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How to Create a Drip Campaign

A step-by-step guide to automating email, SMS, and status updates for your contacts

Before You Begin: How Drip Campaigns Work

A Drip Campaign automatically sends a sequence of emails, texts, and status updates to your contacts over time — with no manual follow-up required.

A drip campaign is triggered when a status tag is added to a contact. You can also set optional conditions to control exactly who receives it, such as excluding certain statuses, limiting it to specific contact types, or limiting it to specific assigned users.

Good to know

If you need to create the status tag that will trigger your campaign, do this before you begin building the campaign itself.

PATH: Settings > CRM > Contact Statuses

Step 1: Start Your Campaign

PATH: Settings > CRM > Campaign > Drip Campaigns > +Add Drip Campaign

1. Click +Add Drip Campaign.
2. Enter a Campaign Name. This field is required.

Step 2: Set Your Trigger

These fields control which contacts enter the campaign, and when.

Field	Requirement
Campaign Statuses	Required. The campaign fires when one of these statuses is added to a contact. You can select more than one.
Campaign Excluded Statuses	Optional. If one of these tags is added to a contact, the campaign will not fire — even if a trigger tag was also added.
Match Source	Optional. Use this if your campaign isn't ready to go live yet, so it doesn't accidentally send (for example: "Do Not Send – Drip Paused").

Step 3: Narrow Down Recipients (Optional)

Use these fields if you want to further control who receives the campaign:

1. When Assignees Are / When Assignees Are NOT
2. When Invokers Are / When Invokers Are NOT
3. Send As

Step 4: Set Sending Details

1. Choose a Tracking Number. This field is required. You can assign a specific number, or choose Resolve from assignees so the campaign uses whichever assignee's number applies. You can also exclude specific numbers using the Exclude Tracking Numbers field.
2. Choose an Email Signature. This field is required. You can select a signature, or choose Send From Assignee to use the assigned user's own signature.

Step 5: Choose Campaign Behavior

Check any of the following boxes that apply to your campaign:

1. Finish drip campaign on user response — stops the campaign once the contact replies to a message.
2. Finish drip campaign upon contact's unsubscribe from email or SMS — stops the campaign if the contact unsubscribes.
3. Is a revolving date campaign? — starts the campaign from today's date. If unchecked, the contact won't enter the campaign until the original start date comes back around.
4. CC the spouse on emails directed to the contact — also sends the campaign to the contact's listed spouse.
5. Reapplying tags to start a new campaign — stops any campaign currently in progress for the contact and starts this one instead.
6. Resolve from invoker — sends the campaign from whoever applied the trigger tag, rather than the person the campaign was originally set up for.
7. Stop this campaign from being added to any more contacts — pauses the campaign entirely. Use this while you're still building or testing, and uncheck it once you're ready to go live.

Step 6: Build Your Campaign Actions

This is where you define what actually happens, and in what order. Actions run in the order you add them, top to bottom. Choose from:

1. Wait (Increment) — waits a set amount of time before the next action.
2. Wait (Unit Day) — waits until a specific point in the day (Pacific time) before continuing.
3. Send Email — sends an email using a template.
4. Send SMS — sends a text message, using a template or custom text.
5. Add a Status — adds a status tag to the contact's profile.

Click +Add Another Action to add more steps to your sequence.

Good to know

Always start your actions with a Wait (Increment) of at least 1 minute. This gives you a buffer to remove the trigger tag if it was added by mistake, before anything sends.

Save your campaign often as you build it, so you don't lose your work.

Setting Up Emails

PATH: Settings > CRM > Campaigns > +Add Email

1. Emails must use a template.
2. Once you've selected a template, click Preview to view it in a new window before saving.
3. Need this specific email to also go to an additional address? Check Custom Recipient Email Address and enter it — it will go out alongside the regular recipients.

Setting Up Text Messages

1. If you've built a template, select it from the Using Template dropdown — it will populate the With Text box.
2. No template needed? Just type your message directly into the With Text box.

Good to know

Texts longer than 160 characters will be split into multiple messages, and depending on the recipient's phone, they may not display in the order they were sent.

Using Merge Fields (Personalization)

When writing any email or text template used in a drip campaign, always use interpolation — like {firstname} or {companyname} — instead of typing a name directly. This way, if information changed in your personal profile or the company's profile, it updates automatically everywhere interpolations are used, instead of you having to edit every message by hand.

Step 7: Go Live

Once your campaign is built and tested:

1. Remove any "pause" status tag you used in Match Source (for example, "Do Not Send – Drip Paused").
2. Uncheck Stop this campaign from being added to any more contacts.
3. Click Save.

Good to Know

Reordering actions after a campaign is live will pause it for contacts already partway through the sequence. Any new contacts added afterward will follow the updated order.

By default, a campaign will only send to a given contact one time. If you think a contact needs to receive the same campaign again, contact your account admin.

PATH: Settings > CRM > Contact Statuses

Editing an Existing Drip Campaign

PATH: Settings > CRM > Campaign > Drip Campaigns > click the 3 dots then click edit

All of the same fields and steps above apply when editing.