Go Beyond Email and Engage with All People Through Drip

When Drip started life as an email opt-in widget that could be propped up on any website to collect email addresses, getting subscribers was the goal. The idea was that if you could capture an email address, you could send an email campaign that would eventually get the subscriber to convert.

Just like that. An easy peasy formula of “subscriber + marketing email = conversion.”

Today, Drip powers multichannel marketing, fuels smart data learning about your customers, creates intelligent and timely social ad campaigns and automates your most intricate processes.

With Drip, you can engage with your customers through:

  • Hyper-personalized transactional emails
  • Multichannel Workflows
  • Social media retargeting (Facebook and Instagram)
  • Third-party integrations like SMS and direct mail for all people

Understand Email Preference 

We know that not everyone who makes a purchase wants to receive marketing emails, but you still need to send them post-purchase/ transactional emails. 

Drip enables you to send people who are unsubscribed from email marketing transactional emails, trigger automation, and send them to third-party integrations. 


A  person in your account is either Active or Inactive. Active and Inactive indicates someone’s status in Drip. Their status determines if you can engage with them + if you are billed for them. 

In addition to Active or Inactive status, a person will have an email preference in Drip. Email preference indicates whether a person has opted into your marketing. This determines if you can send commercial or transactional emails to them. 



Active person.

Lizzy is Active, so you can engage with her. Drip collects data on her, and she is included in your bill.


Inactive person.

Lauren is Inactive, so you cannot engage with her. Drip doesn't track her behavior or collect any new data on her, and she is not included in your bill. 

We keep a record of their email preference in the event they are reactivated.

Email Preference

Subscribed to email marketing

A person who is active and subscribed.

Sally is Active and Subscribed, indicating that she is opted-in to marketing emails so she is able to receive both commercial and transactional emails. 

Unsubscribed from email marketing

A person who is active and unsubscribed.

John’s email preference is Unsubscribed, and his status is Active, indicating that he is not opted-in to marketing emails so he’s not able to receive commercial emails, but he is able to receive transactional emails, Facebook and Instagram retargeted, messaging via third-party integration, and Drip is tracking and collecting data.

Drip will always respect the opt-in preference of each person. Review the CAN-SPAM Act: A Compliance Guide for Business for more information on transactional vs marketing (commercial) email content.


A person who is undeliverable.

Dave is undeliverable because he hard bounced on an email. People who are marked as undeliverable in Drip are active by default, you can automatically deactivate them with this shareable workflow

You can see if an individual person is undeliverable by clicking on the Emails tab and looking for the Hard Bounced event next to an email. You can see everyone on your list who is undeliverable by filtering for Active > people who are undeliverable on the People page. 

Write to support@drip.com to mark an undeliverable person as deliverable again.   

Maintain Your List

Select people who are unsubscribed from email marketing.

Under your People tab, filter for Active people unsubscribed from email marketing.

We encourage maintaining a healthy list full of people who want to hear from you. When thinking about whether to deactivate people on your list, ask yourself the following questions. 

  • Have they placed an order?
  • What is their browsing behavior?
  • Are they showing any interest in the brand?

If you answered “yes” to one or all of the questions, we recommend continuing to nurture them. Below are a few ideas on how you can engage with them.

Deactivate People

If you answered “no” to all of the questions above, move them to Inactive.  Use a Bulk Operation to move this segment to Inactive.

  1. Go to People > Bulk Operations
  2. Click + New Bulk Operation
  3. Select Choose a segment > Begin
  4. Select people unsubscribed from email marketing under Choose the segment this operation should affect
  5. Select your segment criteria
  6. Click Next
  7. Select Deactivate person
  8. Click Next
  9. Click Schedule Operation

These people will be deactivated and moved under the Inactive tab in your account, where Drip will no longer track or gather data on them, you won’t be able to send emails to them, and you won’t be billed for them.

Automatic Reactivation

Drip automatically reactivates people when they show intent to engage with your brand. If you have Support All People enabled and you are using Shopify, Magento, WooCommerce, or the Shopper Activity API, an Inactive person will be automatically moved to an Active status only when any of the following two actions take place:

  • Places an order (new orders only, not synced orders)
  • Submits a Drip form 

Drip will not automatically reactivate someone if they submit a third-party form. Use a Hosted Form to reactivate inactive people.

Manual Reactivation

Manually reactivate a person with a bulk operation.

If you need to manually reactivate a person, you can do that by:


With Drip, you pay for anyone who is Active in your account.

An Active person is able to receive commercial or transactional emails, trigger automation, send to third-party integrations, and record new data. 

An Inactive person is not able to receive commercial or transactional emails, trigger automation, send to third-party integrations, or record new data. 

To see who is Active/Inactive go to the People page in your account. To move people between statuses, use a bulk operation, CSV file import, or the Activate button under the Inactive tab. 

Learn more about how your monthly bill is calculated in our User Manual.