What is a Drip Campaign?

Drip Campaigns are a streamlined way to do one thing: send an email or a series of emails. A Drip Campaign should be used when you want contacts to get all the emails that are in the campaign, regardless of the actions they take after receiving an email.

Good use cases for a Drip Campaign include (but are not limited to):

• Monthly Newsletters
• Product Updates
• Holiday Updates
• Quick One-Off Emails

If any other action will be required of the campaign (such as adding contacts who engage to a list) or you don’t want all participants of the campaign to receive all emails, you must use a Nurture/Workflow Campaign.

Settings Tab

When you create any type of campaign in Net-Results, you’ll first be taken to the Settings tab. The Settings tab is where you’ll make a number of important high level decisions about how you’d like the campaign to work.

These decisions include whether the campaign will run One Time or as a Perpetual (ongoing) campaign, the Launch Date and Time, and which UTM tags you wish to use. In addition, you can specify an email address to send campaign reports to at a selected interval.

Setting Definitions

• Name – Name the campaign. We suggest being specific so that you can easily tell what this campaign was in the future!
• Description – If you’d like to write a description of this campaign, you can do so here.
• Tags – Tagging campaigns with a keyword that identifies the campaign can be helpful for future reporting! If you send monthly newsletters, tagging the campaigns with “monthly newsletter” will allow you to pull a report for all campaigns tagged with “monthly newsletter” in the future!
• Campaign Type – This is an indicator to let you know whether you are working in a Drip, Nurture or A/B Split test campaign. Campaign type cannot be edited. You will need to create a new campaign in the type of your choosing if the current campaign type does not meet your needs.
• Check for Participants – A One Time campaign will check for qualifying participants just once. If someone meets the conditions for the campaign after one time qualification occurs they will not be included. Meanwhile, a Perpetual campaign will check for new participants periodically and may add to the number of contacts who are able to receive the campaign.
• GDPR Consent – When GDPR rolled out in May of 2018, we implemented a few features to help our clients who work with EU citizens stay compliant. Checking this box means that the campaign will only send to contacts who have the GDPR Consent Field on their contact detail set to True.
  • Contacts do not have this field set automatically. It is left blank until a workflow is set up to set this field. Do not check this box unless you are actively using the GDPR consent field. 
• Launch Date – Choose your launch date! You can also set a launch time here!
• Retirement Date – Only used when working with Perpetual Campaigns here is where you can choose whether you would like the campaign to never retire, or if you’d like it to run perpetually for a month and then retire. The options you can choose from are listed as:
  • Do Not Automatically Retire
  • Automatically Retire On (you set the date)
• Role – You’ll have two different roles, one that is a generic company level role & one that is specific to your user. If you change the role to be specific to your user, that means that no one else on your team who logs in to Net-Results will see the campaign you are creating. It will only be visible to you. 
  • In most cases, Role is safe to ignore. You will see it a few places in Net-Results. If you do not need to remove visibility to the content that is created in Net-Results, leave the Role alone. 🙂

• Store In Folder – You can organize campaigns in folders so that you can easily find them on the My Campaigns page. You will need to create the folder ahead of time on the My Campaigns page, but you can select it on the Campaign Settings tab!
• Email Delivery Windows – Gives you the ability to send emails only on specific days and even only during certain times of the day. Something to note with delivery windows is when leveraged, it will delay the emails sends by one hour. This is a check put in place to ensure we are not delivering emails outside of your windows.
• Campaign Reports – Instead of creating a scheduled report, you can go ahead and choose to get a campaign report right from the Campaign Settings tab! You can choose who to send the report to and you can send to multiple users by separating them with a comma.
• UTM Campaign Tagging Enabled – You can enable UTM tagging on a campaign by campaign basis by checking this box, OR you can enable automatic UTM tagging on the account level.
• Disable Tracking of Email Opens and Clicks in this Campaign – Allows you send a campaign with non-trackable emails. This is on the campaign level – if this option is selected all emails in the campaign will be non-trackable.

Participants Tab

You guessed it! The participants tab is where you will decide which contacts will be able to qualify for the campaign. This could be something as simple as a list of contacts, or as complex as a built out segment identifying contacts based on specific information contained in their Contact Detail such as Company, Title, or even personally identifiable information (PII) for this campaign.

When working on the participants tab, you will have two views: Simple and Advanced.

Simple View

This will be the default view when you first navigate to the participants tab. When working on the Simple View, you can only include/exclude lists, subscriptions or specific individuals. It’ll look like the below:

Advanced View

You can toggle to the advanced view by hitting the radio button in the upper left hand corner by “Advanced”. This will take you to a screen that looks almost identical to our Segmentation Engine.

If you’ve already built out a segment using our Segmentation Engine, you can import it here by hitting “Import from Existing Segment”. The conditions from your pre-existing segment will be carried over for use within the campaign.

Alternatively, if you’ve spent a lot of time building out criteria within a campaign and would like to build a segment using them, you can export those conditions to the My Segments page by hitting the “Export As A New Segment”.

The Advanced View is where you can build out criteria such as:

• Lead Stage Does Match “Prospect” AND State Does Match “Colorado”

The above means that only contacts who have a lead stage of “prospect” and a state that matches Colorado will qualify!

There are a lot of different conditions that you can segment off of, to learn more about those check out our Segments section!

Actions Tab

Adding an email to a drip campaign is super easy & you can add as many emails as you’d like! When you initially go to the Actions tab, you’ll be greeted with an area to choose your first email! It’ll look a like the below:

Adding The First Email

Choose the email that you have created for this campaign from the drop down, then if you want to, configure some notifications! When you configure a notification, you are asking the system to let you know when something happens and who to tell about it. You can set up notifications for:

• When this specific campaign branch executes – Meaning, when this email is sent. If this is perpetual, it’ll alert you whenever this email is sent! Even if the email is triggered 3 weeks from the launch date.
• When This Email is Clicked
• When This Email is Opened

Adding The Second Email

To add another email to this Drip Campaign, just click the green plus sign underneath your first email module! It will automatically create another module, exactly 24 hours after the first email sends. To change this, just click the date – like so!

Fun Fact! Since I made my second email a week out, when I hit “Add Another Email” The system will detect that and automatically make my third email one week later than the second! 

Lead Scoring

You can choose to add some lead scoring rules on the fly in a Drip Campaign, on the actions tab. You can specify the amount of points you’d like to add for when an Email is Opened or when an Email is Clicked. If you leverage multiple lead scoring overlays, you can choose which one you would like this score applied to. The module will be located on the far right of the screen when in the Actions tab.

Stats Tab

Here is where you can see all the fun stuff after your campaign has been launched! When you first navigate to the Stats Tab you’ll be greeted with a screen that has three separate parts:

• Top Navigation Bar
• High Level Campaign Information
• Nitty Gritty Campaign Stats

Top Navigation Bar

Starting from the far left, we’ll go over what all of these pieces do & how they can interplay together.

• The furthest left dropdown is where you can switch campaigns and take a look at stats for another campaign!
• Next, the date range. It’s important to always pay attention to the date range! If your stats ever look a little funky to you, check out the date range and make sure it is set to encompass the days when any activity could have occurred!
• The drop down on the far right is where you can apply a specific segment. Did you send an email to a list of contacts that are from all over the country? But now you are interested in seeing specifically how contacts in Colorado interacted with your campaign. If you build a segment that has “State does match Colorado” as the condition, you can apply that segment here and see your stats reflect that segment!
• Just below this drop down is a little button that says “Download” this button allows you to download a PDF of this page! Easily email it to your team!

High Level Campaign Information

Below the Top Navigation Bar is where you can find some quick high level information about your campaign.

• Type – This will tell you the exact type of campaign that you are looking at stats for
• Check For Participants – Are you checking for participants just one time, when the campaign launches? Or are you checking Perpetually? Here is where we will tell you!
• Description – If you choose to write a description on the Settings tab, it’ll show up here!
• Launch Date – The exact launch day and time!
• Status – This is where we will tell you if the campaign is Retired, Active, Under Construction or Paused.

Nitty Gritty Campaign Stats

Lastly, you’ll see the Campaign Totals section. In this section there are 7 different categories:

• Qualified – The amount of contacts that qualified for the campaign. An important note is that this will encompass any contact that qualified, whether they are mailable or not.
• Sent – The amount of emails that were actually sent out.
• Opens – The amount of unique opens that have occurred.
• Clicks – The amount of clicks that have occurred. In this box, we let you know how many actual unique contacts clicked within the email.
• Visits – The amount of visits that occurred from this email. These will be contacts that clicked through to your site and spent time browsing.
• Bounces – The amount of emails that bounced when the system attempted to send. In Net-Results, we will attempt to send an email 3 times. If we are unsuccessful three times it is marked as a hard bounce which would be recorded here.
• Opt Outs – The amount of contacts that unsubscribed from communications in this campaign.
• Spam Reports – The contacts that marked your email as “spam” in their email client. 

Check out this video to learn more!