In community building, sustained engagement is rarely the result of a single message or event. It’s the product of a strategic, ongoing conversation with members—nudging, encouraging, and adding value in small, timely increments. That’s exactly where drip engagement campaigns come in.
Borrowed from the world of marketing automation, drip campaigns refer to sequential, pre-planned communications delivered over time. In community management, this translates into automated nudges, invitations, content, and actions that help guide members through various stages of engagement—without overwhelming them.
Done right, drip engagement campaigns reduce churn, increase participation, and help communities feel more alive and intentional—even when your team isn’t online 24/7.
What are drip engagement campaigns?
Drip engagement campaigns are a series of pre-scheduled messages or activities designed to nurture members across their lifecycle. They’re often:
Trigger-based (e.g. “user hasn’t posted in 7 days”)
Time-based (e.g. “send message on Day 5 after joining”)
Behaviour-based (e.g. “if user joined an event, suggest another”)
These campaigns help deliver the right message to the right person at the right time—increasing the odds of engagement without requiring manual effort every step of the way.
They are typically automated through your community platform or integrated CRM and can include:
In-app messages
Emails
Push notifications
Content unlocks
Challenges or prompts
Why drip engagement works for communities
1. It respects attention
Rather than dumping everything at once, drip campaigns pace the experience—reducing cognitive load and giving members time to process and respond.
2. It builds habits gradually
Engagement is often about habit formation. A well-designed drip campaign encourages regular check-ins, contributions, and connections without needing constant nudges.
3. It creates a sense of progress
From onboarding sequences to gamified journeys, drip campaigns can be used to create a narrative arc—moving members from “newcomer” to “core contributor” with visible progress.
4. It bridges gaps in participation
Not every member stays active all the time. Drip campaigns allow you to re-engage dormant members or gently prompt those who’ve gone quiet—without feeling intrusive.
Use cases for drip engagement campaigns
Onboarding series
Welcome new members with a thoughtful progression:
Day 1: Welcome message + community tour
Day 3: Introduce them to a topic or channel
Day 5: Encourage them to comment or react
Day 10: Invite them to a live event or thread
Re-engagement nudges
Identify inactive users and prompt a soft return:
“We noticed you haven’t checked in lately—here’s what you’ve missed.”
“New discussion just opened in your interest group.”
Milestone celebrations
Acknowledge member journeys:
“You’ve completed your first week!”
“You reached 10 contributions—great work!”
Event follow-ups
After an event, keep the momentum going:
Recap the discussion
Invite feedback
Suggest related threads or resources
Learning journeys
Guide members through complex topics over time:
Weekly resources or challenges
Quizzes or reflections
Optional opt-ins for deeper learning paths
Key principles of effective drip campaigns
Segment with intent
Drip campaigns should never feel “one-size-fits-all.” Use member data (join date, activity level, interests) to tailor content and cadence.
Maintain consistency without fatigue
You want members to look forward to your messages, not ignore them. Keep content short, useful, and consistent in tone. Avoid sending too many messages in a short span.
Optimise timing
Experiment with timing based on member behaviour. Some communities respond well to morning nudges; others engage more in the evening or on weekends.
Blend automation with personalisation
Even automated messages can feel personal:
Use first names where appropriate
Reference past activity (“Thanks for attending X…”)
Use human, conversational tone
Track and iterate
Monitor open rates, click-throughs, replies, and participation following each step. Use that data to refine timing, content, and segmentation over time.
Platforms and tools that support drip campaigns
Most modern community and CRM tools support some form of drip automation. Common platforms include:
CRM-integrated systems (e.g. HubSpot, ActiveCampaign)
Community platforms with native workflows (e.g. Circle, Discourse, Slack bots, tchop™)
External automation tools (e.g. Zapier, Integromat)
Email marketing platforms (e.g. Mailchimp, ConvertKit)
Choose tools that integrate with your member data and support cross-channel messaging if needed (e.g. combining email with in-app notifications).
Pitfalls to avoid
Treating drips as marketing blasts
These aren’t promotions—they’re nudges within a community journey. Use a tone that’s consistent with your community culture and values.
Overloading members with tasks
Too many CTAs can paralyse rather than motivate. Focus each drip on one simple action (comment, attend, explore).
Not giving members control
Allow members to opt out or pause drips if they wish. Transparency breeds trust.
Final thoughts
Drip engagement campaigns are not just a clever automation hack—they’re a thoughtful way to design intentional, paced, and personalised experiences that drive community momentum. When built with empathy and purpose, they can help transform passive members into active participants, one nudge at a time.
Think of them not as a tactic, but as a rhythm. A way to keep your community’s heartbeat strong—even when nobody’s shouting from the rooftops.
FAQs: Drip engagement campaigns
What’s the ideal length for a drip engagement campaign?
There’s no one-size-fits-all answer. However, most effective campaigns range from 5 to 10 messages spread over 1 to 3 weeks. The length should reflect your goal: onboarding might require a short, focused sequence, while community habit-building may benefit from a longer arc.
How do I measure the success of a drip engagement campaign?
Key metrics to track include:
Open rates and click-through rates (for emails or notifications)
Action taken (e.g. event registrations, replies)
Drop-off points (where users stop engaging mid-sequence)
Long-term engagement lift (activity levels before vs after)
Can drip campaigns be used in B2B communities?
Yes, absolutely. Drip engagement campaigns in B2B settings are effective for:
Educating new members on tools or platforms
Nurturing leads into product advocates
Sustaining participation in customer advisory boards or partner forums
The content tone may differ—more formal or value-focused—but the underlying strategy is just as valuable.
What are the best tools to create drip campaigns in a community platform?
It depends on your stack. Look for platforms that support:
Automated sequences (e.g. Intercom, HubSpot, ActiveCampaign)
Behaviour triggers (e.g. Zapier integrations)
Community-native automation (e.g. Circle workflows, tchop™ push campaigns)
Ensure your tools can track member data and integrate with your engagement analytics.
How do I avoid member fatigue with drip engagement campaigns?
Keep each message short, actionable, and spaced out. Personalise where possible, offer opt-out options, and mix formats (e.g. not just emails—use in-app content or lightweight polls). Regularly audit performance and adjust based on open and response rates.
