Drip Review: Is It The Right Email Marketing Platform For You?

Brian Bojan Dordevic
About The Author

Brian Decoded

President at Alpha Efficiency

Join me at the forefront of web design and digital marketing innovation. I am obsessed with web design, business philosophy and marketing performance.
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You’ve likely heard of Drip in passing conversations or while scouring through email marketing platforms online. Yet, like many marketers, you’re probably wondering: Is it truly the tool that will help you manage your email campaigns more effectively?

With countless email marketing platforms boasting impressive features, it can be challenging to choose one. And the stakes are high; choosing the wrong platform can cost time, money, and potential customer engagement. You want to make an informed decision, but where do you start?

Facing the same dilemma, I decided to put Drip to the test. Throughout this honest Drip review, I’ll peel back the layers, sharing my firsthand insights and experiences so you can make an informed decision.

After reading this Drip review, you’ll know exactly what to expect from this platform. I’ll show you some notable Drip pros and cons I’ve noticed. Hopefully, this will help you if Drip is the right email marketing tool for you.

Table of Contents:
Drip review

What is Drip? A Quick Overview Of This Email Marketing Software

Let’s start this Drip review by taking a quick look at this platform’s history.

Born in 2013, Drip began its journey as an email activation widget tailored for marketing companies. However, Drip quickly shifted from a simple widget to a complete marketing automation platform with a focus on the eCommerce sphere.

In 2016, Drip was acquired by Leadpages, a popular name in the world of landing page generators.

While it’s specifically tailored for e-commerce marketers aiming to streamline their email marketing campaigns and SMS marketing needs, Drip’s capabilities are not limited to just that sector. Even if you’re in charge of marketing for a service-based business, Drip might prove valuable.

However, I still see Drip’s primary focus on eCommerce businesses to be its main selling point. You can see that if you closely observe main integrations Drip offers (with platforms such as Shopify, WooCommerce, and BigCommerce).

Perhaps the best way to understand Drip is like a combination of MailChimp (because of its visual builder) and Hubspot (because of its CRM capabilities). Labeled as an E-commerce Customer Relationship Manager (ECRM), Drip aims to provide B2B automations to B2C companies.

Now, let’s move on with this Drip review and find out who this platform is best suited for.

Who Is Drip Best-Suited For?

Each software comes with its distinct set of features, making it even more challenging to identify the right fit for your business. So, let’s simplify things and address the pressing question: Who is Drip tailor-made for? As a digital marketing agency owner, I had a chance to test it with a wide range of clients, and I even tested it for my own services too. Here’s who I found Drip to be best fit for:

  1. eCommerce Marketers: First and foremost, Drip is aimed toward eCommerce marketers. Its entire design and feature set revolves around the unique dynamics of e-commerce. For example, you’ll find tools that help you automate abandoned cart emails, segment your audience based on their buying behavior, craft personalized product recommendations, and similar. If you’re someone responsible for driving sales, engaging with customers, or enhancing the overall shopping experience via email, exploring Drip might be worth it.
  2. eCommerce Business Owners: If you own an e-commerce business, you understand the immense value of nurturing customer relationships. After all, it’s not just about that first sale but about ensuring customers keep coming back. Drip’s ECRM functionalities make it more than a simple email-sending tool. With Drip, you can analyze customer data. This should help you understand, segment, and engage your audience more effectively.
  3. Marketers Working for Service-Based Companies: While Drip’s spotlight is predominantly on e-commerce, it doesn’t mean you can’t use it if you work for a service-based business. Drip offers advanced automation workflows, which can save you time and make your job less stressful and more effective.

Drip is a versatile tool that caters to a wide range of businesses. Still, its true essence lies in its deep-rooted connection with the e-commerce world.

Drip features

Drip Review: Main Features for eCommerce and Service-Based Businesses

If you identify with any of the categories I’ve described above, I recommend keep reading this Drip review. In this section, I’ll show you some of its notable features and help you understand how you can benefit from them. But I’ll also discuss various weaknesses I found after using Drip for my digital marketing agency.

Visual Email Builder – Create Eye-Catching Emails Without Writing Code

The importance of visually appealing emails cannot be overstated. Your prospects’ inboxes are most likely full, so you need to ensure your emails get the desired attention. Drip’s Visual Email Builder aims to address this by providing tools to craft emails that meet your brand identity, even if you’re not versed in coding.

Drip’s approach with its visual builder is about simplicity. The interface allows for basic drag-and-drop functionalities. You can add products you wish to promote, tweak the layout, design buttons, and include social links. It’s not overly elaborate, but it gets the job done for those who aren’t looking for extensive design experience.

However, Drip also offers an HTML builder. This is especially useful if you prefer a more hands-on approach and want to tailor your emails down to the specific details.

Visual Builder is also compatible with over 1,000 fonts from Google Fonts. While over a thousand fonts might seem excessive to some, if your brand has a specific typography associated, this can be a useful addition.

You have the option to design your emails from scratch or choose from the template library. The variety of templates and their quality is another aspect I want to analyze in this Drip review.

Drip Offers 50+ Email Templates- And What About Their Quality?

Drip’s email templates can broadly be categorized into two kinds: the minimalist plain text and the more sophisticated visual designs.

The visual templates, for the most part, are commendably modern. They have a fresh appeal and would likely resonate with audiences seeking contemporary designs.

However, like with any tool offering a finite number of choices, there’s a point of contention: the variety. While 50 might sound like a large number, once you dive in, it’s easy to feel the need for more diverse options. While the existing templates are neat and adaptable, I wish there was a broader palette. If you have a unique brand identity system, don’t expect to save much time with templates. Luckily, you can edit them to match your needs.

All in all, Drip templates can act as a springboard for newcomers. They reduce the learning curve by giving you a solid starting point.

Once you become a seasoned Drip user, you’ll still be able to benefit from templates. You can use them to organize your design efficiently. Once you tailor a template to align with your brand or a particular campaign’s tone, you can save it and reuse it for any campaign. This can potentially save you a lot of time in the long run.

So, while Drip’s email templates bring a lot to the table in terms of aesthetics and utility, there’s still room for improvement. I’d appreciate a wider range of templates. But at least you can edit pre-made templates and tailor them to your unique needs.

Marketing Automation – Save Time With Workflow Templates

When aiming to scale up your marketing campaigns, automation becomes crucial. It helps you ensure that your marketing efforts are both consistent and personalized. If you’re unfamiliar with this term, I recommend checking my email marketing automation guide first.

Drip offers advanced automation features, which are split into two categories:

  • Workflows
  • Rules

While both are intrinsically tied to automation, they cater to different needs.

Workflows are visual representations of your email marketing automations. They are versatile and allow you to build chains of events based on specific triggers. For example, one can set up a “Cart Abandonment Split Test” workflow, wherein multiple triggers are set for the workflow to run. Drip presents a multitude of trigger options, not only native to its system but also from various other apps that can be integrated via its API.

Within workflows, you’ll find components such as:

  • Action: Tasks performed on a subscriber, like tagging or sending to a campaign.
  • Decision: Conditional paths that lead subscribers to a “Yes” or “No” branch.
  • Parallel Path: Allowing a subscriber to journey through multiple paths simultaneously.
  • Goal: The desired outcome of a workflow. For example, a purchase or a sign-up.
  • Delay: Holds subscribers at a point in a workflow for a stipulated time.
  • Split Test: Tests multiple marketing strategies to identify the most effective one.

On the other hand, Rules are simpler. Think of them as a mini-version of workflows. Instead of a chain of events, rules typically revolve around a singular trigger, leading to an action. For instance, if someone clicks on a specific link, they could be tagged in a particular segment. Given Drip’s extensive integrations, you can also use triggers and actions from other apps. In essence, with rules, Drip brings a functionality similar to tools like Zapier inside its platform.

However, Drip’s automation capabilities, while extensive, have both strengths and areas of potential improvement. Some of its competitors have a slightly bigger number of triggers and actions available.

Email segmentation

Mailing Lists and Segmentation – Make Your Emails More Personal

Think back to all the times you’ve received irrelevant emails. It’s frustrating, right? By segmenting your email campaigns, you’re enhancing the user experience. You’re ensuring your readers get content that matters to them. This not only increases your open rates but also builds trust and loyalty among your subscribers.

But crafting a meaningful email campaign is a balance between content and reaching the right audience. Email segmenting becomes very important here.

The first step is creating and managing mailing lists. Drip offers some features that can help you streamline this process. You can manually input contacts, use the convenient copy-paste method, or import lists from CSV files. However, it’s crucial to note which formats are supported. For instance, if you’ve been working with Excel files, you might be disappointed that Drip doesn’t support this format.

Once you’ve got your list in the system, mapping out the contact information becomes essential. Drip lets you assign tags and custom fields during the import process, helping you begin with the segmentation process early on. Additionally, you can view a subscriber’s details, like their address or phone number, and understand how they got added to your list.

Why is this important?

Imagine you have a new product launch tailored to a specific demographic. Instead of sending a generic email to your entire list, you can sift through your contacts and identify those who might find this product most relevant. Maybe it’s the group of subscribers who showed interest in a similar product last month or those located in a specific region. Drip allows you to filter your audience based on these criteria and then save these filters as “segments.” So the next time you have a targeted campaign, you’re just a click away from addressing the right audience.

A/B Testing – Get More Of Your Emails Opened

A/B testing, commonly known as split testing, is a marketing experiment where you run two versions of a campaign to see which performs better. It’s a pivotal strategy for e-commerce businesses, helping refine email campaigns and maximize engagement. The idea is simple: if you can determine which version of an email your audience prefers, you can send emails tailored to their liking, resulting in improved email metrics like open and click-through rates.

Drip’s approach to A/B testing focuses on three primary variables:

  • the subject line
  • the “From” name
  • and delivery timing

These elements are often the first things a recipient notices. Tweaking them can significantly influence whether your email gets opened or bypassed.

One distinctive feature of Drip is its capacity to integrate A/B testing within workflows. This means as you’re setting up a Drip email sequence, you can insert a split test to evaluate different paths in real time. Once Drip collects enough data, it indicates a ‘winner’ – the most effective path. It’s a valuable tool for understanding customer preferences and optimizing your email campaigns.

However, it’s worth noting Drip has its limitations. For instance, unlike some competitors, Drip doesn’t allow you to perform content-based split testing. It’s limited to evenly distributing traffic among test variations and lacks some advanced conditional splits.

If content variation tests are crucial for you, I recommend exploring other platforms or combining Drip’s strengths with other tools.

Form Builder – Generate More Leads Onsite

Landing page forms play a pivotal role in converting casual visitors into potential leads. A well-optimized email capture landing page can significantly boost the number of prospects entering your sales funnel. Once you’ve captured these leads, you can then target them effectively through your tailored email campaigns.

Drip’s form builder is not the most advanced one, but depending on your unique needs and skill-level it might serve you well. If you’re looking for a simple way to add forms to your website, you’ll love this feature. You can easily edit form headlines, button text, manual trigger links, and similar elements.

One distinct advantage is Drip’s ability to incorporate behavioral triggers into your forms. This means you can set up forms to appear as pop-ups based on specific user behavior, such as scrolling a certain percentage down a page or after a set amount of time. These smart triggers can optimize lead capture by displaying the form at potentially high-conversion moments.

However, if you’re looking for an all-inclusive solution that encompasses landing page features, Drip might not fully meet your expectations. For those with an e-Commerce site or an existing landing page mechanism, this limitation might be inconsequential.

Reporting capabilities

Drip Has Built-In Reporting Capabilities

For any marketer or business owner, understanding the metrics behind campaigns is crucial. Drip understands this need and offers comprehensive reporting capabilities that stand out in the competitive landscape. As a Google Analytics consultant, I often come across tools that promise in-depth metrics but underdeliver. Drip, however, genuinely impressed me.

Right from individual email metrics to broader campaign trends, Drip offers a crystal clear breakdown of essential metrics. Once you send out a broadcast, you can visually track how subscribers interact with it over time, thanks to the beautifully plotted graphs. This is particularly handy when assessing the longevity and effectiveness of specific campaigns.

This email marketing software also provides insights into subscriber growth, ensuring you know where and how your list is expanding. Additionally, understanding areas of friction is just as vital, so the unsubscribes report and metrics related to email opens and link clicks are invaluable. Such extensive metrics allow for continuous campaign optimization.

Another commendable feature is Drip’s ability to group and track individuals, allowing for a deeper understanding of your subscribers’ journey. The Account Dashboard is particularly enlightening. It provides snapshots of overall revenue performance, a visualization of your customers’ loyalty journey, top-performing Drip strategies, and even recommendations to drive both first-time and repeat purchases.

While Drip offers commendable built-in reporting capabilities, it doesn’t negate the importance of tools like Google Analytics, Google Tag Manager, and UTM parameters. But what it does achieve is providing a robust reporting platform that, when combined with these tools, can result in truly insightful campaign analysis. Drawing from my experience, Drip has more advanced reporting capabilities than most of its competitors. This even makes it a solid choice for those providing professional email marketing services.

Drip Offers 100+ Integrations

With over 100 integrations, Drip extends its functionality, making it a fitting choice for various businesses and tools.

One of the standout features of Drip is its compatibility with top eCommerce platforms, including Shopify, WooCommerce, and Magento. This compatibility ensures streamlined operations for those in the eCommerce realm. You can consistently track user interactions and manage them across platforms.

Drip’s reach isn’t limited to just eCommerce. It aligns well with some of the best AI tools for digital marketing and notable landing page design platforms like Instapage, Kajabi, and Leadpages. This facilitates the creation and optimization of comprehensive digital marketing campaigns.

It’s also easy to connect Drip with Zapier, which opens up opportunities for even additional integrations.

Most tools I use for running my business are supported, so I didn’t find any cons when it comes to Drip integrations.

Drip Pricing

Drip Pricing

Drip’s pricing structure is based on the number of subscribers on your email list, making it scalable for businesses of various sizes.

Starting at a competitive $39 per month, this package covers you for up to 2,500 subscribers. If your email list grows beyond this, the next tier, priced at $49, accommodates between 2,501 to 3,000 subscribers. As your list continues to expand, Drip’s pricing adjusts accordingly, ensuring you only pay for what you use.

Although Drip’s pricing might seem unusual, it’s a straightforward approach that allows you to find a plan that aligns with your eCommerce growth and current budget.

Drip Review – Pros and Cons

Wrapping up this Drip review, let’s have another look at the platform’s pros and cons.


  1. Flexible Tagging: You can apply tags manually or through advanced automation workflows, enhancing subscriber segmentation.
  2. Top-tier Automation: It boasts some advanced automation workflows, giving you a competitive edge in your email marketing.
  3. User-Friendly Interface: Drip presents a modern, sleek UI/UX that stands out compared to some of its competitors, like ActiveCampaign.
  4. eCommerce Integrations: Native integrations with major eCommerce platforms, such as WooCommerce, Shopify, and Magento, streamline your marketing processes.
  5. Advanced Reporting: Tailored towards eCommerce users, Drip’s tracking and reporting mechanisms are highly sophisticated.
  6. Numerous Integrations: With over 100 integrations at your disposal, your workflow capabilities are expansive.
  7. Segmentation Capabilities: Leverage Drip’s powerful tagging to segment your audience, ensuring relevant and targeted email campaigns.
  8. Optional SMS Marketing: Beyond just email, Drip offers SMS marketing functionalities, broadening your communication channels.


  1. Premium Pricing: The services come at a higher cost compared to some other alternatives in the market.
  2. Limited A/B Testing: Drip doesn’t offer the ability to split test email content or full automation workflows.
  3. Form Builder Restrictions: Despite having a form builder, its capabilities are basic and lack some advanced functionalities.
  4. Complicated Price Tiers: While the go-as-you-grow pricing is appreciated, price jumps after certain thresholds can be unpredictable and confusing.
  5. Basic Email Templates: Templates may feel too simple for those wanting a richer design experience for their email campaigns.
  6. Support Limitations: Drip offers fewer direct support avenues, with a greater emphasis on their knowledge base and email customer support.

Is Drip Worth It?

Hopefully, this Drip review has helped you better understand this email marketing platform and whether it’s the right choice for your business.

Drip brings a slew of advanced features to the table, from powerful automation workflows to comprehensive reporting tailored for eCommerce businesses. Its flexible tagging and myriad of integrations make it a compelling choice for marketers aiming to streamline and elevate their email campaigns. While there’s a learning curve, and pricing might be a concern for some, its potential impact on your marketing efforts could be significant.

If you’re on the fence, you can start Drip’s 14-day free trial and explore this platform’s capabilities. I found it to be a valuable tool in my marketing arsenal, and I believe it can be a good email marketing solution for your needs too.


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