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Good email marketing can be a delicate balancing act. Too many communications and you run the risk of “spamming” the intended recipient; too few, and your efforts might be wasted altogether. Add in the question of who should receive said emails, and things start to look quite complicated. This is where “drip” campaigns become very useful.

Essentially, these campaigns send out pre-written emails automatically, using either a predetermined schedule or user actions to determine the most efficient timing and methods. Like any automated process, drip campaigns can save you a ton of time and energy…if they’re used effectively, that is! This post is aimed at demystifying the concept of drip campaigns, covering the perks, and offering a few starting points for getting them off the ground.

The Perks

There are plenty, but here are 3 core ones:

  1. They can serve as consistent and timely reminders, boosting retention and engagement. Whether you need someone to confirm an appointment, follow up on a purchase, or gently remind someone to renew a service, a drip campaign can ensure that the pertinent info goes out periodically and at the best possible intervals.
  2. They allow you to precisely target and personalize your efforts. Using the date of signup or tracking emails a user has previously engaged with will help you guarantee that your emails are going out to the people who are most likely to receive them favorably.
  3. They can create new leads or welcome those that are on their way in. Some drip campaigns can be used to release relevant information about your services to people who might be on the fence about patronizing them, while others might include welcome emails that set the tone and reliably create an impression early on.

Questions to Ask Yourself When Starting a Drip Campaign

Don’t rush. Instead, ask:

  1. Who is your target audience? This is crucial if you want to have a clear objective for the campaign in the first place. Are you trying to increase engagement with people you’re already in contact with? Drum up new leads? Retain the loyalty of valued MVPs? Consider the goal of your overall campaign, then segment accordingly.
  2. Which triggers will you use? If you’ve decided to focus on confirmation, follow-up, or renewal campaigns, you can use triggers that center on signup dates or customer service interactions. When it comes to recommending new products or nurturing leads, you’ll want to pay close attention when someone registers for a newsletter or purchases a specific service from you.
  3. How frequently will you be communicating? A good rule is to err on the side of consistency. While it’s important not to overwhelm people, HubSpot asserts that a third of marketers send out somewhere between 3 to 5 emails every week.


Still wondering how you can create an effective drip campaign? Call us at 203-746-5901 or email us at today to schedule a consultation to discuss our digital marketing services.