Drip Email Marketing: Drip Campaign Best Practices & Examples


WARNING: This article will drastically improve your drip email marketing capabilities.

Sending drip emails to loyal subscribers and customers is an effective method of retaining users and building an even better reputation over time.

With drip email marketing strategies, learn more about your followers and how to showcase the products or services you offer long-term.

Whether you are launching a business from the ground up or catering to an existing group of consumers for your company, a drip marketing campaign can be extremely useful when developed and executed properly, regardless of the industry you are representing.

» Free Bonus: Click here to get access to free blueprints to 10 proven marketing automation drip campaigns.

What is a Drip Marketing Campaign?

Drip marketing campaigns are email campaigns that allow you to slowly roll out various messages for specific types of followers or customers based on specific actions they have taken on your website or purchases they have made in the past.

By customizing drip emails in a campaign, it is much easier to relay the right message and calls to action to individual groups of users regularly.

Delivra email marketing multi-channel drip campaigns

With more data and insight into how subscribers utilize your website or online storefront, craft a drip marketing campaign that truly resonates with the needs of your users and loyal customers.

Marketing automation provides the right people with the most fitting content at ideal times to increase ROI and brand awareness.

When Should You Start Using Drip Emails?

Knowing when to use drip emails is a way for you to ensure you reach as many individuals as possible at just the right time to increase the chances of making sales and drawing in new customers.

There are a few cases where drip email marketing is helpful in attracting the right people with the right content to your website or brand altogether.

Welcome Campaigns

A welcome drip campaign draws in new subscribers and potential customers with a personalized message that is relevant to the time they subscribed to your mailing list.

drip email marketing campaign example welcome drip marketing campaign

Welcoming users immediately after subscribing to your list or becoming a member of your website is a surefire way to remind them of your brand while potentially offering discounts and sales to keep them coming back, also boosting your reputation as a business.

Sending a welcome campaign can be done automatically once a user has registered on your website with their email address or has opted in to begin receiving emails and updates about your brand.

retail email marketing welcome message

As a token of appreciation, providing a tempting offer is one way to get individuals more interested in your business and what you have to offer.

» Recommended Reading: What makes a great welcome campaign for new email subscribers?

Free Trial Campaigns

Sending free trial drip email marketing campaigns are highly recommended, especially for start-ups and companies seeking additional information regarding their users and the preferences potential customers have with a specific product or service.

drip email marketing campaign example free trial email campaign

By offering a free trial for a service you offer, spread the word of your brand while also gaining interest in what you have to offer, to both new and existing subscribers.

Re-Engagement Campaigns

When users stop visiting your website or making purchases, sending a re-engagement campaign is one effective method to catch the attention of potential customers.

drip emails

Re-engagement drip email marketing campaigns may feature additional sales or perks for individuals who are willing to read the email you send while interacting with it.

Implement a call to action that is enticing and exciting for users based on whether they have never purchased from you in the past or if they are loyal customers who have not visited your website for an extended period of time.

drip email marketing campaign example re-engagement campaign

» Recommended Reading: The Ultimate Re-Engagement Email & Win-Back Email Success Guide

Membership Renewal Campaign

If you have a membership service that is monthly, semi-annual, or even annual, sending out a membership renewal drip emails is highly recommended.

Reminding subscribers of the service they are paying for, the time they have left, and potential discounts to take advantage of is a way to ensure the ability to retain users without losing revenue.

drip email marketing campaign example membership renewal

Offering savings with a membership renewal campaign is also advisable for long-term loyal customers or those who have let their membership fade and have yet to revisit your website for future purchases.

» Free Bonus: Click here to get access to free blueprints to 10 proven marketing automation drip campaigns.

Abandoned Shopping Cart Campaigns

Sending a drip email marketing campaign to customers who have added items to their cart from your website but have yet to check out and solidify their purchases is a great reminder to assist with generating additional sales and traffic for your business.

abandoned cart email examples levis

Reminding customers that there is a reason to complete a purchase based on the products or services they have added to their shopping cart in the past can help build additional brand awareness while encouraging individuals to move forward, allowing you to generate more revenue and profit.

» Recommended Reading: The Guide to Email Marketing for Retail Stores

How to Set Up Drip Email Marketing Campaigns

Setting up drip emails greatly depends on the types of users you want to target, when, and why.

Factor in segmented groups of subscribers and consider the messages you want to relay to them, the timing, and how to keep each group interested in what you have to say.

Identify Your Target Audience

With most drip marketing starting based on a triggered event, it is essential to identify your target audience and various groups you want to reach with each message you send out.

Some events that trigger a drip campaign include actions taken on your website or app such as a newsletter subscription (often triggering a welcome campaign), or a purchase made from your site.

segment email subscribers email marketing

Downloading resources, leaving items in a shopping cart, staying away from your shop for a specific period of time, or even repeat purchasers can all be segmented into separate groups for proper email campaigns.

Segmenting groups allows you to reach specific target audiences and demographics at the right time with a message that is most likely to appeal to them individually.

Create Your Message

Creating clear and focused copy with actionable calls to action (CTA) is imperative with each email you send in a drip campaign.

Implementing attractive and responsive email design ensures you are able to reach any of your subscribers regardless of the device they are using and where they are accessing their email at any time.

Consider the email copy, headlines, and how you plan to draw readers back to your website to review the products or services you offer.

event invitatoin emails registration example

Utilize A/B testing to send multiple types of drip email marketing campaigns to segmented groups to test the effectiveness of your campaign and draw results with data, giving you more insight into the type of demographic you are reaching.

With A/B testing it is much easier to develop the right type of emails that are more likely to give you success in the future, rather than blindly sharing one email with all users and simply hoping for the best.

» Recommended Reading: 35 testing ideas to increase your email conversion rate.

Taking the time to test various imagery, designs, headlines, and CTAs along with the type of content included in each email is ideal to get to know your audience more without potentially losing customers by not testing various formats of emails you send.

Create a Game Plan for Your Drip Campaign

Before sending a live drip campaign, there are a few questions you should ask yourself and your team prior to launch.

b2b drip campaigns white board example delivra

How many emails do you want to send with each individual drip campaign, how often, and in what order?

Do the CTAs you implement line up with your message and trigger interest or curiosity from potential customers?

How appealing are your subject lines and are they relevant to the target audience and the lifestyles you want to help with your business?

What type of headlines are most likely to resonate with each individual segmented audience you create?

Will you be sending drip emails frequently to loyal customers, those who are new to your business, or both?

Is there a specific persona or method of branding you want to incorporate into all of your message copy to help with cultivating your brand’s image?

The more you know about your subscribers and who your products and services appeal to most, the easier it becomes to develop the right type of emails for the perfect sending times.

» Free Bonus: Click here to get access to free blueprints to 10 proven marketing automation drip campaigns.

Launch Your Drip Campaign Live

While many companies believe one email is all it will take to generate income and revenue, data often shows that this is not the case (which is why drip campaigns are much more effective).

Results often take a few emails to generate additional interest or to get a user to make a purchase or become a solidified customer.

email marketing software for results driven marketers

Although drip campaigns are automated with the use of a service such as Delivra, it is important to note that they cannot simply run unsupervised and without any overlook.

Select specific dates you want to begin launching your campaign and determine the time in between each email you send and why prior to going live.

Once you are ready to begin sending your emails, be sure you are able to maintain monitoring and tracking of the data you receive as each email is sent to segmented groups within your list.

How to Measure Your Drip Email Marketing Campaign Results

Similar to traditional email campaigns that are not scheduled with multiple triggers, evaluating, adjusting, and repeating are all involved in the process of measuring the success of a drip campaign.

Carefully monitoring results from individual emails, separate audiences who receive varying messages, and click-through rates is an essential part of the process when determining the success of your campaigns and which type of copy works best for your audience and customers.

commerce reporting email marketing delivra

Monitoring Each Step of Conversion

Tracking and analyzing each step of conversion is also imperative to maintain higher success rates with your drip emails.

Compare the deliverability of each email sent along with the open rates you receive for individually segmented audiences to determine the best route to reach your users and potential customers.

Check your click-to-open rates along with conversion rates to see how individuals respond to various calls to action, content, and subject lines you send out.

industry email marketing benchmarks overall email benchmark data

Research various keywords that seem to work well for your email open and click-through rates based on the data you receive.

Knowing which method of drip email marketing works best for your target audience is a key factor to success when launching campaigns, regardless of the size of your business or the market you are looking to reach.

Be sure to record and store all of the data you receive in order to develop and share even more successful campaigns in the future with higher conversion rates.

» Recommended Reading: Email Marketing Metrics to Gauge Campaign Success

Data is saved automatically with a service such as Delivra, giving you easy access to better understand your subscribers and customers on a personal level.

The more active you become in analyzing your drip email marketing campaign data, the easier it is to reach specific users while appealing to subscribers based on various actions they have or haven’t taken on your website in the past.

Understanding which types of calls to action work best with your audience is a way for you to boost email open rates while garnering additional interest in your brand and the products and services you sell altogether.

» Free Bonus: Click here to get access to free blueprints to 10 proven marketing automation drip campaigns.

Utilizing Web Tools to Monitor Traffic From Each Drip Campaign You Launch

With an automated service in place, incorporating web tools such as Google Analytics is a must in order to effectively track and monitor your drip campaigns and their effectiveness.

Using web tools including Google Analytics is a surefire way to tap into the insights you need in order to cultivate content that is most likely to trigger a sale or a click-through to your website.

email drips marketing tracking and report with google analytics

By using Google Analytics with an automated service such as  Delivra, take the guesswork out of tracking demographics of your audience and the effectiveness of each email campaign you send out.

Utilizing an automated service to send drip email campaigns in combination with Google Analytics allows you to stay on track when sending new content while increasing brand awareness and ultimately, your company’s success.


As your marketing strategy evolves, it is important to keep various tactics such as drip marketing in mind.

Bookmark this article as you continue on your path to boosting sales and increasing brand awareness.

With the help of Delivra, create and send each idea you have in mind when developing and planning to execute your next drip email marketing campaign without manually sending messages to all of your subscribers.

With Delivra, automate your campaigns to ensure all of your customers and subscribers are consistently informed with the right drip emails at the right time.

Schedule a live demo with our team of email marketing experts today or check out our recorded product video tour at your convenience.


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