Drip Sequences

Drip sequences are automated multi-step message flows that deliver a series of messages over time. They help you nurture leads, onboard new contacts, and maintain engagement with your audience through carefully timed communication.

What is a Drip Sequence?

A drip sequence is a series of pre-written messages sent automatically at scheduled intervals. Unlike one-time campaigns, drip sequences deliver content gradually, building relationships and guiding contacts through a journey.

Drip Sequence Flow

Day 1: Welcome Message
        ↓
    Wait 2 days
        ↓
Day 3: Educational Content
        ↓
    Wait 3 days
        ↓
Day 6: Social Proof
        ↓
    Wait 5 days
        ↓
Day 11: Special Offer

Benefits of Drip Sequences

Creating a Drip Sequence

Step 1: Plan Your Sequence

Before building, outline your sequence:

1. Define the Goal: What should contacts do by the end?
2. Map the Journey: What information do they need at each stage?
3. Set the Timeline: How long should the sequence run?
4. Identify Exit Points: When should contacts leave the sequence?

Step 2: Create the Automation

1. Navigate to Automations > Create Automation
2. Select Drip Sequence as the automation type
3. Name your sequence (e.g., "New Customer Onboarding")
4. Choose your trigger (what starts the sequence)

Step 3: Add Sequence Steps

For each message in your sequence:

1. Click Add Step
2. Select Send Message
3. Choose your template
4. Configure personalization variables
5. Set the timing (immediate or delayed)

Step 4: Configure Timing

Set delays between messages:

1. Click Add Step
2. Select Wait
3. Configure the delay:
   • Fixed delay (hours, days, weeks)
   • Wait until specific time
   • Wait for specific day of week

Timing Between Messages

Proper timing is crucial for drip sequence success.

Delay Options

Timing Best Practices

Early in Sequence (Days 1-3)

• Shorter delays (1-2 days)
• Higher engagement period
• Build momentum quickly

Middle of Sequence (Days 4-10)

• Moderate delays (2-4 days)
• Maintain interest
• Provide value consistently

Later in Sequence (Days 10+)

• Longer delays (5-7 days)
• Avoid fatigue
• Focus on conversion

Tip: Track unsubscribe rates by step. High unsubscribes at a specific step indicate the timing or content needs adjustment.

Quiet Hours

Respect your contacts' time:

1. Go to automation settings
2. Enable Quiet Hours
3. Set restricted hours (e.g., 10 PM - 8 AM)
4. Messages scheduled during quiet hours send at the next available time

Conditions in Sequences

Add intelligence to your drip sequences with conditions.

Conditional Steps

Check conditions before sending:

1. Add a Condition step
2. Define your criteria:
   • Contact has tag
   • Custom field value
   • Previous message opened
   • Previous message clicked
3. Create branches for Yes/No outcomes

Condition Examples

Check Engagement

Did contact read last message?
├── Yes → Continue sequence
└── No → Send reminder or skip

Check Product Interest

Does contact have "Premium Interest" tag?
├── Yes → Send premium content
└── No → Send standard content

Check Conversion

Did contact make a purchase?
├── Yes → Exit sequence, start post-purchase flow
└── No → Continue nurturing

Exit Conditions

Define when contacts should leave the sequence:

1. Open sequence settings
2. Navigate to Exit Conditions
3. Add conditions:
   • Goal achieved (tag applied, conversion)
   • Contact unsubscribes
   • Manual removal
   • Time limit reached

Sequence Examples

Onboarding Sequence

Perfect for new customers or subscribers:

Implementation:

Trigger: Contact added with "New Customer" tag
    ↓
Send: Welcome message
    ↓
Wait: 1 day
    ↓
Send: Getting started guide
    ↓
Wait: 2 days
    ↓
Send: Feature highlight
    ↓
Wait: 2 days
    ↓
Send: Tips and tricks
    ↓
Wait: 2 days
    ↓
Check: Has purchased?
├── Yes → Exit sequence
└── No → Continue
    ↓
Send: Check-in message
    ↓
Wait: 3 days
    ↓
Send: Upgrade offer

Nurture Campaign

Guide leads toward a purchase:

Exit Condition: Contact makes a purchase or books a demo

Re-Engagement Sequence

Win back inactive contacts:

Trigger: No interaction for 30 days
    ↓
Send: "We miss you" message
    ↓
Wait: 3 days
    ↓
Check: Did they respond?
├── Yes → Mark as re-engaged, exit
└── No → Continue
    ↓
Send: "What we've been up to" (updates)
    ↓
Wait: 5 days
    ↓
Check: Any interaction?
├── Yes → Exit
└── No → Continue
    ↓
Send: Special offer message
    ↓
Wait: 7 days
    ↓
Check: Any interaction?
├── Yes → Exit
└── No → Mark as inactive

Post-Purchase Sequence

Maximize customer lifetime value:

Advanced Drip Features

A/B Testing in Sequences

Test different approaches:

1. Add an A/B Split step
2. Configure variants (50/50, 70/30, etc.)
3. Each variant can have different:
   • Message content
   • Timing
   • Following steps
4. Track results to determine winner

Dynamic Content

Personalize based on contact data:

Hi {{first_name}},

{{#if product_interest == "software"}}
Check out our latest software features!
{{else}}
Explore our newest hardware arrivals!
{{/if}}

Sequence Branching

Create complex paths:

Initial trigger
    ↓
Welcome message
    ↓
Wait 2 days
    ↓
Interest survey
    ↓
Based on response:
├── Product A interest → Product A sequence
├── Product B interest → Product B sequence
└── General interest → General sequence

Monitoring Sequence Performance

Key Metrics

Track these metrics for each step:

Sequence Analytics

View detailed analytics:

1. Go to Automations
2. Select your sequence
3. Click Analytics
4. View:
   • Funnel visualization
   • Step-by-step metrics
   • Drop-off points
   • Conversion tracking

Optimization Tips

Based on your data:

• High drop-off early? → First message needs improvement
• Low reads mid-sequence? → Adjust timing or content
• Low conversion at end? → Improve offer or add steps
• High unsubscribes? → Reduce frequency or improve relevance

Warning: Avoid making changes to active sequences with many contacts in progress. Create a new version and pause the old one to prevent disruption.

Best Practices

Content Guidelines

1. Value First: Each message should provide value
2. Progressive Disclosure: Build on previous messages
3. Clear CTAs: One main action per message
4. Consistent Voice: Maintain brand personality
5. Mobile-Friendly: Most read on mobile devices

Sequence Hygiene

1. Regular Reviews: Audit sequences quarterly
2. Update Content: Keep information current
3. Test Regularly: Ensure everything works
4. Archive Unused: Remove outdated sequences
5. Document Purpose: Note why each sequence exists

Next Steps

• Triggers & Events - Learn about trigger options
• Templates - Create templates for your sequences
• Analytics - Track sequence performance