Drip Campaign: what it is and 3 examples of flows that work
A drip campaign is an automated series of emails sent over time based on triggers. Here's the definition, 3 concrete examples, and timing tips.
A drip campaign is an automated series of emails sent to a recipient over a defined period, triggered by a specific action or event — such as a signup, a purchase, or a period of inactivity.
The name comes from “drip irrigation.” Instead of flooding the recipient with all information at once, you deliver it gradually, drop by drop, at the right time.
How a drip flow works
A drip flow has three components:
- Trigger — the action that starts the flow (signup, purchase, download, inactivity)
- Emails — a series of 3-10 emails with specific content
- Timing — the wait time between each email (typically 1-7 days)
When a contact activates the trigger, the flow starts. Emails are sent automatically at the defined intervals. The contact receives all emails in the series unless they unsubscribe or an exit criterion is met (e.g., they convert).
Example 1: Welcome series (onboarding)
Trigger: New signup for newsletter or free trial.
| Timing | Content | |
|---|---|---|
| 1 | Immediately | Welcome + what to expect |
| 2 | Day 2 | Best content / quick win |
| 3 | Day 5 | Case study or social proof |
| 4 | Day 8 | Feature highlight or tip |
| 5 | Day 12 | Soft CTA (upgrade, demo, next step) |
Why it works: New signups have the highest interest and engagement. A welcome series leverages that window to build a relationship and demonstrate value before interest fades. Campaign Monitor’s guide to drip campaigns covers the fundamentals in more detail.
Typical results: Welcome series have 50-86% higher open rates than standard campaigns.
Example 2: Lead nurturing
Trigger: Whitepaper download, webinar registration, or other top-of-funnel action.
| Timing | Content | |
|---|---|---|
| 1 | Immediately | Deliver the promised content |
| 2 | Day 3 | Related blog article or guide |
| 3 | Day 7 | Case study showing results |
| 4 | Day 12 | Concrete tip they can implement |
| 5 | Day 18 | FAQ or myth-busting |
| 6 | Day 25 | Invitation to demo or conversation |
Why it works: Leads who aren’t ready to buy yet need education and trust-building. The nurturing flow keeps you top-of-mind and builds lead score over time.
Typical results: Nurtured leads produce 20% more sales opportunities than non-nurtured leads, according to Forrester research.
Example 3: Re-engagement
Trigger: Contact hasn’t opened an email in 60-90 days.
| Timing | Content | |
|---|---|---|
| 1 | Day 0 | ”We miss you” — best-of content |
| 2 | Day 3 | Exclusive offer or new feature |
| 3 | Day 7 | Last chance — “Do you still want to hear from us?” |
Exit: If the contact doesn’t engage after email 3, remove them from the list. An inactive contact who doesn’t respond to re-engagement is a contact that hurts your deliverability.
Typical results: 5-15% of inactive contacts reactivate. The rest should be removed.
Timing tips
- Time of day: Send emails at the time that drives highest engagement for your audience. For B2B, Tuesday-Thursday at 9-11 AM is a good starting point.
- Frequency: More frequent at the beginning of the flow, longer intervals later. Day 1, 2, 5, 8, 12 is a good pattern for a welcome series.
- Weekends: Avoid weekend sends for B2B. For B2C, weekends can work fine.
- Exit criteria: Always define when a contact leaves the flow — either by converting, unsubscribing, or lack of engagement.
Drip campaigns are the most effective tool in marketing automation because they combine personalization with scalability. Read more about getting started in our guide to email automation for beginners.