Drip Campaign

Understanding Drip Campaigns

A drip campaign is an automated sequence of emails, texts, or mailers sent to prospects on a predetermined schedule. Each message builds on the previous one, gradually educating the prospect and moving them toward a decision. For aged leads, drip campaigns serve as a low-cost, passive follow-up channel that works alongside active outreach like phone calls and door knocking.

How It Works in Practice

A proven email drip sequence for aged leads follows this pattern. Day 1: Introduction email — reference their original inquiry, introduce yourself, explain how you can help. Day 3: Value email — share a helpful tip, cost comparison, or industry insight relevant to their need. Day 7: Social proof email — include a brief client success story or testimonial. Day 14: Urgency email — mention a rate change, enrollment deadline, or limited-time benefit. Day 21: Final check-in — ask if they have found a solution or if you can still help.

Keep emails plain text, not HTML. Use a personal tone as if writing to one person. Subject lines should be conversational: 'Quick question about your insurance inquiry' or 'Still looking for the right mortgage rate?' Open rates for aged lead drip campaigns average 18-28% when using plain text and personal subject lines. Response rates of 2-5% are typical, with most responses coming from emails 2-4 in the sequence.

Why It Matters for Aged Leads

Drip campaigns catch the prospects you cannot reach by phone. Some people never answer calls from unknown numbers but read every email. Others need multiple impressions before they respond to any outreach. A drip campaign runs automatically in the background, touching hundreds of prospects without additional effort from you. When combined with phone calls and direct mail, drip campaigns contribute to the multi-touch approach that produces 80% of aged lead sales. Set up your drip once, apply it to every new lead batch, and let it generate responses while you focus on active outreach.