15 Drip Campaign Examples to Inspire Your Email Marketing

The best way to learn drip campaign strategy is by studying what works. These 15 examples span different industries and use cases, demonstrating principles you can adapt for your own campaigns.

Welcome Sequence Examples

1. Notion's Product Onboarding Welcome

What they do: Notion sends a 5-email welcome sequence that progressively introduces features based on use case. The first email welcomes you and asks about your intended use (personal, team, company). Subsequent emails are customized based on that response.

Why it works: Immediate segmentation ensures relevance. A solo user gets different content than a team administrator. Each email focuses on one workflow, preventing overwhelm.

Key takeaway: Ask about intent early, then customize the entire sequence.

2. Duolingo's Engagement-Focused Welcome

What they do: Duolingo's welcome sequence is built around establishing the learning habit. Day 1: celebrate starting. Day 2: gentle reminder to continue streak. Day 3: introduce streak freeze (paid feature). Day 4: share learning stats.

Why it works: Focus on behavior (daily practice) rather than features. The streak mechanism creates urgency and commitment. Monetization is introduced naturally within the habit-building context.

Key takeaway: Design your welcome sequence around the core behavior you want to establish.

Trial Conversion Examples

3. Basecamp's Value-First Trial Emails

What they do: Basecamp's trial sequence focuses almost entirely on helping users succeed, not selling. Emails highlight specific problems Basecamp solves with real examples. The sales pitch comes late in the sequence.

Why it works: By the time users consider purchasing, they've already experienced value. The approach builds trust and reduces resistance to the eventual ask.

Key takeaway: Help first, sell later. Demonstrate value before asking for the sale.

4. Canva's Progressive Feature Introduction

What they do: During the trial, Canva sends emails introducing one feature at a time: templates, brand kit, team collaboration, background remover. Each email includes a direct link to try that feature.

Why it works: Users discover value they might have missed. Each feature addressed a specific need, increasing the chance one resonates. Low friction from email to action.

Key takeaway: Don't assume users will explore features on their own. Guide them.

Lead Nurturing Examples

5. HubSpot's Educational Drip Campaign

What they do: After downloading a resource, HubSpot enrolls leads in topic-specific nurture sequences. Download an SEO guide, get SEO tips. The sequence educates over weeks, gradually introducing HubSpot's tools as solutions.

Why it works: Content is genuinely useful regardless of whether you buy. By the time sales outreach happens, leads are warm and educated.

Key takeaway: Match nurture content to the resource that triggered enrollment.

6. Intercom's Problem-Solution Nurturing

What they do: Intercom's B2B nurture sequence addresses common problems (too many support tickets, slow response times, scaling customer success). Each email presents the problem deeply before introducing Intercom's approach.

Why it works: Problem-aware prospects see themselves in the content. The solution feels natural, not forced.

Key takeaway: Spend time on the problem before jumping to your solution.

Re-engagement Examples

7. Grammarly's "We Miss You" Campaign

What they do: After 30 days of inactivity, Grammarly sends a playful "we miss you" email showing their mascot looking sad. Follow-up emails highlight new features added since the user was active and offer an incentive to return.

Why it works: The emotional appeal is memorable without being guilt-tripping. New features give a reason to come back. The discount sweetens the deal for premium lapsed users.

Key takeaway: Give inactive users a specific reason to return, not just "come back."

8. Spotify's Personalized Re-engagement

What they do: Spotify's win-back emails leverage listening data: "New album from [artist you love]" or "Your 2025 Wrapped is ready." They use what they know about you to create irresistible hooks.

Why it works: Hyper-relevant content based on actual behavior. The email feels personal because it is personal.

Key takeaway: Use your data. Generic re-engagement can't compete with personalized hooks.

E-commerce Examples

9. Casper's Abandoned Cart Sequence

What they do: Casper sends a 3-email cart abandonment sequence. Email 1 (1 hour): Simple reminder with product image. Email 2 (24 hours): Customer reviews and testimonials. Email 3 (72 hours): Discount offer as final push.

Why it works: Escalating approach - not everyone needs a discount, but it's there for those who do. Social proof addresses the common "Is this worth it?" hesitation.

Key takeaway: Structure abandonment sequences with escalating incentives.

10. Dollar Shave Club's Post-Purchase Onboarding

What they do: After first purchase, DSC sends usage tips, explains their subscription model, and introduces add-on products. They set expectations for shipping and make it easy to adjust orders.

Why it works: Reduces buyer's remorse and support tickets. Prepares customers for the subscription relationship. Cross-sells feel helpful, not pushy.

Key takeaway: Post-purchase communication is as important as pre-purchase marketing.

SaaS Examples

11. Slack's Team Adoption Drip

What they do: When a team admin invites members, Slack sends sequences to both. Admins get tips on driving adoption. Members get getting-started guides. Content adapts based on team activity.

Why it works: Recognizes that B2B purchase is often a team decision. Helping individuals succeed helps the account succeed.

Key takeaway: For team products, consider drips for different roles within the account.

12. Zapier's Use-Case Discovery Sequence

What they do: After signup, Zapier sends emails highlighting popular automations based on the apps you've connected. "You connected Gmail - here are 10 popular Gmail automations."

Why it works: Demonstrates concrete value based on actual user context. Reduces the "what can I even do with this?" barrier.

Key takeaway: Show users what's possible with what they already have.

Content & Creator Examples

13. Morning Brew's Newsletter Nurturing

What they do: After subscribing to the daily newsletter, Morning Brew sends a welcome sequence introducing their other properties (podcasts, other newsletters). The main newsletter does the heavy lifting; the drip promotes adjacent content.

Why it works: New subscribers are most engaged. Capitalizing on that moment to introduce other content increases overall engagement.

Key takeaway: Use welcome sequences to expand the relationship beyond the initial touchpoint.

14. Masterclass's Course Engagement Drip

What they do: After enrolling in a course, Masterclass sends emails encouraging lesson completion, highlighting related courses, and sharing behind-the-scenes content about instructors.

Why it works: Engagement drips increase course completion rates. Completion leads to satisfaction, which leads to renewals and referrals.

Key takeaway: Don't assume users will engage on their own. Guide them through the experience.

Service Business Example

15. Calendly's Scheduling Success Drip

What they do: After setting up a scheduling page, Calendly sends emails about sharing your link, integrating with calendar apps, and setting up team scheduling. Content progresses from basic to advanced.

Why it works: Each email helps users get more value from the product. Advanced features are introduced only after basics are mastered.

Key takeaway: Structure onboarding drips from simple to complex, meeting users where they are.

Common Patterns Across These Examples

• Value first: Every example leads with helping the user, not selling to them
• Behavioral triggers: Actions (or inactions) determine what's sent
• Progressive disclosure: Information is introduced gradually, not all at once
• Clear next steps: Every email has an obvious action to take
• Personalization: Content adapts to what they know about the subscriber

Applying These Examples

Don't copy these campaigns directly - adapt the principles:

• What behavior do you want to establish? Design around that.
• What data do you have? Use it for personalization.
• What's the journey from signup to success? Map your sequence to that journey.
• What objections might they have? Address them proactively.

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