When choosing the right email marketing platform for your business, two leading contenders are Drip and ConvertKit. ConvertKit is an email marketing platform built specifically for creators, with a focus on simplicity and ease of use. It’s designed to be powerful yet user-friendly, catering to the needs of online creators, bloggers, and content creators.
On the other hand, Drip is marketed as best suited for e-commerce and online sales, offering deep integrations with online stores and advanced behavioral tracking, I’ve found on a feature-by-feature analysis, it is really well suited to creators too.
While I personally use and love Drip for its advanced features like content snippets (check out my Four by Four Footers strategy), I’ve found that many creators aren’t even considering it, with ConvertKit being the go-to email platform for email marketing for creators. This guide will compare the key features, ease of use, deliverability, pricing, and customer support of Drip vs ConvertKit, helping you decide on the right email marketing platform for your business needs.
You can also see my Drip and ActiveCampaign comparison blog post right here.
Drip vs ConvertKit: Key Features Comparison
When it comes to key features, both Drip and ConvertKit offer robust email marketing capabilities, but with distinct strengths and approaches.
Here’s a comparison of their core features:
1. Form and Landing Page Builders
ConvertKit: Includes a simple form builder and offers 4 built-in landing page templates. It can also do pop-ups on your website if the platform is supported, like WordPress.
Drip: Integrates with third-party landing page builders like Thrivecart, Instapage, Unbounce, and Leadpages. It also has a form builder and pop-up builder. Drip calls their popup builder Onsite campaigns, which is like having a a built-in ConvertBox, with slide-ins, spin-to-win popups, opt-in forms with dropdowns and radio buttons, countdown timers, and mystery sale popups. I’ve used the spin-to-win feature and my customers LOVED it. All paid Drip users have access to Onsite campaigns.
WINNER: The advantage goes to ConvertKit if you don’t have a pagebuilder (or website, like WordPress or ShowIt) and need them to host your landing pages. If you don’t need a landing page builder for your freebie opt-ins and are happy to use your own site or a popup, then Drip’s Onsite steals the show.
2. Email Automation and Sequences
ConvertKit: Offers “Visual Automations” for automated sequences, rules, email sequences, and can send one-off emails, called broadcasts. You can do a lot with CK’s automation builder, including create a “forever funnel” or endless nurture sequence.
Drip: Offers “Workflows” for automated sequences, rules, email sequences, and can also send one-off broadcasts (also called campaigns). Can send and receive webhooks that allow you to connect to other softwares without Zapier — this feature alone is what made me choose Drip over ConvertKit. I save hundreds of dollars each year by using webhooks instead of relying on Zapier to handle all my automations from one app to another. For the super techy, one more thing to note: you can also build automations/workflows in Drip that don’t require a trigger; eg. there’s no tag or form that add a subscriber into an automation; they’re only added from another one of your workflows, something I use in my automations after the lead has gone through several steps and after I’ve had them go through a conditional/decision, like testing if they’ve been a subscriber for longer than X days, have or have not made a purchase, etc.
WINNER: While I think both are powerful and offer a lot of automation workflow options, Drip’s drag-and-drop visual automation builder and the webhook capability that ConvertKit doesn’t have makes Drip the winner here.
3. Segmentation and Tagging
ConvertKit: Can segment based on tag and also create custom segments for multiple conditions.
Drip: Can segment based on tag, custom field, lead score, and tagging features.
WINNER: they’re pretty equal
4. Testing and Reporting
Both platforms offer split testing and reporting on campaign performance.
WINNER: ConvertKit’s reporting has improved over the past few years, but Drip’s analytics still show a lot more data with easy-to-use filtering and reporting and are the winner here.
5. Integrations
ConvertKit: Integrates with a LOT of softwares natively, like WordPress, WooCommerce, and Teachable, as well as various apps like Zapier, etc. ConvertKit is often one of the first email softwares that third party companies set up as native integrations, making it super easy to connect to your tech stack.
Drip: Integrates with many third-party tools (like Thrivecart, including automatically tracking customer lifetime value which ConvertKit can’t do) and offers a few native integrations that ConvertKit doesn’t, like Facebook Custom Audiences and Facebook Lead Ads.
WINNER: Let’s call it a tie, although this one is more of a “it depends what other tech you use.”
Example: my favorite form builder software connects effortlessly with Airtable, but doesn’t have a native integration with ConvertKit or Drip yet. But, because Drip can accept inbound webhooks (see the Automation section above), I can still connect FillOut with Drip, without Zapier.
5. Email builder
ConvertKit: clean, simple builder. Perfect for folks who want simple, more plain, less designed emails. They recently added some new design blocks but for the most part, there are not a ton of templates. You may need to know some code to design your own highly-designed, attractive email template, or purchase third party templates. The “snippet” or html block can be glitchy. A plus: tagging on link click (aka link triggers) happens right inside the builder and is easy to use.
Drip: The drag and drop style visual email builder makes it easy to design attractive, colorful emails and templates. Large template library. The easy to use drag and drop email builder was one of the biggest reasons I chose Drip over ConvertKit; I felt limited by ConvertKit’s builder. I love that Drip lets you create and save blocks, even for entire sections, that you can easily drop into an email.
WINNER: for me, this is hands-down Drip. These ease of use of their builder was one of the other big reasons I chose Drip
6. Advanced field and personalization features
Both ConvertKit and Drip offer custom fields that can be set by visual automations/workflows, conditional content via liquid code, global content snippets, and trigger links (eg. apply this tag when this link is clicked). Drip also offers expiring links and inbound and outbound webhooks, a feature I absolutely love for compiling subscriber data for tracking data in my funnels.
WINNER: they’re nearly equal, with expiring links and webhooks nudging Drip ahead as a clear winner
7. Ease of Use and User Experience
When it comes to ease of use and user experience, ConvertKit and Drip take distinct approaches that cater to different user groups.
ConvertKit excels in its simplicity and intuitive design, making it an excellent choice for bloggers, content creators, and small business owners who prioritize a user-friendly interface. The platform’s clean and responsive email design and straightforward WordPress integration for opt-in forms and landing pages provide a seamless experience for those seeking an uncomplicated email marketing solution.
On the other hand, Drip’s interface is more sophisticated and feature-rich, catering to marketing professionals and data enthusiasts. While this approach offers advanced customization capabilities and unique, brand-aligned email designs, it comes with a steeper learning curve. Drip’s visual workflow builder and automation tools are powerful but may require more time and effort to make the most of, especially for those new to email marketing.
Drip vs ConvertKit: Which to Choose?
Ultimately, the choice between ConvertKit and Drip depends on your business’s needs and the level of complexity you’re comfortable with. If you value simplicity and a user-friendly experience, ConvertKit may be the better fit. However, if you are excited to make use of advanced automations, personalization, and customization features, Drip’s robust features might be a better fit for you.
6. Deliverability and Spam Handling
When it comes to email deliverability and spam handling, both Drip and ConvertKit have robust systems in place to ensure your emails reach their intended recipients. However, there are some notable differences in their approaches.
Drip is widely recognized for its excellent email deliverability and proactive spam handling. The platform employs advanced techniques to maintain high inbox placement rates, including:
- Automated List Hygiene: Drip makes it easy to remove inactive subscribers from your list, improving overall deliverability [6].
- Reputation Monitoring: Drip closely monitors its sending reputation and takes immediate action to address any potential issues.
- Spam Filtering: Drip’s sophisticated spam filters effectively identify and prevent the delivery of potential spam emails.
ConvertKit, on the other hand, takes a more straightforward approach to deliverability. While it doesn’t offer the same level of advanced features as Drip, ConvertKit still maintains a solid reputation with email service providers. Its key deliverability features include:
- Double Opt-In: ConvertKit requires subscribers to confirm their email addresses, reducing the risk of spam complaints.
- Spam Monitoring: ConvertKit monitors spam complaints and automatically unsubscribes addresses with excessive complaints.
- Email Authentication: ConvertKit supports email authentication protocols like SPF and DKIM to improve deliverability.
As with any email marketing platform, deliverability can be influenced by various factors, including your content, list quality, and sending practices.
7. Pricing and Value for Money
When it comes to pricing and value for money, both Drip and ConvertKit offer competitive plans tailored to different business needs.
Here’s a breakdown of their pricing structures:
ConvertKit is generally more cost-effective for smaller email lists, with plans starting at $29/month for up to 1,000 subscribers for the lower tier and a limited free plan available too. This makes it an attractive option for bloggers, content creators, and small businesses on a tight budget.
Drip, on the other hand, is slightly more expensive, with plans starting at $39/month for up to 2,500 subscribers. However, Drip offers more advanced features, such as drag-and-drop visual workflow builders with webhook capability, in-depth segmentation, and lead scoring, which can be invaluable for larger businesses or those with complex email marketing needs.
| Plan | ConvertKit | Drip |
| Free Plan | Free plan (only includes 1 automation and 1 email sequence) | No free plan |
| Paid Plan | $29/month for up to 1,000 subscribers, but to be comparable with Drip, would need the Pro plan at $59/mo for 1,000 subcribers | $39/month for up to 2,500 subscribers |
| Free Trial | 14-day free trial (no credit card required) | 14-day free trial (no credit card required) |
While ConvertKit may be more affordable for smaller lists, Drip’s advanced capabilities and integrations can provide significant value for businesses willing to invest in a more robust email marketing solution that can scale with you as your business grows.
Ultimately, the choice between the two platforms will depend on your specific needs, budget, and the level of complexity you require.
8. Customer Support and Resources
When it comes to customer support and resources, both Drip and ConvertKit offer excellent options to assist users, albeit with slightly different approaches.
ConvertKit is widely praised for its personalized support and strong community of creators and bloggers. They provide a ‘concierge migration’ service free of charge for users with over 5,000 subscribers, ensuring a smooth transition from other platforms.
Additionally, ConvertKit offers assistance in migrating forms, automations, and subscribers, even for smaller lists. Their customer support and success teams are dedicated to helping creators succeed and fostering a supportive environment.
ConvertKit Support Highlights
- Free concierge migration service (for lists over 5,000 subscribers)
- Assistance with migrating forms, automations, and subscribers (for smaller lists)
- Personalized support and success teams
- Strong community of creators and bloggers
On the other hand, Drip shines with its excellent technical support and extensive resources, including videos to accompany their support documentation. The platform offers a wealth of webinars and detailed guides to help users navigate its advanced features. Drip also provides a concierge service specifically focused on assisting with email copywriting, a valuable resource for businesses seeking professional guidance.
Drip Support Highlights
- Excellent tech support via email and chat with native English speakers in the US Central time zone — they’ve saved my bacon a few times!
- Frequent live webinars and detailed resources
- Concierge service for email copywriting assistance
- Quick and detailed responses to customer inquiries
While both platforms excel in customer support, their strengths align with their respective target audiences. ConvertKit’s personalized approach and creator-focused community resonate well with bloggers and content creators, while Drip’s extensive resources and technical support cater to the needs of marketing professionals and data-driven businesses.
Features Drip has that ConvertKit doesn’t (and vice versa)
Only with Drip: Deep integration with Thrivecart
While both Drip and ConvertKit have a native (read: no Zaps required) integration with Thrivecart, Drip’s robust API means that Thrivecart users get a lot more data, including:
- Tracking lifetime value (total $ in purchases), per subscriber
- See the revenue generated by every broadcast (campaign, one-time email), email series, and workflow (automation). How would knowing exactly how much revenue a specific email or workflow generated impact you + your business?! I’m willing to bet seeing those numbers would give you a motivational boost to write + automate more 😉
- Trigger an automation to run only when a customer’s lifetime value exceeds a threshold, eg. after someone has purchased more than $100 with you, start them in an automation that thanks them for their business and offers them a custom coupon, for example. See image below
- Tigger automations based on events in Thrivecart. See image below
- Connect your customers to the products they love with product recommendations (I’m still figuring out how to use this with Thrivecart, will update when I have more to share here!)
See some of the triggers available in Drip, specifically, the lifetime value trigger:
See some of the triggers available based on events inside Thrivecart:
NOTE: as of April 2024, these advanced triggers are not yet firing reliably due to API updates that Thrivecart needs to make on their end. As of April 12, 2024, these are planned for implementation by June or July, 2024.
Only with ConvertKit: Creator referral network
ConvertKit’s creator referral network allows its users to recommend other creators to their new subscribers, and also benefit from being recommended. For several friends of mine, this has been a really nice method for growing their list and something I wish Drip had. One more thing: while both Drip and ConvertKit can integrate with SparkLoop, ConvertKit has the integration built right into their higher tier plan.
Biggest perks and annoyances
ConvertKit:
Biggest perks: Creator referral network for list growth, Sparkloop integration for collecting data like polls, etc
Biggest annoyances: glitchiness and limitations within the email builder, no webhooks, no lifetime value tracking unless you exclusively use their Stripe integration + checkouts, not the best reporting and analytics
Drip:
Biggest perks: Lifetime value tracking for Thrivecart and Shopify, Onsite campaigns (spin-to-win popups, etc), inbound/outbound webhooks, drag-and-drop email builder and visual automation builder, deep integration with Thrivecart for customer lifetime value tracking (and also being able to see how much revenue each email or automation brought in)
Biggest annoyances: no creator referral network for list growth, no countdown timer widget that you can add to emails. I embed email countdown timers with this instead.
What’s the best email marketing software for course creators, Drip or ConvertKit?
While I personally use and love Drip for its advanced features and seamless integration with content snippets (a strategy I teach called Four by Four Footers), it might be a bit robust for beginner email marketers.
Choosing the right email marketing platform can go a long way towards the success of your business and marketing efforts, as it impacts your ability to effectively communicate with your audience, nurture leads, and make sales.
Both Drip and ConvertKit offer powerful solutions, but their strengths align with different business needs and user preferences.
Ultimately, the decision between Drip and ConvertKit should be based on factors such as the size of your email list, the complexity of your marketing goals and funnels, your budget, and your willingness to invest some time to get the most of the platform’s features.
Not sure which email marketing platform is right for you? Check out my Email Service Matchmaker training that covers all of the most popular options and who they are best for. Whichever platform you choose, ensure it aligns with your business goals, provides the necessary features, and enhances your overall email marketing efforts.
