Drip Campaign Design Skill Framework 1. Objective Mapping – each touch must have a single job (educate, qualify, convert). 2. Value Ladder – sequence benefits from awareness → consideration → decision. 3. Cadence – balance urgency with fatigue (24–48h early, 72h+ later). 4. Signal-Based Branching – accelerate for high intent, slow for low engagement. Templates - Message hierarchy worksheet - Cadence testing checklist - Personalization matrix (firmographic + behavioral signals) Tips - Alternate between insight, proof, and offer touches to keep attention high. - Use soft CTAs early, stronger CT…