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7 Easy Steps to Design Email Drip Campaign (With Examples)

Published on:
August 16, 2022

What Is a Drip Campaign?

Marketing has gone through a drastic change in recent years. With increased smartphone access, the entire world is moving towards digital media. Automation in marketing takes it a step further by removing the manual work required in sending campaigns regularly.


Drip email campaigns are a series of campaigns triggered based on a predefined schedule or the actions taken by the user during their journey with your brand. This nurtures your leads in a better way and increases customer engagement with your brand, therefore contributing to an increase in conversions.

How to Design Your Email Drip Campaign

In this article, we will help you with easy steps to design email drip campaigns so that you can automate your marketing processes. 


Identify Your Target Audience

The first step is to identify your target audience for the drip campaign. The audience can be divided into useful segments based on their common characteristics. Segmentation is important because you want to make sure that the right message reaches the right person at the right time.

Set the Goal of Your Campaign

What is it that you want to achieve by setting up this campaign?


This question should pop up in your mind before you even think of starting the campaign. Once you have established your goal, you need to start planning backward in order to achieve it.


Your campaign can also have multiple goals, a primary and a secondary goal.

Write the Copy of Your Email

The copy of your email will be inspired by what goals you want to achieve through the campaign. Do you want more people to order from you? Do you want to divert traffic to other channels?


The content and subject line of the email need to be relevant so that the people on your email list do not unsubscribe.

Set Your Triggers

Triggers can be set based on actions taken by the users like signing up to your list, starting a free trial, watching a certain number of hours of content on your app, and submitting a form, amongst other things. Campaign triggers decide when the automated drip campaign will be sent out to the qualified users.

Send Out Your Campaign

Once you have identified your goals, segmented your audience, and designed the email template, it is time to send out the campaign to your users. You can also schedule the campaign start and end dates for a later time or start it as soon as possible.

Monitor Your Campaign

After the campaign is active, you can monitor the results in real-time on your marketing dashboard. Analyze open rates, CTR, number of clicks, and corresponding conversions against goals set in the campaign.


Pro tip: Record the campaign send times and introduce delays wherever needed. The best send times based on algorithms are often suggested by modern marketing tools.

Review Periodically

Though the campaign has now been automated, it does not mean that you should just set it and forget it. Your drip email campaigns need to be fine-tuned from time to time so that they stay relevant and necessary changes based on customer feedback are included.


Read more about Drip Email Campaigns: Definition, Benefits & Types.

Start Your Drip Campaign Today

Drip campaigns let you nurture interested leads in a much more efficient manner than traditional email campaigns and the conversions are faster. Reduction of manual work saves some of your time and improves customer engagement rates with your campaigns.


Sharing a simple example of a drip campaign:

  1. Sending the welcome email communication instantly once a user signs up to your email list.
  2. Waiting for 3 days and sending a detailed email stating the features of the products that you offer.
  3. Waiting for 3 more days before sending a follow-up email with an attractive offer.


This flow is simple yet effective. You can create one for your business based on specific business requirements.


If you need help automate your customer retention strategy, you must start your ShopAgain free trial today. It is a one-stop solution for all your marketing needs.

Frequently Asked Questions

How do you structure a drip email campaign?

The structure of a drip email campaign starts with identifying the campaign's goal. Post that, we move on to segmenting the audience and creating good email templates with strong CTAs. After that, the triggers are decided, and the campaign is sent out. It needs to be reviewed periodically.

What makes a successful drip campaign?

A successful drip campaign converts more users for you and needs attention from time to time. It makes your processes smoother and increases customer satisfaction at the same time.