Drip is an ecommerce-focused email marketing automation platform that helps online brands build personalized customer journeys, increase revenue, and scale with advanced automation and segmentation.
Independently researched by the SalesHive team. Ratings are from public review platforms; this page is not sponsored by or affiliated with Drip. Research last updated December 2025.
What is Drip?
Drip is an ecommerce customer relationship management (ECRM) and marketing automation platform built for B2C brands that sell physical or digital products online. It gathers and organizes customer data from stores, websites, and campaigns, then uses that data to power personalized, multi-channel journeys across email and onsite experiences. The product emphasizes ease of use through a visual workflow builder, prebuilt templates, and guided best practices, while still offering sophisticated segmentation, automation, and analytics typically found in higher-end enterprise tools.
Drip was founded in 2012 by Rob Walling and launched initially as a lightweight email opt-in and drip campaign tool before evolving into a full-featured automation platform. In 2016, it was acquired by Leadpages, a landing page software provider, and later separated as its own operating company, Drip Global, Inc., headquartered in Minneapolis, Minnesota. When Leadpages was acquired by Redbrick in 2020, Drip continued to operate independently under its own leadership, focusing exclusively on ecommerce growth use cases.
Over time Drip repositioned from general marketing automation to an ecommerce-first ECRM, adding deeper store integrations, behavioral tracking, and revenue attribution. The platform now offers native or direct integrations with major commerce platforms such as Shopify, WooCommerce, BigCommerce, Gumroad, MemberPress, and many others, along with 150+ integrations overall. This allows merchants to trigger workflows from events like browse behavior, cart abandonment, and purchases, and then attribute revenue back to specific campaigns, segments, or workflows via built-in dashboards and reporting.
Today, Drip serves more than 20,000 brands, and company materials claim it has helped tens of thousands of marketers generate billions in revenue. The company continues to invest in automation, segmentation, and forms/onsite conversion, bolstered by its 2022 acquisition of popup platform Sleeknote, positioning Drip as a premium yet accessible alternative to tools like Klaviyo, Mailchimp, and ActiveCampaign for ecommerce and digital-product businesses that want sophisticated, behavior-driven marketing without adopting a full enterprise marketing cloud.
Drip key features
Teams typically use it for automated welcome series and onboarding, abandoned cart and browse recovery, post-purchase upsell and cross-sell campaigns, and more.
- Visual email builder and templates - Drag-and-drop editor with modern, responsive templates for campaigns, newsletters, and automations.
- Automation workflows and rules - Visual workflow builder with triggers, decisions, delays, and actions to automate complex lifecycle campaigns like welcomes, abandoned cart, post-purchase, and win-back.
- Advanced segmentation and tagging - Behavior-. lifecycle-, and attribute-based segmentation using events, tags, purchases, engagement, and custom fields for highly targeted messaging.
- Onsite popups and embedded forms - Built-in onsite campaigns (popups, slide-ins, forms) plus embedded forms and quizzes to capture leads and grow lists directly on-site.
- Ecommerce CRM and revenue attribution - Ecommerce-focused data model that tracks orders, revenue, and customer lifetime value, enabling revenue dashboards and campaign-level attribution.
- Dynamic content and product recommendations - Supports dynamic content blocks, conditional logic, and product feeds to personalize emails with relevant offers and recommendations.
- SMS marketing (legacy availability) - SMS and MMS campaigns and workflow actions with billing tiers and TCPA-compliant sending windows for U.S. customers who previously enabled SMS.
- Prebuilt workflow templates and playbooks - Library of best-practice workflows for ecommerce journeys such as welcome series, abandoned cart, post-purchase, win-back, and more.
- Multi-account and sub-account support - Ability to manage unlimited sub-accounts under a single subscription, useful for agencies and multi-brand businesses.
- Free migration and onboarding - For larger lists. Drip provides free migration from other ESPs plus guided onboarding over the first 90 days to accelerate time-to-value.
- Analytics and performance dashboards - Campaign. workflow, and SMS dashboards with revenue, AOV, clicks, unsubscribes, and other KPIs to connect marketing activity to sales outcomes.
- A/B testing and optimization - Support for split testing subject lines and other email variables to improve opens and clicks, alongside guidance on best practices.
- Open API and developer tools - Public REST API. webhooks, and developer documentation to sync data and build custom integrations or workflows.
- Partner and agency program - Dedicated agency partner program and referral ecosystem that helps agencies standardize clients on Drip and co-market services.
- Compliance and privacy tooling - GDPR tooling. EU consent features, and participation in the EU-U.S. Data Privacy Framework to support privacy-compliant marketing.
What reviewers love, and what to watch
A balanced view of Drip, drawn from public reviews and product research.
Pros
- Powerful marketing automation and workflows that make it easy to build complex, behavior-based journeys once and run them on autopilot.
- Strong ecommerce focus with deep Shopify and other store integrations plus solid revenue tracking and attribution for campaigns and workflows.
- Flexible segmentation and tagging that allow granular targeting by behavior, engagement, and purchase history, improving relevance and performance.
- Modern visual email builder and templates that non-technical users find intuitive for designing branded emails and sequences.
- Robust integration ecosystem, including landing pages, payment processors, membership and course platforms, and review tools, which helps unify the marketing stack.
Cons
- Pricing can feel expensive for very small businesses or larger lists, and there is no permanent free plan.
- There is a learning curve; some users report the platform feels complex or overwhelming at first, especially for beginners to marketing automation.
- Some reviewers mention occasional UI glitches, slower performance, or frustrations with the email editor and would like more polish and faster support responses.
Drip pricing
Published pricing at the time of research. Always confirm current rates with the vendor.
- 1-2,500 active people
- Unlimited email sends
- All core Drip features (workflows, segmentation, onsite, analytics)
- Email support, with chat for higher tiers
- Open API access and unlimited sub-accounts
- 14-day free trial with no credit card required
- 5,001-10,000 active people
- Unlimited email sends
- All features from lower tiers, including advanced automation and templates
- Priority support and eligibility for more hands-on onboarding
- Scaled pricing continues for higher list sizes, with custom quotes above ~180,000 contacts.
No permanent free plan; Drip offers a 14-day free trial with access to core features and limited email volume before requiring a paid subscription.
Who Drip is for
A strong fit for
Small to mid-market B2C ecommerce or digital-product brands that want a dedicated email-centric marketing automation platform tightly integrated with their store data to run sophisticated, behavior-based campaigns without full enterprise complexity.
Probably not for
Large B2B organizations needing deep account-based sales CRM functionality or companies seeking a free or ultra-low-cost ESP for simple newsletters only, rather than advanced automation and ecommerce journeys.
How Drip compares
Compared to Klaviyo and Omnisend, Drip occupies a similar ecommerce-focused niche but leans more heavily into its origins as an email-first ECRM. Klaviyo often wins with a larger ecosystem and native SMS in more regions, whereas Drip differentiates with its workflow-focused UX, onsite tools via Sleeknote, and agency-friendly multi-account structure. For pure ecommerce brands on Shopify, all three are viable; choice often comes down to preferred interface, pricing at specific list sizes, and whether SMS breadth or onsite and workflow depth matters more.
Versus general-purpose ESPs like Mailchimp or all-in-one automation platforms like ActiveCampaign, Drip offers deeper ecommerce data models and revenue attribution but fewer CRM and sales features. Mailchimp typically provides a cheaper entry point and broader template ecosystem, while ActiveCampaign offers more robust sales CRM modules. Drip, by contrast, focuses on doing one job extremely well: turning ecommerce and digital-product customer data into personalized, automated email and onsite experiences that drive revenue, making it a strong fit when email-led lifecycle growth is the primary goal.
Tool research is the easy part. Someone still has to build the lists, write the copy, make the calls, and book the meetings.
Frequently asked about Drip
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