Drip Campaigns in Shape Software

Shape’s Drip Campaigns let you automate follow-up across the customer lifecycle using a sequence of timed communications and CRM actions.

A campaign can send emails, texts, MMS messages, create tasks, update statuses, reassign records, trigger webhooks, and more based on the workflow you create.

You control:

• Which records enter the campaign
• What starts the campaign
• Which records are eligible
• What actions happen
• When each step happens
• What days and times communications can run
• What stops the campaign
• Whether an inbound text response should immediately stop future campaign steps

Drip Campaigns are useful for everything from new-lead nurture to long-term follow-up, customer education, re-engagement, renewal outreach, and operational workflows.

What Is Drip Campaign Automation?

A drip campaign is a sequence of automated actions that occur over time after a record meets defined enrollment criteria.

For example, a new lead workflow might:

1. Send a welcome email immediately.
2. Send a text message the following morning.
3. Create a follow-up task for the assigned user.
4. Send another email several days later.
5. Stop automatically if the customer responds by text or reaches a configured status.

Instead of relying on users to remember every follow-up, Shape handles the sequence based on the rules you define.

Why Use Drip Campaigns?

Drip Campaigns help teams create consistent follow-up without requiring every action to be performed manually.

Common use cases include:

• New lead nurture
• Long-term prospect follow-up
• Appointment reminders
• Past customer outreach
• Renewal campaigns
• Re-engagement
• Referral partner communication
• Customer onboarding
• Recruiting workflows
• Internal task creation
• Status progression
• Assignment workflows
• Integration workflows using webhooks

The goal is not simply to send more messages. It is to create a repeatable follow-up process that adapts as the customer moves through your workflow.

Managing Drip Campaigns

Navigate to Settings › Drip Campaigns.

From the Drip Campaigns settings page, you can manage your existing campaigns and create new ones. The current guide supports activating campaigns, editing, duplicating, deleting, organizing them into folders, and turning multiple campaigns on or off in bulk.

Duplicate an Existing Campaign

If you already have a campaign that is close to what you need, duplicating it is often faster than rebuilding the workflow.

Use the Duplicate option next to the campaign.

The copied campaign will be created with “copy” in the title so you can identify and edit the new version.

Review all settings before activating the duplicate, including:

• Initiation Status
• End Statuses
• Stop Upon Text Response
• Advanced Conditions
• Run Schedule
• Templates
• Assignment logic
• Step timing

Create a New Campaign

Select Add Drip Campaign to create a campaign from scratch.

The setup has two major parts:

1. Define who enters the campaign and what stops it.
2. Build the sequence of actions that should occur.

Step 1: Name and Organize the Campaign

Give your campaign a descriptive name.

Examples:

• New Lead Nurture
• 90-Day Follow-Up
• Past Customer Re-Engagement
• Appointment Reminder
• Referral Partner Welcome
• Renewal Outreach

You can also add the campaign to a folder to keep larger campaign libraries organized.

Step 2: Turn the Campaign On or Off

Use the campaign status toggle to control whether the workflow is active.

When a campaign is Off, records will not be enrolled into that campaign.

When a campaign is Active, eligible records can enter when they meet the configured initiation criteria.

Enabling a campaign does not retroactively enroll every record that is already sitting in the initiation status. Records generally need to meet the initiation event while the campaign is active.

Step 3: Choose Which Record Types Are Included

Select the record type or record types the campaign should apply to.

Available record types vary depending on your Shape industry template and system configuration.

This lets you build different drip strategies for different types of records instead of applying every campaign to everyone.

Step 4: Choose the Initiation Status

Shape Drip Campaigns are primarily initiated by status.

Select the Initiation Status that should enroll a record into the campaign.

There can only be one initiation status for the campaign. When an eligible record reaches that status while the campaign is active, the record can enter the drip workflow.

For example, when an eligible record moves into an Initiation Status of New Lead, the campaign begins.

Step 5: Configure How the Campaign Stops

A good drip campaign needs a clear stopping strategy.

Shape now provides two independent ways to stop a campaign for an individual record:

1. End Status(es)
2. Stop Upon Text Response

The campaign stops when either applicable condition is met.

Stop Using End Statuses

Select one or more End Statuses that should halt the campaign.

For example, you may not want introductory nurture messages continuing after a customer reaches:

• Contacted
• Appointment Booked
• Application Started
• Closed
• Not Interested
• Another meaningful workflow status

Once the record reaches one of the configured End Statuses, the remaining campaign steps stop for that record.

Stop Upon Text Response

Shape also includes a Stop Upon Text Response toggle in the Stop Campaign section.

When this toggle is enabled, any inbound text message received from the contact stops the drip campaign for that individual record.

No remaining steps in that campaign will continue for that contact.

This is especially useful for conversational nurture campaigns where the goal of the automation is to generate a response.

For example:

1. Send an introductory text.
2. Send a follow-up email.
3. Send another text two days later.
4. Customer replies after the first text.
5. Shape stops the remaining drip steps for that contact.

This prevents automated nurture messages from continuing after the customer has already engaged.

End Statuses and Text Responses Work Independently

You do not have to choose between status-based stopping and text-response stopping.

Both conditions can be used together.

For example, a campaign may be configured to stop when:

• The record reaches Contacted
• The record reaches Appointment Booked
• OR the customer sends an inbound text message

Whichever applicable condition happens first stops the campaign for that individual record.

Stop Upon Text Response Is Off by Default

The toggle is disabled by default.

This means existing drip campaigns continue using their existing stop behavior unless an administrator intentionally enables Stop Upon Text Response.

This is important for workflows where an inbound text should not necessarily end the entire campaign.

When Should You Use Stop Upon Text Response?

This setting works especially well for campaigns designed to create a conversation.

Consider enabling it for:

• Speed-to-lead text nurture
• Appointment-setting campaigns
• New lead follow-up
• Re-engagement campaigns
• Campaigns where a user takes over once the customer responds
• Short-term conversational nurture

You may want to leave it disabled for workflows where future campaign steps are still useful after a reply, such as:

• Long-term educational campaigns
• Customer onboarding
• Renewal reminders
• Scheduled informational sequences
• Campaigns where a text response does not mean the workflow is complete

The best setting depends on the purpose of the campaign.

Step 6: Add Advanced Conditions

Initiation Status determines the main enrollment event, but Advanced Conditions allow you to narrow which records are eligible.

These conditions can include factors such as:

• Tags
• Sources
• Users
• Teams
• Departments
• Other supported record fields
• Run Schedule

This is useful when several groups use the same status but only a subset should receive a particular campaign.

Tags

Use tags when the campaign should apply only to records with or without a specific tag.

The applicable tag should already be on the record when it reaches the initiation status.

For example, with an Initiation Status of Nurture and a Required Tag of Realtor Campaign, only records meeting both conditions will enter.

Sources

Use Source conditions to include or exclude records from particular lead or marketing sources.

For example, Include: Website Leads or Exclude: Purchased Leads.

Users, Teams, and Departments

Campaigns can apply to:

• All users
• Specific users
• Teams
• Departments

This is helpful when different groups use different follow-up strategies.

By default, campaigns can apply broadly unless you narrow the eligible users.

Run Schedules

Run Schedules control the days and times when campaign communications are allowed to process.

If a communication falls outside the campaign’s allowed schedule, it queues until the next available campaign window.

This is useful when you want to avoid communications going out:

• Overnight
• On weekends
• Outside business hours
• During other restricted periods

Run schedules are different from the timing setting on an individual campaign step.

The Run Schedule determines when the campaign is allowed to operate. The step timing determines when that particular action becomes due.

Records Can Re-Enter a Campaign

A record that was previously enrolled can potentially enter the campaign again if it later returns to the initiation status and meets the campaign criteria.

Records can also be enrolled in more than one drip campaign at the same time when they satisfy the requirements for multiple campaigns.

Because of this, review your campaign structure carefully when several workflows use overlapping statuses.

Build the Drip Workflow

After defining your campaign settings, select Save & Continue to begin building the actual workflow.

Shape supports several action types. Current step types include:

• Email
• Text
• MMS
• Task
• Change Status
• Assign
• Webhook
• MailChimp, where available

The available configuration changes depending on which action type you choose.

Email Steps

Use an Email step to send an automated email.

You can choose a pre-built template or create applicable email content while configuring the step.

Typical uses include:

• Welcome messages
• Educational follow-up
• Appointment reminders
• Customer updates
• Long-term nurture
• Re-engagement

Text Steps

Use Text steps to send automated SMS messages.

Text steps are particularly useful for time-sensitive or conversational follow-up.

If your campaign has Stop Upon Text Response enabled, an inbound reply to one of these messages will stop the remaining campaign for that contact.

MMS Steps

MMS steps let you send supported multimedia messages.

These can be useful when the communication benefits from an image or other supported media.

Task Steps

Task steps automatically create follow-up work for users.

For example, a Day 3 step can Create Task for Assigned User.

This allows automated communication and human follow-up to work together in one campaign.

Change Status Steps

A drip campaign can automatically update a record’s status.

For example:

1. New Lead enters nurture.
2. Campaign attempts follow-up for several days.
3. If no other stop condition occurs, the campaign changes the status to Long-Term Nurture.

Status actions can also affect other automations, reporting, or workflows configured in Shape.

Be mindful that if the campaign changes the record to one of its configured End Statuses, that status will also stop the campaign.

Assign Steps

Assignment steps can change who owns or is responsible for the record as part of the campaign workflow.

This can be useful for escalation, specialized follow-up, or internal routing processes.

Webhook Steps

Webhook actions allow the campaign to send data into supported external workflows or integrations.

These are useful when a particular point in the nurture sequence needs to trigger activity outside Shape.

Configuring Step Timing

Each step has its own delay.

Examples can include:

• Immediately
• Delay by minutes
• Delay by days
• Delay by weeks

A key concept is that delays are sequential.

If Step 2 is delayed by one day and Step 3 is delayed by two days, the Step 3 delay begins after Step 2 occurs, not from the original enrollment date.

For example:

Step 1: Email immediately
Step 2: Text after 1 day
Step 3: Task after 2 days

The task occurs approximately two days after the text step, not simply two days after campaign enrollment.

Timeframes

For supported day-based delays, you can also choose a preferred sending timeframe.

Examples may include windows such as:

• Morning
• Afternoon
• Evening
• Night
• Other supported time windows

This gives you more control than simply saying “send one day later.”

The timeframe feature is intended for day-based delays and is not used with immediate or very short minute-based delays.

Customer Timezone and Company Timezone

Drip communication timing can use the record’s timezone information when available.

If the appropriate location information is unavailable, Shape can fall back to the company timezone configured in Company Settings.

Run Schedule behavior and individual step timing should be reviewed together when exact send windows matter.

Reordering and Editing Steps

Once you begin building your workflow, you can:

• Add steps
• Edit steps
• Preview steps
• Delete steps
• Drag and drop steps to reorder them

Review the full sequence before activating the campaign.

Changes to timing or order can significantly affect the customer experience.

Drip Campaign Best Practices

Define the Goal Before Building Steps

Start with the outcome you want.

For example, a goal of get the customer to respond might use Stop Upon Text Response. A goal of educate a customer over 30 days may continue even if the customer sends a text, depending on the purpose of the sequence.

Set Stop Conditions Before Writing the Messages

Ask when this automation should stop before building 20 steps.

Consider:

• Status changes
• Inbound text responses
• The end of the sequence
• Whether another workflow takes over

Avoid Continuing Automated Sales Messages After Engagement

For conversational lead nurture, consider enabling Stop Upon Text Response.

Once a person responds, human follow-up may be more appropriate than continuing the same automated cadence.

Keep Campaigns Purpose-Built

A campaign does not need to handle every possible customer journey.

Smaller workflows with a clear purpose are often easier to maintain, troubleshoot, and report on.

Use Advanced Conditions to Prevent Over-Enrollment

If a campaign only applies to certain sources, users, or audiences, define that in the campaign rather than relying on users to remember.

Review Overlapping Campaigns

A record can potentially be enrolled in multiple campaigns.

Make sure your statuses and conditions do not accidentally create conflicting communications.

Use Run Schedules

Use Run Schedules to control when messages can go out.

This can help prevent communications from being delivered during times your organization does not want to contact customers.

Test Before Activating at Scale

Create a test record and walk it through the workflow.

Verify:

• Enrollment
• Step order
• Templates
• Timing
• Run Schedule
• End Statuses
• Stop Upon Text Response
• Assignment
• Status changes
• Webhooks

A small test can prevent a large cleanup later.

Understanding SMS Opt-Outs

Shape handles supported opt-out keywords such as:

• STOP
• STOPALL
• UNSUBSCRIBE
• CANCEL
• END
• QUIT

When an applicable opt-out message is received, Shape records the text opt-out and prevents applicable future messaging to that number.

Other supported keywords such as START, YES, or UNSTOP can be used in applicable cases to restore messaging eligibility.

Stop Upon Text Response vs. SMS Opt-Out

These are not the same thing.

Stop Upon Text Response — Stops that individual record’s drip campaign when any inbound text response is received, if the toggle is enabled. The response could be “Yes,” “Call me tomorrow,” “I’m interested,” or another inbound reply.

SMS Opt-Out — Occurs when the customer sends a supported opt-out keyword such as STOP. This affects future texting eligibility, not just one drip campaign.

A normal text response can stop a campaign without opting the contact out of texting.

An opt-out response can both affect texting eligibility and stop applicable future communications.

Email Unsubscribes

Shape automatically includes applicable unsubscribe functionality in emails.

When a recipient unsubscribes, their email address is prevented from receiving applicable future email communications through Shape.

Campaign logic does not override email unsubscribe or text opt-out preferences.

Starting Drip Campaigns During Imports

Drip Campaigns can also be initiated as part of an import.

During the applicable import step, enable Initiate Drip Campaigns?

Records imported with an initiation status for an active campaign can then be enrolled in the applicable drip workflow.

Review your campaign setup before enabling this option on a large import.

Troubleshooting Drip Campaigns

Why Didn’t My Record Enter the Campaign?

Start by checking:

• Was the campaign Active when the record reached the initiation status?
• Did the record actually reach the correct Initiation Status?
• Does it meet the Advanced Conditions?
• Does it have the required tags?
• Is the assigned user eligible for the campaign?
• Was the record imported without Initiate Drip Campaigns enabled?

The campaign being inactive at the time the record hits the initiation status is one of the most common causes.

Why Didn’t My Email or Text Send When Expected?

Review:

• The campaign Run Schedule
• The individual step delay
• The selected timeframe
• Recipient configuration in the template
• Communication opt-outs
• Whether the campaign was stopped
• Whether Stop Upon Text Response was triggered
• Whether the record reached an End Status

If a communication becomes due while the campaign is outside its Run Schedule, it can wait until the next allowed sending window.

Why Did My Campaign Suddenly Stop?

Check whether:

• The record reached an End Status
• Stop Upon Text Response is enabled and the contact replied by text
• The campaign completed its final step
• Another campaign step changed the record into an End Status

The Customer Replied by Text. Why Are They Still Receiving the Drip?

Check whether Stop Upon Text Response is enabled for that campaign.

The feature is Off by default, so inbound text replies do not automatically stop campaigns unless the setting has been turned on.

Does an Email Reply Stop the Campaign?

Stop Upon Text Response specifically responds to an inbound text response.

Your configured End Statuses still work independently and can be used when other customer activity should stop the workflow.

Frequently Asked Questions

What Starts a Drip Campaign?+

A record generally enters when it reaches the campaign’s configured Initiation Status while the campaign is active and meets the applicable Advanced Conditions.

How Many Initiation Statuses Can a Campaign Have?+

One.

Can a Campaign Have More Than One End Status?+

Yes. You can choose multiple statuses that should stop the campaign.

What Is Stop Upon Text Response?+

Stop Upon Text Response is an optional campaign setting that stops the remaining drip steps for an individual record when Shape receives an inbound text message from that contact.

Does Any Text Response Stop the Campaign?+

Yes, when Stop Upon Text Response is enabled, an inbound text response stops the campaign for that contact.

Is Stop Upon Text Response Enabled Automatically?+

No. It is Off by default so existing campaigns are not changed automatically.

Can I Use End Statuses and Stop Upon Text Response Together?+

Yes. The campaign stops when either condition is met.

Does Stop Upon Text Response Opt the Person Out of Texting?+

No. Stopping a drip campaign and opting a contact out of text messaging are separate actions. An ordinary inbound text response can stop the drip without changing the customer’s overall texting preference.

What Happens to Remaining Steps After the Campaign Stops?+

Remaining campaign steps for that record do not continue.

What Happens if the Campaign Runs Out of Steps?+

The drip is complete for that record.

Can a Record Enter the Same Drip Campaign Again?+

Yes. A record may be eligible again if it returns to the Initiation Status and meets the campaign requirements.

Can a Record Be in Multiple Drip Campaigns?+

Yes, if it meets the enrollment conditions for more than one active campaign.

Can I Initiate Drip Campaigns During an Import?+

Yes. Use the Initiate Drip Campaigns? option during the applicable import step.

Do Run Schedules Use the Customer’s Timezone?+

Shape uses available customer timezone information for applicable send timing, with company timezone used as a fallback when needed.

Can I Create Templates Without Leaving the Drip Campaign Builder?+

Yes. Shape supports creating applicable email and text content from within the Drip Campaign configuration workflow.

Can I Change a Record’s Status From a Drip?+

Yes. Change Status is one of the available Drip Campaign action types.

Can a Drip Reassign a Record?+

Yes. Assignment is available as a campaign action.

Can a Drip Trigger an Integration?+

Yes. Webhook steps can be used to support external workflows and integrations.

Build Automation That Knows When to Stop

The most useful drip campaigns are not simply long sequences of automated messages.

They respond to what is happening with the customer.

Shape already allows campaigns to stop when a record reaches a meaningful status. Stop Upon Text Response adds another layer of responsiveness by allowing the campaign to end as soon as a real text conversation begins.

For a lead nurture workflow, that can mean automation handles the repetitive follow-up while the customer is unresponsive, then gets out of the way as soon as the customer engages.

Combined with status-based enrollment, End Statuses, advanced conditions, Run Schedules, multiple action types, and flexible step timing, Drip Campaigns can automate a large portion of your follow-up process without forcing every customer through the exact same sequence regardless of what they do.