14 MIN READ

Imagine a marketing machine that runs on autopilot—sending the perfect message to the right person at exactly the right moment. That’s the power of email drip campaigns. Instead of blasting everyone with the same generic broadcast, drip marketing turns your outreach into a series of personalized, automated conversations that nurture leads step-by-step.

This guide goes beyond the basics to break down 10 powerful drip marketing examples, showing you how successful brands structure their sequences, time their messaging, and move customers through the funnel. These are real email drip campaign examples, not surface-level summaries—each one is a framework you can replicate or adapt.

Whether you’re planning to set up a drip campaign for the first time or looking for drip campaign examples to steal, this playbook gives you everything you need.

You will learn how to:

• Recover lost sales using automated abandoned cart flows.
• Onboard new users with clarity and purpose to boost adoption and reduce churn.
• Nurture cold leads into customers through educational storytelling.
• Re-engage inactive subscribers and pull them back into your ecosystem.

Each example breaks down what works, why it works, and how you can apply it. By the end, you’ll have a clear roadmap to build email drip campaigns that deliver measurable, predictable results.

Let’s dive in.

The Welcome Email Series

A welcome email series is your most valuable opportunity to create a strong first impression. It’s an automated sequence triggered the moment someone joins your list—your chance to introduce your brand, set expectations, provide value, and guide the subscriber toward a meaningful next step.

Instead of a single generic greeting, the best brands treat their welcome sequence as a mini funnel. These drip campaign examples to steal often include:

• A warm introduction and brand story
• Clear navigation or quick-start resources
• An incentive or offer
• Social proof to build trust
• A call-to-action leading toward signup, purchase, or product exploration

Starting your automation with a strong welcome flow ensures every new lead is guided intentionally—right from day one—making it one of the most essential email drip campaign examples for any business looking to set up a drip campaign that converts.

The power of a welcome series is its timing. Subscriber engagement is highest right after they opt-in, making this your prime opportunity to build a connection through a well-structured drip email campaign. A welcome flow is one of the most effective email campaign types because it delivers value when interest is at its peak. With the right approach, this becomes the foundation of a high-performing drip marketing campaign that smoothly guides new subscribers into your ecosystem. For a deeper dive, explore these strategies for increasing email open rates.

The Strategy: HubSpot’s Educational Welcome

HubSpot excels at this with an educational intro sequence. Instead of a hard sell, their first emails provide valuable marketing resources and guides. This positions them as a trusted authority and builds a relationship based on value, not just a transaction. The sequence is strategically paced, delivering bite-sized tips over several days to keep new leads engaged without overwhelming them. It’s one of the clearest email drip campaign examples of how to nurture leads without pressure—something you can easily replicate inside any modern email marketing software.

Actionable Takeaways

To create a powerful welcome series, focus on these steps:

Segment by Source:

Personalize the first email based on how the user subscribed. Someone who downloaded an ebook needs a different message than someone who signed up for a webinar. This simple segmentation step is key when you set up a drip campaign that feels personal from day one.

Deliver Immediate Value:

Start with the lead magnet they requested or a “quick win” tip. This builds trust instantly and differentiates your sequence from generic broadcasts.

Set Clear Expectations:

Tell subscribers what kind of content they’ll receive and how often. This simple step significantly reduces unsubscribes and lays the foundation for a predictable email marketing campaign experience.

Share Your Brand Story:

Use one email in the sequence to share your mission or “why.” This creates an emotional connection beyond your products and elevates your welcome flow from transactional to relational.

Include a Clear CTA:

Each email should have a purpose. Guide subscribers to read a blog post, follow you on social media, or browse a product category. Strong CTAs are a consistent pattern found in the best drip campaign examples to steal—they always make the next step obvious.

This campaign’s power lies in its impeccable timing and relevance. It targets users with high purchase intent at the exact moment they hesitate, addressing potential objections like shipping costs or distractions. A well-designed sequence can recover a significant percentage of otherwise lost revenue. Explore these top abandoned cart recovery strategies for more ideas.

The Strategy: ASOS’s Three-Part Nudge

Fashion retailer ASOS executes a masterful three-part recovery sequence.

1. The Gentle Reminder (1-3 hours later): A simple, friendly email featuring the exact products left behind.
2. The Incentive (24 hours later): If the customer hasn’t converted, a second email introduces urgency or a small discount.
3. The Final Push (48 hours later): A final email might include social proof to overcome the last barriers to purchase.

Actionable Takeaways

To build a high-converting abandoned cart sequence:

• Act Quickly: Send the first reminder within 1-3 hours of abandonment to capitalize on recent interest.
• Use Dynamic Content: Personalize each email by showcasing images and details of the exact items in their cart.
• Offer a Strategic Incentive: In the second email, offer a compelling reason to return, like free shipping or a 10% discount.
• Incorporate Social Proof: Include customer reviews or star ratings for the abandoned items to build trust.
• Keep it Simple: Limit the sequence to 3-4 emails. The goal is to gently nudge, not annoy. Each email should have a clear CTA that leads directly back to their cart.

The Re-engagement Campaign

A re-engagement campaign is a targeted drip sequence designed to win back inactive subscribers or lapsed customers. This workflow identifies dormant contacts—those who haven’t opened an email or made a purchase in a set period—and triggers messages to reignite their interest.

These campaigns are vital for list hygiene and customer retention. It’s far more cost-effective to reactivate an existing customer than to acquire a new one. A well-executed re-engagement sequence can recover lost revenue and improve your overall email deliverability.

The Strategy: Netflix’s “We Miss You” Offer

Netflix excels at re-engagement with its direct and compelling “We miss you” emails. When a subscription lapses, Netflix triggers a sequence that often includes a high-value offer, like a free month, to lure them back. The messaging is personal, referencing the value they’re missing (new shows and movies) and making it seamless to rejoin.

Actionable Takeaways

To build an effective re-engagement drip campaign:

• Segment by Inactivity: Create different workflows for users inactive for 30, 90, or 180 days. The offer should escalate in value as the period of inactivity grows.
• Lead with an Emotional Hook: Start with a subject line like “Is This Goodbye?” or “We Miss You.” This touch of emotion can cut through the noise.
• Remind Them of the ‘Why’: Briefly reiterate your brand’s core value. Why did they sign up in the first place? Remind them of the benefits they’re missing.
• Present a Strong Incentive: A compelling offer, such as a significant discount or an exclusive bonus, is often the push a lapsed customer needs. For service businesses, consider specialized value like an ultimate guide to guest rebooking emails.
• Offer an Opt-Down: Give subscribers an option to update their preferences or receive fewer emails instead of unsubscribing completely.

The Educational Content Series

An educational content series is a nurture campaign that builds authority and trust by delivering valuable lessons over time. Instead of a sales pitch, this sequence focuses on teaching the subscriber something useful related to your industry. This positions your brand as an expert, subtly guiding leads toward a purchase.

This drip campaign’s power is its ability to qualify and warm up leads. By providing genuine value, you attract an engaged audience actively trying to solve a problem. As they learn from you, they begin to see your brand as the go-to resource and, eventually, the logical solution.

The Strategy: Copyblogger’s Free Marketing Course

Copyblogger masters this with its free “Internet Marketing for Smart People” email course. Subscribers receive lessons covering copywriting, content strategy, and SEO. Each email is a self-contained lesson but also links to the next, creating a cohesive learning path. This drip campaign establishes immense trust, making their premium offerings a natural next step.

Actionable Takeaways

To build an effective educational content series:

• Create a Clear Learning Path: Structure your content like a mini-course. Each email should build upon the last, guiding the subscriber from a basic concept to a more advanced one.
• Include Downloadable Resources: Enhance each lesson with checklists, templates, or worksheets. These “takeaways” increase the perceived value.
• Use Storytelling: Don’t just list facts. Use case studies or customer stories to make complex topics relatable and memorable.
• Space Emails for Optimal Learning: Send emails every 3-5 days. This gives subscribers enough time to absorb the information without forgetting about the course.
• End with a Relevant CTA: The final email is the perfect place to transition to a soft sales pitch. Offer a webinar, a consultation, or a special discount on the product that solves the problem you’ve been teaching them about.

The Lead Scoring & Behavior-Based Campaign

A behavior-based drip campaign adapts its messaging based on user actions. Instead of a one-size-fits-all sequence, this campaign uses lead scoring to assign points for specific behaviors like visiting a pricing page or downloading a whitepaper. As a lead’s score increases, they are automatically moved into more targeted nurture streams.

This data-driven approach is one of the most sophisticated drip marketing examples, ensuring that sales-ready leads receive timely follow-ups while cooler leads continue to be nurtured. It bridges the gap between marketing and sales. To make this work, you need a steady stream of leads; consider how to explore social media lead generation strategies to fill your funnel.

The Strategy: Marketo’s Automated Nurture Tracks

Marketo (now part of Adobe) pioneers this with its engagement scoring framework.

• Hot Leads (High Score): Triggered when a user’s score crosses a predefined threshold, signaling an immediate handoff to sales.
• Warm Leads (Medium Score): Receive case studies and ROI calculators to move them closer to a decision.
• Cool Leads (Low Score): Continue to receive top-of-funnel educational content.

Actionable Takeaways

To implement a lead scoring and behavior-based campaign:

• Define Key Behaviors: Identify 3-5 high-intent actions, such as requesting a demo or viewing pricing. Assign higher scores to these actions.
• Establish Scoring Thresholds: Work with your sales team to define what score constitutes a “Marketing Qualified Lead” (MQL) that triggers the sales handoff.
• Create Separate Nurture Tracks: Design different email sequences for leads at various stages: awareness (low score), consideration (medium score), and decision (high score).
• Integrate Your CRM: Sync your marketing automation platform with your CRM so sales can see the specific actions that led to a high score.
• Review and Adjust Quarterly: Lead behavior evolves. Regularly review your scoring model and campaign performance to optimize conversions. Get more ideas from these tips on automated marketing for small business.

The Onboarding and Customer Success Campaign

An onboarding campaign is a post-purchase drip sequence designed to help new customers successfully use your product or service. This is one of the most critical drip marketing examples for reducing churn and increasing customer lifetime value. It proactively guides them through setup, highlights key features, and reinforces the value of their purchase.

The goal is to drive user adoption and create “aha!” moments that turn new buyers into loyal advocates. By ensuring customers get immediate value, you build a strong foundation for long-term satisfaction.

The Strategy: Slack’s Step-by-Step Guidance

Slack’s onboarding sequence is a masterclass in user education. After a user signs up, they receive emails that break down core functionalities into simple steps. One email might focus on creating channels, another on inviting teammates. Each message is timed to coincide with typical user discovery patterns, providing help exactly when it’s needed.

Actionable Takeaways

To build a successful onboarding campaign:

• Send an Immediate Welcome: Send the first onboarding email within an hour of purchase to provide instant validation and next steps.
• Break Down Complex Steps: Deconstruct the setup process into small, manageable tasks, dedicating one email to each major step.
• Celebrate Milestones: Automate emails that congratulate users for completing key actions, like creating their first project. This reinforces positive behavior.
• Proactively Address FAQs: Use data to identify common roadblocks and send emails that address these issues before the customer asks for help.
• Gather Structured Feedback: Schedule emails to go out at 30, 60, and 90-day intervals to check in and gather feedback.

The Cross-sell and Upsell Campaign

A cross-sell and upsell campaign focuses on increasing revenue from your existing customer base. This sequence targets current users with automated messages that recommend complementary products (cross-sell) or more advanced versions of what they already use (upsell).

The effectiveness of this campaign hinges on relevance and timing. By analyzing customer data like usage patterns and purchase history, you can trigger automated offers at the precise moment a customer is most likely to need them. A well-executed sequence feels less like a sales pitch and more like a helpful suggestion.

The Strategy: Adobe’s Usage-Based Upgrade

Adobe is a master of the upsell. When a user frequently uses features that are limited in their current Creative Cloud plan, Adobe triggers a drip sequence. The emails highlight the limitations they are hitting and showcase the expanded capabilities of a higher-tier plan. This frames the upgrade not as an expense, but as a solution.

Actionable Takeaways

To build a successful cross-sell or upsell drip campaign:

• Analyze User Behavior: Trigger campaigns based on specific actions. If a customer consistently hits their file storage limit, it’s the perfect time to offer a plan with more space.
• Lead with the Problem: Frame your offer around the value it provides. Instead of saying “Upgrade for advanced analytics,” say “Unlock deeper insights to see what’s really driving your growth.”
• Offer a Compelling Incentive: Encourage immediate action with a time-sensitive discount or an exclusive bonus for upgrading.
• Segment by Persona: Tailor your messaging to different user types. A small business owner has different needs than an enterprise-level manager.
• Showcase Social Proof: Include testimonials from customers who have already upgraded. Highlighting their success makes the value of the upsell more tangible.

The Survey and Feedback Collection Campaign

A survey and feedback collection campaign is a drip sequence designed to systematically gather customer insights. Instead of a one-off request, this automated series triggers after key customer actions—like a purchase or a support interaction—to capture feedback when the experience is fresh.

The primary goal is to open a direct line of communication with your audience, making them feel heard and valued. By automating this process, you can consistently collect data that informs product development, refines your marketing messages, and improves the overall customer experience.

The Strategy: Zendesk’s One-Click CSAT Survey

Zendesk effectively uses this for its Customer Satisfaction (CSAT) surveys. After a support ticket is resolved, a simple, automated email asks the user to rate their experience with a single click. If a user provides a low score, it can trigger a follow-up from a customer success manager. This turns a potentially negative experience into an opportunity to recover the relationship.

Actionable Takeaways

To build an effective feedback drip campaign:

• Time it Right: Trigger the survey 1-2 weeks after a purchase or immediately after a support interaction.
• Keep it Simple: For higher response rates, limit your survey to 3-5 essential questions. You can even ask just one critical question, like a Net Promoter Score (NPS) rating.
• Offer an Incentive: Encourage participation by offering a small reward, such as a discount on a future purchase.
• Close the Loop: Follow up with customers, especially those who provide negative feedback. Also, consider sending a summary email to all participants sharing what you learned.
• Segment Based on Feedback: Use the data collected to create new segments. For example, group your promoters (high NPS scores) into a list for a testimonial campaign.

The Event Promotion and Attendance Campaign

An event promotion campaign is a time-sensitive drip sequence designed to drive registrations for a webinar, conference, or virtual summit. This is a multi-touchpoint strategy that guides potential attendees from initial awareness to post-event engagement.

The effectiveness of this drip campaign lies in its scheduled, automated nature. It ensures no lead is forgotten and that key information is delivered at precisely the right moments. A well-executed event campaign transforms a simple announcement into a must-attend experience.

The Strategy: HubSpot’s Segmented Webinar Promotion

HubSpot’s webinar promotion sequences are a masterclass. They begin by inviting a broad audience weeks in advance, highlighting the expert speakers. As the event nears, the campaign intelligently segments the audience, sending different messages to those who have registered versus those who haven’t. Non-registrants receive urgency-driven emails, while registrants get “know before you go” content.

Actionable Takeaways

To build an effective event promotion drip campaign:

• Create Urgency with Deadlines: Send emails highlighting a registration deadline or an early-bird pricing expiration. This leverages scarcity to drive action.
• Highlight Speaker Expertise: Dedicate an email to showcasing your speakers’ credentials and the unique insights they will share.
• Send Multi-Channel Reminders: Automate reminders to go out one week, one day, and one hour before the event. Include an easy-to-add calendar invitation file (.ics).
• Segment for Post-Event Follow-Up: After the event, send separate emails to attendees and no-shows. Attendees get a thank you and a link to the recording, while no-shows get a “sorry we missed you” message with the recording.
• Provide a Clear Agenda: Break down the event schedule with specific session topics to help potential attendees justify the time commitment.

Drip Marketing Examples: Comparison

Campaign	🔄 Complexity	💡 Resource requirements	⭐ Expected outcomes / 📊 Impact	⚡ Ideal use cases / Timing	Key advantages
Welcome Email Series	🔄 Low — basic triggers & sequence	💡 Low: copy, templates, basic ESP	⭐⭐⭐⭐ High engagement; 📊 improved retention & opens	⚡ New subscribers; first 7–14 days	Immediate brand intro; sets expectations; retention boost
Product Launch Campaign	🔄 High — cross-team coordination	💡 High: content, design, PR, legal, sequencing	⭐⭐⭐⭐ High awareness; 📊 concentrated sales spike (launch window)	⚡ New product launches; 2–4 weeks pre-launch	Builds anticipation; creates FOMO; drives launch sales
Abandoned Cart Recovery	🔄 Low–Medium — tracking + dynamic content	💡 Medium: tracking, inventory sync, templates	⭐⭐⭐⭐⭐ Very high ROI; 📊 25–35% typical conversion lift	⚡ E‑commerce checkout drop-offs; send within 1–3 hours	Recovers lost revenue quickly; targeted reminders
Re-engagement Campaign	🔄 Medium — segmentation & cadence	💡 Medium: list hygiene, incentives, tailored messaging	⭐⭐⭐ Moderate recoveries; 📊 improves deliverability & list health	⚡ Lapsed subscribers (30+ days); follow-ups 7–10 days apart	Recovers at‑risk contacts; reduces churn; insights on disengagement
Educational Content Series	🔄 Medium — structured curriculum planning	💡 High: expert content, multimedia, production time	⭐⭐⭐ Long‑term authority; 📊 slower direct conversions, high trust	⚡ Long sales cycles; nurture and thought leadership	Builds authority; reduces sales friction; community of learners
Lead Scoring & Behavior-Based	🔄 Very High — complex triggers & scoring	💡 Very High: MA platform, analytics, CRM integration	⭐⭐⭐⭐⭐ Highly personalized; 📊 better-qualified leads & faster closes	⚡ B2B complex sales; intent-driven qualification	Precision targeting; improved sales handoff; ROI optimization
Onboarding & Customer Success	🔄 Medium–High — tailored workflows per product	💡 High: product content, support coordination, personalization	⭐⭐⭐⭐ Reduces churn; 📊 increases adoption and LTV	⚡ Post-purchase activation; first 8–12 weeks (ongoing check‑ins)	Accelerates time‑to-value; increases retention and upsell ops
Cross-sell & Upsell Campaign	🔄 Medium — usage analysis & timing	💡 Medium: analytics, product knowledge, targeted offers	⭐⭐⭐⭐ Increases revenue per customer; 📊 +20–40% possible uplift	⚡ Existing customers with usage signals or milestones	Boosts LTV; lower acquisition cost; leverages trust
Survey & Feedback Collection	🔄 Low–Medium — sequencing & follow-up logic	💡 Low: survey tool, incentives, analysis capacity	⭐⭐ Provides actionable insights; 📊 low response rates (2–5%)	⚡ Post‑purchase or service touchpoints; 7–14 days after action	Captures customer voice; informs product and CX decisions
Event Promotion & Attendance	🔄 Medium — time‑sensitive coordination	💡 Medium–High: event content, reminders, registration systems	⭐⭐⭐⭐ Drives attendance; 📊 concentrated lead generation around event	⚡ Webinars/conferences; start 4–6 weeks prior, reminders at 1 week/3 days/1 day	Generates qualified leads; creates repurposable content and engagement

Putting These Drip Campaigns into Action

We’ve explored a wide array of powerful drip campaign examples. Each campaign—whether for product launches or cart recovery—operates on the same core principle: delivering the right message to the right person at the right time, automatically. The real value lies in recognizing the replicable strategies that turn an example of a drip campaign into a repeatable engine of growth.

The common thread is a deep understanding of the customer journey. This isn’t about sending a generic sequence to everyone. It’s about using behavioral data, smart segmentation, and meaningful triggers to run automated drip campaigns that feel personal, relevant, and helpful. That’s how you transform a passive lead into a loyal customer—and ultimately into an enthusiastic brand advocate.

Your Roadmap to Implementing Drip Marketing

Feeling inspired but not sure where to begin? Don’t attempt to implement all ten of these successful drip campaigns at once. Instead, identify your biggest marketing bottleneck right now. This focused approach delivers the fastest results.

Here’s a simple framework to get started:

1. Identify Your #1 Goal

Do you want to reduce cart abandonment? Improve onboarding? Boost engagement from cold leads? Choose one clear, measurable objective.

• For e-commerce, an abandoned cart lead nurturing campaign often provides the quickest ROI.
• For SaaS, a strong onboarding sequence can significantly reduce churn.

2. Map the Customer Journey

Before writing a single line of copy, outline the path you want the customer to follow. Identify:

• The trigger
• The ideal result
• The number of messages
• The timing for every touchpoint

This clarity is what makes an effective drip campaign actually work.

3. Define Your Triggers and Delays

What action starts the sequence? A sign-up? A download? A period of inactivity?

• For abandoned carts, a 1-hour delay is ideal
• For educational sequences, a 2–3 day delay keeps engagement consistent without overwhelming the user

These details shape the flow of every automated drip campaign you build.

4. Craft Your Content

Write conversational, helpful, and value-driven copy. Each message should move the subscriber toward a clear next step. And remember to adapt your messaging to the platform:

• Short, fast-paced messages for Messenger
• More detailed content for email

This tailoring is essential for any lead nurturing campaign to work effectively.

5. Build, Test, and Iterate

Use your automation tool to build the sequence and track performance metrics like:

• Open rates
• Click-through rates
• Conversions

Then, test different subject lines, CTAs, and timing to continuously improve. Every example of a drip campaign can be refined over time.

The power of drip marketing is its ability to deliver consistent, personalized experiences that nurture relationships and drive revenue—without manual effort. By implementing even one of the drip marketing examples from this guide, you’re taking a major step toward building a more efficient, customer-centric marketing engine that grows with your business.

Ready to move beyond theory and start building your own powerful automated campaigns? Clepher makes it simple to deploy sophisticated, multi-channel drip sequences on email, Messenger, and Instagram. With our visual flow builder, you can implement the very strategies discussed in these examples and start turning conversations into customers, no coding required. Start building your first drip campaign with Clepher today.

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