Drip Campaign vs. Mass Email Explained: Boost Your Email Marketing Success

What is a mass email campaign?

Mass emails (also called email blasts or bulk emails) are single emails sent to a large group of people all at once. Mass emails are effective because they’re simple and easy to send, even with a “one-size-fits-all” approach. Marketers use them to share information quickly and widely, like to announce a new product, promote a sale, or share company news. 

Here’s an example of a mass email by Apple announcing its WWDC24 event to readers:

Pros and cons of a mass email campaign

When used correctly, mass email campaigns can be pretty efficient — let’s check out some of their advantages.

• Broad reach. Ideal for sending quick or urgent updates like product launches, flash sales, or company news to your entire list at once.
• Quick execution. Mass emails only need minimal setup, so they’re great for time-sensitive messages or last-minute campaigns.
• Budget-friendly. Most email marketing platforms support bulk email sending at a low cost. This makes it ideal for small businesses looking to maximize their reach without overspending.

That said, mass email campaigns aren’t perfect and have a few flaws:

• Low engagement. With mass emails, you may experience lower open rates, as well as click-through rates, because they’re untargeted and generic.
• Spam risks. Generic emails may be marked as spam if they don’t feel relevant, which can hurt your deliverability.
• Lack of personalization. Since you can’t segment your list precisely or use targeting when mass emails are concerned, it’s hard to connect with the recipients on a personal level or guide them towards taking the next step.

What is a drip email campaign?

A drip campaign is a sequence of automated emails sent based on user behavior or predefined triggers like signing up for a newsletter, abandoning a cart, or engaging with a previous email. “Drip irrigation” describes slowly delivering water for optimal plant growth, much like how drip campaigns are about targeted messages that nurture leads and encourage conversions over time. 

New NikePlus subscribers received the welcome email below that highlights membership benefits such as free shipping, exclusive products, and 30-day wear tests. This email encouraged early user engagement.

Pros and cons of drip email campaigns

Drip campaigns are all about timing and relevance — they can help you build stronger relationships with your audience. Let’s examine some of their key benefits: 

• Personalization. Drip campaigns are tailored and based on user actions and preferences, which makes them relevant and improves conversion rates.
• Long-term engagement and customer journey nurturing. Drip emails guide customers from their first interaction with your brand (awareness stage) to making a purchase (conversion). They’re ideal for guiding leads through longer sales cycles or upselling.
• Automation. Once set up, drip emails are sent automatically. This saves time and makes the communication consistent.
• Granular data. With drip campaigns, you have a broader understanding of how your email marketing strategy works, how your customers react to various messages throughout their journey, and when they disengage.

However, these campaigns are not always the right fit for everyone. Here are some disadvantages to keep in mind: 

• Higher setup time. Drip campaigns require planning, segmentation, setting up specific triggers, and creating customized content, which takes longer than mass emails.
• More resource-intensive. This email type is based on marketing automation tools, quality content, and skilled staff, which raises both effort and cost.

How drip email campaigns work

Drip campaigns are different from mass emails because they are personalized and automated. If you’re unfamiliar with them, here’s a quick step-by-step guide on how you can launch your first one:

1. Define your goal. What do you want your target audience to do? Make a purchase, sign up for a webinar, or complete onboarding?
2. Segment the audience. Group your email list based on demographics, behavior, or interests. For example, categorize your audience based on their purchase history, website activity, or engagement with previous emails.
3. Use automation software. Pick an email automation platform to automate email sending based on triggers and schedules. Tools like Selzy offer visual automation builders where you can easily create campaigns and schedule them.
4. Set triggers. Identify actions or events that start the drip campaign, such as signing up for a newsletter or abandoning a cart. For example, send a welcome series when a new user signs up or a re-engagement series when a customer goes inactive for over a month.
5. Create an email sequence. Design a series of emails that deliver value and move the recipient through the sales funnel. A welcome sequence for a SaaS B2B product might include an introduction email, a customer testimonial, a product demo, and a special offer.
6. Schedule emails. Decide when and how often each email should be sent to maximize engagement. Space emails a few days apart to not overwhelm the recipient and adjust the timing based on user behavior and engagement.

This is what a typical drip campaign looks like in action:

Drip campaign vs. mass email: Breaking down the key differences

In this section, we’ll cover the key differences between drip campaigns and mass emails in more detail. Let’s start with a table that compares the features of drip campaigns and email blasts side by side. 

Timing and delivery

Mass emails typically go out to your entire list at the same time, and you can think of them as one-time blasts scheduled for a specific date. Drip campaigns are delivered gradually and over time, triggered by user actions or predefined rules. 

Personalization and automation

Both mass emails and drip campaigns require some manual setup, but the difference lies in how often you need to do the work and how personal the result feels. For example, email blasts usually entail very basic personalization, like the recipient’s first name, and each campaign has to be created and sent manually. 

In comparison to this, drip campaigns are set up once and then run automatically. They’re focused on user behavior and timing, which makes them feel more personal even though they’re basically running on autopilot.

Engagement and conversion rates

Mass emails can reach a large number of people at once, but they often see lower engagement because they’re less targeted and more broad. Open and click-through rates can be especially low if the recipient doesn’t find the content relevant. There is a chance these mass emails can be ignored, or, even worse, marked as spam.

The fact that drip campaigns are more intentional explains why they often generate better engagement and conversions. This is because they’re triggered by user behavior and tailored to each stage of the customer journey. In fact, according to Uplers, open rates for drip campaigns may be up to 80% higher than with single email blasts.

Cost and resource investment

Mass email campaigns take less time to prepare, so it’s not surprising that they are generally cheaper and quicker to send. They also don’t call for advanced tools or complex workflows. All you need is an email list, a message, and a platform that supports bulk sending — this is what makes this format accessible even to small teams with limited budgets. However, the downside of this is that their impact tends to be short-lived, especially if you’re not following up with more targeted messaging.

As you can imagine, the situation with drip campaigns is the opposite — they require more resources upfront. You’ll need time and strategic thinking to plan the full sequence, create multiple pieces of content, and configure the automation logic. You might also need more advanced tools and integrations, driving costs even higher. But once you’ve set your drip campaign up, it runs automatically, and over time, it tends to deliver better engagement and stronger return on investment (ROI).

Mass email or drip campaign: How to decide

Not sure which type of campaign to use? Both mass emails and drip campaigns have their strengths. Let’s take a look at how to choose the right tool for the job, depending on your aims, your audience, and the type of message you’re sending.

Choosing the right approach based on your goals

Choosing between a mass email and a drip campaign depends on what you’re trying to achieve, who you’re speaking to, and how much time you have to plan.

If you want to build awareness quickly, for example, to inform your audience about a flash sale or a new product, mass emails are often the best choice. They’re fast to create, easy to send, and let you reach a large audience all at once. If, however, your goal is to build deeper, longer-term relationships, drip campaigns are the better fit. Here, you’re guiding your customers through a journey and reacting to how they engage with your brand. Drip campaigns can help them make a purchase, inform them about your product, or turn them into a loyal customer.

In other words, mass emails are great when you need to get one message out to as many people as possible. Drip campaigns work best when you want to keep the conversation going.

Industry-specific examples of effective campaigns

Different industries market their products in different ways, and the choice between mass emails and drip campaigns often depends on what you’re selling and who you’re targeting.

E-commerce

Abandoned cart drips help recover lost sales by reminding shoppers of items they left behind, often with personalized offers. 

Here’s a real-life example from Levi’s. The email is clear and to the point, with a 25% off for a limited time. It uses a clean layout, a strong offer, and a deadline to bring shoppers back:

That’s not to say e-commerce businesses don’t use mass email blasts. We’re sure you have tons of them in your inbox right now — think sales, discounts, or limited offers. With compelling visuals and strong calls-to-action, they create urgency and encourage immediate purchases. The email below promotes a “Buy 4, Get 4 Free” deal on cinnamon rolls, drawing attention with a tempting image, while encouraging product discovery and text alert sign-ups.

SaaS

Software as a service (SaaS) companies use email drips in several ways. One of them is onboarding sequences — guiding new users through product setups. This entails sending clear, timely emails with instructions, highlighting key product tips and features. These emails are proven to build user confidence and engagement from the start. As many as 86% of users say they’re more likely to stay loyal to a business that invests in onboarding content.

In the world of SaaS, email blasts often take the form of updates, including promotion of new features or updates. These campaigns create excitement for the recipients and drive user engagement. 

For example, this Dropbox email introduces the “Dropbox Rewind” feature to its users, showcasing the feature’s benefits clearly:

Non-profits

Charities are no strangers to drip campaigns. They’re often used for donor engagement, where they aim to nurture relationships with timely emails sharing updates, success stories, and personalized messages. This keeps donors engaged and encourages further support. The email below is an update on project progress in Rwanda, providing a timeline, location details, and challenges and solutions.

Fundraising appeals are a common type of mass emails you’re likely to receive from a charity. They’re usually sent during specific campaigns or emergencies, and they’re likely to highlight urgent needs and share impactful stories. They also commonly include strong calls-to-action to encourage recipients to donate.

Can you combine drip and mass email strategies?

When you use drip campaigns and mass emails simultaneously, you get the best of both worlds. 

Why a hybrid approach works best:

• Announce broadly, follow up personally. Send a mass email to your audience to announce a new product or event, then follow up with a drip sequence for those who opened or clicked. The follow-up campaign can include more info, testimonials, or a discount.
• Onboard at scale. If you have new subscribers, welcome them with a mass email. Then, move them over to a drip campaign with feature guides, benefits, or next steps, so they can move at their own pace.
• Re-engage inactive users. Send mass emails to maintain visibility for the dormant members of your audience and then re-engage them gradually with tailored drip content.
• Promote, then nurture. If you’re running a flash sale, and not every member of your audience engaged with it, use drip emails to offer them reminders, alternative products, or added value.

Best practices for seamless implementation

We have even more tips and tricks for you: 

• Segment your list. Send targeted mass emails to specific user groups to improve relevance (e.g., travelers grouped by region or interest).
• Automate smartly. Set up drip campaigns to respond to key user actions and reduce manual follow-up (e.g., trial sign-up triggers feature tips).
• Track engagement. Regularly monitor KPIs like open rates, click rates, and conversions to fine-tune your email strategy.

Conclusion

The bottom line? The best marketers don’t choose — they combine. Use mass emails to quickly share news and offers. Then, nurture those contacts with personalized drip campaigns to build strong customer relationships. 

Want to make both strategies work seamlessly? Selzy provides you with the tools to build email campaigns that deliver results, whether you are promoting a flash sale or nurturing leads over time. Try it today and boost your ROI!