30 Amazing Drip Email Campaign Examples That Actually Drive Sales

“If at first, you don’t succeed, try again” is golden advice when it comes to drip email campaigns. However, there’s a slight twist – and, that is what we’ll explore with these 30 best email drip campaign examples.

But first 👇

What is a drip campaign?

An email drip campaign is a series of customized, perfectly-timed messages that are sent to customers automatically, triggered as per their behavior. 

Drip email marketing is so effective that: 

• Its open rates are 80% higher than single emails
• Average click-throughs are 3 times higher
• An email drip campaign generates 50% more sales-ready leads
• Companies that do drip email marketing well generate 80% more sales at 33% lower costs

The question isn’t whether you should be using drip email, it's what you should use it for. Depending on your goals and the customer segments you’re targeting, your email drip campaigns can be customized in these types of emails:

Types of drip email campaigns

• Welcome drip email campaigns 
• Product launch drip email campaigns
• Cart abandonment email drip campaigns
• Browse abandonment drip email campaigns
• Promotional drip email campaigns
• Upsell drip email campaigns
• Event / live stream drip emails 
• Birthday drip email campaigns
• Lead nurturing drip campaigns 
• Customer retention drip campaigns 
• Post-purchase drip email campaigns 
• Re-engagement drip email campaigns
• Stock alert drip email campaigns
• Winback email drip email campaigns
• Unsubscribe email drip email campaigns

30 Best Email Drip Campaign Examples

▶ WELCOME DRIP CAMPAIGNS

Definition: A welcome drip marketing campaign is a series of emails meant to onboard a new subscriber to a brand. Doing this right not only perfects the first impression but also nudges shoppers towards their first purchase. 

How many emails are usually sent in a welcome drip email campaign: 3 to 5 emails.

Welcome drip email campaign workflow: 

User signup ▶ Welcome email with coupon ▶ 🕖24hrs ▶ Check coupon use ▶ YES: Thank you email ▶ NO: Brand benefits email ▶ 🕖24hrs ▶ Check engagement ▶ NO: Re-engage ▶ YES: Thank you email

 1. Basic Piece

👉 Number of emails sent in this welcome drip email campaign example:

‍Email 1: Thanks subscribers for signing up – with a piece on the founder

Email 2: Goes into depth about how Basic Piece goes about a product

Email 3: Offers social proof in the form of videos and reviews – along with an offer 

👉 Key takeaways on how to create a welcome email drip campaign strategy:

✅ Maintain a consistent email design template as well as offers in your email drip campaigns – this best practice will ensure your emails look like they are part of the same conversation

✅ Use your on-site content as well as social proof across your welcome emails to build your brand in the eyes of subscribers – note how Basic Piece does this in the first and second emails with the founder blurb and design process

Also Read: 13 Incredible Examples of Welcome Emails (eCommerce)

2. Kayla Itsines

👉 Number of emails sent in this welcome email drip campaign:  

Email 1: Delivers what was promised in the lead signup form (exercise plan in this case)

Email 2: Establishes value to trigger loss aversion through best-performing blogs

Email 3: Offers a ‘one-time only’ 12-hour limited-time discount with social proof (as before-after photos of transformations)

👉 Best practices for perfecting a welcome drip email drip campaign strategy:

✅ Skip sudden scarcity and urgency in the first email – gradually increase the urgency of the offer instead, making sure you don’t come across as desperate 

✅ Consider offering a limited time but higher discount if a subscriber hasn’t converted – the easiest way is to check if a subscriber has converted before sending out your email

Also Read: Welcome emails: 16 easy changes that generate 10X revenue

3. Morphe

👉 Number of emails sent in this welcome drip email example:

Flow 1 (Post Purchase)

Email 1: Offers a short discount code for the next purchase (labeled as 20% to make it seem larger)

Email 2: Contains a call to follow on socials to be part of a community

Email 3: Acts as a reminder for using the code and makes a cross-sell of 3 products tailored to the subscriber

Flow 2 (First-time subscribers)

Email 1: Delivers what was promised in the lead signup form (a flat $5 discount) with some UGC

Email 2: Establishes what Morphe is for subscribers and asks if the subscriber has used their code yet

Email 3: Offers tailored product recommendations of 6 products (based on a subscriber’s browsing history

👉 Key takeaways on how to create a highly segmented welcome email drip campaign strategy:

✅ Track engagement and send different emails and offers based on engagement/subscriber status – for example, Morphe keeps two offers in its email drip flows – a ‘20% off’ for repeat purchasers and a ‘$5 off’ for new subscribers

✅ Gradually go into more depth for longer drip campaigns – for example, Morphe increases sections for every email they send 

Also Read: eCommerce Behavioral Segmentation Examples For 2024

▶ PRODUCT LAUNCH DRIP EMAIL CAMPAIGNS

Definition: A sequence of emails meant to launch a new product to subscribers. 

How many emails are usually sent in a product launch drip email campaign: 5 to 7 emails. 

Product Launch drip email campaign workflow: Announcement Teaser ▶ 🕖48 to 72 hrs ▶ Product details ▶ 🕖24 to 48 hrs ▶ Testimonials ▶ 🕖24 to 48 hrs ▶ Launch countdown ▶ 🕖Immediately after live stream ▶ Check purchase ▶ YES: Post-purchase drip ▶ NO: Stock alert drip / Thank you email

4. Momentum Watch

👉 Number of emails sent in this product launch drip email campaign example:

Email 1: Teaser email with just enough information on what the product is about

Email 2: Pre-launch email with a description of what’s to come in terms of the product

Email 3: Announces the launch – specifies how many products are on sale (as it’s a limited edition)

Email 4: Show updates on how fast the product is selling and how many are left 

Email 5: Offers a thank you at sale closing – shows what to expect next – with some proof/articles – and a call to sign up for notifications (once back in stock) 

Email 6: Opens up a pre-order once again – and gives updates to shoppers who’ve already placed an order

👉 Key takeaways on how to create a product launch email drip campaign strategy:

✅ Divide your product launch drip into three parts:

• Pre-launch – tease details and slowly reveal the product with key details like ‘how the product came to be’, launch date, and variants
• Launch – launch a countdown, send a thank-you to purchasers, and a reminder to stock up/pre-order for non-purchasers
• Post-launch – show UGC through media features, and reviews, and consider triggering a stock alert drip like Momentum Watch does

✅ Avoid sticking to a fixed schedule as a best practice for post-launch drip campaigns – here’s why: people may find you desparate – and assume that your product isn’t doing all too well, when you send an email about your new product every other day

✅ Instead, try maintaining a gap of at least 10 days, once you finish the launch announcement drip (three emails to four emails for introducing the product) – this is especially applicable if you have a limited edition product – this way the authenticity regarding exclusivity remains intact 😉

Also Read: 10 product launch email examples that drove massive sales (+ templates)

5. Liquid Death + Reuzel

👉 Number of emails sent in this product launch email drip campaign example:

Email 1: Teaser email to announce collab

Email 2: Same-day email announcing launch

Email 3: Reminds with a different image and copy after 2 days of email 2

Email 4: Shows takeaway of a live event with different colors after 3 days of email 3

Email 5: UGC feature in email after nearly 2 months

👉 Key takeaways on how to create a product launch email drip campaign strategy:

✅ Build your drip like a funnel – note how Reuzel starts with a teaser, follows up with a explainer + sale and continues with review emails, showing social proof and user generated content (note the video and photo of an influencer in emails 4 and 5)

✅ Experiment with gaps between your emails – but make sure to feature your newly launched products in other drip campaigns as well

Also Read: 5 stages of an ecommerce conversion funnel (+ways to improve each step)

▶ CART ABANDONMENT EMAIL DRIP CAMPAIGNS

Definition: A set of emails meant to bring subscribers back to the checkout process. With an average cart abandonment rate of almost 70% – a cart recovery email drip can help increase average order value by up to 19%.

Fun fact: Nearly 50% of all abandoned cart emails are opened and up to 14% of them lead back to purchases. 

How many emails are usually sent in a cart abandonment drip email campaign: 3 to 4 emails.

Cart abandonment drip email campaign workflow: Cart abandonment ▶ Reminder email ▶ 🕖24hrs ▶ Check purchase ▶ NO: Discount offer ▶ 🕖24-48 hrs ▶ Check purchase ▶ Consider winback

6. Petlibro

👉 Number of emails sent in this cart abandonment email drip campaign example:

Email 1: Purry email copy with an option to seek support directly from the email 

Email 2: Reminds about an unused welcome offer (time limits it to 3 days), a day after email 1

Email 3: Sends an upgrade 2 days after email 2 (and asks if a shopper is looking for something else)

👉 Best practices on how to create a cart abandonment email drip campaign strategy:

✅ If you are doing timed discounts, upping the percentage over subsequent emails is better – instead of repeated reminders

✅ Keeping a deadline is key to making discounts work – note how Petlibro does exactly this by increasing the urgency and the discount from ‘Use 10% off by 3 days’ to ‘Use 15% in 24 hrs’

Also Read: Limited Time Offer: 20 compelling examples + how to copy them

7. Parade

👉 Number of emails sent in this cart abandonment email drip campaign example:

Email 1: Spin the wheel type gamified cart abandonment email

Email 2: Sends a reminder meme email about products getting sold out, after 1 day

Email 3: A final reminder meme about missed opportunities, after 1 day

Email 4: Same offer as email 1 with a different subject line 

👉 Key takeaways on how to create a cart abandonment email drip campaign strategy:

✅ Send a contest-type email as the first email in your cart abandonment drip – this ensures subscribers actually engage (research shows nearly 42% would be motivated by a gamified reward in an email)

✅ Consider adding in a ‘reply to’ email as well as a personal touch like ‘{Customer support exec name} is waiting for you’ – Parade writes ‘Text Clarissa’

Also Read: 40 Abandoned Cart Email Examples that Actually Win Back Lost Customers

8. Birchbox

👉 Number of emails sent in this cart abandonment email drip campaign example:

Email 1: Tempts customers who might not have completed the purchase due to pricing issues with a discount

Email 2: Offers products similar to the product in the cart – but are bestsellers and have high ratings– meant for those who might not be convinced about the products in the original abandonment email

👉 Key takeaways on how to create a cart abandonment email drip campaign strategy:

✅ Focus on creating a cart abandonment drip that finds and solves why the customer didn’t checkout – Birchbox does this by giving a discount and a reminder in the first email and auto-applying the discount to the prices in the second email with a social-proof-laden product recommendation

✅ Keep testing various incentives to see what your customers respond to – Birchbox’s cart abandonment sequence allows them to test out which email gets them more conversions 

Also Read: How Many Emails To Include In An Abandoned Cart Workflow?

▶ BROWSE ABANDONMENT DRIP EMAIL CAMPAIGNS

Definition: A set of emails, launched once a subscriber views a product/category page but leaves without buying or adding to their cart. The goal is to get subscribers to purchase.

How many emails are usually sent in a browse abandonment drip email flow: Two to three emails.

Browse abandonment drip email campaign workflow: Browse abandonment ▶ Product recommendations ▶ 🕖24hrs ▶ Check purchase ▶ NO: Limited-time offer ▶ 🕖24-48 hrs ▶ Check purchase ▶ Consider winback

9. Toms Footwear

👉 Number of emails sent in this browse abandonment email drip campaign example:

Email 1: Reminder about item viewed and expiring offers – and some social proof 

Email 2: Second reminder with more recommendations and tying up Toms’s cause

Email 3: Third and final reminder with reviews and more recommendations

👉 Best practices for creating a browse abandonment email drip campaign:

✅ Include your brand’s sustainability practices and your customer’s stories in every email – note how Toms does this with dedicated sections and their footer (72% of customers are buying more sustainable products compared to five years ago)

✅ Switch up your recommendations in your browse abandonment emails – Toms shows products of different styles with matching colors and similar categories to the product(s) last browsed

✅ Don’t be afraid to use your brand color palette in your email drip campaigns – Toms keeps the primary color, ie the beige consistent as a background – when in doubt, remember the 60:30:10 ratio (here are some excellent ideas for designing your eCommerce emails)

Also Read: How To (Actually) Drive Sales Through Browse Abandonment Emails

10. Brevite

👉 Number of emails sent in this browse abandonment email drip example:

Email 1: Sends a typical browse abandonment email with nudges like free trial, free shipping, free returns, and bundles

Email 2: A personal follow-up on inactivity, after one day

👉 Key takeaways on how to create a browse abandonment drip strategy:

✅ Build hype for browsed products like Brevite does by showing the media features it received and the social feed – it’s worth noting, that 45% of people who follow micro-influencers end up trying recommended products – meanwhile, the media features help in making customers feel they’re buying from a top business with a great rating

✅ Make your second email a personal follow-up email – in case the first email doesn’t get any engagement within 24 to 48 hours

Also Read: 40 Discount Email Templates (& Examples) for eCommerce Stores

▶ PROMOTIONAL DRIP EMAIL CAMPAIGNS

Definition: A set of emails sent in a sequence during large-scale discount festivals or events to get customers to buy more overall. 

How many emails are usually sent in a promotional drip email campaign: Varies on the nature of the promotion/season/sale.

Promotional drip email campaign workflow: Campaign launch ▶ 🕖1-2 days▶ Announcement ▶ 🕖1-2 days ▶ Product benefits ▶ 🕖2-3 days ▶ Limited-time offer ▶ 🕖5 to 24 hrs ▶ Final countdown ▶ 🕖20 hrs ▶ Post-promo thank you ▶ 🕖84 hrs ▶ Last-chance cross-sell

11. Good Ranchers

👉 Number of emails sent in this promotional email drip campaign example:

Email 1: Announces the offer with product recommendations

Email 2: Similar reminder with a different version of email copy, after 2 days

Email 3: Similar copy with different recommendations, after 4 days

Email 4: Reminds to lock prices, after 1 day

Email 5: Humorous copy with the same message – asking to get the offer, before it ‘gallops’ away, after 3 daysEmail 6: Similar design as email 4 with different copy, after 10 days

Email 7: Final email with coupon code and testimonials, after six days

👉 Key takeaways on how to create a promotional email drip campaign strategy:

✅ Consider using targeted messages like ‘replenish your {product} at $XX’ – this will help make your drip an ideal campaign for personalized promotions and increase the odds of conversion

✅ Experiment with the gap, copy, and layout as much as you can – note how Good Ranchers just maintains the colors, but manages to test their offer in every single way – after all, who isn't afraid of inflation 🙂

Also Read: 25 Tips to Increase Sales Through Email Marketing (+ Amazing Examples)

12. Death Wish Coffee

👉 Number of emails sent in this promotional email drip campaign example:

Email 1: Introduces incentives with clear sections on what’s on offer

Email 2: Goes into more detail about what’s on offer, with a different offer

Email 3: Announces a last chance for shoppers, who haven’t participated yet

👉 Key takeaways on how to create a promotional email drip campaign like Death Wish Coffee:

✅ Curate collections for events like Back to School and 4th of July and build your promotional drips around them – show how the collections fit into those events like DWC teases products that will be perfect for college goers as a giveaway 

✅ Consider giving away discounts to all participants on the bundle – term the discount as ‘we couldn't let you go without a going away gift’ – this ensures that you don't lose customers and maybe get a sale 😉 

Also Read: Best-Performing Holiday Email Templates for eCommerce (+ Brand Examples)

13. Supergoop

👉 Number of emails sent in this sales email drip campaign example:

Email 1: A quiz-type email offering free shipping (90% of customers say that free shipping is the best incentive to shop online) 

Email 2: Launches into an abandoned cart email with a free-shipping subject line

Email 3: Final email about getting free shipping with personalized recommendations

👉 Best practices for creating a sales email drip campaign:

✅ Always track which products get engaged with – Supergoop shows three products in the first email – and follows up with the product a shopper viewed in the second and third email

✅ Bring in recently browsed products to build your product recommendations – Supergoop uses a very clever need-based product recommendation email marketing sequence – they show new collections, browsed products as well as personalized recommendations 

✅ Modify ongoing drips to adjust according to sitewide sales – note how Supergoop maintains the theme of ‘free shipping’ even when a browse abandonment email gets triggered (note the subject line and banner in the second email)

Also Read: How to Use Targeted Email Marketing to Drive More Sales (eCommerce)

14. Leesa

👉 Number of emails sent in this promotional email drip campaign example:

Email 1: Creative copy with a powerful limited-time offer featuring a Black Friday sale in July.

Email 2: Informs customers that the sale will end soon – the exact time left and mentions the huge discount they are offering

Email 3: Mentions an offer extension (same discount as before – no time limit) for customers who haven't purchased

👉 Key takeaway for creating a promotional email drip campaign strategy like Leesa:

✅ Consider using a last-chance for subscribers who have engaged with any of the previous emails in the drip – this ensures you’re targeting mid-intent shoppers, who may convert eventually (use a countdown timer to amp up the urgency)

Also Read: 30 Slightly different Black Friday emails (that actually get attention)

▶ UPSELL / CROSS-SELLING DRIP EMAIL CAMPAIGNS

Definition: A set of emails meant to introduce subscribers to buy higher-priced/better products or recommend products suited to their needs.

How many emails are usually sent in an upsell drip email campaign: One per week, but can be increased or decreased, depending on similar ongoing drips.

Upsell drip email campaign workflow: Newsletter with product category or problem solution hint ▶ 🕖48-72 hrs ▶ Product details and benefits ▶ 🕖24-48 hrs ▶ Customer testimonials and social proof ▶ 🕖24-48 hrs ▶ Launch countdown and early bird offer ▶ 🕖Immediately after launch ▶ Purchase confirmation or stock alert

15. Savor Beauty

👉 Number of emails sent in this upsell email drip campaign example:

‍One every weekend, four in a month

Email 1: Weekend newsletter with a personal note, offers for 4th of July

Email 2: Similar email with latest offers and recommended rituals

Email 3: Similar email with best performing blogs and UGC 

Email 4: Similar email as email 2, with a different design and more personalization 

Don't forget to check out: Email Marketing Audit – 74 Point Checklist for eCommerce Stores

👉 Key takeaways on how to create an upsell email drip like Savor Beauty:

✅ Make sure you’re setting a periodic flow for following up on a subscriber’s activity with superb advice – check how the personal notes + the seasonal products, new product launches in each newsletter feel really personal – upsell offers, supported by educational content and data have a chance of doing better than ones that aren’t 🙂

✅ Other than using a subscriber’s first name, incorporate subtle personalization in your drips – like offering ‘travel’ based content during July (4th of July weekend, anyone?) – or weather-based recommendations for subscribers from colder locations

Also Read: eCommerce Newsletter: 20 Ways To Stand Out And Actually Drive Sales

▶ EVENT / LIVE STREAM DRIP EMAILS

Definition: A series of emails sent out to drive registrations (and sales) for brand events. Event email drip campaigns allow you to send timely reminders, send FAQs, and push for registrations through an automated process. 

How many emails are usually sent in an event drip email campaign: Between 3 to 7 emails.

Event drip email campaign workflow: Announcement teaser ▶ 🕖1 to 2 weeks ▶ Details▶ 🕖5 days ▶ Early bird ▶ 🕖24hrs ▶ Countdown ▶ 🕖2 to 5 hrs ▶ Live stream link ▶ 🕖24 to 48 hrs ▶ Recap ▶ 🕖24 to 72 hrs ▶ Offer

16. Flaus

👉 Number of emails sent in this event email drip campaign example:

Email 1: Personal note from founder announcing the event

Email 2: A quick follow-up before the event with product recommendations

Email 3: Post-event follow-up as a thank-you with a custom product bundle and an offer

Email 4: Final thank you with a reminder to grab the bundle/offer

👉 Key takeaway on how to create an event email drip campaign strategy:

✅ Build each event drip email with a story about how you came to be, what your guests have to do with the brand, and the offers a shopper can expect – take inspiration from how Flaus tells their story – note how the emails feel upright and personal with more than enough social proof – because each one shows gratitude (the authentic kind) – all while showing how Flaus is solving ‘effective oral care’

Also Read: eCommerce Email Copywriting: 20 Game-Changing Tips

17. Le Col

👉 Number of emails sent in this event email drip campaign example:

Email 1: Announces the challenge

Email 2: Shows a winner

Email 3: Reminder that the challenge is ending

Email 4: Shows achievements of those who participated in the challenge

👉 Key takeaways on how to create an event email drip campaign strategy like LeCol:

✅ Tone down the promotional aspect and focus on the event instead – LeCol fills most of the entire drip with monochromatic visuals and splattered with navy and orange colors of the limited edition product – all while showing how other customers are doing (note CTA’s like ‘rider stories’ and features of winners)

✅ Use exclusivity to create a quiet upsell – LeCol makes sure that the product is available to only subscribers who join the challenge and complete it – note how each email reaffirms this exact theme

▶ BIRTHDAY DRIP EMAIL CAMPAIGNS

Definition: A series of highly personalized emails, sent out during a subscriber’s birthdate. Containing personalized offers, greetings and more, birthday drips help in generating customer goodwill – increase revenue – and re-engage subscribers who’ve not visited your store in a while. 

Data shows that birthday emails perform way better than the usual promotions with:

• 481% higher transaction rates
• 342% higher revenue per email
• 179% higher unique clicks 

How many emails are usually sent in a birthday drip email campaign: 1 to 2 emails pre-birthday and 2 emails post-birthday/anniversary.

Birthday drip email campaign workflow: 📆Jan ▶ Ask for Birthday ▶ Check if submitted ▶ YES: Thank you email ▶ NO: Remind monthly ▶ 🕖1 week before birthday ▶ Pre-birthday offer email ▶ 🕖3hrs after 00:00 on birthdate ▶ Greeting + offer ▶ 🕖1-2 days ▶ Check if purchased ▶ YES: Custom thank you ▶ NO: Create a last chance 

18. Tula

👉 Number of emails sent in this birthday email drip campaign example:

Email 1: Announces a tiered ‘birthday-special’ discount with personally recommended products

Email 2: Reminds that a shopper hasn't used their offer yet

Email 3: Creates a last-chance offer

👉 Best practices on how to create a birthday email drip campaign strategy:

✅ Consider experimenting with time frames – instead of a birthday month, launch your first email in the drip, a few hours before the birthday (like at 7PM, the end of a workday) and the last one, when they’ve nearly finished celebrating (a week or two after the birth date)

✅ Add a ‘here’s an extra X% OFF’ for your birth month to your promotions – do this if you have subscribers with a birthday during seasonal months

Also Read: Writing Replenishment Emails That Convert

19. Crocs

👉 Number of emails sent in this pre-birthday email drip campaign example:

Email 1: Asks shoppers for their birthday – and a wishlist of stuff they like

Email 2: Reminds after two days that it’s never too late to build a wishlist and that a birthday doesn’t come often

👉 Best practices on how to create a pre-birthday email drip campaign:

✅ Send the ‘When’s your birthday email’ only on months when you aren’t running heavy promotions – which means that the gap between an email drip campaign can be really large (because a subscriber knows that more is to come)

✅ Wish them on a fake birthdate – and ask for their actual birthday for a better discount with a promise that they can still use the discount – do this instead of asking to start a direct wishlist

Also Read: 20 email personalization templates (examples from great brands)

▶ LEAD NURTURING DRIP CAMPAIGNS

Definition: A set of emails sent in a sequence to nudge a subscriber towards a purchase through educational or personalized incentives like routines, reviews, social proof, educational content, etc.

50% of prospects aren’t ready to buy just based on their first interaction with you – a lead nurturing drip campaign is exactly what gets them to convert with 47% larger purchases than usual customers. 

How many emails are usually sent in a lead nurturing drip email campaign: Varies on the goal chosen

Lead nurturing drip email campaign workflow: Quiz announce taser with quiz link ▶ Check if the quiz has been filled ▶ 🕖Immediately ▶ YES: Results + Segmentation ▶ Check if purchased ▶ 🕖24 to 48 hrs ▶ NO: Offer + Discount or Recommendations + Re-engage or Education + Winback ▶ 🕖24 to 36 hrs ▶ ▶ Check if purchased ▶ NO: Reminder on educational content/recommendations/offer (based on segment) ▶ 🕖48 to 96 hrs ▶ Check if purchased ▶ YES: Launch post-purchase survey ▶ NO: Re-engagement flow

20. Briogeo Hair

👉 Number of emails sent in this lead nurturing email drip campaign example:

Email 1: Introduces the quiz with a discount in a short and simple email

Email 2: Teases their strongest product and shows how effective their quiz can be with a before and after visual

Email 3: Brings the quiz within the email to jumpstart any inactive subscriber into taking action

👉 Key takeaway on how to create a lead nurturing email drip campaign:

✅ Lead nurturing emails can also be used to activate customers who haven't made a purchase yet – Briogeo unfolds how their quiz is instrumental in pairing the right products with their drip campagn — here's how:

• the first email does this with the copy
• the second one shows a before and after transformation visual from a shopper
• while the third email directly shows the questions to get the shopper started

Also Read: Top 20 lead nurturing emails in eCommerce

▶ CUSTOMER RETENTION DRIP CAMPAIGNS

Definition: A sequence of emails meant to keep subscribers who’ve turned into purchasers, engaged with the brand and foster loyalty through loyalty programs – or reminders about the impacts of the shopper. 

How many emails are usually sent in a customer retention drip email campaign: 3 to 4 emails.

Customer retention drip email campaign example workflow: Check if rewards used ▶ YES: Send a thank you email ▶ NO: Rewards reminder email 1 ▶ 🕖7 days ▶ Check if rewards used ▶ YES: Custom-thank you ▶ NO: Rewards reminder email 2 + recommendations ▶ 🕖7 days ▶ Launch countdown ▶ 🕖 2 to 5 hrs before rewards expire ▶ Last chance with 2X rewards 

21. Everlane

👉 Number of emails sent in this customer retention email drip campaign example:

Email 1: Announces a cause, tying directly to how Everlane manufactures its products

Email 2: Shows the impact of the cause, quantifying the numbers

👉 Ideas for creating a customer retention email drip campaign strategy:

✅ Not all drip email campaigns are automated – sending a recap email like this one can be sent manually to make a shopper feel connected to a cause 

✅ Consider showing the impact of the shopper on your brand's cause – if they’ve made a purchase, send them a coupon to show your gratitude – if the subscriber hasn't made a purchase yet, show a call-out like ‘become part of the changemakers’

Also Read: 12 eCommerce Brands Acing Cause Marketing in 2024

22. Rebel Footwear

👉 Number of emails sent in this customer retention email drip campaign example:

Email 1: Reminder to redeem loyalty dollars with Mother’s day picks + a personalized subject line (till email 3)

Email 2: Second reminder after a month with different recommendations 

Email 3: Changes the recommendations after a month – while highlighting that the loyalty dollars haven’t been redeemed yet

Email 4: Reminds once more, 6 days before loyalty dollars expire 

Email 5: Final reminder regarding expiry of loyalty dollars

👉 Key takeaways on how to create a customer retention email drip:

✅ Send a loyalty point recap email at least once every month – consider showing a ‘missed deals’ and ‘potential savings’ section to drive FOMO 

✅ If a loyalty reward expires, consider sending out an email showing how much the subscriber saved with the loyalty program/other benefits they received – also include how they join back by purchasing 

You must also check out: 10 Questions to Ask When Hiring An eCommerce Email Marketing Agency

23. Sackville

👉 Number of emails sent in this customer retention email drip campaign example:

Email 1: Announces themed giveaway with a challenge and a ‘when to expect winners’

Email 2: Reveals winner with photos of the products on giveaway

Email 3: Same format as email 1 – except there’s a new offer

Email 4: Same format as email 2 – except has the social feed of a shopper

Email 5: Same format as email 1

Email 6: Same format as email 2

Email 7: Final giveaway with longer copy – largely similar to email 1

Email 8: Final email featuring some UGC and a hint about an upcoming announcement

👉 Key takeaway on how to create a customer retention email drip campaign strategy:

✅ Merge a cause with a giveaway and loop in a micro-conversion to drive signups – take inspiration from how Sackville does it – they link it all to their custom rewards platform – but you can use a WhatsApp Group link – or a Discord link – and set up challenges to engage shoppers

Also Read: 17 retention strategies that actually work (for eCommerce)

▶ POST-PURCHASE DRIP EMAIL CAMPAIGNS

Definition: A series of emails, sent out within a month of a purchase – with goals like collecting feedback, thanking the customer, and recommending future purchases. Post-purchase email drips are not only critical – but if done correctly, can help build repeat shoppers. 

Research shows thank you emails have an open rate of 42.51%, a CTR of 18.27%, and a conversion rate of 10.34%. These figures are higher than other emails by 2.5x for open rates and almost 8x for click-through rates. Data tells us that returning customers spend up to 5x as much. 

How many emails are usually sent in a post-purchase drip email campaign: A minimum of 4 emails for confirmations.

Post-purchase drip email campaign workflow: Purchase ▶ 🕖Immediately ▶ Order Confirmation ▶ 🕖Once package ships ▶ Shipping Confirmation ▶ 🕖Once delivered ▶ Delivery Confirmation ▶ 🕖3 days to 1 week ▶ Survey + Upsell Order Complementary product ▶ 🕖24hrs ▶ Check upsell ▶ NO: Discount or bundle ▶ 🕖24-48hrs ▶ Check upsell ▶ Consider cross-sell

24. Ipsy

👉 Number of emails sent in this post-purchase email drip campaign example:

Email 1: Asks shoppers to pick add-ons

Email 2: Order confirmation email

Email 3: Shipping confirmation with a tracking link

Email 4: Delivery confirmation showing how to use the ordered products for best results 

Email 5: Reminder for replenishing or updating the picks for the next shipment 

👉 Best practices on how to create a post-purchase email drip campaign strategy:

✅ Ensure your pre and post-purchase upsell emails are recommending products that need to be relevant to the previous/current order – instead of saying buy more, try and imply ‘this will also benefit you’ or ‘this bundling of products works better’ 

✅ Make sure you’re emphasizing throughout your purchase journey about your free returns period and policies – 67% of customers check the returns policy before purchasing while 63% of customers expect retailers to allow a minimum of 30 days to return

✅ Try adding the following elements to your post-purchase drip emails to harness 14.6% open rate and 64.7% click rate:

• a discount code
• product recommendation for replenishment/browsed products
• friend-sharing link
• social media sharing prompt
• feedback request

Also Read: 17 Unconventional Post-Purchase Emails (+ How to copy them)

25. Neafs (GB)

👉 Number of emails sent in this post-purchase email drip campaign example:

Email 1: A post-purchase welcome email with how-to’s on claiming brand benefits like extra warranty

Email 2: Offers a promo code for next purchase

Email 3: Asks for feedback 

👉 Key takeaways on how to create a post-purchase email drip campaign strategy like Neafs:

✅ Adapt your product to create a custom post-purchase drip campaign – for example, if you have a t-shirt brand, ask shoppers to tag you on your socials with a ‘how I wear the tee-shirt’ type post – or reply to your email with a video/post – your next step will be to send a confirmation email that you’ve received their submission and that they will receive a reward – the reward will be a discount on their next order 

✅ Include suggestive copy with a lot of positive reinforcement for the product – like a 5-star rating, which will help influence the review

Also Read: Turn boring transactional emails into cash cows: 10 proven ideas

▶ RE-ENGAGEMENT DRIP EMAIL CAMPAIGNS

Definition: A re-engagement email drip is similar to a promotional drip campaign – both are designed to get customers to purchase again. The only difference is the target audience – customers who haven’t opened an email or engaged with an email for a certain period. 

Tl;dr: A re-engagement drip is an email sequence that gets triggered after subscriber inactivity for X days. 

How many emails are usually sent in a re-engagement drip email campaign: Varies on subscriber engagement.

Re-engagement drip email campaign workflow: Inactivity ▶ Offer ▶ 🕖1 week ▶ Check engagement ▶ NO: Final offer ▶ 🕖2 weeks ▶ Consider removal

26. Felix Gray

👉 Number of emails sent in this re-engagement email drip campaign example:

Email 1: Reminds about expiring FSA dollars and shows recommendations

Email 2: Second reminder with a different banner

Email 3: Third reminder about expiring FSA dollars with a different hero image

Email 4: Talks about the number of days left

Email 5: Last-chance offer with a new year wish

👉 Key takeaways on how to create a re-engagement email drip campaign strategy:

✅ Use loss aversion like Felix Gray does – loss aversion is a cognitive bias where the pain of losing something is 2x more powerful psychologically than the joy of gaining – like having to pay taxes when FSA could have covered the costs (for UK & AU folks: FSA or Flexible Savings Account is a special tax-exempted account meant for certain out-of-pocket healthcare expenses)

✅ Experiment with the tonality, but retain the functionality – Felix Gray changes the banners and copy in each email within the drip – but retains the most useful block showing how to pay with FSA on the checkout page 

Also Read: Re-engagement Email Examples That (Actually) Win Back Subscribers

▶ STOCK ALERT DRIP EMAIL CAMPAIGNS

Definition: Stock alert drip campaigns are designed to convey low-stock alerts, back-in-stock alerts, wishlist alerts, and discount alerts on low or back-in-stock products. With open rates of 65.32%, these drive a sense of urgency and compel customers to take action.

How many emails are usually sent in a stock alert drip email campaign: 2 to 3 emails.

Stock alert drip email campaign workflow: ‘Selling fast’ nudge ▶ 🕖Once the stock hits zero and subscriber views page + Product is discontinued ▶ YES: ‘Consider these instead’ email ▶ NO: ‘Coming soon – order yours for X% off’ ▶ 🕖Back in stock + Made a pre-order ▶ YES: Custom post-purchase drip ▶ NO: Notify product is back in stock with an ‘order while you can’ copy

27. Cann

👉 Number of emails sent in this stock alert email drip campaign example:

Email 1: Announces the products are back in stock

Email 2: Shows quotes from shoppers about the product

Email 3: Second reminder about back-in-stock products

Email 4: Talks about the ingredients

👉 Key takeaways on how to create a stock alert email drip campaign strategy:

✅ Treat your back-in-stock like a product launch – use existing reviews from your product page and establish the product’s benefits in each email 

✅ Consider experimenting with action words and placement in your CTA buttons – note how Cann uses two CTA buttons – one primary with a product name and another with the words ‘Try Today’ with microcopy on the THC content – this best practice is a great hack to increase conversions (here are some other ways to increase conversions)

✅ Send a ‘consider these instead’ email to subscribers who’ve signed up for a permanently out of stock product – out-of-stock situations needn’t be the end of the road customers

Also Read: 24 Best Back-In-Stock Email Examples (+Templates)

▶ WINBACK EMAIL DRIP EMAIL CAMPAIGNS

Definition: Drip email marketing is specifically done for customers who have failed to make purchases in a while. It targets customers who no longer open your promotional emails or show up for regular discount-led purchase opportunities. 

How many emails are usually sent in a winback drip email campaign: Based on whether a customer makes a purchase 

Winback drip email campaign workflow: Inactivity ▶ Re-engagement offer ▶ 🕖1 week ▶ Check engagement ▶ NO: Final offer ▶ 🕖2 weeks ▶ Consider removal / Update preferences

28. Dollar Shave Club

👉 Number of emails sent in this winback email drip campaign example:

Email 1: Offers a $5 starter set with a downgrade angle 

Email 2: Upsells a $9 starter set – trying the exclusivity angle

Email 3: Offers a $5 starter set once again – but with a 4th of July limited edition product

Email 4: Same as Email 1 – but with a different headline

👉 Best practices on how to create a winback email drip campaign strategy:

✅ Experiment with how you frame your incentives, before reducing communications – note how DSC keeps the ‘$5 starter set’ nearly constant in value – but the copy and the content changes (check out the CTA buttons with built-in incentives)

✅ Slowly downgrade your offers – start your experiments with two incentives – DSC pits a higher value starter set in the 2nd email against a limited edition, 4th of July product in the 3rd email  

Also Read: 11 High-Converting Win Back Email Examples (+ Templates)

▶ UNSUBSCRIBE EMAIL DRIP EMAIL CAMPAIGNS

Definition: If you haven’t heard from someone in a long time, the best you can do is to check in on how they’re doing, and Unsubscribe email drip campaigns are the one for the occasion.

How many emails are usually sent in an unsubscribe drip email campaign: Two at maximum. 

Unsubscribe drip email campaign workflow: ‘Are you sure’ email with chance to re-subscribe ▶ 🕖Immediately ▶ Mandatory email with notification about unsubscription

29. Thrive Market

👉 Number of emails sent in this cancellation email drip campaign example:

Email 1: Reminds what Thrive Market is about – with a custom offer (‘35% OFF + a $60 FREE gift’)

Email 2: Reminds about Thrive Market’s USPs and makes an offer yet again, but instead gives it a value in dollars (‘$20 off your order’)

Email 3: Final reminder to restart the membership with a reframed offer (‘$60 FREE gift + 40% off your order (upto $30)’)

👉 Key takeaways on how to create a cancellation email drip campaign strategy:

✅ Cancellations are similar to post-purchase drips, except the focus remains on providing support – note how Thrive Market starts with a recap of the savings – and goes on to launch into a lead nurturing flow – where it re-educates shoppers

✅ Consider offering an option to update preferences – do this only if your emails are left unopened

Also Read: 46 easy-to-copy confirmation email templates (eCommerce)

30. Cuisinart 

👉 Number of emails sent in this unsubscribe email drip campaign example:

One – giving a final ask about the user's choice – update prefrences or unsubscribe

👉 Key takeaways on how to create an unsubscribe email drip campaign strategy:

✅ Make unsubscribing easy with a one-click option and redirect to an unsubscribe confirmation page – it’s worth remembering that drip email marketing can be done with just one email as well 

✅ Use images in your unsubscribe emails to emphasize the purpose – Cuisinart uses images of eggs as visual cues to elicit responses from people

Also Read: 13 Proven Ways to Reduce Email Unsubscribe Rate (eCommerce)

PEOPLE ALSO ASK

How to optimize your drip email marketing sequence?

Pick a single objective and divide different approaches or content into separate drip email campaigns. You can test versions of the following:

• Sequence variations
• Frequency variations
• Subject lines
• Images
• CTAs
• A/B test all the versions with small customer sizes 
• Analyze all the results to see which campaign performed the best – notice audience engagement throughout the entire cycle
• Ask for detailed feedback from your test group or sample – ask if they’re happy with the frequency, schedule, and content of the campaigns
• Choose the best parts of all the campaigns to make your final, winning email drip campaign

What metrics do I use to pick a winning email drip campaign? 

• Calculate the sales difference before and after a running campaign to judge its success rate. For A/B testing, see which option or sequence has created maximum sales within the test group
• Benchmarking open rates and click-through rates are other metrics you can use to identify the best subject lines and content to use. Click-through rates also help identify which Call To Action works best
• The sales difference can also be used to identify which upselling product recommendations work best and which cross-sell products club together for future opportunities
• Unsubscribe rates are another metric that can help identify the frequency and number of emails to use within a drip email sequence

How many emails should be included in a drip marketing campaign?

The number of emails depends on:

• The customer segment you’re targeting
• The industry you are in 
• The lifecycle of your products

Usually, the sweet spot for drip email campaigns is 3 emails or messages. However, they can increase or decrease if the trigger/goal has been completed. 

How to optimize the number of emails in a drip email campaign?

As a best practice, it's best to keep testing to see if having more or less than three emails in your drip campaign leads to higher or lower conversions. 

For example, if adding a fourth email makes no difference in conversions, start testing with lower number of emails in a more targeted segment.