Create a B2B drip email campaign

Business Benefits

Improve your conversion rate and revenue.


Open your email marketing platform and create a new drip campaign.

Refer to your platform’s documentation for specific steps, as each platform has a different setup process.

Build your audience based on your ideal audience for the campaign.

The more targeted and specific your segment is, the more you can focus the email on that segment’s particular pain points and your product’s specific benefits. For example, you might highlight the cost-saving benefits of your product/service to startups because they tend to be cost-focused. If you’re targeting Fortune 500 companies, though, you might highlight the seamless integration or time-saving aspects.

You can target users based on action rather than demographic, like:

  • Blog subscribers
  • First-purchase customers
  • Lead magnet downloaders
  • App downloaders
  • Trial users.

Decide on your campaign’s objective.

Are you:

  • Trying to raise awareness?
  • Giving them a special offer?
  • Looking to drive sales or generate sales calls?

Other objectives include:

  • Customer upsell or cross-sell
  • User onboarding
  • Lead nurturing
  • Improve customer experience
  • Build a sales pitch
  • Free to paid trial conversion

Create your email content, focusing on your objective for the campaign.

You may wish to have several emails in this drip. If so, write copy in each subsequent email that provides new value or new information. If you are promoting a special offer increase the urgency/scarcity in each subsequent email in the drip.

Decide how to trigger your email campaign and set it up on your email marketing platform.

For example, the trigger can be when a user signs up, downloads a piece of content when their subscription lapses, or when they purchase. Include a suppression criterion that stops a user from triggering and entering the flow multiple times. Your email platform will have specific instructions on setting up triggers.

Monitor metrics like open rate, click rate, unsubscribe rate, bounce rate, and spam complaints on all emails in the drips.

Adjust your campaign to counter metrics that are lagging. If your open rates are poor, modify:

  • The subject line
  • Send time
  • Target group
  • Your sender reputation.

If your click rate is poor, modify:

  • Calls to action: are they compelling enough?
  • The offer or subject of the email: is it relevant and enticing enough?
  • Target segment: are you targeting the right people with the right offer?