Start of main content

Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Drip Campaign

A drip campaign is a series of pre-written emails sent automatically in a set sequence — triggered by a schedule or a subscriber's actions — to nurture leads and customers over time.

Also known as: drip email campaign, automated email sequence, email drip

A drip campaign delivers the right message at the right time without you hitting send each time. Instead of one big blast, subscribers receive a steady "drip" of relevant emails based on where they are in their journey.

How does a drip campaign work?

You define a trigger (someone subscribes, abandons a cart, makes a purchase), then map a sequence of emails with timing between each. From there, automation handles delivery — every subscriber gets the same thoughtful sequence, adapted to their behavior.

Common types of drip campaigns

Welcome series, abandoned cart recovery, post-purchase follow-ups, win-back flows, and lead-nurture sequences are the workhorses. Because they reach people at high-intent moments, they typically earn higher open and click-to-open rates than one-off broadcasts.

Drip campaign vs. broadcast

A broadcast goes to a group at one moment; a drip campaign unfolds over time and adapts to each subscriber, making it far more relevant — and usually more profitable.

Related terms

Abandoned Cart Email Email Automation Autoresponder Welcome Email Transactional Email

Related reading from Drip

Marketing Automation Basics: Campaigns, Workflows, and Rules The Guide to Email Marketing: Best Practices + Examples

Frequently asked questions

What is a drip campaign in email marketing?
A drip campaign is a set of automated emails sent in a predefined sequence, triggered by time or subscriber behavior. It nurtures contacts gradually rather than sending everything in a single message.
How is a drip campaign different from a newsletter?
A newsletter is a one-time send to your list at a chosen moment. A drip campaign is automated and sequential — each subscriber moves through the same series based on when they entered and how they behave.
What are examples of drip campaigns?
Welcome series, abandoned cart recovery, post-purchase sequences, re-engagement/win-back flows, and lead-nurture campaigns are the most common. Each reaches subscribers at a specific stage of their lifecycle.
Do drip campaigns actually work?
Yes — because they reach people at relevant moments, drip campaigns typically outperform one-off broadcasts on open rate, click-to-open rate, and revenue per email. Automated flows like welcome and cart recovery are among the highest-converting emails in ecommerce.
An illustration of a an envelope with a thumbs up.
An illustration of an envelope with an arrow.

Come for the automated marketing. Stay for the endless revenue growth.

Start a 14-day free trial, no credit card required.

Try Drip today