5. Creating Drip Campaigns - Shape Software - Automate your business!

Step 5: Creating Drip Campaigns

System Customization/Configuration: Nurturing Records via Drip Automation

What is a Drip Campaign?

A drip campaign is a method used in direct marketing to acquire customers through automation and lead nurture programs. It involves a series of actions that occur over longer periods of time in order to nurture records through the marketing funnel.

Managing Drip Campaigns

Define your target audience via enrolled records and enrollment criteria. Then, create the sequence of communications or actions that will be sent out once the initiation status (and tags if applicable) are met. The drip campaign will run until the record reaches the “end status” that is defined on this page or until the drip campaign runs out of steps and content. Pro Tip: Create your templates prior to creating a drip campaign. You can find it under the “Templates” section in the settings sidebar.

Campaign Status: If you campaign status is “OFF” then this campaign will be inactive and no actions that you define here will take place. Turning this to “ON” will activate the drip workflow when records reach enrollment criteria.
Enrolled Records: Choose which record type(s) receive this drip campaign. You can select a single record type or multiple depending on the drip actions and content you’d like to take place within the campaign. For example: sending "‘Welcome” and qualifying communication and action types will most likely be tailored to your leads/prospects. You can set up multiple campaigns to run with different enrollment criteria.
Initiation Status: Shape’s Drip Campaigns are initiated by statuses and ended by statuses. Choose the status that initiates this campaign. There can only be one initiation status. If you’d like to learn more about statuses, see this support article.
End Status(es): Shape’s Drip Campaigns ended by a status or multiple statuses. For example, you would not want “Welcome” and “Get in Touch” communications to your prospects that have already made contact, who you’ve already followed up with, etc. Select all statuses that would stop this campaign. This campaign will run until an end status is reached or the drip campaign runs out of content. If you’d like to learn more about statuses, see this support article.
Tags: Want to only send to a segmented group within the enrolled record type within the initiation status selected? Target specific records via tags. Create tags using the “Manage Tags” settings page and tag your records via the “Tags” field within the record’s profile.
Exclude Sources: By default, this drip campaign will include all marketing sources. However, if you’d like to tailor your campaigns based off of particular marketing sources, use this to select all of the records that are from a particular marketing source from the campaign.
Saving & Starting the Drip Workflow: After defining out the enrollment criteria, press “Submit” to start building out the steps in the campaign.
Drip Campaign Workflow: After Pressing “Submit” a new box will show below the enrollment criteria that you just filled out. Shape gives you the first “Drip Initiation” step that you must edit. Edit this step by clicking on the “Edit” icon highlighted in the screenshot above
Drip Action Types: Choose the action type, this is what is going to happen during this step, most people use drip campaigns for email and SMS communication to nurture their records through the pipeline, but also find actions such as changing the status to move your records through your pipeline automatically.
Action Choose Options: After choosing the action type, your list of options will show in the “Choose” dropdown. In this example, the “Send SMS” action was chosen, so the SMS templates are showing as Choose options. The drip campaign will send according to the template information (send to and send from + content).
Time Delay: Choose the time delay from the enrollment criteria above. For example, send a welcome email immediately as soon as a new prospects enters the system as a “New” initiation status. Another option, if the initiation status is “Nurture” then the time delay may be to send an email follow up 30 days later.
Save Step: Once satisfied with your first drip initiation step, then press the “Save Button” to save your changes.
Adding Workflow Steps: Press the “Add Step” button to build out the next workflow step in your campaign.
Next Steps: Name the next step of your drip campaign workflow. You may notice that the Time delay is now “Time delay from previous step.” Choose how long after the first step that this step will occur. From there, choose your action type and action choose option and press “Save.” Continue building out your campaign until you are satisfied with the results.
Need to Re-Organize? Move your steps around if needed by using the left hand side icons to drag and drop
See All Steps: Press the “Edit” Icons to open up all steps to view your handy work
Final Review: Review your drip campaign with all steps open. If you’re ready to activate this drip, then make sure the status is “On” in the top box section.

SMS Opt Out

Shape, by default, handles standard English-language reply messages such as STOP, UNSTOP, UNSUBSCRIBE or CANCEL for Toll-Free and Long Code messages, in accordance with industry standards. Supported opt-out and opt-in keywords for Shape Messaging are listed below.

How Do Record Types Relate To Workflow Tabs?

The example below outlines how record types, departments, and workflow tabs relate. For the “Loan Officer” department, the workflow for a Lead record type is less comprehensive than a Prospect record type in part because a lead may be someone that you just have the basic contact information for, whereas a prospect may be someone that you’re actively engaged with.


Any of these STOP keyword replies will prevent a customer from receiving new messages from the phone number they're responding to. When Shape receives one of these replies, we will create a SMS Opt-Out entry and the record's marketing status will change to "SMS Opt Out." Once we have a blacklist entry for a particular recipient phone number, any future attempts to message them will not be sent because the customer has replied with STOP. Recipients can disable this message stop, and resume receiving messages with the START, YES, or UNSTOP commands.


Any of these replies will opt customers back in to the messages coming from a Shape number. Please note that Toll Free numbers only respond to UNSTOP.


Either of these replies will return a message informing the customer that they can use the above commands to control the delivery of messages. It is currently not possible to customize the default response triggered by these keywords.

SMS Messaging Services

When using a Messaging Service to send SMS messages, any STOP keyword replies will apply to the entire range of phone numbers enrolled in this service. Similarly, a START keyword will disable our blacklisting, and allow messages to this recipient once more.

Important Notes

Text message campaigns may be subject to various legal compliance requirements depending on the nature of your text messaging campaign, the location from where you are sending your text messages, and the location of your recipients. While Shape will handle the above-described messages in the way described in this article, you should consult with your legal counsel to ensure that your text messaging campaign conforms will need to meet all applicable legal compliance requirements.

Email Unsubscribes

Shape can keep track of every time a recipient requests to be unsubscribed from your mailings. Shape automatically inserts unsubscribe links at the bottom of every email. Any recipient that clicks on the url will be automatically unsubscribed and those email addresses will be blocked from receiving future emails.

Email Deliverability

Where can you learn more about Deliverability and Email? Below is are some best practices from the major ESPs.

Frequently Asked Questions

Shape drip campaigns are dynamically sent based on the status of the record, making the drip campaigns more organic. If you’d like to set up automated communications to go out on specific dates or times, set up triggers!