Content drip is a type of an email campaign, consisting of a series of emails with blog articles and other content in them. It’s the closest thing ecommerce brands can do to an informational newsletter. The purpose of the content drip campaign is to engage, inform, entertain and educate people in between orders. It is a post-purchase retention tactic to stay top-of-mind while not being too pushy with promotional emails and calls to action only.

It can be tailored to the interests of the customer as exhibited in their shopping behavior – different content drips can be set up for different segments.