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Email Sequences and Drip Campaigns

Email sequences let you automate multi-step email outreach. Define a series of timed emails, enroll contacts, and let CRM handle the follow-up.

Creating an Email Sequence​

  1. Navigate to Marketing > Drip Sequences
  2. Click New Sequence
  3. Name your sequence and add a description
  4. Set the trigger — how contacts enter the sequence:
    • Manual — You enroll contacts yourself
    • Form Submission — Auto-enroll when a contact submits a specific form
    • Contact Tag — Auto-enroll when a tag is added
    • Date — Trigger based on a date field (e.g., contract renewal date)
  5. Build your sequence steps (see below)
  6. Set the status to Active when ready

Sequence Steps​

Each step in a sequence is one of:

Step TypeDescription
EmailSend an email using a template with personalization tokens
WaitPause for a specified duration (e.g., 3 days, 1 week)
Condition BranchSplit the path based on contact behavior (opened previous email, clicked a link, etc.)

Building a Typical Sequence​

A basic prospecting sequence might look like:

  1. Email — Introduction email
  2. Wait — 3 days
  3. Condition — Did they open?
    • Yes → Email with case study
    • No → Re-send with different subject line
  4. Wait — 5 days
  5. Email — Follow-up with meeting request
  6. Wait — 7 days
  7. Email — Final check-in

Enrolling Contacts​

Enroll contacts in a sequence:

  • Individual: Open a contact record → Actions > Enroll in Sequence → Select sequence
  • Bulk: From the contact list, select multiple contacts → Enroll in Sequence
  • Automatic: Sequences with form, tag, or date triggers enroll contacts automatically
⚠️CRM checks consent status before enrolling. Contacts with consent status "Opted Out" or status "Unsubscribed" will not be enrolled. See Email Compliance for details.

Personalization Tokens​

Use tokens in your email templates to personalize each message:

TokenResolves To
{{first_name}}Contact's first name
{{last_name}}Contact's last name
{{company_name}}Associated company name
{{job_title}}Contact's job title
{{owner_name}}Assigned sales rep's name
{{owner_email}}Sales rep's email (for reply-to)

Tokens are replaced at send time. If a token value is missing, the field renders blank — set fallback values in your template to handle this.

Sequence Analytics​

Each sequence tracks:

MetricDescription
SentTotal emails sent across all steps
DeliveredSuccessfully delivered (sent minus bounces)
OpenedUnique opens (pixel tracking)
ClickedUnique link clicks
RepliedContacts who replied to a sequence email
UnsubscribedContacts who opted out via the unsubscribe link
BouncedHard and soft bounces

View analytics at the sequence level or drill into individual steps to see where engagement drops off.

💡If your open rates are low on a specific step, try A/B testing the subject line. If click rates are low, review the email content and call-to-action.

Pausing and Resuming​

For a Single Contact​

  1. Open the contact record
  2. Go to the Sequences tab
  3. Click Pause next to the active sequence
  4. The contact's position in the sequence is preserved
  5. Click Resume to continue from where they left off

For the Entire Sequence​

  1. Go to Marketing > Drip Sequences
  2. Open the sequence
  3. Change the status to Paused
  4. All enrolled contacts are paused — no emails send until resumed
  5. Change back to Active to resume

CASL Compliance in Sequences​

CRM enforces email compliance rules within sequences:

  • Consent check — Every contact is verified for consent status before enrollment and before each email send
  • Unsubscribe link — Automatically appended to every sequence email
  • Opt-out processing — When a contact clicks unsubscribe, they're immediately removed from all active sequences
  • Suppression sync — Bounced and complained addresses are added to the suppression list and blocked from future sends

See Email Compliance for full CASL and CAN-SPAM details.

Email Templates​

Sequences use email templates from the template library:

  1. Go to Marketing > Email Templates
  2. Click New Template
  3. Set the subject line, HTML content, and text content
  4. Add personalization tokens
  5. Save and reference the template in your sequence steps

Templates support categories for organization and can be marked as global (shared across all users).

Next Steps​