Drip campaign

Drip campaign (drip campaign) is an automated sequence of messages triggered at predefined intervals, usually triggered by an event (new lead, purchase, cart abandonment). The name comes from the analogy with drip irrigation: little information at a time, over time, at the right time.

Classic drip campaign cases on WhatsApp

• Post-purchase onboarding — day 1 welcome + tutorial; day 3 usage check; day 7 support offer; day 15 NPS survey.
• Abandoned cart recovery — time 1 reminder; 24 hour coupon; hour 72 limited stock.
• Cold Lead Nurturing — week 1 educational content; week 2 real case; week 3 direct offer.
• Reactivation of inactive — day 30 without purchasing greetings; day 60 coupon; day 90 offer change.
• Pre-expiry billing — day -3 friendly; day -1 booster; day 0 confirmation.

What makes a drip work

1. Each message has a unique purpose — not "another reminder".
2. Progressive tone — starts friendly, becomes more direct if necessary.
3. Always offers output — opt-out on every message, frictionless.
4. Automatically stops if customer responds or converts — does not continue sending if the sale has already closed.
5. Customized by tag — premium customer drip is different from the free one.

Common drip errors

• Too long sequence (8+ messages) — annoying.
• Does not stop after response/conversion.
• Messages are too spaced out (customer forgets the context).
• Same sequence for all profiles.

Drip + targeting = high ROI

Generic Drip has 1-5% conversion. Drip segmented by tag (campaign, profile, behavior) reaches 10-25%. The difference is in relevance.

See: nurturing, automation.