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Drip Campaign

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Drip Campaign

Definition

A drip campaign is an automated sequence of messages sent over time after a person meets an entry condition, such as requesting a guide. Each message has a defined place in the sequence. Timing, branching, and stop conditions depend on the campaign design and software. In CRM work, drip campaigns can support follow-up without requiring someone to send every message manually.

Synonyms

Automated Email Campaigns

Usage Examples

For example, someone who opts in to receive a guide could enter a three-message sequence: the guide, a practical use case, and an invitation to ask questions. The connected email tool would check eligibility before sending and stop the sequence if the person unsubscribes. The CRM would record relevant activity for follow-up.

Historical Background

The concept of drip marketing originated in the 1950s through direct mail but became automated in the early 2000s with email marketing software.

Related Terms

Email Marketing
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Lead Nurturing
Lead nurturing involves building relationships with potential customers through personalized communication, email campaigns, and targeted content. The goal is to guide leads through the sales funnel by providing relevant information and addressing their pain points. Automated lead nurturing sequences increase engagement, improve brand trust, and boost conversion rates. Businesses that implement strategic lead nurturing experience higher retention rates and more successful customer acquisition efforts.
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