How to Write Drip Messages That Get Opened and Clicked

Writing Subject Lines That Get Opened

Subject lines determine whether your email gets opened or ignored. For drip campaigns, keep these principles in mind:

• Keep it under 50 characters. Longer subject lines get cut off on mobile devices, where most email is read.
• Be specific, not clever. "3 ways to reduce support tickets" outperforms "You won't believe this trick." People open when they know what they are getting.
• Use the recipient's name sparingly. Name personalization boosts open rates for the first 1-2 messages but loses effectiveness if overused.
• Create curiosity or urgency. "Your discount expires tomorrow" or "The one feature 80% of users miss" give a reason to open now rather than later.
• Match the subject to the content. Clickbait subject lines that do not deliver on their promise lead to unsubscribes and spam complaints.

Writing Email Body Content

One Idea Per Message

Each drip email should focus on a single topic, insight, or action. Trying to cover three topics in one email means none gets proper attention. A drip sequence gives you multiple messages, so use each one for one clear purpose. If you find yourself writing "Also..." or "One more thing..." in an email, split it into two messages.

Lead With Value

The first sentence after the greeting should deliver something useful: a tip, a fact, a solution, an insight. Do not waste the opening on "I hope this finds you well" or "Just checking in." Get to the point. Readers decide within 2-3 seconds whether to keep reading or move on.

Write Conversationally

Drip emails perform best when they read like a message from a knowledgeable friend, not a corporate announcement. Use "you" frequently. Write in short paragraphs (2-3 sentences max). Use simple words. Read your message aloud before sending. If it sounds stiff or formal, rewrite it.

Include One Clear Call to Action

Every message needs exactly one thing you want the reader to do. Not three options, not "click here for this or here for that," just one action. Make it a button or bold link that stands out visually. Use action language: "Start your free trial," "Download the guide," "Book your call," not "Click here" or "Learn more."

Writing SMS Messages

SMS drip messages follow different rules because of the character limit and the immediate, personal nature of text messages:

• Stay under 160 characters per segment. Longer messages split into multiple segments, each billed separately. See SMS Cost Per Message.
• Identify yourself. Start with your business name since recipients may not have your number saved: "[Brand]: Your order ships today!"
• Get to the point immediately. No greetings or warm-up needed. State the value or action right away.
• Include one link maximum. Multiple links in an SMS look spammy and confuse the recipient.
• Use conversational tone. Texts should feel like texts, not marketing copy. "Hi Sarah, your appointment is tomorrow at 2pm. See you there!" feels natural.

Common Drip Writing Mistakes

• Making every message a sales pitch. The ratio should be about 80% value and 20% ask. If every message says "buy now," contacts tune out.
• Repeating yourself across messages. Each message should advance the story, not restate what was said before. Read your full sequence in order to check for repetition.
• Writing too long. Drip emails should be 150-300 words maximum. If your message needs a scroll to reach the CTA, it is too long.
• Forgetting mobile readers. Over 60% of emails are read on phones. Use short paragraphs, large CTA buttons, and test how your email looks on a small screen.
• Using generic "from" names. "John at [Company]" gets more opens than "noreply@company.com." Use a real person's name as the sender when possible.