to-action or content.

How THAT Agency Can Help with email automation

Building and managing a drip campaign isn’t just about automation—it’s about strategy. At THAT Agency, we help businesses create email workflows that don’t just deliver content—they deliver results. Whether you’re new to email automation or looking to optimize an existing strategy, we can help you craft campaigns that engage, nurture, and convert your leads.

Ready to take your email marketing to the next level? Let’s make it happen.