When should I use a simple drip vs. a complex journey?

Choose between drip campaigns and journeys based on communication complexity:

Use drip campaigns when:

The message sequence is the same regardless of behavior. Timing is the primary variable (educational content over days). You are starting with automation and need to build capabilities. The audience and content are relatively homogeneous.

Use journey automation when:

Customer behavior should change the next message. Different segments need different paths. You want to exit or redirect based on actions. The goal requires personalized adaptation.

Start simple: Many effective programs begin with drips and evolve to journeys as needs and capabilities grow.

Complexity has costs: Journeys require more planning, testing, and maintenance. Do not add complexity without clear benefit.

Match the tool to the job. Simple needs call for simple solutions. Complex needs justify complex systems.