We have recently launched our new automated triggered campaigns feature – Drip Campaigns. It’s an exciting tool for marketing and sales automation with a drag-and-drop campaign editor, real-time statistics, and so much more.
In this article, we will give you a step by step instruction to using Snov.io email drip campaigns and building your own automated email campaign – from collecting email addresses to launching a complex campaign to target the prospects, all on a single platform.
- Create an email list
- Fill the list with email addresses
- Add an email signature
- Create a new campaign
- Basic campaign settings
- Drip campaign elements
- Joining the elements
- Launch the campaign and follow statistics
Advice and tips
1. Create an email list
Before you can start a campaign, you need to create a list of emails to which your campaign will be sent. On your Snovio dashboard, navigate to the left side, where you will see the Add List button.
Click it, and a pop-up window will open up. In the pop-up window name your list. Try to associate your list name with the kind of emails you have or the campaign you’ll use it for. For example, UI/UX Designers, PHP Developers, etc.
Once you’ve named your list, press Add list. You will be automatically redirected to the list you’ve just created.
2. Fill the list with email addresses
Your new list is empty. There are two options on how you can fill it: you can either upload your own email list or find prospects’ emails on the web.
Option 1: Upload a list of prospects
It’s likely that you already have a list of potential leads, so you will need to import it. Find the Import from file option.
Click on it and a pop-up window will appear. Here you will be able to import an external file with all your email addresses to your list. You can upload your file in any major format: Excel, CSV or TXT.
Click the Select file button, navigate to the file’s folder, and press Upload to add the file to your Snov.io dashboard. Make sure the list is in one of the accepted formats.
If you have additional prospect data in your file (besides emails and names), it will be displayed in your uploaded list preview. You can match the columns with the fields to use this data while creating your personalized emails. For every column in the file you can choose one of 11 variables or add your own custom fields.
Option 2: Find emails on the web
You can visit any company website, or, for example, a professional social network, and find people you are interested in with the help of an email finder. Simply add the extension to Chrome, set the right search filters in the website’s search field, and click the Find Emails and Save button.
If the prospects list you’ve uploaded is verified, you can skip this paragraph. But if you’re still unsure about the quality of your list, or you’ve collected emails from the web, you need to clean the list. Go to the list and click the Verify current list button.
This will clean your list from invalid, abandoned or dubious email addresses, to save on sending and improve your delivery rate.
3. Add an email signature
Nothing says professional quite like a professional email signature. Add a signature to your sender account and it will automatically appear at the end of all emails sent from it in a campaign.
Open the user avatar drop-down menu and then the Account tab.
Go to the Email Accounts tab and click the Edit button for the necessary email account.
Here, you can either type in a text-based signature or copy-paste it from a signature builder. You can also add the unsubscribe link right in the email signature so it will be automatically added to every email. In the email signature builder, click the Add an unsubscribe link button and type in the unsubscribe word.
Click the Save Settings button to save the changes.
You can create a separate signature for each synchronized email account. When you build a new campaign and select an email account as a sender, the signature for that account inserts automatically in every sent email.
4. Create a new campaign
When you’re done with the email list, it’s time to create your email campaign. Click the Campaigns button at the top of the dashboard.
On this page, you will see your Campaigns list. It’s empty now, but we’ll make sure that by the end of this guide you will have a campaign up and running. This Campaigns list also stores your campaign’s history and statistics on every single campaign you launch. We will talk more about the statistics later in the article. To create a campaign click New drip campaign on the left side of the screen.
You will be taken to the campaign creation window.
5. Basic campaign settings
Start by filling in the fields in the sidebar on the left. Choose the name of the campaign. Choose it wisely, it should reflect the goals you are trying to achieve and remind you what this campaign is about. Try to avoid names like Campaign 1, Campaign 2 etc. to minimize any confusion.
Next, choose an email account that will be used for sending the campaign. You can choose one of the existing accounts from the list, or, if you haven’t set one up yet, add a new email account.
Once your email account is ready, you can continue with the settings. You don’t have to add an email account to build and save a campaign, but you will need a valid email account to launch it. Snov.io offers a couple of options to improve campaign deliverability and open rate.
Some prospects might have multiple email addresses, which is why we are offering you a choice to send the campaign to All emails, so the messages will be delivered to every single email attached to the prospect, or choose First email and send the messages to the first (usually the primary) email address.
To improve the email deliverability, you can also choose not to send the campaign to email addresses that haven’t been verified or are Unverifiable (Risky). These emails are able to receive messages but due to a domain-wide setting, it is not possible to determine the true validity of such email, so we mark them as Unverifiable. Such emails are also known as “catch-all'” or “accept-all” emails.
You can also create a Schedule for your campaign to improve open rate and abide by common email etiquette.
You can create all kinds of schedules for your campaigns and define on which days and between which hours you want your emails sent. You can create as many schedules as you need and save them for future use. All campaign emails will be sent according to set schedule.
6. Drip campaign elements
The drip campaign consists of different elements (aka steps) connected to each other in a certain order. In Snov.io Drip Campaigns builder you will see five components – Start, Email, Trigger, Delay, and Goal.
Start element only appears once at the beginning of the campaign. It’s the first element in the field. Click the Start element and in the appearing sidebar on the right choose the list to send the campaign to.
Note that the campaign will be sent to every email added to this list, even those added after the start of the campaign.
The email campaign will stop for the recipient automatically when they reply to a campaign email. You can exclude specific emails from the list to disable the campaign for these recipients.
Email is the main part of the campaign. Within Snov.io Drip Campaigns, you can create messages with lots of modifications: change the font, add links, attach files (up to 3 MB), etc. You can create highly personalized emails. To do this, add custom variables into the subject line and the message body.
In the subject line, you can insert either first or last name. In the email body, you can create emails as personalized as you wish. Simply add custom variables when you create or upload a list of prospects and use them when writing your email copy. If you add user attributes in the message, but the data isn’t available, a blank space will be added instead of the attribute.
You can also add trackable links in the message. To do this, select the necessary text, click the link icon in the email window and add the link. Note, you need to use the link icon to create tracked links; if you copy-paste the link into the email, the link will not be tracked.
If you want to add the unsubscribe link in the email body (instead of the signature), you can do it. In the email builder, click the More button (three dots) and choose Add an unsubscribe link. Type in the word or word combination to display as the unsubscribe link.
Note, if you decide to add an unsubscribe link directly into the email body, you will have to do it manually for every email. It is also not recommended to add multiple unsubscribe links to an email. We recommend you use one either in the email body (will appear only in a specific email) or in the email signature (appears in every email sent from that email address).
If you want to use an HTML template, you can do it by clicking the </> icon.
Trigger is the component of the campaign that automates it. Trigger activates as soon as the recipient of the message performs a certain action. The next step of the campaign activates according to the action.
You can set up a trigger duration, after which time the yes or no flow will be activated according to the action. Currently, there are two types of triggers:
- Contact opened email
- Contact clicked the link
Note: if the Trigger is activated outside the scheduled time, the next email will be sent as soon as possible according to the Schedule you’ve set.
This element lets you create delays between emails. It can be added either after an email or after the trigger.
Delay will help you create natural pauses between emails if the triggers are activated right away, spacing them evenly in a way that won’t annoy your recipients. Delay can be set for hours or days, with a maximum delay of 30 days.
This is the end of the campaign. Here, you can define the goal you are trying to achieve with your campaign. Once the campaign ends, you are able to see how many times this particular goal has been reached and by which prospects.
7. Joining the elements
The campaign won’t work unless you connect the components together in a way that will make sense for the campaign.
The campaign always begins with the Start, as it establishes the campaign recipients.
Next, you should have an Email: make sure the first email really stands out, this is the first and biggest chance to convert the leads. Connect the two elements by drawing a line between the connection points of the element boxes.
To create an automatically triggered campaign, you need a Trigger. Connect the email to the trigger. Unlike other elements, the trigger has two connection points – yes and no. This allows you to personalize the approach depending on the recipient’s reaction to the email. If the recipient opened the email or clicked on the link (depending on the Trigger option you’ve chosen), you can connect another email to this Trigger and that will better reflect the recipient’s interest in the message to push them further towards the Goal.
You can also add the Delay element. This will make the campaign last longer and spread evenly instead of activating the follow-ups too soon.
And finally, you have a Goal. Goal component only has one connection point, it ends the campaign and gathers statistics.
If you accidentally leave the campaign window without saving – don’t worry. The autosave retrieves the last draft of the campaign, so the next time you open the campaign window, you’ll be offered to either restore the unsaved edits or dismiss them.
The picture above illustrates only a fraction of what you can achieve using Snov.io Drip Campaigns. You can build any campaign – from super simple to extra complex. Add multiple elements with numerous triggers, branches, and goals. The only limit is your imagination.
8. Launch the campaign and follow statistics
Once you’ve built your perfect campaign, there’s only one thing left – click Save & Start and relax.
This will launch your campaign. You will be redirected to the Campaigns list, where you can follow the statistics for your campaign. Here you will also see all the basic information. Status shows whether your campaign is currently active, paused, finished, or new and unlaunched.
You can always see detailed statistics on opens, clicks, and replies in real time. You can also find out how many people have unsubscribed, how many emails haven’t reached the recipients, and detailed information on every email sent within the campaign, including how many clicks and replies they got. Simply go to the Campaigns tab and click on the campaign you are interested in.
Note: Need to track individual emails right from your Gmail? Tracking email opens and clicks right in your Gmail, scheduling follow-ups, setting reminders, and getting weekly statistics reports is easy with free, unlimited, signature-free Email Tracker from Snov.io.
If the email account you’ve chosen for sending the campaign becomes invalid for any reason, your campaign will be paused and you will receive an email notification. This can happen if you’ve reached the server send limit for the day or changed your email password. Once the problem is fixed, you will be able to resume the campaign in the campaign window.
If necessary, you can edit your campaign even after it’s been launched. To do this you will have to pause your campaign first. After all the edits, you can resume your campaign.
Advice and tips
This tool is meant to help you automate outreach and make it easier to build and customize the campaigns, improving both the campaign rates and workflow.
But in the end, it’s only a tool, and YOU are the only one who is responsible for the success of the campaign. Which is why we want to share some tips for you to make sure every campaign you send is perfect:
- Create a buyer persona. If you don’t know the target audience, you will never be to the point.
- Always personalize your emails. It’s been said before, but personalization is the closest to a magical solution when it comes to marketing.
- Always verify your emails. We can’t stress this enough.
- If this is your first campaign, use these 10 Tips for Successful Outreach Campaigns as a cheat-sheet to avoid the most common mistakes.
Study in depth how successful campaigns are built and evolve your methods and approach with each campaign. Implement new ideas, but never forget the golden rules.
You have everything you need to build a great campaign. We hope you use Snov.io Drip Campaigns tool to take your marketing to the next level. Many more features and updates are in the works.
Good luck and enjoy!