How to Integrate Drip with Your Headless CMS

What is Drip?

Drip is a marketing automation platform used by ecommerce, DTC, and subscription businesses to run email campaigns, segment subscribers, trigger workflows, and track customer activity. Teams use Drip to connect signup forms, purchase behavior, tags, custom fields, and automations so each subscriber gets messages based on what they did, viewed, or requested. Its core strength is turning customer events and profile data into targeted email journeys.

Why integrate Drip with a headless CMS?

Marketing teams often publish a new guide, product drop, webinar page, or discount offer in one system, then rebuild the same campaign logic in Drip by hand. That creates slow handoffs and small errors, like the wrong offer tag, a stale landing page URL, or a subscriber entering the wrong workflow after filling out a form.

Architecture overview

A typical Sanity and Drip integration starts when an editor publishes a campaign, offer, lead magnet, or signup-related document in Sanity Studio. The content is structured as typed JSON in the Content Lake, not buried inside HTML. A Sanity webhook listens for a publish or create event, often filtered to a document type like `leadMagnet`, `productLaunch`, or `dripSignup`. The webhook calls a Sanity Function or your own API route. That server-side handler uses GROQ to fetch the exact fields Drip needs, including referenced content like product category, campaign slug, audience tag, and consent source. The handler then calls Drip's REST API with Basic authentication using your API token, usually `POST /v2/{account_id}/subscribers` to create or update a subscriber, and optionally `POST /v2/{account_id}/events` to record an action like `Downloaded guide`. Drip applies tags, custom fields, and event data, then starts the matching workflow. The end user receives the right email sequence because the source content and the Drip automation share the same structured values.

Common use cases

Step-by-step integration

1. 1

   Set up Drip access

   Create or sign in to your Drip account, copy your API token from User settings, and note your account ID from the account settings or Drip API URL. Drip API calls use Basic authentication with the API token as the username and an empty password.

2. 2

   Model the campaign content in Sanity Studio

   Create schema fields for the values Drip needs, such as `title`, `slug`, `dripTag`, `dripWorkflowName`, `audienceSegment`, `utmCampaign`, and `consentText`. If you're capturing signups in Sanity first, add a `dripSignup` document with `email`, `firstName`, `consent`, and a reference to the offer or campaign.

3. 3

   Create the trigger

   Add a Sanity webhook filtered to the relevant event, such as a `dripSignup` document being created or a `leadMagnet` being published. Send a small payload, like the document `_id`, to a Sanity Function or API route.

4. 4

   Fetch the exact fields with GROQ

   In the handler, use `@sanity/client` and GROQ to fetch the signup plus referenced campaign content. Project only the fields Drip needs, such as subscriber email, offer title, offer slug, Drip tag, and consent status.

5. 5

   Call Drip's REST API

   Use `POST https://api.getdrip.com/v2/{account_id}/subscribers` to create or update the subscriber with tags and custom fields. If your Drip workflow starts from an event instead of a tag, also call `POST /v2/{account_id}/events` with an action like `Downloaded lead magnet`.

6. 6

   Test the frontend journey

   Submit a test signup from your site, confirm the webhook fires, check that the subscriber appears in Drip with the expected tag and custom fields, and verify that the correct Drip workflow sends the first email.

How Sanity + Drip works

CMS approaches to Drip

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