Drip Review
eCommerce email marketing automation with a visual workflow builder, revenue attribution, and deep Shopify and WooCommerce integrations.
Drip is a focused eCommerce email platform that does one thing well: turning purchase behavior into automated revenue. The visual workflow builder is genuinely good, Shopify and WooCommerce integrations go deeper than most competitors, and the all-features-included pricing keeps things simple. The catch is that it narrows as you grow: at large list sizes the per-contact pricing climbs fast, and brands outside eCommerce will find it short on flexibility.
Pros and cons
- Visual automation builder handles complex branching logic without requiring developer input
- Shopify and WooCommerce integrations pull real-time purchase, cart, and browse data for accurate segmentation
- Revenue attribution shows which campaigns and automations actually drove sales, not just opens
- All features are included in every plan with no tier gating, so you get the full platform from day one
- 14-day free trial with no credit card required, sensible for testing automations before committing
- No free forever tier, so small stores with tight margins pay from the first email sent
- Pricing scales steeply by contact count, pushing costs well above competitors at lists over 20,000
- SMS is not native and requires a third-party integration, a gap when competitors include it natively
- Template library is smaller and less polished than Klaviyo or Mailchimp for non-technical users
- Built almost entirely around eCommerce, making it a poor fit for SaaS, services, or B2B lead nurture
What is Drip?
Drip is an email marketing automation platform built specifically for eCommerce stores. It connects to Shopify, WooCommerce, and other online store platforms to pull purchase history, cart activity, and browse behavior, then uses that data to trigger personalized email sequences and segment customers based on what they actually bought or browsed. It was acquired by Leadpages in 2016 and later spun off as an independent company.
The core product is a visual workflow builder that lets merchants build multi-step automations without writing code. Common flows include abandoned cart recovery, post-purchase upsell sequences, win-back campaigns for lapsed buyers, and welcome series for new subscribers. Revenue attribution runs across all of these, so you can see which specific automation generated a sale rather than guessing from open rate data.
Drip runs a single-plan model: all features are included regardless of how many contacts you have, with the monthly price scaling only by list size. Plans start at $39 per month for up to 2,500 contacts, rise to around $89 per month for 5,000, and reach approximately $154 per month for 10,000. There is a 14-day free trial. There is no free tier, and the cost curve steepens significantly at larger list sizes, which is the main reason eCommerce stores with large databases often evaluate Klaviyo alongside it.
Core features
Visual Workflow Builder
The automation builder uses a drag-and-drop canvas where you connect triggers, conditions, and actions into a full visual flow. You can branch on any contact attribute or behavior, insert wait steps, add tags, and fork paths depending on whether someone opened an email or completed a purchase. Complex multi-step sequences that would require developer support on simpler tools can be built in the interface without technical skills.
eCommerce Segmentation
Drip syncs order history, product views, cart events, and customer lifetime value directly from Shopify and WooCommerce. Segments update in real time as new orders come in, so a workflow triggered by "purchased Product A but not Product B" stays current without any manual refresh. This level of behavioral data depth is the main reason eCommerce stores choose Drip over general-purpose email tools.
Revenue Attribution
Every email campaign and automation sequence tracks which contacts clicked through and completed a purchase within a configurable attribution window. The dashboard shows actual revenue per campaign, revenue per email, and which automations are generating the most return. This makes it possible to prioritize optimization effort on flows that are measurably driving sales rather than relying on proxy metrics like open rate.
Abandoned Cart and Browse Abandonment
Drip reads cart and session data from connected stores and triggers email sequences when a contact adds items but does not complete checkout, or when they view a product category multiple times without buying. The sequences can be timed, personalized with the actual products viewed, and stopped automatically when the contact converts, avoiding awkward follow-up emails to people who already purchased.
Integrations and API
Native integrations cover Shopify, WooCommerce, Magento, and BigCommerce on the eCommerce side, plus Zapier, Facebook Custom Audiences, and a set of SMS tools via third-party connectors. The REST API is documented and available on all plans, supporting custom events, contact creation, and workflow triggers from external systems. Developers building custom store setups use the API to push events that native integrations would not capture.
Pricing
| Feature | Up to 2,500 $39/mo | Up to 5,000 $89/mo | Up to 10,000 $154/mo | Up to 20,000 Custom |
|---|---|---|---|---|
| Email sends | Unlimited | Unlimited | Unlimited | Unlimited |
| Visual workflow builder | ✓ | ✓ | ✓ | ✓ |
| Revenue attribution | ✓ | ✓ | ✓ | ✓ |
| Shopify and WooCommerce integrations | ✓ | ✓ | ✓ | ✓ |
| Segmentation and tagging | ✓ | ✓ | ✓ | ✓ |
| Abandoned cart automation | ✓ | ✓ | ✓ | ✓ |
| API access | ✓ | ✓ | ✓ | ✓ |
| SMS (native) | ✗ | ✗ | ✗ | ✗ |
| Free trial | 14 days | 14 days | 14 days | 14 days |
| Free forever tier | ✗ | ✗ | ✗ | ✗ |
Who it is for
Shopify and WooCommerce stores that want automated post-purchase, win-back, and upsell sequences driven by real purchase data. Drip's deep platform integrations and revenue attribution make it a focused fit for brands where email is a direct revenue channel.
Stores growing past the point where simple broadcast emails are enough, who need conditional logic, behavioral triggers, and multi-step flows without hiring a developer. The visual builder handles complexity at a level that general-purpose tools like Mailchimp do not.
Marketers who care about attribution and want to know which campaign drove a sale, not just which one got opened. Drip's revenue reporting gives a direct line from email activity to order data, making it easier to argue for automation investment internally.
Verdict
Drip is a solid choice for eCommerce stores that want real automation depth and are willing to pay for it. The all-in-one pricing and visual builder remove a lot of the usual friction, and the Shopify and WooCommerce integrations are among the best available. The tradeoffs are a steep price curve at scale, no native SMS, and a narrow focus that makes it a poor match for anything outside online retail.
Frequently asked questions
Does Drip work with Shopify?
Yes. Drip has a native Shopify integration that syncs orders, customers, products, and cart events in real time. You can segment on purchase history, trigger automations from cart abandonment, personalize emails with specific product data, and track revenue back to individual campaigns. Setup is handled through the Shopify app store without any developer work required.
Does Drip have a free plan?
No. Drip offers a 14-day free trial but no free forever tier. Plans start at $39 per month for up to 2,500 contacts. If you need a permanently free option for a small list, Mailchimp or Brevo are more appropriate starting points.
How does Drip pricing scale with list size?
Drip uses contact-count-based pricing on a single plan that includes all features. The rate starts at $39 per month for 2,500 contacts, rises to around $89 for 5,000, and reaches approximately $154 for 10,000. Stores with lists above 20,000 contacts need a custom quote. All features, including the visual builder, revenue attribution, and API access, are available at every price point.
Does Drip support SMS marketing?
Not natively. Drip does not have a built-in SMS channel. You can connect SMS tools like Postscript or Attentive via Zapier or the API to trigger messages from Drip workflows, but this adds integration complexity and separate per-message costs. Klaviyo and ActiveCampaign both include native SMS, which is a meaningful gap for stores that want a single platform.
How does Drip compare to Klaviyo for eCommerce?
Both are built for eCommerce, but they have different strengths. Drip has a more approachable visual builder and simpler all-in pricing with no feature gating. Klaviyo has a broader feature set including native SMS, a larger template library, more advanced predictive analytics, and better options for very large lists. Drip tends to appeal to stores that prioritize ease of automation setup; Klaviyo appeals to teams that want deeper data capabilities and are willing to invest time learning a more complex platform.