A drip campaign is a sequence of pre-written emails or messages delivered to a recipient on a defined schedule or in response to specific behaviors. Messages can include email, SMS, or push, used to nurture leads, onboard new users, re-engage lapsed customers, or guide conversions, typically built and executed inside a marketing automation platform. The name comes from drip irrigation, where small amounts of water are delivered consistently over time rather than in one flood.
There are two structural types: time-based drips (the recipient receives email 1 immediately, email 2 three days later, email 3 a week after that, regardless of behavior) and behavior-based drips (each email fires only when a triggering event occurs or fa...