Sleep Country Breaks Down Resistance With Email Drip Campaign

Using the subject line to indicate that the email is part of a series is a bit unusual; a search of Who's Mailing What!, the world's most complete email and direct mail library, turned up only a few other examples of stated drip campaigns.

In the body of the message, the possibly overwhelmed subscriber is reassured that they will be helped: "Over the next five days, you will receive a series of emails to help you make the best decision." Below the text panel, a strip running across the width of the HTML includes clickable tips for buying a mattress, each leading to the same landing page. There, the basic differences among mattresses are explained, with further links for specific manufacturers and models sold by Sleep Country.