Drip features: what you get on each plan

Drip prices on active contacts and send volume rather than on feature tiers, which changes what this page can usefully tell you. On a Mailchimp or a Brevo the question is which plan unlocks this. On Drip the answer is nearly always the plan you already have, and the real constraints sit somewhere else: in account-wide ceilings, in features that route to a third-party product, and in one capability that the vendor’s own documentation tells you not to buy Drip for.

Feature matrix

Feature by feature

Drip email templates

Templates ship with every account at the entry tier. Drip’s product documentation puts the library at 50+ templates behind a drag-and-drop builder, with personalization driven by live customer data rather than static merge tags — Liquid is available throughout, so a template can branch on a tag, a custom field, or a tracked event without leaving the editor.

The gap worth knowing about is on the testing side rather than the design side. A single email campaign can carry a split test of up to four variations, but the help center is explicit that it is one variable or the other: “You can’t do both a subject line AND a content split test.” A winner is picked on open rate or click-through rate after a duration you set yourself, then sent to everyone outside the test pool. That is meaningfully narrower than the multivariate testing on a Mailchimp Standard plan, which combines three of four variables across eight cells. If your template program depends on isolating interaction effects, Drip will not measure them for you.

The other limit is structural rather than numeric. Because Drip has no native landing page builder, a template that ends in a conversion has nowhere on-platform to send people; the documented route is the Leadpages integration, which adds someone to a campaign or triggers a workflow after an action on a Leadpages asset. That is a second vendor and a second bill for something Klaviyo, Brevo and MailerLite all include.

Drip workflows

The visual workflow builder is the core of the product and is not tier-gated either. Workflows combine triggers, actions, decisions with yes/no branches, delays measured in minutes through days, goals that pull contacts toward an end state, split tests, and an explicit exit — a complete automation vocabulary at $39/mo.

The ceiling is the thing to plan around, and it is unusual. The pricing page advertises “up to 50 workflows,” and the help center states the rule in a harder form: “If you joined Drip after June 2020, your account allows a maximum of 50 active Workflows.” That cap is account-wide and does not appear to move with spend, which means a store running per-collection abandonment sequences, per-segment win-backs and seasonal campaigns can meet it while still paying an entry-tier bill. Current usage is visible under Settings, Billing, Plan Usage — worth checking before a migration rather than after.

One behavior catches people out on migration: workflow triggers are not retroactive. A trigger fires only for contacts who meet its condition after the workflow goes live, so importing a list and switching on a “purchased in the last 30 days” automation will not sweep up the history you just imported. Backfilling means a one-off campaign or a bulk tag applied by hand.

Workflow split tests are more capable than campaign split tests: paths are labeled A through E, contacts are assigned at random on entry, and the documentation recommends at least 1,000 entrants before declaring a winner. Testing an automation branch is therefore a better-served use case in Drip than testing a broadcast.

Continue reading

Compare the tiers and the contact-based scaling on Drip pricing, read the full assessment in our Drip review, or see how it stacks up against similar platforms in Drip alternatives.