Definition
A drip campaign is a series of automated messages, usually emails but also SMS or WhatsApp, sent to a person on a schedule or after specific actions, such as signing up, downloading a guide, or making a purchase.
Detailed Explanation
Instead of sending one message to everyone, a drip campaign delivers the right message at the right moment. Common types:
- Welcome series for new subscribers or customers.
- Lead nurture sequences that educate prospects over weeks.
- Onboarding sequences for new software users.
- Re-engagement messages for inactive customers.
- Post-purchase follow-ups asking for reviews or suggesting related products.
Drip campaigns are built in email marketing or marketing automation tools. They work best when each message has one clear purpose and the sequence stops when the person takes the desired action.
Nepal Context
Email is used more by B2B buyers, students applying abroad, and professionals than by general consumers in Nepal, while WhatsApp and SMS reach wider audiences. Drip sequences for education consultancies, software trials, and courses work well by email. For retail, short WhatsApp or SMS follow-ups are often more effective, but only to people who have opted in.
Practical Examples
- A consultancy sends a five-email sequence about choosing a country, preparing documents, and booking counselling.
- A SaaS startup sends onboarding emails on days 1, 3, and 7 of a trial.
- An online store sends a review request a few days after delivery.
Key Takeaways
- Drip campaigns automate timely, relevant follow-up.
- Each message should have one purpose.
- Stop or change the sequence when the person acts.
Common Mistakes
- Sending too many messages too quickly.
- Messaging people who did not opt in.
- Never reviewing open, click, and conversion results.
Related reading: SMS marketing in Nepal.
