10 Email Drip Campaign Examples and Best Practices

Like many, I’m quick to hit the "unsubscribe" button when promotional emails clutter my inbox. But occasionally, a well-crafted drip email will keep me engaged. From catchy subject lines to clever CTAs, these emails are sharp, timely, and sometimes even entertaining. In this guide, we’ll explore everything you need to know about drip campaigns, along with some inspiring examples to help you create your next email marketing strategy.

Table of Contents:

• What is a drip campaign?
• Why are email drip campaigns important?
• Drip campaign best practices
• 10 drip email campaign examples to inspire your next campaign
• FAQs about email drip campaigns

What is a Drip Campaign?

A drip campaign is a series of automated emails sent to a lead or customer over a set period or in response to specific actions, like subscribing to a newsletter or making a purchase. These emails are designed to nurture leads, keep customers engaged, and encourage action at different stages of the buyer's journey.

Why Are Email Drip Campaigns Important?

Email drip campaigns, also known as drip marketing, are essential for lead nurturing because they deliver the right message at the right time. For instance, you can send a welcome email immediately after someone signs up for your newsletter, followed by additional emails showcasing your most popular content or products. Drip campaigns also allow you to personalize marketing efforts at scale, such as sending birthday discounts or exclusive offers to repeat customers.

Drip Campaign Best Practices

Drip campaigns share many of the same best practices as other email marketing strategies. Here are a few essential tips:

1. Use Email Drip Campaign Software

To manage email volume and subscribers efficiently, you’ll need specialized email drip software like Mailchimp, ConvertKit, or ActiveCampaign. These platforms come equipped with templates and tools to help you design and manage your campaign. You can also integrate your email marketing tools with other apps through automation platforms like Zapier for seamless workflows.

2. Segment Your Audience

Avoid sending irrelevant emails by segmenting your audience into specific groups based on behavior, demographics, or interests. AI can further refine your segments by analyzing patterns in purchase behavior or engagement metrics, helping you deliver more personalized content.

3. Keep it Simple and Skimmable

Make sure your emails are visually simple and easy to skim. Use minimal colors and fonts, and highlight important information like CTAs and discount codes above the fold. A concise message that’s easy to read is more likely to convert.

4. Analyze and Adjust

Monitor key email metrics like open rates, bounce rates, and click-through rates to determine what’s working and what’s not. Regular analysis will help you fine-tune your strategy and optimize future campaigns for better performance.

10 Drip Email Campaign Examples to Inspire Your Next Campaign

Here's the 'how.'

1. Welcome Email Campaign

Welcome emails offer a first impression and an introduction to your brand. Take this example from Le Sweat, a fitness app, which includes a brief welcome message, links to popular workouts, and a clear CTA. Another example from Fishwife, a tinned fish company, includes a discount code, providing immediate value to the recipient.

2. Abandoned Cart Campaign

Abandoned cart emails are critical for eCommerce brands. Graza, an olive oil company, sends a friendly reminder email featuring the items left in the cart, complete with a persuasive CTA and a free shipping offer. Magic Spoon, a cereal company, uses an animated GIF of a CTA click to encourage users to complete their purchase.

3. Recommendation Campaign

Product recommendation emails are a great way to upsell or cross-sell based on previous customer behavior. Knix, an apparel company, sends product suggestions along with customer reviews to entice customers to explore new items. Parachute uses an engaging subject line—"Oooooh, what about these?"—to encourage customers to check out recommended bedding products.

4. Re-engagement Campaign

When customers disengage, re-engagement emails can rekindle their interest. ClassPass sends a re-engagement email featuring a discounted rate for returning users. ParkMobile, a parking app, offers a $30 gift card to encourage inactive customers to come back.

5. Order Confirmation Campaign

Order confirmation emails reassure customers that their purchase was successful. Left on Friday, a swimwear company, sends a simple email with order details and a CTA to continue shopping. Airalo, an eSIM provider, includes a step-by-step installation guide, ensuring the customer knows how to use their product.

FAQs About Email Drip Campaigns

Here are some As to commonly asked Qs about email campaigns.

How Many Emails Should Be in a Drip Campaign?

The number of emails in a drip campaign depends on the type of campaign and your audience. A typical abandoned cart campaign, for example, might consist of four or five emails sent over a week or two. A/B testing will help you find the optimal timing and sequence for your campaign.

How Long Should a Drip Campaign Last?

Drip campaigns can last anywhere from a few days to several weeks, depending on the goal. However, avoid overextending your campaigns—sending too many emails over an extended period can fatigue your audience.

How Can I Measure the Success of My Drip Campaigns?

Track key metrics such as open rates, bounce rates, and click-through rates to measure the success of your campaigns. Always tie these metrics back to your overall campaign objectives to evaluate their effectiveness.

With the right strategies and tools, email drip campaigns can be a powerful part of your marketing toolkit, helping you engage with leads and turn them into loyal customers.