Drip Marketing: What it is + Best practices

Table of contents

Drip Marketing: What it is + Best practices

Drip marketing is an automated email strategy that sends targeted messages based on user actions - like signing up for a newsletter or abandoning a cart. It’s designed to guide potential customers step-by-step through their journey, boosting engagement and conversions. Here’s why it works:

Higher Click Rates: Drip campaigns see a 119% higher click rate than traditional emails.
Revenue Boost: Triggered, personalized emails drive up to 320% more revenue.
Lead Nurturing: Tailored sequences build trust, increasing conversion rates by 25%.

Quick Snapshot

Drip Campaigns	Newsletters
Triggered by user actions	Sent on fixed schedules
Targeted to specific users	Sent to the entire list
Personalized, sequential	General updates and tips
Focus: Lead nurturing	Focus: Brand awareness

Drip marketing matters in 2025 because automation and AI now enable hyper-personalized, multichannel campaigns. Tools like Latenode make it easy to automate workflows, integrate platforms, and track engagement. Start with simple campaigns - like welcome emails or abandoned cart reminders - and optimize over time to build stronger customer relationships.

What is Drip Marketing? [Beginner’s Guide]

Benefits of Drip Marketing

Drip marketing stands out for its ability to deliver targeted messages precisely when prospects need them. This strategy enhances engagement, tailors communication, and drives revenue, making it an essential tool for guiding customers throughout their journey.

Better Personalization Through Segmentation

Drip campaigns shine when it comes to delivering highly relevant content, thanks to audience segmentation. By categorizing users based on behavior, demographics, or interactions, businesses can craft messages that address specific needs, steering clear of generic outreach.

Research highlights the effectiveness of segmentation. Segmented email campaigns can boost revenue by an astounding 760%. Open rates for these campaigns average around 60%, compared to just 12% for traditional email blasts ^[1]^[2]. Behavioral targeting further amplifies results, with lead nurturing campaigns achieving 57% higher open rates, 59% better click-to-open rates, and a 147% increase in overall click rates ^[4].

A real-world example of segmentation’s power comes from Mike's Bikes. Using the Ascent360 platform, this retailer leveraged data aggregation and segmentation to create a personalized return-traffic campaign. The result? Over $100,000 in revenue and a doubled conversion rate ^[2].

Lindsay Dreyer, CRM Manager at Haute Hijab, underscores the value of this approach:

"Drip helps me refine my segmentation so I can serve people content based on what I know they're interested in. I never feel like I'm throwing spaghetti at a wall and hoping it sticks. Every time I send an email I am confident I'm reaching the right people" ^[3].

Segmentation can go far beyond basic demographics. Businesses can group contacts by purchase history, engagement levels, website activity, or specific actions. For companies with diverse product offerings, this precision becomes invaluable. Sedgars SA highlights this advantage:

"Our site sells different products from multiple niches and Drip's segmentation enables us to reach the different segments in our market effectively" ^[3].

However, personalization is only one piece of the puzzle. Timing also plays a critical role in delivering impactful messages.

Right-Time Message Delivery

Drip marketing thrives on timing. By using trigger-based systems, these campaigns ensure messages land at moments that matter most in a prospect's journey. Instead of relying on arbitrary schedules, drip campaigns react to actions like downloads, page visits, or cart abandonment.

For example, viewing a pricing page might trigger a sequence of emails that include a thank-you message, a value explanation, a case study, and a special offer ^[5]. This structured progression feels helpful rather than intrusive, building trust with each interaction.

Research from Omnisend reveals that automated drip campaigns perform twice as well as promotional campaigns ^[6]. This success stems from their ability to deliver content when prospects are most engaged and open to receiving it.

Island Olive Oil’s welcome series perfectly illustrates this timing advantage. Their sequence achieved a 998% higher click rate and an impressive 3,274% increase in revenue per email compared to promotional campaigns. By incorporating educational content, product introductions, and brand storytelling at optimal moments, they achieved an 11% conversion rate ^[6].

Even simple automated messages can yield extraordinary results. For instance, Amundsen Sports found that their order confirmation emails, which represent just 2.4% of their total email sends, generated 16.7% of their annual email-driven revenue. Nearly one-third of customers who clicked on these emails made another purchase, leading to a remarkable 32% conversion rate ^[6].

Higher Lead Nurturing and Conversions

While segmentation and timing enhance relevance, drip campaigns excel at nurturing leads into loyal customers. Unlike one-off promotional emails, drip sequences create a cohesive narrative that guides recipients through their decision-making process at a comfortable pace.

The numbers speak for themselves: drip campaigns can boost click rates by up to 119% and drive 180% more conversions than traditional batch emails ^[7]. Open rates for these campaigns can be as much as 80% higher than single email blasts ^[8]. This success stems from their focus on education and value rather than immediate sales.

To'ak Chocolate offers a great example of this nurturing approach. Their abandoned cart series achieved a 43.9% open rate, a 44% conversion rate, and $3.64 revenue per email - an incredible 2,195% higher than their promotional campaigns. Instead of simply reminding customers about forgotten items, their series included shipping details, customer reviews, and chocolate pairing suggestions ^[6].

Similarly, Resin Obsession saw a 27% revenue increase by using drip campaigns to build niche customer segments ^[3]. This growth highlights how consistent, targeted communication fosters trust and encourages repeat purchases.

Drip campaigns also address customer service proactively. By sending timely updates on shipping, FAQs, or helpful tips, businesses can resolve potential issues before they arise. This approach not only reduces support tickets but also boosts customer satisfaction and retention.

For businesses dealing with complex or high-consideration purchases, drip marketing’s gradual relationship-building is especially valuable. By introducing ideas step by step, these campaigns allow prospects to absorb information and make decisions at their own pace, ensuring a smoother journey toward conversion.

Types of Drip Marketing Campaigns

Drip campaigns are tailored to address specific customer behaviors, aiming to deliver targeted and timely messages. Below are some key types of campaigns that stand out for their ability to engage audiences effectively.

Welcome Campaigns

Welcome campaigns are your first chance to make a lasting impression on new subscribers. Typically, these campaigns involve a series of 3–4 emails sent within the first week after someone confirms their subscription. The first email should ideally arrive immediately or within 24 hours. These emails introduce your brand, highlight your value, showcase key offerings, and set expectations for future communications. Research indicates that welcome emails boast an average open rate of 51%, with some campaigns achieving click rates of 15% and order rates nearing 10% ^[11].

For example, Island Olive Oil uses its welcome series to create a personalized experience. Through educational content and a short video that replicates in-store interactions, the brand achieves impressive results: 39% of its total email marketing revenue comes from this series, even though it accounts for only 1.22% of total email sends ^[6]. Similarly, DFS, a UK-based furniture retailer, saw nearly a 4% revenue boost by tailoring welcome emails with product-specific content based on customer data ^[10].

"We've found that most people make a purchase within 10 days of subscribing to a mailing list. Make sure you have emails sending throughout that 10-day window when people are most likely to purchase."

Alexa Maltzer, Vice President of Client Strategy at Power Digital Marketing ^[11]

With Latenode, you can automate personalized welcome workflows triggered by subscription sources. For instance, integrating Mailchimp with Latenode allows you to send tailored welcome emails, track engagement in Google Sheets, and ensure timely follow-ups.

Lead Nurturing Campaigns

Lead nurturing campaigns focus on building relationships by addressing potential customers' needs and concerns. These campaigns often share valuable content, such as tips, resources, or insights, to establish trust and position your brand as an expert in your field. The ultimate goal is to guide leads toward making a purchase decision.

One example comes from BrewDog, a Scottish brewery, which increased revenue by nearly 14% by using email templates tailored to different customer segments ^[10].

"Brands could provide valuable content like exclusive tips or access to a helpful resource. Providing value can help establish the brand as an authority in their field and make subscribers more likely to engage with future emails."

Lindsey Arellano, Director of Email and SMS at Curio ^[11]

Using Latenode, businesses can enhance lead nurturing by integrating CRM systems like HubSpot. For example, workflows can include tracking lead scores, recommending content based on user behavior, and monitoring engagement metrics - all ensuring the delivery of highly relevant content.

Abandoned Cart Campaigns

Abandoned cart campaigns are designed to recover lost sales by targeting shoppers who leave items in their cart without completing a purchase. These campaigns often include reminders, shipping details, product reviews, and recommendations, while addressing objections like high shipping costs or unclear return policies. Incentives such as discounts or free shipping can also be effective motivators.

For instance, To'ak Chocolate implemented a multi-message abandoned cart series that included shipping details, reviews, and pairing tips. This strategy led to a 43.9% open rate, a 44% conversion rate, and $3.64 in revenue per email - outperforming promotional campaigns by over 2,000% ^[6].

Latenode makes it easy to create sophisticated abandoned cart workflows. By connecting e-commerce platforms with cart abandonment triggers and email sequences, businesses can deliver timely reminders and track sales performance.

Re-Engagement Campaigns

Re-engagement campaigns aim to win back inactive subscribers who haven’t interacted with emails in a while. These campaigns often use incentives like discounts or exclusive offers to rekindle interest, improve sender reputation, and retain customers. They also provide opportunities for users to update their preferences, reducing the likelihood of unsubscribes.

Kerrits, for example, uses reactivation emails to great effect, generating $2.86 per email - a 676% improvement - and accounting for 23% of total email sales, even though these emails make up less than 4% of total sends ^[6]. West Elm’s campaign with the subject line "20% Off. Because We Miss You ❤" combined emotional appeal with a strong incentive ^[9], while Hootsuite focused on platform improvements driven by customer feedback ^[9].

"The primary goal is to rekindle their interest, encourage interaction, and retain them as active subscribers or customers."

Kate Nowrouzi, Vice President of Deliverability and Product Strategy at Sinch ^[9]

Educational Campaigns

Educational campaigns focus on informing subscribers about your products, solutions, or industry trends. By addressing specific challenges and providing clear, engaging content, these campaigns help establish your brand as a knowledgeable and trusted resource.

"A common misconception about drip email campaigns is they should be sent in large numbers with one goal: get the subscriber to buy. The best strategy is to get our value across to subscribers without being too pushy."

Bernard Meyer, Sr. Director of Communications & Creative at Omnisend ^[6]

Latenode can enhance educational campaigns by incorporating AI-powered workflows. For example, user behavior data can be analyzed with OpenAI GPT-4 to create personalized email content, which is then delivered through email platforms and tracked for engagement.

Campaign Type	Time Period	Number of Emails	Primary Goals
Welcome series	One week	3–5	Introduce new subscribers to product offerings
Abandoned cart	Three days	2–3	Encourage completion of abandoned purchases
Win-back emails	Three months	6–8	Re-engage inactive or dormant customers
Seasonal promotions	Two weeks	3–4	Highlight special offers during holidays or events
Loyalty program	Monthly	4–5	Reward loyal customers with exclusive discounts

sbb-itb-23997f1

How to Set Up a Drip Marketing Campaign

Drip marketing campaigns excel at delivering personalized, timely messages that guide prospects through the sales funnel. By following a structured approach, you can transform scattered email efforts into a well-orchestrated system. Here’s how to set up an effective drip campaign in five key phases.

Define Campaign Goals and Target Audience

Every successful drip campaign starts with a clear purpose and a deep understanding of the audience. Begin by identifying what you aim to achieve - whether it’s nurturing leads, recovering abandoned carts, or welcoming new users. These goals will influence every aspect of your campaign.

Understanding your audience requires more than just knowing their age or location. Use tools like surveys, social media insights, and customer feedback to uncover their interests, challenges, and behaviors. For instance, Nike tailors its messaging to its audience by emphasizing female athletes, inclusive models, and overall wellness, as nearly 40% of its customers are women. Similarly, during the 2008 financial crisis, McDonald's adjusted its strategy to focus on value by promoting affordable options like the Dollar Menu through digital platforms ^[12].

Keep your audience segments updated to ensure your campaigns stay relevant. These insights will guide your segmentation and help you choose the right triggers for your emails.

Choose Triggers and Segments

Segmentation and triggers are the backbone of effective drip campaigns. Use data from sign-up forms, purchase history, surveys, and behavior analytics (like email opens or website activity) to create meaningful segments.

Focus on criteria that influence subscriber behavior, such as demographics, customer lifecycle stage, or geographic location. Starbucks, for example, uses geographic segmentation to promote hot or cold drinks based on local weather conditions ^[13]. This approach ensures messages are timely and relevant.

Refine your segments over time by incorporating behavior-based factors. For example, Zapier sends targeted plain-text emails requesting reviews for specific integrations from users who have actively engaged with those features ^[14].

"Email segmentation is the simplest way to ensure you're sending the right message to the right person at the right time. You don't need any technical skills to create segments of your audience - most ESPs provide that feature."

Jaina Mistry, Director, Brand and Content Marketing, Litmus ^[15]

Set up automated workflows and triggers based on subscriber actions. With Latenode, you can connect your email platform with CRM systems, e-commerce tools, and behavioral tracking software to build tailored workflows.

Write Engaging Content

The success of a drip campaign largely depends on its content. Personalization is key - include names and other relevant details, as 60% of buyers prefer brands that customize their messaging ^[16].

Craft concise and clear emails with short paragraphs, bold headlines, bullet points, and visuals to make your message easy to digest ^[16]^[6]. Always include a clear call to action (CTA) so recipients know their next step, and maintain consistent branding across all emails.

Island Olive Oil’s welcome email series is a standout example of effective content. It achieved a 998% higher click rate and generated 3,274% more revenue per email compared to standard promotional campaigns, with an impressive 11% conversion rate ^[6].

Plan the Sequence and Timings

Carefully planning the timing and sequence of your emails ensures you maintain engagement without overwhelming subscribers. Align your email schedule with key customer touchpoints, sending messages when they’re most likely to resonate.

A general rule of thumb is to send one email every three days ^[17]. Adjust this based on factors like the complexity of your offer, customer awareness, and the typical sales cycle. Coordinate your drip campaign with other marketing efforts to ensure consistent messaging.

For example, To'ak Chocolate’s abandoned cart email series achieved a 43.9% open rate, a 44% conversion rate, and generated $3.64 per email - over 2,000% more revenue per email than traditional promotional campaigns ^[6].

Track Performance and Optimize

Regular monitoring and adjustments are essential for improving your drip campaigns. Track metrics like open rates, click-through rates, conversions, and engagement to identify what works best for each segment.

A/B testing is a valuable tool for fine-tuning your emails. Test variables such as subject lines, send times, content length, and CTA placement to discover what resonates most. Latenode can enhance this process by integrating your email platform with analytics tools and CRM systems, automatically logging performance data and triggering follow-up actions based on user behavior.

For example, Amundsen Sports found that its order confirmation emails generated 16.7% of its annual email revenue. Nearly one in three clicks led to an additional purchase, resulting in a 32% conversion rate ^[6]. Drip campaigns consistently outperform traditional promotional emails, often doubling their effectiveness, making the effort to set up and optimize them highly rewarding ^[6].

Automating Your Drip Marketing Campaigns

Automation is the backbone of effective drip marketing campaigns, helping businesses deliver personalized experiences on a large scale. By automating repetitive tasks, marketers can focus on crafting meaningful connections with their audience. It’s no surprise that 63% of marketers use automation for email campaigns, with 66% seeing measurable success from their efforts ^[21]. The right automation tools can transform disjointed efforts into streamlined systems that work tirelessly, even when your team isn’t.

Integrating with Your CRM and Tools

A smooth exchange of data between your tools is essential for successful drip campaign automation. When your CRM, e-commerce platform, and email marketing tools work together seamlessly, you can trigger highly targeted campaigns based on real-time customer actions. Latenode simplifies this process by connecting your drip campaigns with over 300 apps through a no-code, visual platform. With just a few steps - adding an app node, linking accounts via API credentials, selecting automation actions, and mapping data fields - you can create powerful workflows ^[20].

For instance, imagine capturing new leads from Google Ads. With Latenode, these leads can automatically be added or updated in your email platform, enabling you to target future ads based on their email interactions. In e-commerce, Shopify orders can trigger personalized thank-you emails or follow-up sequences by adding customers to specific drip campaigns. Similarly, sales teams can use HubSpot contact updates to initiate tailored sales sequences, ensuring timely and relevant communication ^[20].

Francisco de Paula S., a Web Developer specializing in Market Research, shared his experience with Latenode’s integrations:

"Limitless automation integrations no matter what your use case. The AI javascript code generator node is a life saver, if you get to a point in the automation that a tool or node is not yet created to interact with Latenode, the AI…" ^[20]

By combining seamless integrations with advanced AI, marketers can create campaigns that are not only automated but also intelligent.

Using AI for Smarter Campaigns

Artificial intelligence takes drip marketing to the next level by enabling smarter, more adaptive communication. AI allows for content personalization based on user behavior and demographics, which can lead to a 50% increase in open rates when using personalized subject lines. Some campaigns even see open rates nearly 80% higher compared to traditional single-send emails ^[22]. Beyond personalization, AI can determine the optimal send times for individual subscribers, ensuring your emails land at just the right moment.

Latenode’s AI capabilities extend to custom automation logic, helping marketers overcome limitations when standard integrations aren’t enough. This feature allows businesses to create intricate workflows tailored to their unique needs, making advanced automation strategies accessible and adaptable ^[18].

These intelligent processes not only enhance communication but also streamline operations, giving businesses the tools they need to scale their efforts effectively.

Scaling Campaigns with Workflow Automation

Managing multiple drip campaigns across varied customer segments can be overwhelming without the right tools. A visual workflow builder simplifies this complexity, offering clarity and control. Latenode’s drag-and-drop interface makes it easy to design automation sequences with branching logic that adapts to subscriber actions. Whether you’re building nurture sequences or responding to engagement levels, you can create workflows that adjust dynamically ^[19].

Automation also minimizes the risk of over-communicating. For example, campaigns can automatically pause once a subscriber completes a desired action, such as making a purchase or requesting a demo. This prevents email fatigue and ensures your messages remain relevant.

To refine your strategies, detailed analytics and real-time insights are invaluable. Latenode provides comprehensive campaign tracking, enabling businesses to understand their audience better and make data-driven improvements ^[19]. Built-in A/B testing further supports optimization, allowing you to test subject lines, content variations, and send timings across entire sequences.

Sophia E., an Automation Specialist, praised Latenode for its ease of use:

"Latenode is a cheaper but powerful alternative to the usual AI automation tools. It's easy to use, even for beginners, thanks to its simple and intuitive interface" ^[18]

With these tools, businesses can build marketing systems that scale effortlessly. Teams are freed to focus on strategy and creativity, while automation handles the heavy lifting - delivering personalized experiences that resonate with audiences.

Conclusion: Start Using Drip Marketing

Drip marketing campaigns account for approximately 75% of all email marketing revenue, highlighting their immense potential as a marketing tool ^[24]. Automated emails, in particular, deliver results that are twice as effective as traditional promotional campaigns, making this an ideal time to adopt this approach ^[6].

To get started, incorporating a drip campaign into your strategy doesn't require a complete overhaul - just a few thoughtful adjustments.

"The first and most important step of a drip campaign is to identify the target customers who should receive the emails. You need to segment your audience and decide which triggers and groups you will use to reach them. The second most important aspect of creating a successful email drip campaign is to establish your goal. A defined goal makes planning the remaining elements of your campaign and staying focused throughout the process easier." - Kiely Kuligowski, Senior Writer, Business News Daily ^[23]

Whether your aim is to nurture leads, onboard new customers, or re-engage inactive subscribers, having a clear objective will shape every aspect of your campaign - from the content you create to the timing of your emails.

Latenode simplifies this process by integrating your drip marketing efforts with over 300 apps on a no-code platform. This allows you to concentrate on delivering valuable insights and solutions instead of focusing solely on sales. Keep in mind, it often takes around eight touchpoints to convert a prospect into a customer, so consistency and patience are essential ^[24].

Begin with a single type of campaign, such as a welcome series for new subscribers or an abandoned cart sequence. Experiment with different variables like subject lines, content, and timing. Once you identify what works, you can expand your efforts. With Latenode managing the technical aspects, you can dedicate your energy to building meaningful connections - turning prospects into loyal customers. Automation ensures your campaigns run continuously, nurturing relationships even when you're not actively involved.

Chances are, your competitors are already leveraging drip marketing to stay relevant with their audience. The real question isn't whether you should start but how quickly you can implement these strategies to capture and convert more leads. Take action today to stay ahead in your marketing efforts.

FAQs

What makes drip marketing different from traditional email marketing?

Drip marketing sets itself apart from traditional email marketing by focusing on automated, personalized email sequences that respond to user actions, behaviors, or specific timelines. Traditional email marketing, on the other hand, often relies on one-time, mass emails sent to a broad audience with little to no customization.

The strength of drip marketing lies in its ability to deliver messages that are carefully timed and tailored to each recipient's stage in the customer journey. Whether it's nurturing potential leads, onboarding new users, or re-engaging those who have become inactive, this approach ensures that the content feels relevant and timely. Unlike the broad, impersonal nature of traditional email campaigns, drip marketing helps boost engagement and conversion rates by delivering the right message at the right moment.

What should I focus on to create an effective drip marketing campaign?

To build a successful drip marketing campaign, start by pinpointing your target audience and dividing your email list into meaningful segments. This approach ensures your messages resonate with the specific needs, behaviors, and preferences of each group, making your content more engaging and relevant.

Next, establish your goals and key performance indicators (KPIs) to track your campaign's success. Whether you're focusing on boosting conversions, nurturing leads, or onboarding new customers, clear objectives will serve as a roadmap for your strategy. Create personalized, value-focused content that aligns with where your audience is in their buyer’s journey, keeping them interested and connected.

Lastly, pay close attention to the timing and frequency of your emails. Space them thoughtfully - typically every 3 to 10 days - to avoid overwhelming recipients while maintaining a consistent presence. A well-planned schedule paired with relevant messaging is essential for fostering long-term engagement and achieving your campaign goals.

How can businesses use audience segmentation to create more personalized drip marketing campaigns?

Businesses can enhance their drip marketing campaigns by dividing their audience into smaller groups based on shared characteristics such as demographics, purchase patterns, or online behavior. This approach ensures that the messages they send are tailored to each group's specific interests and needs, making the content more engaging and meaningful.

For instance, a business might create segments for new subscribers, loyal customers, or users who left items in their shopping carts. Each group can then receive targeted messages, such as a warm welcome email for new subscribers or a discount offer to entice cart abandoners to complete their purchase. By doing this, businesses can improve both engagement and conversion rates.

Dynamic segmentation takes this a step further by automatically updating audience groups in real-time based on user actions. This ensures that messages remain relevant and timely, keeping the communication as effective as possible.