Drip Review: The E-Commerce Marketing Platform Built Around Customer Behaviour Data
Generic email blasts to an entire list produce generic results. Drip was built on the premise that e-commerce email marketing should be as personalised as a one-to-one conversation — using each customer’s actual purchase history, browse behaviour, and engagement patterns to deliver the right message at the right moment. Its audience segmentation is detailed enough to target customers by the specific products they browsed but did not buy, the categories they purchase from most frequently, or the amount of time since their last order — enabling campaigns that feel relevant rather than broadcast.
Quick Summary
Drip is an e-commerce email and SMS marketing automation platform with detailed behavioural segmentation, visual workflow automation, personalised product recommendations, and revenue attribution built for mid-market online stores.
Is it worth using? Yes for mid-market e-commerce stores that have outgrown basic email tools and want advanced behavioural segmentation and automation to drive meaningful revenue from their customer database.
Who should use it? E-commerce marketing managers, DTC brands, and online store owners who run regular email campaigns and want behavioural data to drive more sophisticated personalisation and automation.
Who should avoid it? Very small e-commerce stores whose list size does not justify Drip’s pricing, or non-e-commerce businesses for whom behavioural purchase data is not the basis for segmentation.
Verdict Summary
Best for
- Mid-market e-commerce stores with meaningful email lists who want advanced behavioural segmentation beyond what Mailchimp and MailerLite provide
- DTC brands who want to use specific product browse and purchase behaviour to personalise campaigns rather than sending the same email to everyone
- E-commerce marketers who want detailed revenue attribution showing exactly how much each automation and campaign generates
Not for
- Very small e-commerce stores whose list and revenue volume does not justify Drip’s pricing relative to alternatives
- Non-e-commerce businesses without purchase behaviour data to drive segmentation
- Enterprise brands whose needs exceed Drip’s scale (Klaviyo serves larger operations better)
Rating
⭐⭐⭐⭐ 4.2 / 5
What Is Drip?
Drip is an e-commerce CRM and marketing automation platform that treats every customer as a unique individual based on their purchase and engagement history. Its visual automation builder creates complex workflows — triggered by specific product views, cart additions, purchase categories, customer lifetime value thresholds, and other behavioural signals — that deliver personalised email and SMS at moments of highest relevance.
The platform’s integration with Shopify, WooCommerce, and Magento pulls real-time order and browse data that powers the segmentation engine, enabling audience creation based on any combination of purchase behaviour, email engagement, and customer attributes without manual data management.
How Drip Works
- Connect your store. Install the Drip integration for Shopify, WooCommerce, or Magento. Customer, order, and browse data sync automatically in real time.
- Build behavioural segments. Create audiences based on any combination of purchase history, browsed products, order frequency, customer lifetime value, and email engagement history.
- Create automation workflows. Build visual automation workflows triggered by specific customer behaviours — abandoned cart, first purchase, repeat purchase, browse abandonment, or lapse in orders.
- Personalise with product data. Insert dynamic product blocks in emails pulling the specific products each customer viewed, added to cart, or is most likely to purchase based on their history.
- Add SMS steps. Add SMS messages to automation workflows at moments where a direct text achieves higher engagement than email — post-purchase confirmations, time-sensitive offers, and re-engagement nudges.
- Measure revenue attribution. Track exactly how much revenue each email campaign, automation workflow, and channel generates with Drip’s built-in attribution.
Key Features
- Visual workflow automation builder with complex behavioural triggers
- Advanced e-commerce segmentation using purchase, browse, and engagement data
- Shopify, WooCommerce, and Magento native integrations
- Personalised product recommendations in emails based on individual history
- Email and SMS in combined automation workflows
- Revenue attribution tracking sales from every campaign and automation
- A/B testing for email content and automation variants
- Customer lifetime value and RFM (Recency, Frequency, Monetary) segmentation
- Pre-built e-commerce workflow templates for rapid automation setup
Real-World Use Cases
- Browse abandonment campaigns: A clothing retailer sends personalised emails to customers who viewed specific product pages without adding to cart, featuring the exact items they browsed with related recommendations — generating revenue from traffic that would otherwise leave without purchasing.
- Customer lifecycle automation: An e-commerce brand creates separate automation tracks for first-time buyers, repeat customers, and VIP customers based on purchase count and lifetime value, delivering different messaging and offers to each segment.
- Post-purchase sequences: A home goods store sends a post-purchase sequence recommending complementary products relevant to each customer’s specific purchase, timing the upsell email based on typical product usage cycles.
- Lapsed customer win-back: A subscription brand identifies customers who have not ordered in 90 days and triggers a win-back automation with a personalised message referencing their last purchase and a relevant incentive to return.
Pros and Cons
| Pros | Cons |
|---|---|
| Behavioural segmentation depth rivals Klaviyo for e-commerce | Pricing higher than Omnisend at comparable list sizes |
| Visual automation builder is intuitive for complex workflow creation | Less well-known brand means fewer community resources than Klaviyo |
| Product recommendation personalisation is genuinely effective | Less sophisticated predictive analytics than Klaviyo at enterprise scale |
| Revenue attribution provides clear ROI measurement | Not suitable for non-e-commerce businesses |
| Pre-built templates reduce time to activating core e-commerce automations | Smaller integration ecosystem than Mailchimp |
Pricing & Plans
Pricing is based on active subscriber count
- Up to 2,500 subscribers — $39/month
- Up to 5,000 subscribers — $89/month
- Up to 10,000 subscribers — $154/month
- Up to 20,000 subscribers — $289/month
All plans include unlimited email sends, SMS (pay per send), full automation, all integrations, and revenue attribution.
Best Alternatives & Comparisons
- Klaviyo — Better for large e-commerce operations needing predictive analytics and the deepest Shopify integration
- Omnisend — Better value at comparable feature levels for growing stores, more affordable entry pricing
- ActiveCampaign — Better for service businesses and SaaS needing CRM alongside email automation
- Mailchimp — Better for smaller stores or those prioritising template variety and brand recognition
Frequently Asked Questions (FAQ)
Drip is an e-commerce email and SMS marketing automation platform with advanced behavioural segmentation, visual workflow automation, personalised product recommendations, and revenue attribution for online stores.
Drip pricing is based on active subscriber count, starting at $39/month for up to 2,500 subscribers. All plans include unlimited email sends and full automation features.
Yes, Drip has a native Shopify integration that syncs order data, browse behaviour, customer attributes, and product catalogue in real time, powering Drip’s behavioural segmentation and personalised product recommendations.
Drip allows segmentation based on specific products viewed, purchase categories, order frequency, customer lifetime value, days since last order, and combinations of these attributes. Basic email tools typically offer simple segmentation by list membership or demographic fields without e-commerce behaviour data.
Both are e-commerce-focused email and SMS platforms with comparable automation capabilities. Omnisend is generally considered to offer better value at entry pricing. Drip’s segmentation and personalisation capabilities are slightly more sophisticated for mid-market stores. Both are viable alternatives to Klaviyo at lower cost.
RFM (Recency, Frequency, Monetary) segmentation in Drip automatically categorises customers based on how recently they purchased, how often they purchase, and how much they spend — enabling targeted campaigns for high-value customers, at-risk customers, and new customers with different messaging for each group.
Final Recommendation
Drip is the right e-commerce marketing platform for mid-market stores that want behavioural segmentation sophistication beyond what basic email tools provide but do not yet need Klaviyo’s enterprise depth and price point. The visual automation builder, personalised product recommendations, and revenue attribution create a complete e-commerce marketing automation system that connects campaign effort directly to sales outcomes. For stores with meaningful email lists and a marketing team ready to use behavioural data strategically, Drip delivers clear return on its investment.
Next steps
