Managing email follow-ups manually is exhausting. You spend hours scheduling messages, tracking responses, and trying to remember who needs what email and when.
But successful marketers aren't working overtime on email campaigns. They use drip campaigns to automate their most effective email sequences.
Most companies struggle to create sequences that convert, often watching their carefully crafted emails land in spam folders or go unopened.
In this guide, we'll analyze seven drip campaign examples that drive real results. You'll see how leading companies structure their campaigns, from welcome sequences to cart recovery emails, with specific strategies you can use today.
Drip Campaign Examples from Brands That Got It Right
Looking for inspiration for your next email sequence? Let's analyze seven real drip campaigns from brands that nail timing, messaging, and conversion.
First Impressions: Crafting the Perfect Welcome Email
OnlyDomains shows how to turn a simple welcome email into a complete getting-started guide. Instead of saying, "Thanks for signing up," they provide a clear pathway to success.
Why it works:
- Opens with encouragement and support, acknowledging the user's initiative
- Breaks down the website creation journey into three clear steps
- Each step includes specific action items and clear CTAs
- Provides multiple resources (dashboard, knowledge base, blog) without overwhelming
- Highlights human support (24/5 availability) to build confidence
- Uses social proof (Trustpilot score) to reinforce trust
- Maintains a helpful, encouraging tone throughout
Key takeaway: Welcome emails work best when they provide clear next steps, not just a welcome mat. OnlyDomains succeeds by turning potential overwhelm into an actionable roadmap, while ensuring users know help is available at every step.
"Hey, You Forgot Something!" Done Right
Huckberry's cart abandonment email shows how to recover sales without desperation. Its casual, confident tone makes shoppers feel like they're missing out on something special, not being pushed to buy.
Why it works:
- Casual, confident subject line creates urgency without pressure ("LET'S DO THIS")
- Clear product reminders with all key details (color, size, quantity)
- Subtle scarcity message that feels honest ("We can't promise it'll stick around")
- Includes related product suggestions for additional discovery
- Multiple support options shows it cares about helping, not just selling
- Maintains its brand voice throughout—feels like advice from a friend
Key takeaway: Cart recovery works best when it feels like a helpful reminder, not a desperate sales pitch. Huckberry succeeds by maintaining its cool, curated brand voice even in transactional emails.
Upsells That Don't Feel Sleazy
AllTrails demonstrates how to upgrade free users by focusing on enhanced experiences rather than limitations. Its email showcases premium features through the lens of user benefits.
Why it works:
- Leads with user-focused benefits ("Plan ahead and explore more") instead of features
- Visualizes premium features through clean, engaging imagery
- Breaks down complex features into digestible sections
- Each feature connects to a specific user need (weather overlay, 3D terrain, offline access)
- Multiple, contextual CTAs that don't feel pushy
- Maintains outdoor-enthusiast tone throughout
Key takeaway: Successful upsell emails show users how premium features enhance their existing experience. AllTrails doesn't diminish its free version—it shows how AllTrails+ makes a good experience even better.
Winning Back Cold Leads
Section's re-engagement email shows how to reignite interest by focusing on aspirational outcomes. Instead of pushing features or discounts, it paints a picture of future success.
Why it works:
- Creative subject line breaks convention ("You in three months")
- Uses social proof through real student outcomes
- Structures benefits as a journey (1, 2, 3, 4)
- Focuses on emotional benefits ("confidence," "excitement"), not just practical ones
- Backs claims with specific statistics (88% application rate)
- Simple, clear call-to-action that ties to the transformation promise
Key takeaway: Re-engagement works best when you remind leads what's possible, not what they're missing. Section doesn't guilt subscribers about being inactive—it inspires them with achievable results.
After the Sale: Educational Content That Retains
This email from Semrush shows how to turn complex features into clear value propositions. Instead of pushing for an immediate sale, it focuses on helping users understand a specific tool's benefits.
Why it works:
- Clear, benefit-focused headline that promises quick results
- Breaks down complex features into three simple bullet points
- Uses action verbs (Discover, Identify, Dive) to make benefits tangible
- Includes clear next steps without aggressive selling
- Maintains a professional tone while keeping content scannable
Key takeaway: Educational content works best when it focuses on specific solutions rather than general features. Semrush doesn't just explain what the tool does—it shows how it solves actual research problems.
6. From "Maybe" to "Yes": Trial Conversion Emails
Strava's trial-end email masterfully combines FOMO with feature education. Instead of pushing for an immediate upgrade, it helps users discover value they might’ve missed.
Why it works:
- Creates urgency naturally ("2 more days") without aggressive tactics
- Showcases multiple premium features through clear, visual categories
- Each feature focuses on a specific user goal (competition, discovery, analysis)
- Uses mobile-first design to mirror the app experience
- Includes exploration CTAs for each feature, not just subscription pushes
- Maintains its athlete-focused tone throughout
Key takeaway: Trial conversion emails work best when they help users discover value they haven't experienced yet. Strava succeeds by highlighting specific features that match different user motivations—whether that's competition, exploration, or performance analysis.
7. Post-Event Magic: Keep the Momentum Going
Pulp & Press shows how to turn a purchase confirmation into an experience kickoff. Its post-purchase email preps customers for success while building excitement for what's coming.
Why it works:
- Celebrates the customer's decision ("congratulations on taking a big step")
- Provides immediate value with pre-cleanse preparation tips
- Uses clear, actionable advice that's easy to follow
- Creates community connection through social media engagement
- Balances excitement with practical guidance
- Maintains a wellness-focused tone that matches its brand
- Sets realistic expectations about the upcoming experience
- Smartly requests user-generated content through hashtags, building social proof while helping new customers see real results
Key takeaway: Post-purchase emails work best when they bridge the gap between buying and experiencing. Pulp & Press succeeds by giving customers everything they need to succeed, building anticipation for their purchase, and creating a community of success stories.
Why Most Drip Campaigns End Up as Spam (and What to Do About It)
Most marketers make the same mistake with drip campaigns: they jump straight into sending automated sequences without warming up their email accounts. This triggers spam filters for three key reasons:
- New email accounts lack sender reputation
- Automated sequences often contain similar content patterns
- Sudden increases in sending volume look suspicious to email providers
The key to successful drip campaigns starts with a proper email warmup. New sending accounts need time to build trust with email providers. Without warming up, your automated sequences often trigger spam filters, destroying your campaign's effectiveness before it begins.
Instantly's Deliverability Network solves this by automatically warming up your sending accounts. The system escalates your sending volume while generating positive engagement signals, ensuring your drip campaigns land in primary inboxes instead of spam folders.
Once your emails consistently reach inboxes, drip campaigns become powerful tools for:
- Nurturing leads and prospects through automated sequences
- Building relationships without manual follow-up
- Converting leads based on their actual behavior
- Scaling your email marketing without increasing workload (using AI)
With deliverability handled, you can focus on creating drip campaigns that engage and convert.
Choose Your First Campaign Wisely
Looking at seven different campaign types might feel overwhelming. You're probably wondering, "Where do I even begin?" The answer depends on your current situation.
Your first drip campaign should match your immediate business needs:
- Fresh lead list? Start with welcome sequences to capitalize on initial interest
- Inactive subscribers? Begin with re-engagement to clean your list
- SaaS product? Launch with educational content to guide trial users
- E-commerce site? Focus on cart abandonment for quick wins
Your first campaign doesn't need to be perfect. Start with the type that matches your most pressing business needs. You can launch other campaigns once you've got the basics working. Remember: every successful email marketer started with a single campaign.
Whatever you choose, ensure your sending infrastructure can handle it. Instantly offers campaign templates and deliverability monitoring to help you start right.
Did Your Campaign Actually Work?
Numbers tell the truth about your drip campaigns. Focus on these key email marketing metrics:
- Open rates show if your subject lines work. Anything above 20% is solid for drip campaigns. Below that? Test different subject lines or adjust your sending time.
- Click rates reveal if your content connects. Look for rates above 2.5%. Lower numbers mean your calls to action need work—or you're not matching content to lead interests.
- Unsubscribe rates matter most. A spike in unsubscribes (above 0.5% per email) means you're either sending too often or missing the mark with content. Pay attention to which emails trigger unsubscribes and adjust accordingly.
Track these numbers weekly. Small tweaks based on data often lead to big improvements in campaign performance.
Instantly makes tracking campaign success easier with comprehensive analytics at every level. You can monitor total and unique opens, track reply rates, and measure opportunities from interested leads. The step-by-step analytics help you identify which emails in your sequence perform best, so you can optimize your entire campaign for better results.
Key Takeaways
Creating effective drip campaigns in 2025 comes down to three factors: deliverability, timing, and value. Here’s what to do to ensure you deliver on all three:
- Start with proper email warmup. Even the best-written campaigns fail if they land in spam folders. Build trust with email providers before scaling your sequences.
- Time your campaigns based on lead behavior, not arbitrary schedules. Watch how people interact with your emails and adjust accordingly. When engagement drops, slow down. When it peaks, build on that momentum.
- Respect your prospects' attention. Mix educational content with promotional messages. Use email personalization thoughtfully. Make unsubscribing easy. Your goal isn't just to avoid the spam folder—it's to become one of the few emails prospects want to open.
Ready to launch your first drip campaign? Start with Instantly and make sure your emails reach leads’ inboxes.
