- Welcome Sequence: Engage new customers with 4–6 emails over 30 days, starting with a warm welcome and ending with exclusive offers.
- Onboarding Sequence: Help users get started with setup instructions, tutorials, and milestone celebrations.
- Re-engagement Sequence: Revive inactive customers with personalized messages, educational content, and time-sensitive offers.
- Feature Education Sequence: Highlight product features with tutorials, success stories, and advanced tips to boost adoption.
- Trial-to-Paid Conversion Sequence: Convert free trial users with targeted messaging, social proof, and upgrade incentives.
- Upselling Sequence: Sell additional products to existing customers by leveraging purchase history and personalized offers.
- Event Registration Sequence: Maximize attendance with pre-event invites, reminders, and post-event follow-ups.
Quick Comparison
Sequence | Purpose | Key Tactics |
Welcome | Build relationships | Personalization, value offers |
Onboarding | Ensure product success | Tutorials, success plans |
Re-engagement | Revive inactive users | Special offers, multi-channel outreach |
Feature Education | Boost feature adoption | Tutorials, user segmentation |
Trial-to-Paid Conversion | Convert free trial users | Timely emails, social proof |
Upselling | Increase customer spend | Related product recommendations |
Event Registration | Drive event attendance | Invitations, reminders, follow-ups |
Each strategy is tailored to a specific stage of the customer journey, helping businesses connect with their audience and drive results.
Drip Email Campaigns with Real-World Examples
1. New Customer Welcome Sequence
A well-crafted welcome sequence sets the stage for strong customer relationships. Did you know welcome emails achieve 4× higher click rates and 23× more conversions than standard marketing emails? This makes them a powerful tool to encourage engagement from the start.
An effective sequence typically includes 4–6 emails over 30 days :
- Immediate Welcome EmailA warm greeting, a clear value proposition, and an instant benefit - like Magnolia's offer of 15% off .
- Brand Story & Values (Day 2–3)Share your company's journey and mission in a way that connects with your audience's interests .
- Educational Content (Day 4–7)Provide useful insights that address your audience's common challenges .
Email Timing | Purpose | Key Elements |
Immediate | First impression | Welcome message with a compelling value offer |
24–48 hours | Brand introduction | Company story, mission, and values |
Day 3–4 | Education | Product features and industry insights |
Day 5–7 | Social proof | Customer testimonials and case studies |
Day 14 | Engagement boost | Premium offers or exclusive content |
"A lot of people think that welcome emails can't sell something. I was even told once that you should send at least 12 nurture emails before selling something. I totally disagree."
To get the most out of your welcome sequence:
- Personalize subject lines - this can increase open rates by 26% .
- Use Customer-First Data™ to create tailored content .
- Monitor performance metrics and tweak timing as needed.
- Include clear calls-to-action in every email.
- Exclude welcome sequence recipients from regular marketing emails during this period .
For B2B campaigns, a professional tone is crucial. Experts like Artemis Leads (https://artemisleads.com) successfully combine email strategies with LinkedIn outreach to deliver targeted, value-driven messaging that keeps engagement high.
2. Customer Success Onboarding Sequence
Creating a clear and structured onboarding sequence is key to keeping customers happy and ensuring they stick around. In fact, 86% of consumers are willing to pay more for a better customer experience .
Here’s a common structure for an effective onboarding sequence:
Email Timing | Purpose | Key Content |
Day 1 | Welcome & Goal Setting | Initial welcome, success plan outline |
Day 3-5 | Setup Instructions | Setup instructions |
Day 7 | Check-in | Progress review, resource sharing |
Day 14 | Feature Education | Role-specific tutorials |
Day 30 | Success Milestone | Progress celebration, next steps |
Personalized emails can make a big difference. They drive transaction rates six times higher. For example, Sked Social used personalized onboarding checklists and saw a 300% increase in free-to-paid conversions .
How to Optimize Each Step
To make the most of your onboarding process, focus on these strategies:
- Define Clear Success MetricsSet measurable milestones to track how engaged users are and how they’re progressing .
- Use Multi-Channel SupportDon’t rely on email alone. Add interactive product walkthroughs, video tutorials, and scheduled check-ins. ProdPad discovered that users who interact directly with team members are twice as likely to upgrade their subscriptions .
"Understanding what the user aims to achieve with the product and their primary pain points are the 2 most important things to know in order to effectively personalize the onboarding experience and expedite the journey to the 'Aha!' moment." - Umashankar Shivanand, Head of Product
Groove tested different approaches and found that tailoring email content to user behavior boosted end-of-trial conversions by 10% . Instead of sending generic updates, they focused on delivering targeted content based on specific user actions.
The Shared Success Plan
To keep users on track, create a shared success plan that includes:
- Timelines for implementation
- Roles and responsibilities for stakeholders
- Key milestones
- Access to necessary resources
- Contact details for support
This kind of onboarding naturally fits into a larger drip campaign, ensuring your communication evolves alongside your customer’s journey.
3. Inactive Customer Follow-up Sequence
Reconnecting with inactive customers can be far more cost-effective than acquiring new ones. A well-designed follow-up sequence helps you re-engage past customers and increase revenue.
Customers are typically considered inactive after 1-3 months of no email engagement. Interestingly, these dormant subscribers still account for 7% of total revenue .
Email Timing | Purpose | Key Content |
Day 1 | Initial Re-engagement | A personalized message reminding them of your value |
Day 7 | Educational Content | Insights and tips related to your industry |
Day 14 | Special Offer | Incentives tailored to encourage action |
Day 21 | Final Check-in | A clear call-to-action, plus an opt-out option |
This structured approach provides a strong framework for reactivating inactive subscribers.
Proven Strategies in Action
Real-world examples show how effective these tactics can be. For instance, To'ak Chocolate's re-engagement campaign achieved a 43.9% open rate and a 44% conversion rate . Similarly, Kerrits' reactivation emails generated $2.86 in revenue per email, which was a 676% improvement over regular promotional campaigns. Their reactivation workflow contributed 23% of total email sales while using less than 4% of their total email sends .
Tips for Improving Your Follow-up Sequence
- Personalized Messages: Use customer data to craft messages that feel tailored to their preferences and past behavior.
- Highlight Benefits: Clearly communicate what they’ll gain by re-engaging with you.
- Use Multiple Channels: Combine email with other methods like direct mail or phone calls for added impact.
- Offer Flexibility: Let subscribers adjust how often they hear from you or choose their preferred content.
For example, Artemis Leads combines personalized email campaigns with LinkedIn outreach to reconnect with inactive prospects. This multi-channel strategy ensures they cover all bases when targeting their ideal customer profile.
Building emotional connections is key. Customers who feel emotionally engaged stay loyal for an average of 5.1 years . This underscores the importance of focusing on genuine relationship-building instead of just pushing for sales.
4. Product Feature Education Sequence
Product feature education sequences are designed to help users get the most out of your product. When executed well, these sequences can drive higher feature adoption and keep users actively engaged. They rely on targeted messaging to deliver the right information at the right time.
Email Stage | Purpose | Key Elements |
Introduction | Feature Overview | Highlight benefits and practical use cases |
Deep Dive | Detailed Tutorial | Step-by-step guides with visuals or videos |
Success Stories | Social Proof | Showcase real customer results and testimonials |
Advanced Tips | Power Features | Share advanced tools, shortcuts, or tips |
Feedback Loop | User Engagement | Collect feedback through surveys or support links |
Proven Implementation Examples
Calm, a meditation app, offers a great example of feature education done right. They segment users based on their experience level and goals, creating customized onboarding flows that spotlight the most relevant features. This tailored approach ensures users get information that aligns with their needs .
Similarly, Canva personalizes its sequences based on user roles. For instance, teachers are introduced to Canva for Education, while small business owners learn about team collaboration tools and logo design features. This role-specific strategy keeps the content relevant and actionable .
Key Success Metrics
While 80% of marketers report drip campaigns as ineffective , feature education sequences that succeed often share these traits:
- Personalization: 59% of consumers expect brands to use their data to create customized experiences .
- Retention Impact: Businesses that prioritize personalization see 77% higher customer retention rates .
- Timing: For B2B audiences, the most effective sequences typically include around five emails per month, spaced 4 to 14 days apart .
Optimization Strategies
To improve the results of your feature education sequence, focus on audience segmentation and tailored content. For example, GlassesUSA.com used a chatbot integrated with Zendesk to gather customer preferences, enabling them to deliver highly targeted messaging .
Other ways to optimize include:
- Analyze feature usage: Use data to identify content gaps and update your knowledge base with relevant articles.
- Provide proactive support: Use historical user data to anticipate needs and deliver timely assistance.
- Track performance: Monitor click-through rates and conversion metrics to refine your email content and delivery strategy.
5. Free Trial to Paid Plan Sequence
Boosting trial-to-paid conversions requires well-timed messaging. On average, B2B companies aim for a 25% conversion rate , while trials requiring a credit card can reach up to 60% .
Trial Length and Conversion Rates
The length of your trial plays a big role in conversion success. Here’s how different durations perform:
- 4-day trials: 30% conversion rate
- 5–9 day trials: 45% conversion rate
- 10–16 day trials: 44% conversion rate
- 17–32 day trials: 45% conversion rate
Use these benchmarks to guide your trial setup and layer in proven tactics for better results.
Trial Phase | Message Focus | Timing | Purpose |
Welcome | Feature Education | Day 1 | Highlight your product’s core value |
Activation | Usage Guidance | Days 2–4 | Help users reach their "Aha!" moment |
Engagement | Success Stories | Days 5–7 | Build trust with relatable social proof |
Conversion | Upgrade Incentive | Days 8–14 | Encourage upgrading with a compelling offer |
Tactics That Deliver Results
Baremetrics saw their trial conversions jump from 15% to 31% by using a mix of in-app and email messaging in a 15-message sequence . Combining multiple communication channels like this can make a huge difference.
Elements That Drive Conversions
- Personalization matters: 60% of online shoppers avoid brands that send generic content .
- Welcome emails perform well: They boast a 64% open rate, making them a great way to set the tone .
- Timely assistance works: Monitor user activity and provide help when it’s most needed .
- Demos seal the deal: Two-thirds of users who receive personalized demos end up converting .
Tips for Better Results
- Highlight the core features that provide immediate value.
- Gradually introduce advanced tools as users explore further.
- Provide live chat or self-service options to eliminate adoption hurdles .
"The order of these steps may vary but activation is the critical link between acquisition and revenue." – Intercom
For complex B2B products, consider partnering with experts like Artemis Leads (https://artemisleads.com) to fine-tune your outreach and target key decision-makers. This approach extends the nurturing process described in earlier strategies.
6. Additional Product Sales Sequence
This sequence focuses on selling more products to your current customers. Why? Because selling to existing customers has a 60-70% success rate, compared to just 5-20% for new prospects . A well-timed drip sequence can help you tap into this potential.
Sequence Structure and Timing
Phase | Timing | Focus | Key Elements |
Initial Contact | Post-Purchase | Acknowledge purchase history | Highlight value gained |
Education | Week 1-2 | Showcase related products | Emphasize benefits |
Social Proof | Week 2-3 | Build trust | Use customer testimonials |
Offer | Week 3-4 | Create urgency | Time-sensitive discounts |
Strategies for Engagement
Use Transaction MomentsTake advantage of natural touchpoints. For example:
- DollarShaveClub suggests complementary products in order emails.
- Priceline highlights add-ons during booking confirmations .
Milestone-Based UpsellingCelebrate customer achievements or milestones with relevant offers. Examples:
Personalization Backed by Data
- Track Usage: Monitor how customers use your products to identify upgrade opportunities.
- Analyze Purchase History: Recommend products based on prior purchases.
- Tailor to Expertise: Adjust messaging to match the customer's technical knowledge .
Best Practices for Authentic Engagement
"Upselling shouldn't feel like an upsell. It should feel like you're legitimately helping them, and they trust you because they've built that [relationship] with you." - Alex Van Divner, Zendesk account executive
Keep these points in mind to maintain trust:
- Address specific customer challenges.
- Highlight clear benefits instead of just listing features.
- Time your messages based on customer activity.
- Offer free trials of premium features to demonstrate value .
Real-World Example
Design Public, a home design retailer, ran a targeted post-purchase email campaign. Two weeks after selling cribs, they promoted baby bedding to the same customers. The result? A 10% increase in bedding orders .
Tips for Better Results
- Use first-party data to understand customer needs .
- Match timing and channels to customer preferences.
- Regularly review engagement data to refine your sequence.
For B2B campaigns, agencies like Artemis Leads can help fine-tune your strategy, ensuring your efforts hit the mark and set the stage for even more impactful campaigns.
7. B2B Event Registration Sequence
Event registration emails are designed to spark interest and increase attendance at every stage of the event process.
Sequence Structure and Timeline
Phase | Timing | Purpose | Key Components |
Initial Invitation | 4-6 weeks before | Build interest | Event details, key benefits |
Registration Confirmation | Immediate | Confirm attendance | Confirmation message, agenda preview |
Reminder Series | 1 week, 1 day, same day | Keep attendees engaged | Event location, final instructions |
Post-Event Follow-up | Within 24-48 hours | Continue engagement | Thank you note, next steps |
Strategic Personalization Approach
Using Data for TargetingServiceTitan integrates Salesforce with its event platform to monitor attendee behavior and improve future events .
"What we're getting from Bizzabo's Salesforce integration is the ability to be proactively intelligent. We know who's coming to our sessions, who was happy, who was not, and how to design better sessions for the future."– Amy Herman, Sr. Program Manager, Training Events, ServiceTitan
Content Optimization Techniques
Pre-Event Communication
- Highlight standout speakers and must-attend sessions
- Emphasize networking opportunities
- Include clear calls-to-action (CTAs) for registration
- Share agenda highlights to build anticipation
Registration ExperienceLitmus enhances its confirmation emails with clear agenda details and practical instructions, avoiding generic promotional content . Following this approach can help boost your conversion rates.
Best Practices for Higher Conversion
- Use dynamic registration forms
- Personalize the registration journey
- Create branded, seamless experiences
- Send targeted follow-ups based on attendee behavior
- Track engagement data for continuous improvement
Technical Implementation
To execute these strategies effectively, ensure a solid technical foundation:
- Link your CRM to your event platform
- Automate email notifications
- Enable tracking tools for attendee activity
- Provide real-time updates
Specialized agencies like Artemis Leads can help you connect with decision-makers by combining targeted email campaigns with LinkedIn outreach.
Measuring Success
Keep an eye on these important metrics:
- Registration rates compared to invitations sent
- Email open and click-through rates
- Attendance numbers versus registrations
- Post-event engagement levels
Conclusion
Drip campaigns can increase click rates by an impressive 119% compared to standard email marketing efforts . Each sequence has a specific role, combining well-timed messages with personalized content to keep engagement high.
Key Implementation Strategies
Several factors play a role in creating an effective drip campaign:
- Know Your Audience and Segment WiselyUsing buyer personas can lead to double the open rates and a fivefold increase in click-through rates . Audience segmentation ensures your content aligns with what your audience truly needs.
- Focus Your ContentThe best campaigns address specific problems rather than listing general features. For example, OnlyDomains simplifies website creation into clear steps, while Semrush presents its tools in terms of the value they bring to users.
- Track, Measure, and ImproveRegularly reviewing metrics helps refine your approach. Here's a quick guide:
Metric
Industry Benchmark
Improvement Tip
Open Rate
15.22–28.46%
Test subject lines and sender reputation
Click Rate
Above 15%
Focus on stronger calls-to-action
Response Rate
Varies by industry
Adjust timing and personalize messaging
A solid strategy is only half the battle; technical execution ensures your emails land in the right inbox at the right time.
Technical Considerations
The technical side of drip campaigns can make or break their success. Deliverability is crucial, and warming up your email domain builds trust with providers before scaling up. Strava, for example, uses urgency-driven, educational emails to convert trial users more effectively.
Strategic Recommendations
To succeed, your campaigns must balance strategy with technical precision while adapting to your audience's needs. Build sequences that deliver value without overwhelming your prospects. AllTrails, for instance, highlights how premium features enhance user experiences, while Section re-engages inactive users by focusing on aspirational goals rather than discounts.
For B2B companies, drip campaigns work best as part of a larger multi-channel strategy. Partnering with experts can help. Take Artemis Leads - they combine personalized email campaigns with LinkedIn outreach to ensure your ideal customer profile is fully engaged across multiple channels.