Drip Sequences

Drip sequences are automated campaigns that deliver a series of pre-written emails or SMS messages to contacts over time. Instead of one blast, drip sequences space communications at scheduled intervals, nurturing leads from first touch through conversion. Each message builds on the last, guiding contacts through your sales funnel automatically while you focus on other parts of your business.

What Drip Sequences Do

Drip sequences give you full control over automated nurture campaigns:

Workflow-based automation: Build sequences in the Workflow Builder using triggers like Form Submitted, Tag Added, Opportunity Stage Changed, or Appointment Status. Add Send Email or Send SMS actions followed by Wait steps to create timed message series.

Drip action for batch pacing: The Drip workflow action controls how fast contacts move through sequences by processing them in batches at set intervals. Set batch size (1 to 10,000) and drip interval (minutes, hours, or days) to prevent overwhelming sending infrastructure. Place the Drip action before Send Email or Send SMS actions to gate delivery.

Multi-channel sequences: Combine email and SMS in a single workflow for maximum reach. Example: welcome email on Day 0, thank-you SMS on Day 1, educational email on Day 3, check-in SMS on Day 7, call-to-action email on Day 14.

Conditional logic with If/Else: Add If/Else actions to create branching paths. Check engagement (if opened last email, send next; if not, send SMS), tags (if “booked-appointment,” skip rest of sequence), or custom fields (if industry = “Real Estate,” send industry-specific content).

Goal-based exits: Add Goal Event actions to stop the sequence when contacts achieve desired outcomes (appointment booked, opportunity won, tag added, invoice paid, form submitted). Prevents nurturing contacts who have already converted.

Key Configuration Options

Prerequisites: Verify email domain at Settings > Email Services with DKIM, SPF, and DMARC records. For SMS sequences, ensure A2P 10DLC registration is approved at Settings > Phone Numbers > Trust Center. Pre-build email templates at Marketing > Templates to speed up workflow creation.

Drip action configuration: Add a Drip action in workflows, set batch size (200-500 for email, 100 for SMS), and set drip interval (30 minutes to 1 hour typical). Place before Send Email or Send SMS actions. Contacts start from the beginning and follow their own drip schedule, even if they enter mid-process.

Bulk Action Drip Mode: For applying a single action to a large list without a full workflow, navigate to Contacts, select your Smart List, choose the action (Send SMS, Send Email, Add Tag), and select Send in Drip Mode. Configure start date/time, batch quantity, repeat interval, send days (weekdays only), process window (business hours), and end time.

Checkpointing and recovery: The platform records progress after every batch. If a disconnection or restart occurs, the system resumes from the last completed checkpoint automatically without duplicates. Pause active drips at Contacts > Bulk Actions and resume from the last batch.

Personalization with custom values: Use tokens like {{contact.first_name}}, {{contact.company}}, {{contact.city}}, {{appointment.start_time}}, or custom field tokens throughout email and SMS content to make sequences feel like one-on-one conversations.

Power Features

5-touch lead nurture sequence: Day 0 (immediate): welcome email. Day 1: thank-you SMS with link to top resource. Day 3: educational email with case study. Day 7: check-in SMS with question. Day 14: final email with CTA or limited-time offer. Build in workflows with alternating Send Email, Wait, and Send SMS actions.

Email deliverability for drip campaigns: Navigate to Settings > Email Services to configure DKIM, SPF, and DMARC. Use a dedicated sending domain for marketing emails. Warm up new domains gradually (Week 1: 50/day to most engaged, Week 2: 100-200/day to broader segment, Week 3: 500/day to moderately engaged, Week 4+: full list at normal volume). Remove hard bounces immediately and suppress contacts who have not opened in 90+ days.

Goal-based sequence exits: Add a Goal Event action at exit points in workflows. Define goal conditions (tag added, opportunity status = Won, appointment booked). Contacts who meet the goal skip all remaining steps and exit the sequence immediately, preventing over-nurturing.

If/Else branching for conditional drips: Add If/Else actions to check engagement (opened last email?), tags (has “booked-appointment”?), or custom fields (industry match?). Build separate action paths under If and Else branches. Both paths can rejoin later or end independently.

Pro Tips

Start with a clear goal for every sequence: Define the desired outcome (booking, purchase, reply) before writing messages. Every email and text should move contacts closer to that goal.
Keep sequences concise: Most effective drip campaigns have 3 to 7 messages. Longer sequences see diminishing returns unless running structured courses or onboarding programs.
Space messages strategically: 2 to 4 days between messages works for B2B. 1 to 2 days works for B2C. Too frequent annoys contacts; too rarely loses momentum.
Use the Drip action for lists over 500 contacts: Batch pacing protects sender reputation and prevents carrier throttling on SMS.
Set goal-based exits: Every sequence should stop when the contact converts. Continuing to nurture contacts who already bought damages trust.

Common Questions

What is the difference between a drip sequence and a regular email campaign?

A regular email campaign sends one message to a list at a single point in time. A drip sequence sends a series of messages over days or weeks, triggered by a specific event or action. Drip sequences are automated and ongoing; campaigns are one-time sends.

Can I run multiple drip sequences at the same time for the same contact?

Yes, but be careful. If a contact is in two active workflows that both send emails, they may receive too many messages. Use If/Else conditions or tag checks to prevent overlap, and set exclusion rules to remove contacts from one sequence when they enter another.

How many messages should my drip sequence have?

3 to 7 messages is the sweet spot for most lead nurture sequences. Onboarding sequences and educational courses can be longer (10 to 20 messages) if content remains valuable and relevant at each step.

What batch size should I use for the Drip action?

For email drips, 200 to 500 per batch with a 30-minute to 1-hour interval is solid. For SMS drips, start with 100 per batch and adjust based on carrier feedback and delivery rates.

What happens if a contact replies to a drip message?

The reply appears in the Conversations inbox like any other message. The drip sequence continues unless you have a condition that checks for replies or a goal event triggered by conversation activity. Add an If/Else branch that checks “Has replied” to route responding contacts differently.