Drip Campaign Design Skill

Framework

1. Objective Mapping – each touch must have a single job (educate, qualify, convert).
2. Value Ladder – sequence benefits from awareness → consideration → decision.
3. Cadence – balance urgency with fatigue (24–48h early, 72h+ later).
4. Signal-Based Branching – accelerate for high intent, slow for low engagement.

Templates

Touch | Timing | Objective | Content Angle | CTA | Personalization

• Message hierarchy worksheet
• Cadence testing checklist
• Personalization matrix (firmographic + behavioral signals)