Build a Drip Sequence

Difficulty: Intermediate | Time: 15 min | Tier: Business & Above

This walkthrough builds a real lead nurture sequence from scratch. By the end, you will have a 5-email drip campaign that runs automatically whenever a new lead enters your pipeline.

Scenario

You want to nurture new leads who submit your website contact form. Over 14 days, you will send them a welcome email, a case study, a feature highlight, a testimonial, and a soft demo invite.

Step 1: Create the Sequence

1. Navigate to Marketing > Sequences and click Create Sequence.
2. Name your sequence (e.g., "New Lead Nurture - 14 Day").
3. Set the send window — the hours during which emails can be sent (e.g., 9 AM - 5 PM in the contact's timezone).

Step 2: Add Sequence Steps

1. Click Add Step to create your first email.
   • Step 1 — Day 0 (Immediate): Welcome email. Subject: "Welcome to [Your Company] - here is what to expect". Introduce yourself and set expectations for the next few emails.
2. Click Add Step again with a 3-day delay:
   • Step 2 — Day 3: Case study. Subject: "How [Client] grew revenue 40% with [Product]". Share a real success story with specific numbers.
3. Continue adding steps:
   • Step 3 — Day 7: Feature highlight. Subject: "Did you know you can automate your follow-ups?"
   • Step 4 — Day 10: Social proof. Subject: "What our customers are saying". Include 2-3 testimonials.
   • Step 5 — Day 14: Soft CTA. Subject: "Got 15 minutes? Let us show you around". Invite them to book a demo.

Step 3: Set Enrollment Trigger

1. Click the Triggers tab at the top of the sequence builder.
2. Select Form Submission as the trigger.
3. Choose the specific form (e.g., "Website Contact Form").
4. Optionally add conditions: only enroll leads from a specific source or with a specific tag.

Step 4: Activate

1. Review all steps — check subject lines, email content, and delay timing.
2. Toggle the sequence to Active.
3. New leads matching your trigger will be enrolled automatically.

Monitoring Performance

Once active, the sequence dashboard shows per-step analytics:

• Enrolled: Total contacts currently in the sequence.
• Completed: Contacts who received all emails.
• Replied: Contacts who replied (auto-removed from sequence).
• Per-step open/click rates: Identify which emails resonate and which need improvement.

Related Articles

• Email Sequences Overview
• Sequence Triggers and Conditions
• Forms Overview

Need more help? Ask Sally in the chat bubble!