Definition
The terms drip and sequence are often used interchangeably, but they have subtle differences. A drip campaign sends pre-written messages on a fixed schedule after a subscriber enters, advancing on a timer regardless of their immediate actions.
An email sequence is a broader term for an ordered set of messages a subscriber moves through. In practice, many marketing tools 'sequence' a flow where later steps can depend on clicked links or completed actions, making them more behavior-reactive than a strict timer drip.
For most marketers the practical takeaway is to design your flow around the goal, then use timer-based sends for simple nurture and behavior-branching steps where the subscriber's actions should change the path.
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Related Glossary Terms
Abandoned Cart Email
An abandoned cart email is a triggered message sent to online shoppers who added items to their cart but did not complete the purchase.
Abandoned Cart Sequence Flow
An abandoned cart sequence is an automated flow of emails that reminds shoppers who left items in their cart, over several sends, to return and complete their purchase.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
Back-in-Stock Email
A back-in-stock email is a triggered message sent to shoppers who requested notification when an unavailable product becomes available again.
Batch Sending
Batch sending is the practice of delivering a single email campaign to a large list in groups or waves rather than all at once.
Behavioral Email
Behavioral email is a message triggered by a subscriber's action, inaction, or engagement pattern, making it more relevant than scheduled broadcast sends.
Frequently Asked Questions
A drip typically sends messages on a fixed schedule by timer, while a sequence more often adapts its steps based on subscriber behavior such as clicks or purchases.
Yes. Timer-based drips are simple and effective for onboarding and education, though combining them with behavior branching usually improves relevance further.
Start with a drip for straightforward, time-based nurture. Add behavior branching to create a sequence where someone's clicking or buying changes what they receive next.