How to Write Drip Emails That Convert

The difference between drip campaigns that convert and those that get ignored often comes down to copywriting. Technical setup matters, but words do the heavy lifting. Here's how to write drip emails that actually get results.

The Psychology of Drip Email Copy

Before diving into tactics, understand what makes drip emails unique:

• Context awareness: You know why they're receiving this email (trigger, timing, position in sequence)
• Relationship building: Each email builds on previous ones
• Permission: They signed up for this - use that trust wisely
• Expectation: Subscribers anticipate future emails, creating momentum

Use these factors to your advantage. Reference previous emails, acknowledge their journey, and build anticipation for what's coming.

Writing Subject Lines That Get Opened

Your subject line is a promise. The email body delivers on that promise. Make promises you can keep.

Subject Line Formulas That Work

• The Question: "Struggling with user onboarding?" (identifies pain point)
• The Number: "3 ways to reduce churn this week" (specific, actionable)
• The Curiosity Gap: "The onboarding mistake that cost us $50k" (creates intrigue)
• The Direct Benefit: "Double your trial conversion rate" (clear outcome)
• The Personal Touch: "{firstName}, a quick question about your trial" (feels individual)

Subject Line Don'ts

• ALL CAPS or excessive punctuation!!!
• Deceptive subject lines that don't match content
• Spam trigger words (FREE!!! URGENT!!! ACT NOW!!!)
• Overly long subjects that get truncated on mobile
• Generic subjects that could apply to any email

The Opening Line: Hook Them Immediately

After the subject line, your preview text and opening line determine whether they keep reading. Skip the pleasantries and get to the point.

Weak Openings

• "Hope this email finds you well..."
• "We're excited to share..."
• "Following up on our last email..."
• "As a valued subscriber..."

Strong Openings

• "Most trial users never activate their first project. Here's how to change that."
• "Yesterday, one of our customers doubled their conversion rate. Here's what they did differently."
• "I noticed you haven't logged in since Tuesday. Stuck on something?"
• "Quick question: what's your biggest challenge with [topic] right now?"

Strong openings are specific, benefit-focused, or directly relevant to the subscriber's situation.

Structuring the Email Body

The One-Thing Rule

Each drip email should focus on one main idea, one primary action. Trying to cover multiple topics dilutes impact and confuses readers. If you have five things to share, that's five emails, not one long one.

The AIDA Framework

Classic but effective for conversion-focused emails:

• Attention: Hook with subject line and opening
• Interest: Present the problem or opportunity
• Desire: Show the solution and its benefits
• Action: Clear call-to-action

The PAS Framework

Effective for problem-aware subscribers:

• Problem: Identify and empathize with their pain
• Agitation: Explore the consequences of not solving it
• Solution: Present your answer

The Before-After-Bridge

Great for showcasing transformation:

• Before: Describe their current state (the problem)
• After: Paint the picture of success
• Bridge: Show how to get from here to there

Writing for Scanners

Most email readers scan rather than read word-by-word. Structure your emails accordingly:

• Short paragraphs (2-3 sentences maximum)
• Bullet points for lists and key points
• Bold important phrases (but don't overdo it)
• Clear subheadings for longer emails
• White space between sections

A scanner should grasp your main point and CTA without reading every word.

Crafting Effective CTAs

CTA Placement

For short emails, one CTA at the end works well. For longer emails, consider placing it:

• After the main benefit explanation
• At the end of the email
• In a P.S. for those who scroll to the bottom

CTA Copy That Converts

Focus on the outcome, not the action:

• Instead of "Click here" try "Get the template"
• Instead of "Learn more" try "See how it works"
• Instead of "Submit" try "Start my free trial"
• Instead of "Buy now" try "Get instant access"

Voice and Tone

Write Like a Human

Drip emails should sound like they're from a person, not a corporation. Characteristics of human-sounding copy:

• Contractions (you're, we'll, don't)
• First and second person (I, we, you)
• Conversational sentence structure
• Occasional incomplete sentences. For emphasis.
• Personality and occasional humor (when appropriate)

Match Your Brand

Your drip emails should sound like the rest of your brand communications. If your website is playful and casual, formal drip emails create dissonance. Consistency builds trust.

Personalization That Matters

Beyond Name Insertion

Real personalization goes deeper than mail merge:

• Behavioral references: "I noticed you explored our analytics features..."
• Segment-specific content: Different messaging for different roles or industries
• Journey acknowledgment: "You've been using [Product] for two weeks now..."
• Dynamic content blocks: Show relevant case studies based on company size

When Personalization Backfires

Forced or inaccurate personalization hurts more than helps:

• "Hi {firstName}!" when the field is empty or contains garbage data
• References to actions they didn't take
• Assuming intent based on single data points

Only personalize with data you trust.

Email Templates for Common Drip Types

Welcome Email Template

Subject: Welcome to [Product] - here's your first step

Body structure:

• Thank them for joining
• Set expectations (what they'll receive, how often)
• Provide one immediate quick win
• CTA: Complete that first action

Value Email Template

Subject: [Specific benefit] for [their situation]

Body structure:

• Hook with relatable problem or question
• Share the insight, tip, or framework
• Show example or application
• CTA: Apply this to their situation

Social Proof Email Template

Subject: How [Similar customer] achieved [Specific result]

Body structure:

• Introduce the customer (make them relatable)
• Describe their challenge (mirror reader's situation)
• Show the solution and results
• CTA: Get similar results

Re-engagement Email Template

Subject: Still interested in [solving problem]?

Body structure:

• Acknowledge the silence without guilt-tripping
• Remind them of the value they're missing
• Offer help or ask about obstacles
• CTA: Re-engage or opt-out (both are valid)

Testing Your Copy

Data beats assumptions. Test systematically:

• Subject lines: A/B test with sufficient sample size before committing
• Opening lines: Track read depth if your tool supports it
• CTAs: Test different text, colors, and placements
• Email length: Compare short vs. detailed versions

Common Copywriting Mistakes

• Talking about yourself: Focus on them, not you. "You'll learn" not "We'll teach."
• Burying the lead: Put important information early, not at the end.
• Feature-focus: Translate features into benefits. They don't care about features; they care about outcomes.
• Passive voice: "You can save time" is stronger than "Time can be saved."
• Jargon: Write for clarity, not to impress.

Recommended: Sequenzy's AI Drip Generation

If writing drip sequences feels daunting, Sequenzy offers AI-powered drip generation that creates personalized sequences based on your product and goals. It's a starting point you can refine, not a replacement for human judgment.