Support Guides

Shape Software Drip Campaigns

Shape Software
  • February 8, 2022
  • 7 min read
  • What is Drip Campaign Automation?

    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.

    How to Create New Drip Campaigns

    From the Drip Campaigns settings page, you can use the button options to Edit, Duplicate, or Delete drip campaigns.

    Drip Campaigns:

    To create a new custom drip campaign, click the orange “Add Drip Campaign” button at the top of the page.

    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.

    You can duplicate an existing campaign to create a new campaign with a similar workflow. Click the “Duplicate” icon to the left of the campaign you wish to copy. The campaign will have the word “copy” after the title to indicate the new copied campaign to edit.


    Once you have created your campaigns, you can create folders using the “Add Folder” button. You can also use the checkmarks to add campaigns to folders as well as turn campaigns ON/OFF in bulk!

    Pro Tip: You can create your email and text templates from directly within the drip campaigns settings page without ever having to leave your custom workflow!

    Configuring your New Drip Campaign

    Type in the name of your custom campaign and add it to a folder to further increase organization.

    If your campaign status is “OFF” then this campaign will be inactive and no actions that you define here will take place. Turning this to “ON” in the top right will activate the drip workflow when records reach enrollment criteria.

    Shape’s Drip Campaigns are initiated by statuses and ended by statuses as well. Choose the status that initiates this campaign. There can only be one initiation status and as soon as a record hits the initiation status (with the campaign set to Active) they will be enrolled in these communications.


    Shape’s Drip Campaigns ended by a single status or multiple statuses. For example, you would not want “Welcome” and “Get in Touch” communications to your leads 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 to send out.

    Use advanced conditions to set additional requirements for your campaign such as:

    • Add tag criteria so records that do not have a specific tag, will not be enrolled.
    • Exclude records from specific sources from being enrolled.
    • Add a run schedule so communications will only go out during the hours that you set (this runs off of your company timezone)

    After defining out the enrollment criteria, press “Save & Continue” to start building out the steps in the campaign.

    It is important to note that a record that has been previously enrolled into a campaign can be enrolled again if they are moved back into the enrollment status.

    Starting the Drip Workflow

    After Pressing “Save & Continue” choose the action that you want to take place from Send Email, Send Text, Send MMS Text, Change Status, and more!

    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.

    • Email
    • Text
    • MMS
    • Change Status
    • Assign
    • Webhook
    • Mailchimp

    After choosing the step to add, your list of options will vary depending on the step that you choose. For example, if your select “Send Email” then you will be prompted to choose your pre-made template or build a new email right there in the popup.

    Whereas if you choose to “Change Status” then simply choose the status that you want the record to change to at this point in the workflow.

    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 the “New” status. Another option, if the initiation status is “Nurture” then the time delay may be to send an email follow up 30 days later. Please note that the time delay from previous steps is not based on the first step, it’s based off of the last step.

    Get specific with campaign sending times for each workflow step of drip campaigns. Select the timeframes that each step should be scheduled to send for more precise marketing. These timeframes run off of your company’s timezone settings to ensure that your customers are getting follow ups at optimal times. This can only be used with day delays, it will not be able to be used with “Immediately, Delay 15 Minutes, etc.”

    Add a Run Schedule to your Drip Campaign

    Want your drip campaigns to only run on certain days and timeframes? Add run schedules to your drip campaigns that run off of your company’s timezone settings to ensure that your customers are getting follow ups during the appropriate days and times.

    Understanding Opt Out & Unsubscribe

    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 in the dropdown below.

    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. 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.

    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.

    Shape can keep track of every time a recipient requests to be unsubscribed from your email. 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.

    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.

    Frequently Asked Questions

    This can be due to a number of reasons. The most common is that the drip campaign was set to OFF at the time the record hit the initiation status.

    Most commonly, this is due to a run schedule added to the campaign as well as the “To” field in the template used being set to the incorrect recipient.

    In this case, please ensure that the communication was set to the correct email or phone number in the template used. Also please have the customer check the spam folder as this can also be the cause.

    Yes! On the 3rd step of the import, you will see a toggle titled “Initiate Drip Campaigns?” that will enroll any records in the import with an initiation status for an active campaign.

    Yes! You can do so from within a record by opening the Status dropdown in the top right and scrolling down to the toggles for Do Not Contact, Opt Out, and Unsubscribe.

    Keywords: drip campaigns, email, text, SMS, schedule, workflow, automation, communication, triggers, opt out, unsubscribe, do not contact, run schedule

    Still need help? Contact Shape experts!