Drip campaigns are a great tool for creating an automatic follow-up sequence with a lead or client. They can also be used for marketing, reminders, and many other areas of your business.
Let's walk through the steps to create a drip campaign.
1. Create your email templates
If you plan on sending a sequence of emails for your drip campaign, you will need to create those emails in Lawmatics first. You will find the Emails page under the Assets tab.
It is up to you if you would like to use plain text or HTML emails, or perhaps a combination of the two. Plain text emails are great because they will look more personal, as if you had just sat down and wrote the email from your regular inbox. HTML emails have more visual appeal, since they will have design elements applied, but they tend to look a bit more automated.
Learn more about creating emails in Lawmatics here.
2. Create your automation and select an entry condition
You will be utilizing our automation feature to create the drip campaign.
When you create the automation, you will need to select a target type. In general, drip campaigns are used for matters, since matters can be leads, clients, and lost leads.
Every automation starts with an entry condition, or trigger, so once you have created the automation your next step is to determine what should trigger this drip campaign.
Here are some examples of common entry conditions that you may want to use to trigger a drip campaign
- The matter enters a certain pipeline stage (match on fields trigger > field: stage)
- A lead converts (match on fields trigger > field: stage = hired)
- An open matter's case closes (match on fields trigger > field: sub status or a custom field)
- A lead becomes lost, initiate a long term nurture (match on fields trigger > field: status = lost)
You are not limited to these examples, these are just a few samples of what may trigger a drip campaign
3. Add action items to your automation
A drip campaign is usually a very simple workflow, alternating time delays and emails. You will use the time delay action to determine the cadence, or email frequency, or the drip campaign. You do not need to use the same delay between each email, some may be longer or shorter.
Once you have added in your delays and email actions, the automation will look something like this:
You can build this automation with as many steps, and spanning over as much time as you would like. It could span over a few weeks, months, years, etc.
You are also not limited to only sending emails, feel free to mix in text messages or any other action items to your drip campaign as well.
4. Add exit conditions (optional)
Exit conditions are not required, but they can be a good idea to include in a drip campaign, depending on the nature of the campaign. The purpose of exit conditions is to create an exit rule, where if the matter meets the rule, they will exit from the automation and not continue receiving correspondence from the drip campaign.
For example, if you build a drip campaign to send reminders for someone to book an appointment or sign a document perhaps, you would want exit conditions for once they book the appointment or sign the document, respectively. This would make sure they aren't getting reminders for something they have already done.
If your drip campaign has a more general marketing purpose, then you may not need to include an exit condition.
Can I edit the automation after I already have matters running in the drip campaign?
Yes, simply deactivate the automation to make your edits. This will simply pause any matters that are running through the campaign wherever they are currently at in the sequence. When you reactivate the automation after editing, they will resume from where they left off.
What happens if I make edits to an email template that is being used in an automation?
You can feel free to edit any emails that are being used in automations. You do not need to re-add those emails to the automation, as long as you have edited the existing template as opposed to saving a new email, then the edits will apply anywhere that email template is used.
Will the recipient know that they are receiving emails from a drip campaign?
No, your drip campaign recipients will have no way of knowing they are part of an automated sequence.