What is Drip Campaign?

A drip campaign is a set of pre-written messages delivered automatically on a schedule or in response to a prospect's actions, designed to nurture leads over time with minimal manual effort. The name comes from the way messages are released in a steady "drip" rather than all at once.

Drips are the workhorse of lead nurturing: once a lead enters the campaign, they receive a planned series of emails or texts spaced out over days or weeks, often branching based on whether they open, click, or reply. This keeps prospects engaged without a rep touching each one.

The line between a drip campaign and a full sales sequence is mostly one of intent — drips lean toward education and nurturing, while sequences drive toward a specific action like booking a meeting.