Drip Campaign
A series of pre-written messages sent automatically on a schedule or triggered by behavior, nurturing a contact toward a goal over time.
A drip campaign delivers a planned sequence of messages — usually email or SMS — spaced over time or triggered by actions like a download or a missed appointment. It automates nurture so a lead who is not ready today is kept warm with relevant touches until they are, without a human remembering to follow up.
Drips differ from a sales cadence in intent: a cadence is active outbound prospecting toward a meeting, while a drip is typically lighter-touch nurture for contacts who already opted in or went quiet. The same engine powers reactivation and win-back flows, and the discipline is relevance and pacing — too frequent or off-topic drips drive unsubscribes and opt-outs that cost more than the nurture is worth.
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