3 Email Drip Campaigns Every B2B Business Must Have

Today I want to talk to you about email drip campaigns.

How many do you have running at the moment?

There are at least 3 drip campaigns every business needs to have. 

3 Email Drip Campaigns Every Business Must Have

Drip campaigns can seriously simplify your life, automate your marketing, AND acheive your email marketing goals much more effectively than you doing it with one-off emails (aka “broadcasts”).

In this email, I’m going to give you 3 drip campaign “recipes” for success. Here they come:

3 Must-Have Email Drips For Your Business:


Email Drip #1. Welcome new subscribers

Every time a new person subscribes to your list, you need to make sure they see you in the best light, right? So don’t leave that first impression up to chance (your regular newsletters).

Instead, take your new subscribers through a welcome sequence (3-5 emails) with your best content and important steps they need to take to get the most out of what you offer.

Related: 4 Welcome Email Mistakes to Avoid

Extra points: create different versions of the welcome sequence for the different types of lead magnets you have.

If you offer a few different products or services, AND you have various lead magnets that correspond to those offers, customize your welcome drips to match the subscriber’s interest (based on the type of lead magnet they opted-in through).

When you do that, you’ll see higher engagement and retention rates. You can take it a step further, and turn your welcome sequence into a “lead magnet to sales offer” sequence, and watch your sales numbers soar as you offer your new subscribers exactly what they need.

Here’s a sample structure for a welcome sequence:

Welcome Email Drip Campaign - Structure
Email #1: Thanks for subscribing!

Thanks for subscribing, here’s what to expect from this list (focus on the benefits you will provide for them, not just what you’ll write about); links to the best content.

Email #2: Your best content

Ways they can use free content / tools on your website for their business OR one piece of the best content in the email format.  

Email #3: Nurture & engage

More nurturing content OR invitation to a webinar OR ask them a question so you can understand your audience and segment it better.

You can also structure the welcome sequence to be a mini-course that teaches a topic highly relevant to what you sell.

Want to have this email structure handy so you can reference it as you write your drip campaigns? Download a compact PDF here (it's free).

Email Drip #2. Sell your stuff

Once your subscribers are welcomed and nurtured, you can offer them your product or service.

However, it’s not enough to just to just be like, “Hey, I have this - do you want it?” If you had tried this approach, you probably felt like your conversion rate could be much better.

Here’s a more effective approach: take your subscribers on a journey called “problem - agitate - solve” (PAS).

The PAS framework works because it increases your readers’ desire for your product by elevating your product from something they would “kind of like to have one day” to something they “must have right now.”

Here’s how you do it in an email drip campaign:

Sales Email Drip Campaign - Structure
Email #1: Problem

Introduce the problem your offer solves and tell a before/after story about it.

Email #2: Agitate

Okay, your subscribers have this problem, but it’s probably #10 or #15 on their list of priorities. Use this email to make it go to the Top 5.

Talk about common mistakes people make to make the problem even worse, or what not doing anything about the problem can lead to.

Email #3: Solve

Tell a story about how someone solved the problem and what that felt like.

Email #4: Action

Give your subscribers an easy win: provide one easy-to-accomplish first action step to solving the problem. They need to feel confident that they can solve this problem, that it’s achievable.

Email #5: Sell

Now that you’ve have educated your subscriber, increased urgency and their confidence at solving the problem, tell them how your offer can help them solve the big problem.

Email #6: Q&A

Answer most frequently asked questions about your offer and use this opportunity to sell again.

These are the bare bones of a sales drip campaign, and you can always enhance it by adding case studies and increasing urgency with early bird discount, bonuses, close carts, etc.

Email Drip #3: Re-engage dormant subscribers

There is a big portion of your list that is not seeing ANY of your emails, all the while you’re continuing to pay for them to be on your list.

Use this email sequence to get subscribers who haven't opened an email in the last 90 days to take action. It will send a series of CTAs to get them back in the fold.

Re-engagement Email Drip Campaign - Structure
Email #1: Hey, you there?

Friendly poke, acknowledging that you noticed they haven't been active lately, and linking to 1-3 BEST pieces of content (bonus points: if your list is segmented, provide links to content most relevant for that segment).

Email #2: Best email for you?

Explore what might have happened and offer an easy way back in — maybe they changed their email address, got stuck with something you can help with, etc.

Email #3: Should I unsubscribe you?

Let them know that if they don’t take any action, you’ll unsubscribe them.

Email #4: You are now unsubscribed

Let them know they are unsubscribed and provide an easy way to re-subscribe.

Email once they’re re-engaged (don’t forget this one!):

Best recent content + ask them a question about how you can be helpful.

3 Email Drip Campaigns Every B2B Business Must Have

When done right, these 3 drip sequences put you ahead of the majority of your competition. They automate important phases of your subscriber lifecycle, so you can focus on enhancing your marketing efforts or adding new products and services.

If you don’t have these 3 sequences running, go add them right now! Open a Google Doc, and start writing (I recommend writing a whole drip campaign in one sitting).

If you want to get the drip structures I described in an easy PDF format, download them here.

And if you found this post useful, please share it on social! Your support goes a long way.