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Maximize Your Lead Engagement with Effective Drip Campaigns

Enhance your follow-up strategy by automating communications that nurture leads over time.

Why This Feature Matters

Drip email campaigns help you:

  • Automate follow-up for new and existing leads.
  • Improve email deliverability by sending from your personal address.
  • Build consistent communication that converts leads into clients.

The Problem: Many professionals struggle with maintaining consistent communication with leads, which can lead to lost opportunities and underwhelming engagement.

Sierra's Value: By using drip email campaigns, you save time on follow-ups and ensure that your leads receive timely, relevant information that nurtures their interest.


Step-by-Step Instructions

1. Connect Your Email to Sierra

Drip emails send directly from your connected email—not a shared server—which improves deliverability and inbox placement. To connect your email:

  • Log in to your Sierra Admin.
  • Click your Profile icon in the top right corner.
  • Select the Connect Email tab.
  • Choose your email provider or select “Other” to configure manually.
  • Confirm the connection was successful.

Note: Every user (agent, lender, or manager) must complete this step for Drip Email access.

2. Create a Drip Campaign

  • Go to Leads > Drip Campaigns.
  • Click Create New Drip Campaign.

Then configure the following:

  • Title: Internal name for team visibility.
  • Campaign Type: Choose based on use case.
  • Campaign Level:
    • Business: Shared with your team.
    • Personal: Visible only to you.

Note: You cannot change the level after creation.

  • Description: Optional internal reference.

  • Sending Approach:

    • Relative to Start Date (recommended): Starts when a lead is assigned.
    • Fixed Dates: Ideal for holidays, anniversaries, etc.
  • Click Save and Continue.

3. Add Emails to Your Campaign

  • Click the plus icon to add your first email.
    [IMAGE SUGGESTION]
    [SUGGESTED ALT TEXT]: "Interface showing where to add an email to the drip campaign."

  • Emails send between 7 AM – 11 PM local time.

  • Set a Delay (e.g., 0 hours, 4 hours, 1 day).

  • Choose or create an Email Template:

    • Use Global templates (available to all users).
    • Or create a new one from within the campaign builder.

Note: Templates must be built in Admin > Contact Templates. Set template access to “Global” and availability for Drip Campaigns.

4. Add More Emails

  • Continue clicking the plus icon to build your email series.
  • Adjust delays accordingly to space your drips (e.g., Email 2 = 1-day delay).

5. Save Your Campaign

  • Click Save and Exit to return to the Drip Campaign manager.

You can:

  • Click View to preview all emails in a campaign.
  • Print campaigns for review.
  • Only users with permission can edit/delete campaigns.

Using Drip Campaigns and Assigning to Leads

Option 1: Assign One Lead at a Time

  • Open the Lead Dashboard.
  • Click the lead’s name.
  • Scroll to the Drip Campaigns section.
  • Click Add Campaign and choose from the list.

Note: If you see a “Connect Email” error, refer to the article on connecting your email.

Option 2: Assign Leads in Bulk

  • From the Manage Leads page, use checkboxes to select multiple leads.
  • Click More > Assign Drip Campaigns to Leads.
  • Choose a campaign from the overlay and confirm assignment.

Best Practices

  • Keep subject lines simple and engaging.
  • Space out emails based on lead engagement timing.
  • Use merge fields for personalization.
  • Employ Global Templates for consistent team-wide messaging.


Troubleshooting Common Issues

  • Issue: Drip campaign won’t send.
    Solution: Ensure your email is properly connected in your profile.
  • Issue: Can’t see templates in dropdown.
    Solution: Make sure the template is marked as available for Drip Campaigns and has Global access.

FAQs

  • Can I assign multiple campaigns to the same lead?
    No, each lead can only be on one drip campaign at a time.
  • Do drip campaigns support text messages?
    No. Drip campaigns support email only. Texts are available via Action Plans.
  • What’s the best way to send holiday or birthday campaigns?
    Use the Fixed Date option when creating your campaign.