Marketing Automation

Drip Campaign

A pre-scheduled sequence of messages sent to a contact over time, usually triggered by a single event like a signup.

Definition

A drip campaign is a series of messages delivered on a fixed schedule after a trigger — most often a form fill, free trial, or list subscription. Each message has a delay (e.g., day 0, day 2, day 7) and a purpose, like welcoming, educating, or pitching. Drips can run on a single channel such as email, or span email, SMS, and WhatsApp. Unlike behavioral campaigns, classic drips follow the schedule regardless of engagement, though most modern tools branch on opens, clicks, or replies.

Example

A new newsletter subscriber gets a welcome email on day 0, a best-of links email on day 3, and an invitation to a webinar on day 7 — all queued automatically at signup.

How it relates to WellPlan

WellPlan supports multi-channel drip sequences with delays, conditions, and channel fallback (e.g., SMS if email isn't opened). See the nurturing features page.