What is Drip? Ecommerce email platform explained

What is Drip?

Drip is an ecommerce email platform, named after the marketing sense of the word, a drip campaign being an automated sequence. It has nothing to do with the medical or irrigation senses that dominate the phrase in English. Rob Walling and Derrick Reimer started it in Fresno in 2012 and bootstrapped it, and the first product was a one-line email capture widget feeding an autoresponder.

Its ownership has moved four times and is routinely reported wrongly. Leadpages acquired Drip in July 2016 on undisclosed terms. When Redbrick bought Leadpages in March 2020, Drip was not part of that deal and continued as an independent company, a distinction most directories still get wrong. Drip then acquired the Danish on-site form company Sleeknote in February 2022, and Sleeknote co-founder Mogens Moller has since bought both companies back and runs Drip today with a largely Danish leadership team.

The product is deliberately narrow. There are no plan tiers: a single usage-based plan starts at $39 a month for 2,500 people and includes every feature, up to 50 workflows and unlimited sub-accounts, with a 14-day trial and no free plan. Stores connect natively on Shopify, BigCommerce and WooCommerce. There are no lists either. One profile per person carries store, browsing and email data, and segments are rules that re-evaluate in real time.

There is no SMTP relay and no transactional endpoint. The API covers broadcasts, workflows, subscribers and shopper activity, and a custom sending domain is delegated by CNAME with two DKIM selectors.