Customer.io vs Drip: Which Email Marketing Tool for SaaS?

Overview

Customer.io and Drip both offer sophisticated event-driven email automation. They let you trigger messages based on user behavior, build complex workflows, and attribute revenue to campaigns. But they come from different backgrounds and serve somewhat different audiences.

Customer.io was built for SaaS from the start. Drip originated in e-commerce but has evolved to serve SaaS as well. Understanding this heritage helps explain their differences.

Key Differences

Automation Sophistication

Customer.io has the most powerful automation engine in the market. Multi-step workflows with unlimited branches, wait conditions based on complex logic, A/B testing within sequences, and sophisticated segmentation. If you can describe a customer journey, Customer.io can likely automate it.

Drip is also powerful but slightly less sophisticated. The visual workflow builder is excellent for most use cases, but you'll hit limits before you would with Customer.io. For 90% of SaaS products, Drip's capabilities are more than sufficient.

Multi-Channel Capabilities

Customer.io handles email, SMS, push notifications, and in-app messages from one platform. This unification is valuable if you're building a comprehensive messaging strategy across channels.

Drip covers email and SMS. No push notifications or in-app messaging. For most SaaS products focusing on email as the primary channel, this is fine.

Heritage and Defaults

Customer.io was built for SaaS from day one. The terminology, default features, and integrations reflect SaaS use cases. User behavior tracking, lifecycle stages, and product usage triggers are first-class concepts.

Drip originated in e-commerce, and you can still see this in some defaults and integrations. There are more Shopify integrations than SaaS tool integrations, for example. But Drip has evolved and works well for SaaS - just know you're adapting a tool rather than using one built specifically for you.

Pricing Comparison

Drip is significantly cheaper at low volumes, but the pricing converges as you scale. At 50k+ contacts, they're roughly equivalent. Customer.io's higher starting price reflects its more sophisticated feature set.

Pros and Cons

Who Should Choose What

Choose Customer.io if:

• You need the most sophisticated automation available
• Multi-channel messaging is important (push, in-app)
• You have budget and dedicated marketing resources
• You're planning complex customer journeys
• SaaS-native features matter (lifecycle stages, product usage)

Choose Drip if:

• You want advanced automation at a lower entry price
• Email is your primary channel (SMS is nice-to-have)
• You want faster setup and easier learning curve
• You have Stripe and want native integration
• Your automation needs are complex but not extreme

The Bottom Line

Both Customer.io and Drip are legitimate choices for SaaS email automation. The decision factors are budget, complexity needs, and channel requirements.

If you're funded, have marketing resources, and need the most powerful automation possible with multi-channel support, Customer.io is the industry standard. The learning curve is worth it for teams who will actually use the advanced features.

If you want sophisticated automation without Customer.io's price tag and learning curve, Drip delivers excellent value. Just know that its e-commerce heritage occasionally shows, and you'll have fewer channels to work with.