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Drip vs. Infusionsoft:
Comparisons Worth a Darn


    Infusionsoft vs. Drip

    You have your eyes on the prize, and that prize is mega success for your online shop. You’ve hustled, you’ve planned, you’ve dreamed, and now you’re here—ready to make the next big decision for your company.

    But what’s gonna be the marketing automation platform to help you take your business to the top? You need to harness leads, nurture them, and convert all while building long-term trust with your customers. If you’re contemplating between Infusionsoft and Drip, you’ve come to the right place to weigh the pros and cons of each platform.

    This comparison features nine ecommerce marketing software essentials that should be considered when choosing a platform to nail down your online marketing strategy. See how Drip and Infusionsoft meet each must-have, then make the best decision for your unique goals (and pocketbook).

    1. Plays Nice with Facebook

    Us: Play nice with Facebook? You betcha. With the muscle to precisely target niche audiences in a pool of 2 billion users, can you really afford not to integrate with Facebook? The answer is no.

    Setting up your Facebook integration takes seconds. You simply have to click a button that grants Drip access to your company’s Facebook page, and presto! A priceless connection is born. With Drip and Facebook, you can automatically adjust which Facebook ads your customers see by adding and removing people from your Custom Audiences.

    This is one of the best ways to automatically show your customers the most relevant ads based on product pages they visit, emails they click, or things they buy. On top of Facebook Custom Audiences, Drip also has a mean integration with Facebook Lead Ads.

    Shoot any info you collect from leads on Facebook into Drip so you can understand each and every one of them better.

    Infusionsoft: If you want to trigger campaigns from Facebook Ads, Infusionsoft can help you out, but it will cost you a little extra. This platform offers an extra service called Facebook Ads by Infusionsoft. If you want to integrate Facebook Ads here, you’ll have to go through a certified ad professional.The benefits to this approach include a lot of hands-off setup on your part. Infusionsoft will put together your target audience, lookalike audiences, optimized ads and spend, and campaigns triggered by Facebook Ad goals (like when someone clicks a certain ad). All of this could provide some serious peace of mind to those who have shied away from Facebook Ads in the past.

    However, all of this does mean extra time and money. Also, you don’t have the flexibility and versatility of starting, stopping, and controlling ad campaigns since you’ll always be working through an ad professional at Infusionsoft.

    Winner: While Infusionsoft’s certified ad professional option is a done-for-you service, it is an extra cost. Drip’s Facebook custom audiences integration can be set up in a few clicks and offers you extreme versatility when it comes to retargeting your customers automatically—and for no added fees.

    2. Automation Capabilities

    Us: If you aren’t automating some part of your online marketing strategy by now, you’re already falling behind. And that’s the truth, friend. Especially if you plan on growing in the near future, it’s not sustainable to do everything—every tag, every email send, every promo blast— manually. Drip has a few ways you can choose from to start automating—Basic Rules and Workflows. Think of rules as simple if-this-then-that automations. For example, if Jim buys your product, then send Jim a thank you email. Workflows, on the other hand, are where you build funnels that automatically guide people down unique customer journeys based on what they do (or don’t do).

    Both Workflows and Basic Rules can be triggered by actions your customers take in Drip or across any of your integrated marketing tools like Facebook, Shopify, Stripe, Leadpages, and beyond.

    Infusionsoft: Automations in Infusionsoft are created under one feature tab—Campaigns. Whether you want to create simple if-this-then-that rules or build out long and complex workflows, Campaigns is where the magic happens.

    Campaigns can be triggered by a big pile of Goals, including most of your integrations thanks to the API Call Goal. Being able to automatically trigger the application of tags, send emails, or notify a salesperson about a task they need to complete takes a lot of manual tasks off your plate in one convenient location.

    These Campaigns are especially geared toward sales teams; inside of automated sequences, you can automatically assign tasks to different sales people as well as add notes throughout. All of which is helpful for divvying up tasks and keeping track of info in one central place for large sales teams.

    Winner: If you have a growing sales team, Infusionsoft’s automated task and note functions could be a huge help to keeping everyone on track with hot leads. But even if your sales team is growing, Drip’s incredibly flexible automation options can scale with your growing business where Infusionsoft could confine it.

    3. Visual Automation Builder

    Us: Never second guess what your automated Workflows are doing or where they’re sending people. Our Workflow builder is totally visually driven, which means every action you add is color-coded and there is a clear line between steps. It’s as easy to understand as a Workflow you’d draw on the whiteboard in the meeting room.

    Clean and color-coded—an easy-to-follow visual workflow builder.

    Infusionsoft: Creating a linear workflow can be done through Infusionsoft’s Campaign builder. Like I said up there in must-have No. 2, the Campaign grid is where you build everything from one-step rules to 100-step workflows (which is a lot, we recommend not doing that).

    Infusionsoft works horizontally. You can drag parts of your workflow onto this grid, drop it in place, and, most of the time, a connection will be made between parts of the workflow automatically, but sometimes you’ll have to make the connection yourself if it’s possible. To customize each piece of the Campaign, double-click on the icon you want to edit and fill in the details, e.g., double-click on “Send email,” then pick which email.

    Workflow-like Campaigns in Infusionsoft are intended to usher leads toward conversion at the end of the sales funnel. They let you apply notes inside of a Campaign, assign owners to different parts of the Campaign, and even create tasks along the way like “Give Jim a call.” Those three components help sales teams keep on top of leads along the entire process.

    Winner: Drip’s color-coded workflow features combined with clearly linked customer journeys is simply easier to decipher than Infusionsoft’s grayscale grid. Although Infusionsoft’s Campaign builder is a familiar drag-and-drop interface, the lack of direction when building a Campaign is also tough to work around. However, amidst Infusionsoft’s brand refresh, it’s possible a new user experience is on the horizon.

    4. Individual Customer Journeys

    Us: Ya know how we say “See your customers in full color”? That means we want to give you the tools to see people from every angle—not just from a binary like “lead” or “not lead.”

    When you click into individual accounts to see their unique timelines, you can see what tags they’ve been applied, what they’re subscribed to, which emails they’ve received, any notes about them, and other info you need to make big decisions, like Lead Score, lifetime value, and whatever custom fields you set up.

    When you understand your audience better (and get deep intel into what’s working and what isn’t), you can make bigger and better decisions for you and your company

    Infusionsoft: There is a ton of information available in each contact profile. You can check in one anyone’s activity, access a long list of contact details, see any notes about them, check which tasks your sales team has done with them, see which campaigns they’re in, peruse any tags they have, and more.

    A few details are missing though, like lifetime value or if the person has consented to receive your marketing materials (just a few things you can find in Drip’s customer records). If those aren’t things you’re worried about, then Infusionsoft’s contact record will fit the bill just fine.

    The nicest part of all of this is the layout. Everything you’d ever really need to know about your contact is presented in clear, navigable way.

    Lead scoring is an incredible asset for sales teams, which is this platform’s prime audience. However, lead scoring isn’t a functionality readily available in the new version of Infusionsoft. If you’re lucky enough to have a hold of a “classic” (their words, not mine) Infusionsoft subscription, your account allows you to set up lead scoring as well as use it as a Goal in Campaigns. If you’re just signing up though, lead scoring isn’t a feature available to you—yet.

    According to several talks with Infusionsoft’s support chatters, lead scoring should be making an appearance again sometime in the future. Until then, you’re outta luck if you’re signing up on the platform for the first time.

    Winner: Both Infusionsoft and Drip offer an incredible number of details inside every contact profile, but Infusionsoft’s customer info seems to change depending on which plan level you sign up for. The ecommerce package costs a bit more, but will include critical ecommerce details like lifetime value. Drip comes out ahead here since this information is recorded and available with all Drip plan levels.

    5. Segmentation Capabilities

    Us: What good is a boatload of info if you can’t do anything with it? With Drip, you can segment people into incredibly niche to all-encompassing segments. The more detailed you get in your segmentation, the more personalized and relevant your marketing messaging can be.

    For example, if you want to boil all of your contacts down to just the pool of people who have bought something from you five times in the last 30 days, you can do that! Or if you want to cherry-pick people who’ve opened all of your emails and attended your last webinar, you can do that, too.

    When you can get down to the nitty gritty of each and every customer, your messaging can speak more directly to their journey. And that’s exactly how you can outlove the competition and get ahead.

    Infusionsoft: Whether you want to sort people by interest, location, or behavior, Infusionsoft lets you do it. Much like Drip, Infusionsoft is a tag-based system (instead of a list-based one), so no matter what someone is doing, you can identify them with a tag for later reference and segmentation.

    The Campaigns tab is where you can build automations that apply or remove tags (e.g., apply “Customer” tag when someone makes a purchase) as well as trigger automations with the “Tag Applied” Goal (e.g., when “Customer” is applied, send them a thank you email).

    With tags as your jet fuel, you can easily send relevant and timely emails and trigger Campaigns based on what each unique person is tagged with.

    Winner: Both Drip and Infusionsoft are tag-based platforms, which is ideal for serious segmentation and personalization across all your customers. However, using Drip’s automated basic rules and workflows to apply or remove tags is more user-friendly than inside Infusionsoft. As the Infusionsoft brand keeps evolving, this could change, but for now, keeping track of which tags are applied and where is tricky to follow in the Campaign builder.

    See Drip in Action

    6. Fit Your Stack

    Us: We’ve built up a pretty hefty integration portfolio the past few years, with even more essential integrations on the way (hello, Magento). Drip integrates neatly across the platforms you already count on, like Shopify, payment processors, CRMs, analytics, and more. And with each integration you plug into Drip, you’ll have even more automation possibilities at your fingertips.

    And if Drip doesn’t natively integrate with a platform in your stack, you can make a connection through Zapier.

    Infusionsoft: Infusionsoft has a fat portfolio of native integrations, but its reach now extends to more than 1,000 other platforms thanks to its Zapier integration. Zapier is “middleware” that acts as a bridge between platforms that aren’t natively integrated. Or, as I like to call it, a magic portal to endless opportunity.

    Winner: Drip ekes out ahead. While both platforms have access to more than 1,000 integrations through Zapier, Drip’s seamless Facebook integrations pushes it to the top.

    7. Ease of Implementation

    Us: If you’re a tech whiz and switching from one platform to another is a pretty easy process for you, then you’ll do fine on your own. But if you’re like most of us and need a helping hand when it comes to making sure all of your customer data comes over without a hitch, we’re here for you.

    Drip is also outiftted with how-to videos, Knowledge Base articles, blog posts, webinars, and 24/7 chat and email support (for all Basic plans and up) should you ever hit a snag along your way to sending.

    With varying levels of implementations services, we work closely with companies to make sure that their marketing is disrupted as little as possible during their move. Even if you think you got it all under control, it doesn’t hurt to really make sure that all of your stuff moves over smoothly.

    Infusionsoft: Infusionsoft has some decent pointers to help guide what to do to migrate platforms on your own, like pruning your data and backing it up, but if you want a hands-free migration, you’ll have to look outside the app for a hand.

    Infusionsoft recommends an automated migration service like Data2CRM if you want a fast and secure switch from your current platform. This seems like your safest option when migrating, just to ensure all of your data moved over properly and won’t cause any disruptions later on.

    Winner: With the ability to keep your entire setup process in-house instead of shipping it off to yet another app, Drip wins in the implementation services corner. Three cheers!

    8. Is It Built for Humans?

    Us: We actually use Drip to run Drip, and we are very picky about the entire user experience. We know that if anything in Drip is frustrating to us, it’s absolutely going to bug our users. This is why we work so hard to make this tool as easy to use as possible.

    From color-coded actions in the Workflow builder to the point-and-click Visual Email Builder to the easy, common-sense navigation throughout the entire site, Drip was built by humans, for humans. Plain and simple.

    And if you ever have a question, you can access support inside your account or email them at Anyone with a Basic Drip plan or higher get free 24/7 chat support with our friendly support folks, too. If you’re into more resources, though, we also have a massive Knowledge Base and a pretty informative blog. Long story short, if you ever need help, we’re here for you.

    Infusionsoft: After having sunk my teeth into quite a few SaaS tools over the years, I’ve gotten to experience both great and miserable interfaces. Infusionsoft has landed somewhere in the nebulous middle.

    Some parts of the platform are unclear and overly complicated, but others are perfectly pleasant. How do I know this? Well, I’m a human, and I did not find Infusionsoft consistently easy to use across the whole tool. This part might seem long, but here are some must-know reasons Infusionsoft’s platform could be confusing to many:

    • There isn’t a lot of in-app instruction and next steps are unclear. The clickability of many items isn’t obvious, and the top navigation is foggy, e.g., there’s no back button, navigation disappears at times, and hitting the Infusionsoft icon does not send you back to your home page (which I thought was a pretty universal thing by now).

    • When building Campaigns, all of your details are buried inside of Sequences. You cannot look at a Campaign and understand what it’s doing at face value. Instead, you have to do a lot of scrolling and double-clicking, which could be especially problematic if you ever plan on hiring someone else to do your automating.

    • Segmenting my leads and customers to send, say, a targeted Broadcast email requires an entirely new window to open. That new window has a lot of segmenting options, but is surprisingly limited when it comes to segmenting by behavior across your other marketing tools or website.

    There may be a few reasons for this. One may be because the app appears to be in a weird limbo between “classic” Infusionsoft and “new brand” Infusionsoft. Some parts feel refreshed and OK while other parts carry a completely different user experience. For example, the dashboard is refreshed and easy to navigate, but building a Campaign feels old and clunky.

    I’ll update this portion as the brand continues to update, but for now, the whole experience can get sticky—fast.

    Another reason this experience might exist lies with Infusionsoft’s required new customer training. Maybe all of the parts that seem tougher to use than others are explained in this training and no one ever has a problem with it after (except for when you have to train new employees how to use it for the rest of time). This one-time required onboarding costs every new customer $299 when they sign up, but word on the street is that it really is a very valuable training.

    Infusionsoft’s documentation is almost exclusively “classic” brand, so it’s hard to learn how to do something when the interface is different from how-to article to app. The blog, however, seems to be more on-par with what exists for new Infusionsoft customers today, so I’d check there for help.

    In addition to a Help Center and the blog, Infusionsoft is doing awesome with offering phone and 24/7 chat support to seemingly everybody. So when you do get stuck, don’t hesitate to get in touch with their friendly support squad.

    Winner: Infusionsoft’s currently mixed branding along with a hard-to-follow platform of “classic” Infusionsoft features crossed with new features makes the app difficult to use. The builder is clunky and complicated, requiring too many extra clicks and steps, and many help resources are outdated. It currently isn’t a clean and clear experience. Drip’s intuitive and comprehensive experience is a constant throughout the entire platform, which is exactly what you need when you have a whole online shop to run. Drip wins.

    9. Workflows You Can Set Goals In

    Us: The word “goal” means a desired result, or even a destination (I just looked in the dictionary, so you can trust me). So, that’s exactly what the word “goal” means inside of Drip.

    A Goal here represents what you want people to do, like make a purchase, sign up for your newsletter, or register for your next webinar—things that typically lead to more money for you. When you add a Goal to your Workflow, people will be pulled to that point if they achieve that Goal at any point in the Workflow.

    Goals eliminate the annoyance that is emailing people to do something after they’ve done it. Instead, after customers reach the Goal you’ve set, you can start sending them more relevant emails with new Goals in mind.

    Infusionsoft: The term “Goal” exists inside Infusionsoft, however these goals act as triggers inside of Campaigns rather than goals someone reaches inside of a workflow. When a person achieves a goal inside of Infusionsoft, e.g., they submit a form, click an email link, purchase a product, etc., it can kickstart an automated email campaign.

    Infusionsoft does not have goals you can place inside of campaigns that allow people to bypass steps once they’ve converted like you wanted them to. Instead, customers will have to go through the whole sequence, which means they might keep getting emails urging them to buy a thing they just bought.

    Winner: This is starting to sound a bit like a broken record, but Drip is taking this must-have, too. Goals in Drip represent true-to-life goals one would have for their online store. It just makes sense. Plus, the ability to automatically pull customers to more meaningful spots in their journey instead of forcing them to endure redundant emails is pretty priceless when it comes to ecommerce.

    Infusionsoft vs. Drip: The Verdict

    If you’re straddling the line between choosing Drip or siding with Infusionsoft, there are three big factors you should be considering that I’ve mentioned above but want to reiterate.

    1. Cost: Infusionsoft requires every customer to take the $299 training course. While it provides good information and a demonstration of how to use the app, that’s still not a cost to snuff at, especially if your budget is tight.
    2. Ease of use: While Infusionsoft is most likely between brands right now, it needs mentioning again that it’s tough to bridge the gap between classic Infusionsoft and new Infusionsoft on your own. Plus, the buried information in the Campaigns builder could get old fast for some.
    3. Who’s using it: Both Drip and Infusionsoft let you see a lot of information about your customers. Infusionsoft’s layout, though, is prime for sales teams. The dashboard you see every time you log into Infusionsoft is outfitted with quick views of sales tasks and pipelines. If the primary user of your automation app is going to be a salesperson, Infusionsoft has the edge here.

    If you’re looking for an easy-to-understand yet incredibly flexible marketing automation platform perfect for tracking and responding to your customers from the first time they visit your site, Drip is your answer. But if you want a CRM that has some automation power behind it, Infusionsoft will delight your sales team by taking some tasks off their plate.

    See Drip in Action