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.
From the Drip Campaigns settings page, you can use the “Choose” dropdown to Edit, Duplicate, or Delete drip campaigns.
To create a new custom drip campaign, click the green “Create 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 “Choose” dropdown in the actions column and select “Duplicate” to copy your campaigns. The campaign will have the word “copy” after the title to indicate the new copied campaign to edit.
Pro Tip: Create your templates prior to creating a drip campaign. You can find these under the “Templates” section in the settings sidebar.
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” will activate the drip workflow when records reach enrollment criteria.
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.
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 and as soon as a record hits the initiation status (with the campaign set to ON) they will be enrolled in these communications.
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 to send out.
You can 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. For example, you can have two campaigns for New Leads in your system. One for records tagged “Purchase” and another tagged “Refinance” to tailor your automated communications based on loan purpose.
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.
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.
After defining out the enrollment criteria, press “Submit” to start building out the steps in the campaign.
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
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.
After choosing the action type, your list of options will show in the “Choose” dropdown. For example, if the “Send SMS” action is chosen, the SMS templates will show as Choose options. The drip campaign will send according to the template information. For example if the template used is set to send FROM the Loan Officer TO the Lead Email in the template, then the drip campaign will follow these fields set in the template.
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. 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.”
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.
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.
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.
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