Drip Campaigns

A drip campaign is a sequence of emails sent automatically to each contact, one after another, spaced out over time. The classic example is a welcome series: a welcome email as soon as someone subscribes, a getting-started guide two days later, and a check-in after a week.

Unlike a scheduled campaign, which you send to a whole list at once, a drip campaign runs separately for each contact, starting when something happens to that contact. That start is a trigger.

How drip campaigns work

  TRIGGER              DRIP GROUP                DRIPS
  Actions →      -->   Pool, tracking,     -->   The emails, each with
  Triggers             sender details            its own delay
                                                    |
                                                    v
                             Drip 1   -->   Drip 2   -->   Drip 3
                            (Instant)      (2 days)       (7 days)

1. Create a drip group: the settings every email in the sequence shares, such as the pool, tracking and sender details.
2. Add drips to the group: the emails, each with its own delay.
3. Create a trigger with the Start a drip group action. When the trigger fires for a contact, the contact starts the sequence.

Drip groups

Go to Campaigns → Drip Campaigns. The page, Drip Groups, lists your groups.

• Add New Drip Group creates a group.
• Add New Drip adds a drip to a group. See Add a drip.
• Bulk Actions → Delete deletes the groups you've ticked.

Column	What it shows
Drip Group	The group's name.
Drip Count	How many drips are in the group. Click the number to see them.
Creation Date	When the group was created.
Actions	View Drips, Edit and Delete.

Create a drip group

Click Add New Drip Group. Under Drip Group Settings:

Field	What to enter
Group	Required. A name, such as Welcome series.
Sending Nodes	Required. The pool the drips send through. In Mumara ONE the entries in this list are your pools, grouped under a heading, and only pools you can currently send through are offered. Tick more than one to rotate between them. See Dedicated Pools.
Track Opens	Records when contacts open the drips.
Track Clicks	Records clicks on the links in the drips.
Insert Unsubscribe Link	Adds an unsubscribe link at the end of every drip. Switch it on unless your drips contain their own unsubscribe link.
Add List-Unsubscribe header	Lets mailbox providers show their own Unsubscribe button. Keep Unsubscribe Link on under it; Unsubscribe Email adds an address recipients can write to, which isn't processed automatically. See List-Unsubscribe header.
Skip unconfirmed	Doesn't send to contacts whose subscription is still unconfirmed. Not every account shows this switch; where it's hidden, unconfirmed contacts are always skipped.

The switches start off on a new group. Switch on the ones you want.

If Google Analytics link tagging is set up for your account, a Google Analytics (UTM) switch also appears here. Switch it on to set the UTM values for every drip in the group. See Google Analytics.

Sender Details

Option	Sender details used
From Contact List	Each contact gets the sender details of the list they're on. Don't Override Sender Name is on by default; switch it off to type a Sender Name for every drip in the group.
Custom	The details you enter: Sender Name, Sender Email and Reply-to Email. For Sender Email, type the part before the @ and choose one of your Active sending domains, listed under Eligible Domains.

Mumara ONE doesn't offer From Sending Node, because your pools don't carry sender details, and there's no bounce address to set: Mumara ONE handles bounces for you.

Click Save.

Edit or delete a group

• Edit changes the group's settings. The changes apply to every drip in the group from the next send.
• Delete removes the group after you confirm. A group can only be deleted when it's empty and unused:
  • "This group is currently being used in a trigger." means a trigger starts this group. Edit or delete the trigger first.
  • "This group is currently being used in a drip campaign." means the group still has drips. Delete its drips first.

Drips

Click a group's Drip Count, or View Drips in its Actions menu, to see its drips.

• Drip Groups takes you back to the list of groups.
• Add a Drip adds a drip.
• The group selector at the top shows the drips of other groups too.
• Bulk Actions → Delete deletes the drips you've ticked.

Column	What it shows
Name	The drip's name.
The group	Which group the drip belongs to.
Delay	When the drip is sent: Instant, or the delay, such as 2 days.
Status	Active, Inactive or Draft. Only active drips are sent.
Created On	When the drip was created.
Actions	Edit, Delete and Copy.

Add a drip

1. Click Add New Drip on the Drip Groups page, or Add a Drip on a group's drips.
2. In Add Drip, enter a Drip Name (it starts as Untitled Drip) and choose the Group. If you have no groups yet, create one first.
3. Click Create Drip.

The drip is created as a Draft and opens in the editor. The editor has three tabs: Drip Details, Email Content and Preview. Continue takes you to the next tab, Back to the previous one, and Save & Keep Editing saves without leaving. On the Preview tab, Save saves the drip and returns you to the list.

Drip Details

Field	What to enter
Drip Name	Required. A name you'll recognize, such as 2 - Getting started. Contacts don't see it.
Group	Required. The drip group it belongs to.
Status	Whether the drip is sent. A new drip starts with Status off: switch it on before you save, or the drip is saved as Inactive and won't send.
Send to Existing Contacts	Also sends this drip to contacts who already qualified before you created it, at the next time triggers are processed. The switch turns itself off afterwards.

Under Execution Time, Specify when this drip should be sent:

Option	When the drip is sent
Upon Triggering	As soon as the trigger fires for the contact.
After Triggering	After the delay you set: a Duration and a Frequency of Minutes, Hours, Days, Weeks, Months or Years.

Every delay counts from the trigger

A drip's delay counts from the moment the trigger fires for the contact, not from the previous drip. For a welcome email, a guide two days later and a check-in five days after that, set the delays to Upon Triggering, 2 days and 7 days. If the trigger itself has a delay (After some time), the drip's delay is added to it.

Send to Existing Contacts on a big list

Switching on Send to Existing Contacts queues the drip for every contact who already matches the trigger, which on a large list can mean a lot of email at once. Check the trigger's audience first.

Email Content

Field	What to enter
Email Subject	Required. The subject line. With Mumara AI, Generate with AI suggests one from your content.
Add Email Pre-header	Switch it on to add the preview text shown after the subject in most inboxes.
HTML Content	Required. The body of the email, written in the editor. Use Insert Variable for recipient fields, system variables such as the unsubscribe link, Spintax, Dynamic Content Tags and your profile details.
Responsive Email	Under Email Optimization. Adds the markup that makes the email display well on phones and tablets. Leave it on unless your HTML already has its own responsive CSS.
Text Content	Required. The plain-text version. Convert HTML to Text fills it from the HTML content.
Attachments	Files to attach, dropped or browsed into the upload area. The card shows the largest file size and the file types allowed.

If Mumara AI is enabled for your account, an AI Builder button on the HTML Content card opens the AI chat for this drip, where you describe the email and Mumara AI writes it. The button appears once the drip has been saved. See Mumara AI.

Preview

• Email Preview shows the drip as it will look, with buttons for desktop, tablet and mobile widths. Click Refresh after changing the content. A drip that hasn't been saved yet shows "Save the drip first to enable preview".
• Email address to send a test preview opens a small form. Under Sending Node, keep Use drip group's sending nodes (Default) or choose Use a specific sending node to pick one of your pools. Enter the address under Email Address where the preview will be sent and click Send a Test.

Previews don't personalize

A test doesn't fill in variables such as first name, last name, the web version link or the unsubscribe link.

Start the sequence with a trigger

A drip group sends nothing until a trigger starts it.

1. Go to Actions → Triggers and click Add New.
2. In the Event step, name the trigger and choose the event, for example Contact is added to a list with the list your signup form feeds.
3. In the Action step, choose Start a drip group under Action to perform, then pick the group under Select a drip campaign. Switch on Skip Duplicates so the sequence doesn't start twice for the same contact.
4. Click Submit.

See Triggers for every event and option.

Triggers and drips are processed at regular intervals, shown at the top of the Triggers page, so a drip can go out a few minutes after its exact due time.

Example sequences

Welcome series, started by Contact is added to a list:

Drip	Delay	Content
1	Upon Triggering	Welcome and thank you
2	2 days	Getting-started guide
3	5 days	Your most useful features
4	10 days	Tips from other customers
5	14 days	Ask for feedback

Onboarding, started by Contact is added to a segment, such as new customers:

Drip	Delay	Content
1	Upon Triggering	Account ready: first steps
2	1 day	Tutorial
3	3 days	Advanced features
4	1 week	Best practices
5	2 weeks	Check-in and offer of help

Follow-up on a change, started by When a field value is changed, such as a contact's Interest field:

Drip	Delay	Content
1	1 hour	Content about the new interest
2	3 days	Related products

Managing drips

• Edit a drip from its Actions menu. Changes apply to drips sent from then on; emails already sent aren't affected.
• Switch a drip off by editing it and turning Status off. Inactive drips aren't sent, even when the trigger fires; switch it back on to resume.
• Copy a drip from its Actions menu. The copy is named after the original with -copy 1 and starts Inactive. Edit it, then switch it on.
• Delete a drip from its Actions menu, or tick several and choose Bulk Actions → Delete.
• Change the order by changing the delays. Drips go out in order of their delay, not their position in the list.

Statistics

A drip group sends when a trigger starts it, so drip results are reported through that trigger. Go to Statistics → Trigger Stats and open the trigger that starts the group to see each drip's sends, opens, clicks and unsubscribes. See Trigger Stats.

Good practice

• Plan the whole sequence first: what each email is for and when it should arrive.
• Send the first email straight away. A welcome that arrives while the signup is fresh gets the most opens.
• Space the emails out: a few days apart early on, a week or more later.
• One call to action per email. Each drip should ask for one thing.
• Test with your own address. Add yourself to the list the trigger watches and check that every drip arrives when it should.
• Keep Skip Duplicates on in the trigger so a contact who is added twice doesn't get the sequence twice.

Troubleshooting

Problem	What to check
No drips are sent	A trigger with Start a drip group exists for the group and is on; the drips' Status is Active, not Inactive or Draft; the event really happened for the contact.
One drip is never sent	That drip is inactive or still a draft. Open it, switch Status on and save.
Drips arrive in the wrong order or too close together	Delays count from the trigger, not from the previous drip. Give each later drip a longer delay.
A contact doesn't receive the sequence	The contact is unconfirmed and Skip unconfirmed is on, is suppressed or unsubscribed, or already had the sequence and the trigger has Skip Duplicates on.
No sender domain is offered under Custom	You have no Active sending domain yet. See Sending Domains.
A group can't be deleted	Delete its drips and the triggers that start it first.

Next steps

• Triggers: start drip groups when contacts join lists or change
• Trigger Stats: see how each drip performs
• Web Forms: collect the subscribers who start your welcome series
• Evergreen Campaigns: send the same email to a whole list on a schedule