How to create a drip campaign step-by-step

Outline:

How to start building an email campaign

Steps to create an email campaign: 

How to start building an email campaign

There are multiple ways to create a drip campaign in Snov.io:

Method 1: From the Campaigns list
Method 2: From the Campaigns menu
Method 3: By copying a campaign in the Campaigns list

Method 1: From the Campaigns list

  1. Find the Campaigns feature in the left-side menu. This will take you to the Email Drip Campaigns page. 
  2. Click the Create drip campaign by steps button.

From the Campaigns list

Method 2: From the Campaigns menu 

Find the Campaigns feature in the left-side menu and select the New campaign option from the sub-navigation menu. 

From the Campaigns menu

Method 3: By copying a campaign in the Campaigns list

On the Email Drip Campaigns page, find the campaign you want to copy. By clicking on the three dots, choose the Copy campaign option. All the campaign information will be duplicated. 

By copying a campaign in the Campaigns list

Note: If you created the original campaign in the old campaign builder interface, the copy of the campaign will open in the same builder.

Steps to create an email campaign: 

Once the Campaign creation window is open, you are ready to create your drip campaign in 4 easy steps:

  1. Sequence – building an email sequence
  2. Prospects – choosing the prospect list
  3. Sending options – setting sending options
  4. Review – reviewing the campaign before sending it out

Each step on the top panel is clickable, so you can navigate the building process in the way you prefer. 

If there are any errors in your step, you’ll see a yellow circle on it (1). When the step is correctly completed, you’ll see a checkmark (2). 

You can return to the Campaigns list by clicking the Back to Campaigns list button. 

Note: If there’s any unsaved data in the campaign, we’ll notify you with a pop-up message. 

Click No and save your changes or confirm exiting by clicking Yes, and the unsaved data will be lost. 

Let’s have a closer look at each step of the campaign:

Step 1. Sequence 

This step is for building an email sequence. On the right panel, there are four types of elements to build your Campaign: Email, Trigger, Delay, and Goal (1). At the top of the campaign field, there’s a start element (2). This is the starting point of each campaign.

Snov.io email drip campaign builder uses a drag-and-drop model. To add an element, follow two steps:

  1. Drag the required element to the Campaign creation window and drop the element.
  2. Connect the elements by drawing a line between them. 

You can move the elements on the campaign building field as you like or remove the connections between them. To do it, click on the line connecting the two elements (1) and then click Delete (2) on the pop-up confirmation form.

Email element

Emails are the most crucial part of your campaign. 

Once you click on the Email element, you will see a window open on the right where you can create an email message.

For convenience, you can maximize and minimize the email window. This gives you more space for editing the text of the email.

Here you can:

1. Add the text from your templates by clicking the Use a template option.

2. Insert the subject line (1) and text (2) of the email that will be sent within the campaign.

Note: You must indicate the subject line in the first message. In follow-ups, you can leave it blank, in which case the subject line will be copied from the previous campaign email.

When copying and pasting text in the body field, the text and pictures are added in the same formatting as copied.

3. Add variables to the subject line and the email body for personalization by clicking the curly braces. 

Note: If you add user attributes to your message but the data isn’t available, the fallback data will be added to it instead of the variable. Enter fallback text in personalization variables instead of the word FALLBACK. Check what a fallback is and how it works.

4. Add trackable links.

To do it, simply right-click on the email body and then click the link option. 

Or use the Insert/edit link icon in the menu to add your link.

In the pop-up window, insert the URL (1), add text to display (2), and select how you want the link to open — in a new window or in a current one (3). Then click Save (4).

Note: If you copy-paste your link into the message, it won’t be tracked. Make sure you insert it using the link option or the Insert/edit link icon. 

5. Use the editor in the Email element for formatting your email text. You can change the font style, font size, text color, align text, add bullet lists, attach files (up to 6 MB), add emojis, etc.

6. Use an A/B testing feature and add different variations of an email in your campaign to define the best strategy for your prospects. 

To use an A/B testing feature, click + Add variant under the Email element in the Campaign creation window, and an additional email variant will appear.

Click on it (1) and paste the alternative message in the email window on the right (2).

Learn more about how to send A/B testing campaigns.

Once the email is ready, click the Save button.

Now you may check how your email will look to your recipients by clicking the Send a test email button (1). Insert the email address to which the email will be sent (2) and click Send (3). You can add several addresses. In this case, several test emails will be sent separately to each address. By default, in the Send test email pop-up window, you’ll see the address that corresponds to the email address you are signed in to the Snov.io account.

Note: Personalization variables, unsubscribe links, and attached files won’t be included in the test email. Besides, link tracking isn’t available for test emails.

Once the test email is sent, you’ll see this notification. 

Check your mailbox. 📧

You can also save your email as a template to use for future email campaigns. To do this, click the Save as template button (1), choose the template folder or create a new one (2), name your template (3), and click Save (4). 

From now, you can find your email template on the Templates page. 

Trigger element

This element makes your automated campaigns interactive and allows you to build different scenarios with multiple sequences. Triggers define the next step in the automation flow by tracking email opens, link clicks and meeting bookings through Calendly.

It can be added only after the Email or Trigger elements.

If you try to connect Trigger to the starting element or Delay, the following message will appear and the elements won’t be connected.

There are 3 types of triggers:

  • Contact opened email
  • Contact clicked on the link from email
  • Prospect booked a meeting via Calendly

Note: To use the latter trigger, you need to integrate Snov.io with Calendly first. 

Once the time specified in the trigger expires, the system will check the trigger condition. Depending on the recipient action that you set as a trigger, the system will activate the next step of the campaign.

Delay element

This element allows you to postpone sending emails. You can set a Delay between your follow-up actions to create natural pauses between emails, regardless of the recipients’ actions. It can be added after the Email element or Trigger.

Goal element 

This is the final element of the campaign. Here you can define the Goal of every sequence and track how many prospects have reached it. 

As soon as the goal is reached, the campaign stops for that recipient and they are sent no further emails in this automation flow.

Once the campaign is finished, you can see the results in the statistics. 

Campaign example

Here’s how an email sequence can look like:

example

Note: If you close your browser tab while creating the campaign, you’ll see the confirmation notification. If you confirm leaving the site, the unsaved changes will be lost. 

Cancel the tab closure and click Save at the bottom left of the page. This way your campaign will be saved as a draft.

You can come back to it and finish later as soon as you can.

Once your campaign sequence is ready, click Next on the bottom panel (2) to move to the next step. All the changes in the campaign will be automatically saved as a draft. 

You can also click Save (1) for your comfort, but this is optional, as your campaign will be automatically saved after clicking Next.

Note: If there’s any issues at the current step, you’ll see a pop-up notification with the errors you need to fix. Click Return to editing to fix them. Or select the Proceed anyway option and edit your campaign later.

Step 2. Prospects

This step is for choosing the list of campaign recipients from your available prospect lists.

1. Click on the List name field (1) and select one of your lists from the drop-down menu (2).

Note: The campaign will be started for all prospects from the list. If a new prospect is added to the list, the email campaign for the prospect will begin at the moment of its adding to the list, as long as the campaign is active.

2. Set the following options for campaign recipients.

In case a prospect has several available emails, you can choose to send a campaign to all emails (1) or only to their primary email (2). 

You can also exclude Unverified (3) and/or Unverifiable (Risky) emails (4).

In the Do-not-email list name drop-down menu, choose a do-not-email list to apply a list of blocked emails/domains and click the Next button.

Emails and domains from a chosen list will not be emailed by this specific campaign.

You can leave this field blank and don’t apply a do-not-email list. You’ll see a confirmation pop-up asking you to confirm that you’d like to proceed without it.

With the Send it to the To check list (1) option, all prospects that are missing variables necessary for personalization will be sent to the To Check list where you can manually add missing data

With the Send campaign anyway option (2), the campaign will be sent with the fallback data

On the bottom panel, you can see the number of recipients to whom the email campaign will be sent.

If the number of your recipients is 0, click the Find out why link, and you’ll see the pop-up window with the explanation.

3. Once ready, click Next to proceed with building your campaign. 👇

Step 3. Sending options

Here’s how you can set sending options:

1. Choose an email account for sending.

Select one of your active accounts (1) or add a new one (2) – Gmail, SMTP, Exchange, or Outlook. All your active email accounts will be displayed in the drop-down menu.

To improve the deliverability of your tracked emails, you can set a custom tracking domain in your Snov.io account.

2. Select tracking settings.

Here you can enable link tracking (1) to allow link tracking in your campaign. You need to activate this option if you set the Contact clicked on the link from email trigger on Step 1. To do this, click the checkbox when creating a campaign. 

By default, link tracking is disabled because it may negatively affect your email deliverability.

Enable open tracking (2) to receive statistics on your open rate. You need to activate this option if you set the Contact opened email trigger on Step 1.

However, if you disable open tracking, your emails will have a better reputation for not using the tracking pixel.

You can also disable the Stop for those who reply option (3) if you want the campaign to continue for the prospect even if they reply.

3. Set campaign schedule.

You can specify the day and time (according to the time zone of prospects) when you want your emails to be sent by clicking the Choose schedule button. Learn how to schedule your email drip campaign.

4. Set campaign duration.

You can specify the duration of your campaign if you want it to be sent within a specific time frame. Switch the toggle to activate this feature. Then choose the date, time zone, and the time your campaign starts and ends.

Step 4. Review

This is the final step of the drip campaign. It’s time to check everything before sending it out.

1. Here you’ll see the preview of your campaign with all the campaign elements and connections between them. 

The email sequence can be scaled (1) to fit completely into the preview area. 

You can also click on the emails so that the email subject and body will be displayed. To edit the elements, return to the previous steps.

2. You can name your campaign (2), or the default name will be generated with the date and time, for example, New Campaign (Nov 09, 2021, 10:04 PM).

3. Check all the settings (3) and click Start. (4)

Important: a notice about email content restrictions.

Your drip campaign may not be allowed to start if your email content touches on one of the following topics

  • Loan offers
  • Selling contact lists, databases
  • Online casinos promotion
  • Adult-related content
  • Free gift offers 

If email content in your campaign is deemed inappropriate, suspicious, offensive, or otherwise violating GDPR, CAN-SPAM Act, CCPA etc., we reserve the right to stop your campaign until clarification. 

Now you will see your Campaign as Active in your Campaigns List.

Learn how to edit your active campaign.

Check out our video tutorial on how to create a drip email sequence using Snov.io’s step-by-step campaign builder:

If you have any questions or need assistance, please contact our Customer Care team via live chat or at help@snov.io. We are here to support you. 

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