What it means
A drip sequence is a series of pre-written messages that get sent to a contact on a fixed schedule, one after the other, without any further human input. The trigger can be anything: a new lead signup, a downloaded resource, a specific tag in the CRM. From that moment, the sequence runs (a message on day 1, day 3, day 7, day 14, etc.).
Modern drip sequences span channels: WhatsApp, email, SMS. They can be linear (everyone gets the same messages in the same order) or branching (later messages depend on earlier replies).
Why it matters
Most leads are not ready to buy the first time they raise their hand. A good drip sequence stays in front of them for weeks or months without your team touching the keyboard, surfacing the lead back to sales when they show buying signals.
The discipline that makes drip sequences work: short, useful messages (not constant promotions), and a clear opt-out at every step. Done badly, drips feel like spam and burn out the list.
Example
A B2B SaaS brand triggers a drip when a lead downloads their pricing PDF. Day 1: a thank-you note with the PDF and one extra resource. Day 4: a case study from a similar customer. Day 9: a comparison guide vs the obvious competitor. Day 16: an offer for a live demo. 12 percent of leads who enter the drip end up booking a demo, with no sales-team involvement.