Understanding Rules and Actions for Creating Journey or a Drip Campaign

Journey or drip campaigns allow you to automate targeted emails to your audience based on specific triggers. In this article, we'll guide you through setting up Rules and Actions, including detailed steps for setting up "Delay" and "If/Then" rules, configuring the "Send Email" action, managing "Subscribers", and ending a campaign with the "Campaign Ends" action.

What are the rules for a journey or a drip campaign?

Definition

Rules are the conditions that trigger specific actions in your drip campaign. These can include events like user sign-ups, clicks on links, or specific engagement levels.

Examples of Common Rules 

• A contact subscribes to your email list.
• A contact opens a specific email.
• A contact clicks on a link in the email.
• A contact doesn’t open an email within a certain period.

Rules help you define the exact scenarios when a campaign should take action.

What Are Actions in a Journey or a  Drip Campaign?

Definition

Actions occur once a rule has been met. They can include sending an email, moving a contact to a different list, or scheduling a follow-up task.

Examples of Common Actions

• Send the next email in the drip sequence.
• Add the contact to a follow-up list.
• Tag the contact as a hot lead.

Actions determine the responses that follow a trigger.

How to Set Up Rules and Actions in a Journey or Your Drip Campaign 

Setting a Delay in Your Drip Campaign

Adding a delay between actions helps you pace your communication with your contacts. Here’s how to set a delay rule:

Step 1: Open the Campaign Builder

Navigate to the drip campaign builder, where you manage the flow of your campaign. Locate the Delay block in the sequence where you'd like to introduce a delay between actions.

Step 2: Click the Pencil/Edit Icon

In the Delay block, click the pencil/edit icon to open the settings for configuring the delay rule.

Step 3: Choose the Duration

Click on the drop-down menu under Duration to choose your preferred time interval. Options include:

• Minutes
• Hours
• Days
• Weeks
• Months

Step 4: Input the Time

Enter the specific amount of time for the delay (e.g., "2 days" or "3 hours").

Step 5: Save the Delay

Click Save to confirm the delay rule in your campaign.

Setting the If/Then Rule in Your Journey or Drip Campaign

The If/Then rule allows you to set up conditional logic based on your contacts' behaviors. Here’s how to set it up:

Step 1: Open the Campaign Builder

Navigate to the drip campaign builder and locate the point where you want to insert the If/Then condition.

Step 2: Click the Pencil/Edit icon

In the If/Then rule block, click the pencil/edit icon to set conditions for your campaign. 

Step 3: Set the Interval to Wait

In the Set Logic window, choose the length of time to wait (e.g., 3 days, 2 hours, etc.).

Step 4: Set the First Condition

Select the first condition (e.g., Contacts who Opened) and the relevant email campaign.

Step 5: Set the Second Condition (Optional) 

To add more conditions, click + Add Condition.

Add a second condition (e.g., Contacts who Clicked) if needed.

Step 6: Select “Any” or “All” Conditions

When adding additional conditions, choose whether Any or All conditions must pass.

Step 8: Save the If/Then Rule 

Click Save to apply the If/Then rule.

Setting the Send Email Action in Your Journey or Drip Campaign

Sending automated emails is a core part of most drip campaigns. Here’s how to configure the Send Email action:

Step 1: Open the Campaign Builder

Navigate to the drip campaign builder and locate the point where you want to send an email.

Step 2: Click the Pencil/Edit Icon

In the Send Email action block, click the pencil/edit icon to open the Email Template Chooser.

Step 3: Choose Contact Info

Fill out the fields:

• From Name
• From Email
• From Subject and Pre-Header

Step 4: Select Email Type

Choose the email type:

• eSHOT
• Newsletter
• Video

Step 5: Choose Predefined or Customized Content

Hover over the email template and click Use to select predefined or customized content.

Step 6: Reload the Template (If Needed)

Click Re-Load to refresh the template.

Step 7: Preview the Email

Check the Content Preview section.

Step 8: Edit the Email (If Necessary)

Click Edit to customize the design or content.

Step 9: Save the Email

Click Save to apply the email.

Setting the Subscriber Action in Your Journey or Drip Campaign

What is the Subscriber Action?

The Subscriber action allows you to automatically add or remove contacts from a list or segment based on their engagement.

Step 1: Open the Campaign Builder 

Navigate to the drip campaign builder and locate the point where you want to manage subscribers.

Step 2: Click the Pencil/Edit Icon

In the Subscribers action block, click the pencil/edit icon to configure the settings.

Step 3: Select the List/Segment

Choose the List/Segment from the drop-down.

Step 4: Select the Action

Choose one of the following:

• Add: Add contacts to the list/segment.
• Remove: Remove contacts from the list/segment.

Step 5: Save the Subscriber Action

Click Save to finalize the action.

Setting the Campaign Ends Action in Your Journey or Drip Campaign 

What is the Campaign Ends Action? 

The Campaign Ends action signifies the conclusion of the contact’s journey in the drip campaign.

Step 1: Open the Campaign Builder

Navigate to the drip campaign builder where you want to conclude the contact’s journey.

Step 2: Click the Pencil/Edit Icon

In the Campaign Ends action block, click the pencil/edit icon to set the contact's interest level.

Step 3: Set Interest Level (Optional)

Choose the contact’s interest level:

• Interested
• Somewhat Interested
• Not Interested
• Unknown

Step 4: Save the Campaign Ends Action

Click Save to finalize the action.

Tips for Optimizing Rules and Actions

• Be Specific with Rules: Ensure that the rules you set match the engagement level of your audience.
• Sequence Actions Wisely: Space out your actions to give your audience time to interact.
• Test Your Campaign: Before launching, test your drip campaign to ensure all rules and actions work as expected.

Troubleshooting Common Issues

Issue 1: My Rules Aren't Triggering Actions 

• Ensure that the conditions in your rules are being met (e.g., correct link clicks or opens).
• Check for conflicts between multiple rules.

Issue 2: My Actions Are Delayed

• Review the time settings for each action.
• Ensure your email service provider isn’t experiencing delays.

Conclusion 

Understanding and utilizing Rules and Actions effectively is key to creating a successful drip campaign. By setting up triggers, pacing with delays, using conditional logic, and managing subscribers dynamically, you can ensure your audience receives the right message at the right time, increasing engagement and conversions.