If your small business already has an email marketing strategy in place, you should consider adding drip campaigns to it. Drip campaigns are emails that are sent out at specific, predetermined times. These campaigns let businesses keep in touch with their subscribers based on a set of events, like signing up for a newsletter or watching a video.

Before you create a drip campaign, you need to know what problem you’re trying to solve. Are you trying to complete more checkouts? Are you trying to drive consumers to your website? The emails are drafted before the user completes an action and can be personalized with various pieces of information. Depending on how you segment your users, each drip campaign will provide its own unique benefits.

These campaigns are designed to keep your business top of mind and allow you to engage better and more effectively with your customers. They help you provide the right information at precisely the right time.

For example, if someone placed one of your products in their cart without purchasing, you might send them an email with information about the product. Then a few days later, you might let them know that the item is still lingering in their cart. And, according to research from email marketing suite emma, relevant targeted emails produce 18-times more revenue than globally-broadcasted ones. Additionally, there’s a 119% increase in click rate from these emails.

Because the content is created ahead of time, reused and sent automatically, you’ll be saving a great deal of time. Here are a few examples of situations where email drip campaigns can be utilized most effectively.

Nurturing Leads

All leads are unique and should be treated as such. Each lead should be nurtured utilizing content that’s tailored to the user, based on the action they’ve completed. Educate and inform you subscribers on the products and services they’re interested in. Provide them with unique features, show them testimonials and even consider offering a free trial. The goal here is to help guide them alone through each stage of their purchasing journey.

Introduction & Welcoming

When someone subscribes to your emails, they should always receive an initial welcome email. This will help set the standard for them throughout the campaign. Utilize welcome emails to provide an introduction to your company and the products and services you offer.


Promotional campaigns present a variety of incentives to purchase. Consider utilizing coupons and special discounts within these emails.


When customers haven’t interacted with your emails in a while, reengagement campaigns can help peak their interest once more. They can also help develop relationships over a period of time.