10 Best Drip Email Campaign Examples Out There

Let’s start with a short definition of what drip email campaigns are.

A drip email campaign is when you send out a sequence of emails to feed value to your subscribers slowly. The emails are sent at set periods to optimize a specific campaign and are usually used for topic-specific email sequences. There are plenty of tools on the market today, such as Outfunnel or Lemlist for creating drip email campaigns. It’s also possible to set them up with User.com or any other all-in-one marketing automation platform. The tools you choose to use also depend on your end-goals, the size of your business, and what other features you’re looking for in your email marketing software. 

How do drip email campaigns work? 

Drip email campaigns work by sending a sequence of emails out to subscribers, depending on a specific action or a schedule you have created. It could be that you want someone to hear from you as soon as they sign up, then again a few days later, and one a few days after that. Or it could be you have a big event coming up and want your subscribers not to forget about it.

You might send out the first email to tell them about the event – or at least tease a few details – and reveal more information over further newsletters scheduled to be sent out over the next few weeks or days. It could also be if someone has canceled a service you offer, and you want to show them what they are missing and win them back.

Your email to confirm their cancellation should encourage them not to cancel (you could try and entice them with an offer). If this doesn’t work and they cancel anyway, drop emails over the next few months, showing them just what they are missing out and why they should rejoin your service. This works to keep your brand fresh in their mind and encourage them to resubscribe. 

What makes a drip campaign successful?

When it comes to setting up successful drip email campaigns, there are a few things you need to sort first.

Establishing your audience

Firstly you will need to establish your target audience. This is vital, so that you know who to tailor the newsletter to and are able to personalize your campaign. You will want the theme, content, and tone of the email to resonate with your audience, so you have the best chance of them actioning whatever it is you are after in your campaign. The newsletters should also have information on how people can get in touch with you, as well as links that will take them back to your website and social media. This can be done with email signature management to establish a better connection with your audience and increase conversion rates.

For some campaigns, drip marketing is most successful when you segment your audiences based on the goals you are looking to achieve. If you send the same email to everyone, it will likely alienate people and generate a lower success or conversion rate.

There are two most common ways to segment your audience before sending the campaign. The first is via an action trigger. This means if they signed up through a specific means such as a targeted landing page, signup page, or another way, you know where they are and what their expectations are from you.

The other way is through demographic targeting. Information such as gender, age, company position, and geographic location can drastically affect the sorts of content that your customers will want to see. If you sort demographically, the drip campaign can be very specifically targeted to specific groups and have a higher success rate. If you have a location-sensitive campaign, for example, you only want to target those who are near to the area.

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Defining objectives for the campaign

Without a clear objective, you won’t be able to measure results or properly target your drip email campaigns. Clear objectives mean that you have a clear vision to work with. You need to remember to be specific, have attainable and measurable goals, be ambitious and realistic, and be time-specific.

If your goal from the drip email campaign is to get a specific number of purchases or responses to something, establish how long you want the campaign to run and how much you want to achieve in this time frame. By having these objectives clearly defined from the offset, you can set it up for success from the off and measure the outcome much easier to see if you achieved the goals you were looking to complete.

Have a clear plan

When setting up your drip campaign, you need to decide on your plan for it to be a success. Think about what information the user will need at each stage and how to execute each email so they will continue to open them. Deciding whether you are looking for onboarding or user activation, retention of your campaign will play a big part in your campaign and the sequence and frequency of when and how you send them. 

Decide on what you will analyze at the end. Will it be the open rates, the click-through rates, purchases, conversions, or the time spent on-site? Are you trying to get someone to sign up for a course? In that case, you will want to see how many actively did so.

If you are looking to get more views on a specific feature or article, outline how many people clicked through and stayed on the page for a good amount of time and if they took any further action proceeding this. By measuring these against goals you put forward for yourself, you can ensure that your drip campaign was a success.

Best drip campaign examples

Netflix Cancellation / Sign Up Emails

Netflix’s reactivation campaign is a great example of how to try to retain or win back subscribers by using a drip campaign. Their initial email, once the user had canceled, was aimed to keep them, using informal and friendly language, as well as a large and clear call to action.

Following this email, over the next three months, they sent out emails letting the ex-subscriber know what tv shows and movies they were missing that were targeted to their previous Netflix preferences. This personalized approach has a high chance of winning people back.

Once a few months have passed, if the user still hasn’t signed up, they send the next email, keeping it short, snappy, and straightforward. By stating inclusive language such as “let’s get started together,” it makes the user feel part of something and hopefully want to sign up again.

Grammarly’s Sign Up To Premium Campaign

This campaign from Grammarly was designed to entice users to upgrade to premium. It targeted those that were already subscribed as a basic user, so they already knew the basic perks of the service, yet this campaign was designed to show them what they were missing out on.

They sent a few emails over the period of a month with different incentives to take the offer and join as a premium subscriber. Each had a strong call to action and an emotive message such as “Got an important project or presentation in the works? Grammarly Premium gives you instant access to 400+ advanced checks for punctuation, grammar, vocabulary, and sentence structure. Upgrade by April 30 and get 50% OFF.” These quick, punchy paragraphs showed the recipient why they should sign up by applying it to real-life situations they might need Grammarly.

Leesa’s Black Friday in July Campaign 

Image Courtesy of Milled

One of the best ways to grab the attention of a customer (or potential customer) is through a bold statement such as the above. No one ever wants to feel like they are missing out on a good deal, and we all know what a steal black Friday normally is. The email showing you can shop Black Friday prices early is a great way to gather attention. Following this announcement, Leesa’s next emails went on to showcase the deals, then to say that the limited time offer has been extended for a short period. 

This last one got sent to those who didn’t purchase anything during the specified time and was a good incentive to make those customers feel special and that they’ve still got a chance of getting a bargain as long as they purchase quickly.

Expedia’s booking abandonment drip campaign 

Image courtesy of Neil Patel

Expedia’s drip campaign worked to target if you were looking at a breakaway and abandoned the cart before booking. Its first email had a subject line that states, “Your *country name you had been looking at* voucher + Hotel Best Price Guarantee” – This initial, personalized approach keeps the trip in the user’s mind and makes them feel Expedia will be good to help plan the trip.

The emails which followed this continued to make an even more personalized approach, honing in to focus on customized messages which personalized the headline, body copy, and the call to action with the name of the place the customer was looking at. It worked to fully align with what the customer was after, get their attention, and get them to click on the CTA at the end.

Trello’s 12 Days of Trello Christmas Drip Marketing Campaign 

Image courtesy of Matchbox

The holidays are one of the most popular times for shopping and are therefore one of the biggest months for retail businesses to gain new customers and make sales. The only thing with Christmas email marketing is that it has to be good as everyone will be being bombarded with emails from every company they’ve even expressed an interest in.

Instead of sending a standard email with offers, try a drip campaign such as Trello did. Theirs was titled a “12 days to Trello” campaign, playing on the 12 days of Christmas ideology. The email listed twelve ways to utilize Trello over the holiday season and ideas for gifts. It’s a great example of a way to lead into your drip email campaign – why not follow it with 12 emails in 12 days, each with different ideas?

Rock and Roll’s San Diego Event Email

Image Courtesy of Neil Patel

Rock and Roll marathon series is a leading running site dedicated to setting up different running courses across most major US (and some major European) cities. Their campaign to bring attention to their San Diego run was a successful one. The first email sent the basic details such as the time and price, but also led in with an offer “register today and save up to $10” as well as a timeframe “the clock is ticking” “last call – price increase tonight” designed to incentivize people to book.

The second email was more personalized and complementary to the recipient, congratulating them on their last run and giving them a list of reasons why they should return to celebrate again this year with them. Again, it specified the urgency to book asap to avoid price hikes but also was personalized enough to make the reader want to engage and see what they were missing out on following their experience.

Food 52 – Now Serving Campaign

Food 52’s email campaigns are great at enticing you with amazing looking recipes first, followed up by emails where they show a whole new lineup of dishes, pots and other kitchenware to entice you even further into making the actual purchase. This email above has a great subject line as well – 30 fall dinner ideas better than a giant leaf pile invoking both tasty food and a fall-inspired giant leaf pile, and who doesn’t like that. 

This email acts a great rabbit hole. You begin by checking out one recipe and it leads to the next one and so one. The next thing you know it’s been hours are you’re salivating over a Fall-inspired cinnamon Bundt cake, ready to purchase at least a couple of Food 52’s cake pans, their organic cinnamon and cane sugar that comes in a little pumpkin shape box. And that’s how they get you.

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ASOS – Welcome campaign  

ASOS’s welcome campaign was designed to make customers feel part of the ASOS family. Their language in this campaign was super colloquial, and it invited customers to “get shopping” before telling them about their exclusives, how they can “join the party” by following them on TikTik and Instagram, three reasons to shop with them, and brands they think the user will personally like. 

This personalization is designed to pique the customers’ interest and make them feel special. The next email in the drip campaign sent an “exclusive” discount a few days later. This was designed to show that by being part of ASOS, you do get all the benefits they listed previously and encourage people to shop with them.

Disney+ Re-subscribe campaign

Disney+ is another example of a great drip marketing campaign. Once the user initially cancels, they send an email saying, “we are sorry to see you go,” alongside a strong CTA to restart your subscription. A few weeks after the user has unsubscribed, they email with a subject line of “Come back and catch up.” 

Two weeks later, they sent another email saying, “See what you’re missing” to try and make the reader feel like they are missing out and want to resubscribe. Another similar email is sent two weeks later, saying “come back and catch up,” detailing the benefits of being with Disney+ and the option to resubscribe.

Xtensio: You told us Xtensio was too expensive. We listened.

This is a wonderful email campaign in several ways. First off, they let you know right away that the prices have dropped – both in the subject line and in body. This is followed up by the new price point that’s quite catchy – just $8! The CTA is also urgent, it sounds almost like a one-time deal that you can’t pass on. The pricing link is included as well – you can click on it to refresh your memory and perhaps easily restart your subscription. With the included tutorial video that covers all of Xtensio’s tools and features, it’s a bit hard to pass it by.

The next email email sent a few days later contained more updates, as well as a questions: Have you heard about our new low pricing? The second email didn’t seem forced because the curiosity to restart the subscription is already there. Job accomplished. 

Wrapping up 

Drip email campaigns are an essential part of your overall email marketing campaign. Follow these successful examples we’ve shown to deliver amazing drip campaigns that will help with acquisitions and retention. Keep it fun, exciting, and fresh, and you’re halfway there.