Drip Campaign
A drip campaign is a pre-planned series of messages, usually emails, sent on a set schedule or trigger to nurture a contact gradually toward a goal.
In depth
A drip campaign delivers value in small, sequenced doses, hence the name: each message builds on the last to educate, build trust, and move a contact closer to a decision. Drips are usually mapped to a specific goal, like onboarding, re-engagement, or moving a lead toward a demo, and they can be time-based, action-based, or a mix of both. The structure makes them predictable and easy to optimize, since you can test one message at a time.
The common pitfall is building a rigid, linear drip that ignores what the recipient actually does, so engaged and disengaged contacts get the identical sequence. A smarter approach starts the drip from a real qualification signal and branches as behavior changes. With a quiz funnel, the result tier defines which drip a contact enters, so a hot lead receives a short, sales-focused sequence while a colder respondent gets a longer educational drip, making the whole program more relevant and efficient.
Example in practice
Frequently asked questions
Is a drip campaign the same as email automation?
A drip campaign is one common use of email automation, specifically a planned sequence toward a goal. Email automation is the broader capability that also covers single triggered emails and complex branching workflows.
How long should a drip campaign be?
Length depends on the goal and the buyer's readiness, but hot leads usually need a short, focused drip while early-stage contacts need a longer educational one. Let engagement, not a fixed number, decide when to stop.
How do quiz results improve a drip campaign?
The result tier tells you which drip a contact should enter, so messaging matches their intent and stage. That branching makes the sequence far more relevant than sending everyone the same emails.