Drip Campaign
A drip campaign is a series of pre-written, automated emails sent on a timed schedule to guide subscribers through a specific journey or educational sequence.
What Is Drip Campaign?
Drip campaigns differ from regular newsletters in that they're sequential and time-based — each subscriber receives the series starting from when they triggered it, regardless of calendar date. A typical drip campaign might be a 5-email welcome series sent over two weeks, an educational course delivered daily for 7 days, or a product onboarding sequence. The 'drip' metaphor refers to the steady, gradual delivery rather than a single large send. Effective drip campaigns build on each other, with each email advancing the subscriber's understanding or moving them closer to an action.
Why It Matters for Newsletters
Drip campaigns nurture subscribers in a structured way that single emails can't achieve. They're particularly effective for onboarding new subscribers, educating your audience, and building the trust needed for conversions. The automated, sequential nature means you build it once and it works for every new subscriber indefinitely.
Best Practices
- Plan the full sequence before writing individual emails — each should build on the last
- Space emails appropriately — daily for short educational series, every 2-3 days for longer campaigns
- Include clear progression signals so subscribers know where they are in the sequence
- End with a strong CTA that aligns with the journey you've taken them on
- Monitor drop-off rates at each step to identify where subscribers lose interest
How Aldus Handles This
While Aldus is primarily designed for recurring newsletter sends, the platform's AI-powered re-engagement campaigns function as intelligent drip sequences that adapt their content based on subscriber behaviour.