What Is Drip Marketing? (And Why It Still Works Wonders)

Have you ever browsed a website and then soon afterward started seeing the brand’s name everywhere? A relevant ad pops up in your social media feed. A colorful postcard shows up in your mailbox. You begin receiving helpful product- or service-focused emails. If so, then congratulations! You’ve experienced drip marketing in action.

What Is Drip Marketing?

Drip marketing is a communication strategy that delivers a series of targeted messages—via email, direct mail, text, or social media—over time to move a person toward a decision. Think of it like watering a plant: small, consistent drops lead to growth.

For the recipient, drip campaigns can be triggered by:

• Signing up for a newsletter.
• Abandoning an online shopping cart.
• Downloading a guide.
• Attending an event.
• Hitting a renewal window.

What does this look like in action? Let’s look at two well-known brands that are getting drip marketing right.

Drip Marketing in Action

HelloFresh is a master of behavior-based drip campaigns. Sign up, and you’ll receive:

• A series of emails introducing the service (along with any applicable discounts).
• A physical coupon postcard if you don’t subscribe.
• App reminders nudge you to choose meals or restart a plan.

Hello Fresh combines digital and physical touchpoints to re-engage lapsed customers and upsell existing ones.

Another brand with great drip marketing is Peloton. Its marketing funnel is as well-orchestrated as its cycling classes. If you browse the company’s site or take a trial class, here’s what you’ll see:

• A tailored email drip campaign introducing product features, benefits, and testimonials.
• Follow-up postcards or catalogs mailed with personalized offers.
• Social media ads and push notifications reinforcing the messaging.

Peloton understands that fitness decisions require time, and they provide just enough motivation along the way.

Why Drip Campaigns Work

Drip campaigns succeed due to several key principles that underpin any effective marketing campaign: delivering value before asking for a sale, fostering brand familiarity and trust over time, and integrating print and digital channels for maximum impact.

Are you curious how you could add drip campaigns to your marketing mix, including direct mail? Let’s talk!