Email Sequence (Drip Campaign)
GLOSSARY
Definition
An email sequence is a series of automated emails sent on a schedule or triggered by behavior. A welcome sequence introduces new subscribers to your product. A nurture sequence educates leads over weeks. A win-back sequence tries to re-engage customers who stopped opening.
Why it matters
The drip campaign got its name from the idea of slowly dripping information into a prospect's inbox. The format works because it's low effort for the sender and predictable for the recipient. The failure mode is writing seven emails that say the same thing in slightly different words. The sequences that perform well have a clear reason for each email to exist and a clear exit condition — the subscriber bought, replied, or explicitly said stop.
Tools in this space
Related terms
Marketing automation · Deliverability · MQL / SQL · Lead scoring · Marketing ops