The theory of using a drip campaign in your marketing efforts is not new. What is a developing trend, however, is the level of complexity that sophisticated marketers are using in these types of programs today. A drip campaign describes an email and/or direct mail program that automatically delivers emails, letters, brochures or postcards to customers or prospects on a predetermined and scheduled basis, basically a steady “drip.” In the past, these events would continue though their pre-programmed linear series of deployments until reaching the end of the cycle. Perhaps this process of treating your prospects like lemmings (all behaving