A recent study by Marketing Sherpa showed that triggered emails gained 200% higher open rates and 50% higher click-through rates than standard email campaigns and newsletters. This proves how email marketing campaigns are an effective way to stay in touch with your clients and contacts on your B2B list.

But instead of sending out each email campaign separately, drip marketing allows companies to send one-on-one communications to their audience automatically when a trigger event occurs. These set triggers can include sending relevant messages to recipients that undergo a certain action, for example, when a lead fills out a form for more information or downloads a white paper.