Drip campaigns are automated emails triggered by the actions or inactivity of customers and leads. In drip marketing, a series of pre-written emails are sent on a predetermined schedule in response to events initiated by the recipient. For example, a company can create a drip marketing campaign to target individuals who abandon shopping carts. Such a campaign can be designed to contain three to five emails sent over a two-week period. Other triggers for drip marketing campaigns include signing up for newsletters, placing an order, or registering for a white paper. Therefore, drip campaigns focus on delivering marketing content gradually rather than overwhelming the recipient.
The main benefit of drip marketing is that it helps nurture leads at a steady pace. This offers a good opportunity to turn prospects into long-term customers and increase sales revenue. Emails in the campaign are also personalized and triggered by customer actions. Therefore, the engagement and conversions of drip marketing campaigns are much higher.