How to design a good drip email campaign

A drip email campaign is one where a series of emails is sent in a pre-defined order at pre-defined intervals. While each email is a standalone unit, it also has a connection with the emails sent before and after it. Drip email campaigns can be used to build customer relationships, ensure customer retention, and increase sales. They are a useful piece in any good marketer’s toolkit. Here are the essential elements of an effective drip email campaign:

Goalsdrip email campaign

For any marketing campaign, you need to be clear about what you are trying to achieve. Drip email marketing is no different. It is important to be clear about what you are trying to achieve because the performance of the campaign will be measured against it. A drip email campaign goal could be to build customer engagement or to sell a product. Read more about creating successful email drip campaigns

Content matters
Content Matters

Content is key in drip email marketing. If your emails are not interesting, why should people read them? So, make sure that the emails are interesting and engaging. The email should add value to the reader. Also, the emails should not be too long because then the recipient wouldn’t read it. You need to understand that most readers typically scan the emails and do not exactly read them. So, make sure that the emails are scannable. Keep the emails lucid and to the point, and your content marketing efforts will thrive.

Address your customers’ needsAddress Your Customers’ Need

Before launching your drip email campaign, ask what your customers need in order to achieve your objective by addressing that need in your emails. For instance, if your objective is to sell something, try to tell the reader how buying your product will help them reach their goals and describe how others have used it successfully. If the reader can imagine themselves in a similar, real life situation, they will be more likely to consider purchasing your product.

Frequency and intervals

Once you have finalized the content of your email, it is time to start the campaign. Now, you have to set the timing and the frequency of the emails. There is no standard time and frequency for a drip email campaign. A general rule is to start at a high frequency and decrease the interval slowly. For instance, you can start sending emails daily, then once a week, then once a month and so on. For a drip email campaign, you can also send emails to people who have been on your list for a while.


Segmenting is another way to increase the effectiveness of a drip email campaign. It means creating multiple email campaigns for different segments of your audience. The core part of the email can be the same, but other parts are tailored as much as possible to address the needs of that segment. A/B testing can help you hone in on the right recipe for the right segment. 


It is important to measure the effectiveness of the drip email campaign by seeing the number of clicks on the landing page or sign-up page and counting how many of them were driven from the drip campaign. The click and open rates of your emails can also be measured to fine tune the drip email campaign.

Following the above steps, you can create a successful drip email campaign to meet your goals and objectives.

Updated on May 2, 2018

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Rohit Munipally

Rohit Munipally

Rohit brings in about 15 years of Digital marketing experience and he has been an advisor to software start-ups in the Mobile and SaaS areas. Before getting into startups, Rohit has worked in various marketing, and product management roles at Unisys, Dell, and IBM. Specialties: Digital Marketing, Building, and Growing companies, Marketing, Business Development, M&A

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