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The Secret to Email Drip Campaigns That Actually Work

Published by Small Town Startup on

 

Do you know what’s worse than not having a drip campaign? A drip campaign that doesn’t work.

An ill-structured drip campaign can do more harm than good, clogging inboxes, annoying potential customers, and worst of all, leading them to unsubscribe from your list entirely.

At Small Town Startup, we’re all about efficient, strategic marketing for small businesses. And when it comes to email marketing, drip campaigns are one of the most powerful tools you can use—if done right.

 

Why Drip Campaigns Matter

Drip campaigns segment your audience and send tailored content based on where a lead is in your sales funnel. Instead of blasting generic emails, you’re gently guiding customers toward a purchase at their own pace.

In fact, according to EmailMonks, businesses that master drip campaigns see:

  • 80% more sales
  • 33% lower marketing costs

Whether you’re running a boutique, a service-based business, or an e-commerce store, the right drip campaign can make all the difference.

But how do you know yours actually works?

We’ve rounded up three of the best drip campaigns being sent right now and broken down why they’re so successful.

 

1. The Customer Engagement Drip

Best for: New customers, brand introductions, and community-building

The first email a customer receives sets the tone for their entire journey with your brand. A great engagement campaign makes them feel welcome, included, and excited.

Take Zombies Run, a running app that gamifies exercise by turning it into a zombie apocalypse adventure. Their customer engagement email reads like a handwritten note from a fellow survivor:

Why It Worked:

  • It’s Personal – The email addresses the user by their chosen in-app name, not just a generic “Hi, [First Name]” plug-in.
  • It Tells a Story – Instead of the usual “Welcome to our brand” email, it immerses the reader in a narrative.
  • It Builds Community – By making the user feel like they’re part of a group (fellow “survivors”), they create instant brand loyalty.

Key Takeaway:
Your first email shouldn’t just be a confirmation—it should engage, excite, and make the recipient feel like part of something bigger.

 

2. The Upgrade/Upsell Drip

Best for: Converting free users into paying customers

Want to nudge customers toward a higher-tier plan or an additional purchase? A well-crafted upgrade email makes all the difference.

Hootsuite nails this with its simple but effective upsell drip campaign.

Why it Worked:

  • It Creates Urgency – “This offer expires in 24 hours.” A tight deadline makes people act fast.
  • It’s Direct – There’s no fluff—just a clear call to action leading to a persuasive landing page.
  • It Highlights Value – By emphasizing an industry-recognized certification, it makes the offer too good to ignore.

Key Takeaway:
If you’re offering an upgrade or limited-time deal, make the value crystal clear, and add a sense of urgency to drive action.

 

3. The Educational Drip

Best for: Building trust, warming up leads, and positioning your brand as an expert

If you want your audience to see you as a go-to resource, an educational drip campaign is the way to go.

Marketing software company CoSchedule does this super well, sending out high-value, educational content to its subscribers before asking for a sale.

Why It Worked:    

  • It Provides Real Value – These emails aren’t just fluff—they contain genuinely useful step-by-step guides and templates.
  • It Builds Trust – By consistently delivering free, helpful content, CoSchedule keeps its brand top of mind.
  • It’s Emotionally Smart – The emails acknowledge marketing pain points and solve them before pitching their tool.

Key Takeaway:
Don’t just sell, educate. By helping your audience before asking them to buy, you earn their trust (and their future business).

 

4. The Re-Engagement Drip

Best for: Reviving inactive subscribers and re-igniting interest

On average, 24% of email subscribers disengage every year. A strong re-engagement campaign can win them back before they’re gone for good.

Grammarly sends out a simple but effective re-engagement email to subscribers who haven’t used the tool in a while.

Why It Worked:

  • It’s Short and Direct – A simple reminder: “Hey, you signed up for us for a reason. Come back!”
  • It Leverages Emotion – The email reminds users of their pain points (bad grammar) and subtly hints that Grammarly is the solution.
  • It Doubles as an Upsell – It showcases new features and additional perks for upgrading.

Key Takeaway:
Your re-engagement emails should remind users why they signed up in the first place and offer them a compelling reason to return.

A great drip campaign isn’t just about sending emails—it’s about guiding customers through your sales funnel in a way that feels natural and engaging.

The best drip campaigns:

  • Engage & Personalize – Make customers feel welcomed and valued.
  • Educate & Build Trust – Give them real value before asking for a sale.
  • Nurture & Convert – Move them toward action with urgency and persuasion.

If you’re not seeing results from your email marketing, it’s time to audit your drip campaigns and make sure they’re doing what they should: nurturing and converting leads into loyal customers.

 

Need help structuring the perfect drip campaign? Small Town Startup has you covered. Let’s build something great together. Book a discovery call with us now.  Want more marketing insights? Subscribe to our newsletter for expert tips!