Lifecycle & drip campaigns

A drip campaign delivers a planned series of messages over time to move contacts along their lifecycle. This playbook builds one that paces itself and branches on engagement so people don't all get the same generic sequence.

Build it

1. Choose how contacts enter. Go to Campaigns → New and pick a trigger. A schedule trigger drips to everyone on a cadence; a segment trigger enrolls contacts as they enter a segment (for example, a lifecycle stage).
2. Lay out the sequence. In the flow builder, alternate send message and delay steps — send, wait 2 days, send, wait 3 days, and so on. The delays set the pacing so contacts get room to breathe between touches.
3. Branch on engagement. After a message, add a condition step that splits the flow by behavior — for example, opened versus not opened, or an event they did or didn't fire. The true edge continues an engaged path; the false edge can re-send, switch channel, or slow the cadence.
4. Give each branch its own path. Continue building send + delay steps down each side so engaged and unengaged contacts receive different, relevant content rather than one shared track.

Tips

• Space touches far enough apart to avoid fatigue — days, not minutes, between most steps.
• Keep branches shallow at first; add depth once you see which split points actually change behavior.
• Build each message from a template so the series stays consistent and easy to update.

Next steps

• Assemble the sequence in the flow builder.
• Define lifecycle stages with segments.
• Reuse content across steps with templates.