Email marketing
Drip - the practical guide.
Drip is an ecommerce CRM and email automation platform aimed squarely at independent and growing online stores. It sits in roughly the same competitive space as Klaviyo and Omnisend but leans harder into behavioural segmentation, multi-step workflows and revenue attribution. For stores that have outgrown Mailchimp but aren't ready for Klaviyo's price tag and complexity, Drip is often the comfortable middle ground.
What Drip does
The core covers email campaigns, automated workflows, popups and forms, segmentation and revenue reporting. Workflows are visual and event-driven, with branching, delays and conditional logic; segments combine behavioural data (browse, cart, purchase, lifetime value) with demographics and tags; templates and a block editor handle most design needs without code.
Native integrations cover Shopify, WooCommerce, BigCommerce, Magento and the major ecommerce-adjacent tools (reviews, loyalty, helpdesk), with a public API for custom work. SMS is available as an add-on in supported regions, alongside the usual signup forms, popups and onsite messaging.
Who it's for
Independent and growing ecommerce brands, particularly Shopify and WooCommerce stores in the USD 1m-10m revenue range that want stronger automation and segmentation than Mailchimp without paying Klaviyo enterprise prices.
Pricing, in rough terms
Per month, billed monthly or annually, scaling by contact count. Plans start around USD 39 per month for up to 2,500 contacts and rise from there - all features are included on every paid tier, with no Pro upsell. There's a 14-day free trial and no permanent free plan.
When Drip is the right fit
The right call when ecommerce automation is the main job, you want one inclusive price rather than feature-tiering, and Klaviyo feels like overkill. Also a sensible default for content-led stores that lean on storytelling and segmentation rather than mass discounting. A weaker fit for brands at serious scale (Klaviyo's data and partner ecosystem pulls ahead) or for B2B and content sites without ecommerce data feeding the platform.
Watch-outs
Reporting is solid but less rich than Klaviyo for SKU and category-level analysis. SMS coverage and pricing varies by region - check availability in your main markets before committing. Like all behavioural tools, Drip is only as good as the data flowing in; budget time to map events properly when you set it up.