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Email marketing is a terrific way to stay in touch with clients. And, one of the most effective ways to do email marketing is to send a series of emails, called a drip campaign.

A drip campaign sends emails over time, usually in response to a trigger. When someone joins your list, send a welcome email. Or, you might send a series of emails with helpful information about a product they just bought.

Email drip campaign

Email drip campaigns are distributed to subscribers over time. It can be used to increase engagement and generate leads, but it's not the same as a regular email newsletter.

The difference between these two methods of delivering information to your audience is that with a drip campaign, you send out content in smaller pieces over time instead of all at once with one big message. This allows for more targeted interactions between subscribers and the company, which leads us to our next topic.

How do they work?

Email drip campaigns are sent to customers over time. The emails can be sent at regular intervals or intervals that vary depending on when the customer opens them. If they open an email, they’re prompted to take an action like visiting your website or clicking on links in the body of the message and if they don't take this action within some period of time, then you'll send them another one so they know what happened.

The goal is to get customers involved in doing something with your product as soon as possible after opening their first email so that by the time you send out another one for additional information about how great your company is, it'll already have been done.

Why are they better than other types of emails?

  • They're targeted.
  • Personalize.
  • They're relevant to the recipient's interests and preferences, not just general marketing campaigns that are thrown at anyone who happens to enter your company's email inboxes.
  • The content has been created specifically for this individual, so it won't be stale or recycled from another campaign you've done in the past (or even worse sent straight from your cold email list).

How to plan a drip campaign?

The first step to creating a drip campaign is planning. You need to decide what your goals are and how much time you have available for the project, as well as what kind of email marketing software you will use.

Once this information is in place, it’s time to think about how best to reach out to your audience. You can consider who they are and whether there would be any value in targeting them specifically with your emails.

Who creates the campaigns?

The campaigns that you create can be created by email marketing software, a marketing agency, and/or yourself. You can utilize any of them.

You can choose to use email marketing software if you have time constraints and want to save money on the campaign creation process. These tools allow users to create their own drip emails with just a few clicks of the mouse, making it very easy for anyone who isn't familiar with creating content for emails and does not want to spend too much time learning how exactly this works.

On the other hand, if your budget allows it then hiring someone else who specializes in this field could be beneficial because they will know what works best when it comes down to choosing which channels should be used (i)e: Google Ads or Facebook Ads).

Best practices for creating a winning email drip campaign

  • Keep it short. The average email is about 60-70 words, so don't try to be a poet or anything; keep your copy short and sweet.
  • Make it easy to read. Choose a font that's easy on the eyes, one that's legible at any size (so don't go with Comic Sans), and use plenty of white space around your text so that readers can easily see what you're saying in their inboxes.
  • Include a call-to-action (CTA). A CTA is an action item what do you want readers to do after reading this message? If they're not going through with whatever it is you're asking them to do next (e.g., sign up for something), then maybe this isn't the best time or place for trying out new things together.

Drip email campaigns are a great way to achieve your marketing goals.

Drip email campaigns are a great way to achieve your marketing goals.

They can be used for a variety of purposes and are easy to set up and manage, but what makes drip emails stand out is their high open rate. This means that they will reach the right audience at the right time, which makes them an excellent option when compared with other types of emails.


A successful email drip campaign requires careful planning and execution. The most important elements of a drip campaign are the email list, the schedule, the content, and the call to action. To create a successful drip campaign, email marketing software must be used to automate the process. 


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