What is Email Drip?
An email drip is a sequence of automated emails sent to prospects or customers based on certain criteria, such as an action they take or a particular date. You can control the cadence and number of emails in a given drip and add personalization tokens to target an individual or audience.
The phrase “drip marketing,” which is most commonly done through email, plays off “drip irrigation,” an agricultural method that gives plants a certain amount of water across a long period of time.
The key to success for most email drips is precise audience segmentation and persona knowledge. Stefano Mazzalai, the Head of Marketing Operations at Instapage, said that “...it is possible to create highly segmented drip campaigns with 70%+ open rates and 30%+ click rates. It is all about how much you know the pain points of each target audience and what you can offer to solve their issues.”