A drip campaign is a set of emails that go out automatically, one after another, at set intervals after someone enters the sequence. The trigger is usually an action: signing up for a trial, downloading a guide, registering for a webinar. Drip campaigns are mostly time-based, which distinguishes them from nurture sequences that branch on behavior, though the terms are often used loosely.
Common SaaS drips
- Trial onboarding: a short series guiding new users to the first valuable action.
- Lead magnet follow-up: delivering the asset, then related content.
- Webinar series: reminders before, recording and resources after.
- Educational courses: a lesson a day or week on a topic.
Designing one
Start with the goal: what should the reader do by the end? Then write each email to move them one step closer, with one main call to action each. Keep timing close at the start, when interest is highest, and spread it later.
Add exit conditions. If someone completes the goal, such as upgrading, they should leave the sequence instead of receiving emails urging them to do what they already did.
Maintaining it
Drips are easy to set and forget. Product screenshots go out of date, links break and offers expire. Review each sequence on a schedule and check performance email by email, looking for the point where people stop clicking or unsubscribe.
Example
A five-email trial drip
Hypothetical company Ploverdale’s trial drip sends a welcome on day 0, a setup guide on day 1, an integration tip on day 3, a customer story on day 6 and a trial-ending reminder before the trial ends. Anyone who connects an integration skips the integration tip, and anyone who upgrades leaves the sequence.
Common mistakes
No exit when people convert
Telling a paying customer to start a trial undermines trust. Always set goals that remove people from the sequence.
Questions
As many as it takes to reach the goal without repeating yourself. Look at where engagement drops off in your own data and trim from there.
