What is a drip sequence?
See this Wikipedia page:
Drip marketing is a communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time.
Not only can you break up your messaging into smaller, easier to digest chunks, but by sending carefully spaced messages over time, you'll be in front of the recipient many many times more frequently than with just a single email.
80% Content / 20% Pitch
As described in this podcast:
80% content / 20% pitch. Rather than pitching in every message, we recommend making deposits first…for 3 or 4 messages of pure, helpful content. Zero pitch.
But when you do pitch…in the NEXT STEP message, be direct. Be brain-dead obvious about what you want them to do next. You can only pitch in this way, if you’ve earned the right to do so by providing relevant, helpful, content up to this point.
Tell A Story
Break down your story - your content - into multiple phases. Set the stage as to the problem you want to solve in the first email, dive deeper into the problem in subsequent emails, and end - once you've educated the user - with your pitch.
Post Registration Drip
What about users that have signed up, all of the above advice still applies! It's really powerful once you've captured a users interest to hammer home your proposition over the first month of sign up.
Identify killer features, expose how existing users love your product, and offer hints and tips.
Tips and Tricks
Shorter messages but more of them.
A/B test everything! Start with subject lines.
Single calls to action in each message.
Keep your message across emails coherent, but mix up from names or templates.
Focus entire drip sequences around singular actions: hammer a point and request home.
Have fun with them! Don't be afraid to experiment.