What is Drip Campaign?
Drip Campaign is a core concept in modern B2B revenue. Here is a clear, accurate definition, why it matters, and how Ardovo handles it.
Short answer
A drip campaign is a series of automated marketing messages, usually emails, sent to prospects or customers on a schedule or triggered by behavior. Each message drips out over time to nurture the relationship, educate, and move recipients toward a purchase. Drips keep your brand present without requiring manual sending.
Key takeaways
- Automated messages sent on a schedule or by trigger.
- Nurtures and educates recipients over time.
- Usually email-based and marketing-driven.
- Keeps the brand present through long consideration.
Why it matters
Most prospects are not ready to buy immediately. Drip campaigns nurture them automatically over weeks or months so they stay engaged until they are ready, capturing demand that would otherwise be lost.
How Ardovo handles it
Ardovo runs behavior-triggered drips and tracks engagement, moving a prospect back to sales when they heat up. Rook can tailor drip content to a recipient's interests and lifecycle stage.
Frequently asked questions
What triggers a drip campaign?
Either a schedule after an entry event like signing up, or behaviors such as downloading content, visiting pricing, or abandoning a trial. Behavior-triggered drips tend to be more relevant and effective.
How is a drip campaign different from a newsletter?
A drip is a predefined sequence each recipient moves through from their own start point. A newsletter is a single broadcast sent to everyone at once. Drips are personalized in timing; newsletters are not.