Often people get confused between drip email campaigns and email sequences. But they are not the same. An email sequence is a broader term than a drip campaign, implying a different approach. Here are some of the key differences:
Feature Drip Sequence Automation Sequence
Content Static - does not change based on recipient behavior Dynamic - changes based on user actions
Trigger Sent at fixed intervals, scheduled once Triggered by specific user actions
Complexity Easier to set up, minimal segmentation needed More complex, benefits from well-defined user segmentation
Examples - Welcome emails
- Sales emails (e.g., Black Friday, Cyber Monday) - Abandoned cart emails
- Special access for high-paying customers
- Birthday and anniversary emails
Objective Consistent communication, and nurturing over time Personalized engagement based on real-time user behavior
While both can be personalized and consist of a series of emails, email sequences are more personalized and adaptive to subscriber behavior, making them distinct from the more static and broad-reaching drip campaigns.
Different Types of Email Sequences
Email sequences can be categorized into two types: trigger-based and time-based.
1. Trigger-Based Email Sequences
These sequences are activated by the subscriber's actions, such as:
Subscription: Triggered when someone subscribes to your list.
Browsing Habits: Based on pages or products they view.
Content Preferences: Tailored to the type of content they engage with.
Abandoned Cart: Prompted when they leave items in their shopping cart.
Purchase History: Follow-up emails after a purchase.
2. Time-Based Email Sequences
These sequences are scheduled based on specific time the usage of linkedin database intervals rather than actions, ensuring ongoing engagement:
Post-Subscription: Sent shortly after someone subscribes.
Follow-Up: One month after the last purchase.
Anniversaries: Marking the anniversary of their subscription.
Re-Engagement: After six months of inactivity.
For optimal effectiveness, many email marketing strategies combine both types of sequences. For example, a welcome sequence (trigger-based) can transition into a regular newsletter (time-based) to keep the subscriber engaged over the long term.