Drip is an email and SMS marketing platform built specifically for e-commerce brands. Rob Walling created it in 2013 as a lightweight marketing automation tool, and it quickly found its niche serving Shopify, WooCommerce, and BigCommerce merchants. Leadpages acquired Drip in 2016, and the product has operated semi-independently since.
The platform’s strength is its deep integration with e-commerce platforms. Drip pulls in purchase history, browsing behavior, cart data, and product interactions, then lets merchants build automated campaigns around those events. Abandoned cart sequences, post-purchase follow-ups, win-back campaigns, and browse abandonment flows are all pre-built and customizable.
Visual Workflow Builder is where Drip’s automation lives. Users drag and drop triggers, actions, and decision points to create complex multi-step campaigns. A workflow might start when someone views a product three times without buying, send an email with that product, wait two days, check if they purchased, and branch into different paths based on the result.
Drip’s segmentation engine uses tags, custom fields, events, and purchase data to create granular audience segments. Liquid templating support means email content can dynamically change based on each recipient’s data — showing different products, prices, or messaging based on past behavior.
Pricing starts at $39/month for up to 2,500 contacts and scales based on list size. There’s no free tier. Drip serves tens of thousands of e-commerce brands and positions itself as the alternative to Klaviyo for merchants who want powerful automation without the enterprise complexity and price tag.
