Drip emails, as they’re called, are emails that a program will automatically send out to a user when they set off a trigger. These triggers vary from opt-in forms to website visits to sent messages, and the goal of a drip marketing campaign is to send the optimum message once a user undertakes a specific action. This allows the campaign to adapt quickly to the user’s behaviour and deliver the content that will best serve them based on the state of their attitude towards your campaign.