Send a scheduled sequence of campaigns across a defined period of time, for example; a product launch, a holiday promotion, a seasonal sale, or any extended marketing moment where multiple messages need to reach the same audience over time.

Instead of sending each campaign individually, a drip campaign lets you plan and manage the whole sequence in one place. Each campaign is scheduled for a future date, giving you full control over your marketing timeline.

There are two drip campaign types:

• Basic: a straight sequence of scheduled campaigns. Each campaign can be sent to any combination of lists or segments.
• Advanced: a scheduled tree of campaigns with conditional branching. All campaigns send to a single list, and follow up campaigns route subscribers based on how they engaged with the previous send.

Basic vs advanced: which type should I use?

Use basic when you know what you want to send and when, and each campaign in the sequence goes to a fixed audience. You can pick a different combination of lists or segments for each campaign.

Use advanced when you want the next campaign to depend on what happened in the last one, for example; following up only with subscribers who opened the previous send, or offering a discount only to those who clicked a specific link.

A few things to know about advanced:

• You pick one list up front and it stays locked for all campaigns.
• Conditions always look at the immediately preceding campaign in the tree.
• You can leave a branch empty if you only want to send to one side of the split.
• You cannot switch a drip campaign between basic and advanced after it has been created.

Creating a drip campaign

To create a drip campaign:

1. Navigate to Campaigns from the top navigation.
2. Click Create a campaign, then choose Drip campaign.
3. Name your drip campaign.
4. Choose a type: Basic or Advanced. If choosing advanced, also choose the list you wish to send to. This list will be locked for all campaigns.
5. Select Create campaign, provide a name, then click Continue.

You can add up to 50 campaigns to a drip campaign, regardless of type.

If you choose basic, each campaign can be designed, edited, and scheduled individually, and campaigns can be scheduled in any order, the sequence will update automatically. You can revisit or update any of them at any point before they are scheduled to be sent.

If you choose advanced, you can add conditions between campaigns to branch the flow, but you must schedule a campaign before you can add the next campaign or condition in the tree, and reordering is limited by the branch structure. A follow up campaign cannot be scheduled before its parent condition.

Conditions and branching (advanced only)

A condition sits between two campaigns in your drip campaign and asks a question about the previous send. Subscribers who match the condition follow the Yes branch. Subscribers who do not follow the No branch.

Supported conditions:

• Was opened: did the subscriber open the previous campaign?
• Had any link clicked: did the subscriber click any link in the previous campaign?
• Was opened with no links clicked: the subscriber opened but did not click.

Conditions are checked just before the next scheduled send, so recipients only receive follow up campaigns they qualify for.

Once a subscriber follows the Yes or No branch, they continue to receive every campaign further along that branch, right up to the next condition. They do not need to re-qualify at each step. Recipients are only re-evaluated and potentially split again when that branch reaches its next condition.

Leaving a branch empty

You do not have to fill both branches. If you only want to email subscribers who opened the previous send, add a campaign to the Yes branch and leave the No branch empty. Subscribers who fall into the empty branch will simply not receive a follow up.

Linked send times

When a Yes branch campaign and a No branch campaign are paired under the same condition, they must send at the same time. Scheduling one does not automatically schedule the other, if the paired campaign is still a draft, it remains a draft. However, once both campaigns are scheduled, changing the send time on either one updates the send time on the other to match, keeping the pair in sync.

Removing a condition

A condition cannot be removed while it has campaigns below it in the tree, you will need to remove those campaigns first.

Managing drip campaigns

You can edit a campaign's content, subject line, and scheduled send date at any point before it sends.

You can also cancel a scheduled campaign from sending. With an advanced drip campaign, this also cancels all scheduled campaigns downstream of it—including items on both branches of any condition further along the tree—reverting them to drafts. This cannot be undone.

Once a campaign reaches its scheduled time, it sends automatically,  there is no separate "activate" step.

Deleting drip campaigns

Deleting an individual campaign

You can delete a campaign from your drip campaign at any time.

With an advanced drip campaign, a campaign cannot be deleted while it has steps below it in the tree, you will need to remove them first.

Deleting an entire drip campaign

You can delete an entire drip campaign at any time:

1. Navigate to Campaigns.
2. Select Drip campaigns from the left navigation.
3. Open the overflow menu (three dots) on the drip campaign you want to delete.
4. Click Delete.

What happens when you delete a drip campaign:

• Any scheduled campaigns are first cancelled and changed to draft.
• The drip campaign itself is deleted and cannot be restored.
• The individual campaigns within it are moved to the Deleted campaigns section, where they can be restored for 30 days.
• A restored campaign comes back as an individual campaign, it cannot be restored back into a drip campaign.

Frequently asked questions

What types of campaigns work best in a drip campaign?

Drip campaigns are designed for extended marketing periods with several connected messages, such as:

• Product launches
• Holiday or retail promotional windows
• Seasonal or annual fundraising
• Event driven campaigns with multiple reminders
• Any extended period where you want to schedule a coordinated sequence of messages in advance, with or without conditional follow ups

Can I send a campaign immediately?

No. All campaigns in a drip campaign must be scheduled for a specific date.

Can I pause a drip campaign?

You can unschedule individual campaigns, but there is no "pause entire drip campaign" function.

Can I switch a drip campaign between basic and advanced?

No. The drip campaign type is set when created and cannot be changed. If you need a different type, create a new drip campaign.

Can I change the list on an advanced drip campaign?

No. The list is locked when you create the drip campaign. This keeps branching predictable and stops subscribers from being caught up in a tree they were not part of at the start. If you need to use a different list, create a new drip campaign.

Can I use segments or custom fields in a condition?

No, conditions are based on opens and clicks on the preceding campaign only. Segments, custom fields, and other subscriber attributes are not currently supported.