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Last updated: October 29, 2026
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What Is a Drip Campaign? (2027) Examples and How to Set One Up
A drip campaign is a series of emails sent automatically over time, either on a schedule (day 0, day 2, day 5) or when someone takes an action, such as signing up, downloading a guide or abandoning a cart. Each email "drips" useful information so you don't have to send it by hand. Welcome series, onboarding sequences, lead nurturing and abandoned cart reminders are all drip campaigns.
- Drip campaigns are automated email sequences triggered by time or behavior.
- Common types: welcome, onboarding, lead nurturing, abandoned cart, re-engagement.
- Most sequences have 3 to 7 emails.
- Tools with automation on cheap plans: MailerLite (50 active automations from $12), Kit Creator, ActiveCampaign, GetResponse Marketer.
- Stop or branch the sequence when someone takes the action you want.
How a drip campaign works
Every drip campaign has three parts: a trigger, a set of emails with delays between them, and an exit condition. The trigger starts the sequence (a sign-up, a purchase, a tag). The delays spread the emails out. The exit condition stops the sequence when it's done its job, for example when the person buys or books a call.
Types of drip campaigns
| Type | Trigger | Goal |
|---|---|---|
| Welcome series | New subscriber | Introduce your brand and set expectations |
| Onboarding | New customer or trial | Help people get value from your product |
| Lead nurturing | Download or inquiry | Build trust until the lead is ready to buy |
| Abandoned cart | Cart left without purchase | Bring shoppers back to checkout |
| Re-engagement | No opens for months | Win back inactive subscribers or remove them |
| Post-purchase | Order completed | Thank, ask for reviews, suggest related products |
Example: a 5-email welcome drip
| Day | Content | |
|---|---|---|
| 0 | Welcome | Deliver what you promised and say what's next |
| 2 | Your story | Why you started and who you help |
| 4 | Best resource | Your most useful guide or tip |
| 7 | Social proof | A real customer story, with permission |
| 10 | Soft offer | Invite readers to try your product or book a call |
Example: a lead nurturing drip for services
| Day | Content | |
|---|---|---|
| 0 | Resource delivered | Link to the guide they requested |
| 3 | Common mistake | A problem your clients often face |
| 7 | How you solve it | Your process, with a short example |
| 12 | Case study | Results for a real client |
| 18 | Invitation | Offer a call, with a clear reason |
How to set up a drip campaign in 6 steps
- Choose one goal and one trigger.
- Map the emails and delays on paper.
- Write each email with one clear call to action.
- Build the sequence in your email tool.
- Add an exit condition (purchase, booking or reply).
- Review opens, clicks and conversions after a month and improve the weakest email.
Tools for drip campaigns
| Tool | Free plan | Plan with drip campaigns | Notes |
|---|---|---|---|
| MailerLite | 3 automations | Comfort from $12 (50 active automations) | Cheapest real automation |
| Kit | No automations | Creator $33 at 1,000 (annual) | Creators |
| ActiveCampaign | 14-day trial | Plus about $49 at 1,000 * | Complex, CRM-linked journeys |
| GetResponse | Free plan | Marketer €44.28 at 1,000 (12-month) | Funnels and webinars |
| Omnisend | 250 contacts | Standard from $16 | Ecommerce flows |
* From 2026 pricing guides. See best marketing automation software.
Start MailerLite free → 3 automations free, 50 on Comfort · Affiliate link
Writing emails that people read
Write each email as if to one person, keep it focused on a single idea, and make the next step obvious. Use the subscriber's context: someone who downloaded a pricing guide wants pricing advice, not your company history. Shorter sequences with useful emails beat long sequences that repeat the same pitch.
Measuring a drip campaign
Track for each email: opens, clicks, unsubscribes and the conversion the campaign was built for. Compare the whole sequence's conversion rate before and after changes, and rewrite the email where most people stop engaging.
Common mistakes
- Too many emails too close together.
- No exit condition, so buyers keep receiving sales emails.
- Every email pushes a sale.
- Never reviewing the sequence after launch.
Terms explained
- Trigger: the event that starts a sequence.
- Delay: the wait between emails.
- Exit condition: what removes someone from the sequence.
- Branch: a split that sends different emails based on behavior.
Drip campaign examples by business
| Business | Drip campaign | Emails |
|---|---|---|
| Online store | Welcome series with first-order tips | 3 |
| SaaS | Trial onboarding to first key action | 5 |
| Consultant | Lead magnet nurture to a call | 5 |
| Course creator | Free lesson series to course launch | 4 |
| Local service | Post-service follow-up and review request | 2 |
Behavior-based branches
Simple drips send the same emails to everyone. Smarter drips branch: if a subscriber clicks a link about pricing, they get a pricing email next; if they don't open for a week, they get a shorter reminder. MailerLite, ActiveCampaign and GetResponse Marketer support branches; start with one branch and add more as you learn.
Drip campaigns and deliverability
Automated sequences send many emails over time, so keep them relevant. Stop sequences when people convert, let subscribers choose topics, and remove people who never engage. Authenticate your sending domain with SPF, DKIM and DMARC. See our email deliverability guide.
Reviewing a drip after launch
After a month, check which email has the lowest click rate or the most unsubscribes and rewrite it. Small improvements to one email in a sequence that runs for every new subscriber add up over time.
Five drip campaigns most businesses can use
| Campaign | Trigger | Typical length |
|---|---|---|
| Welcome series | New subscriber | 2 to 4 emails |
| Lead nurture | Lead magnet download | 4 to 6 emails |
| Trial onboarding | Trial sign-up | 3 to 5 emails |
| Re-engagement | No clicks for 90 days | 2 or 3 emails |
| Post-purchase | First order | 2 or 3 emails |
Start with the welcome series, since every list needs one, then add the campaign that matches your main goal.
Writing drip emails
Each email should do one job: teach one thing, answer one objection or invite one action. Space emails a few days apart, keep the subject lines clear and end each one with a single link. Review the sequence every few months to update offers, prices and links.
Our verdict
A drip campaign automates the emails you'd otherwise send by hand. Start with a welcome series and, if you sell online, an abandoned cart flow. MailerLite is the cheapest way to run several drips; ActiveCampaign suits complex B2B journeys.
How we compiled this guide
This guide reflects common email automation practice; tool limits and prices come from official pricing pages checked October 29 to 30, 2026, or 2026 pricing guides where marked. See also marketing automation examples and abandoned cart email.
FAQ
What is a drip campaign?
An automated series of emails sent over time or triggered by actions.
How many emails should a drip campaign have?
Usually 3 to 7.
What is the difference between a drip campaign and a newsletter?
A newsletter is sent to your list at once; a drip campaign is personal to each subscriber's timing and actions.
Which tool is best for drip campaigns?
MailerLite for low cost; ActiveCampaign for complex B2B journeys.
How long should the gap between emails be?
A few days is common; welcome emails often start immediately.
Can drip campaigns hurt deliverability?
Too many unwanted emails can; send useful content and let people unsubscribe easily.
Can a drip campaign include SMS?
Yes, in tools such as Omnisend and Klaviyo, for subscribers who opted in to texts.
What is the difference between a drip campaign and a newsletter?
A drip campaign is automated and triggered by an action; a newsletter is sent to the whole list on a schedule.
How many emails should a drip campaign have?
Most have three to six emails; the right number depends on the goal and how much you need to explain.
Which tools can run drip campaigns?
MailerLite, Kit, ActiveCampaign, GetResponse and HubSpot all include automation for drip campaigns.
Can drip campaigns stop automatically?
Yes, most tools can remove a contact from a sequence when they buy, reply or join another segment.
Sources
Official pricing pages of MailerLite, Kit, GetResponse and Omnisend, checked October 29 to 30, 2026; ActiveCampaign from 2026 pricing guides.