Help Center · Outreach

Drip Campaigns

A one-time email blast is a single shot. A drip campaign is an ongoing system that keeps your deals in front of the right investors at the right time without requiring you to manually send each message. Drip campaigns differ from follow-up sequences in a key way: sequences are tied to a specific deal and a specific send, while drip campaigns run continuously across multiple deals and respond to events as they happen. This guide covers drip campaign setup, trigger events, audience segmentation, lifecycle management, and how to measure results.

What is a drip campaign?

A drip campaign is an automated email series where messages are triggered by events rather than fixed schedules. Instead of saying "send email 2 three days after email 1," a drip campaign says "whenever a new deal is published that matches this investor's criteria, send them the new deal alert template." The campaign runs in the background, watching for trigger events and sending the right message to the right person when the event occurs.

Think of it this way: a follow-up sequence markets one deal to one list of investors over a defined period. A drip campaign markets all your deals to all your investors on an ongoing basis. Sequences are tactical (move this deal). Drip campaigns are strategic (keep your investor relationships warm and your pipeline flowing).

Setting up a drip campaign

To create a drip campaign, go to Sell > Campaigns and click "New Campaign." The campaign builder walks you through four steps:

Step 1: Name and type

Give your campaign a descriptive name -- something like "Houston SFH Alerts" or "Price Drop Re-engagement." Select the campaign type: "Drip" (event-triggered, ongoing) vs. "Blast" (one-time send). For this guide, select Drip.

Step 2: Choose trigger events

Select which events cause the campaign to send a message. You can combine multiple triggers in a single campaign, and each trigger can use a different email template. Available trigger events are described in the next section.

Step 3: Define your audience

Choose which investors receive messages from this campaign. You can target your entire buyer list or use segmentation filters to narrow the audience. Segmentation options are described in the audience section below.

Step 4: Review and activate

Preview the campaign configuration, review the estimated audience size, and activate. The campaign moves to "Active" status and begins monitoring for trigger events immediately.

Trigger events

Trigger events are the conditions that cause a drip campaign to send a message. Each trigger event is paired with a template -- when the event fires, the associated template is populated with data from the event context and sent to the matching audience.

New deal published

Fires when you publish a new deal to your marketing page. This is the most common drip trigger. When an investor in your buyer list has opted into deal alerts for a specific area, property type, or price range, the "new deal published" trigger automatically sends them a notification with the deal details. The email uses the New Deal Alert template by default, which includes the property address, key specs, asking price, and a link to the marketing page.

This trigger is what turns Deal Run into an automated deal distribution system. Instead of manually selecting recipients and sending a blast every time you get a new contract, you publish the deal and the drip campaign handles the rest.

Price change

Fires when you update the asking price on an active deal. This trigger sends the Price Drop template (or a price increase notification, though those are rare in wholesale) to investors who have already received the original deal notification. It only goes to investors who were in the audience for the original blast, not your entire list. The logic is simple: if someone already knows about the deal, a price change is relevant news. If they have never heard of it, a price change on an unknown property is meaningless.

Days on market milestones

Fires when a deal hits a specified number of days on market without going under contract. Common milestones are 7 days, 14 days, and 30 days. The milestone trigger sends a message that references the time on market and creates urgency: "The Katy property has been available for 14 days. If you have been on the fence, this is a good time to submit an offer before someone else does."

You configure which milestones trigger messages when setting up the campaign. Not every deal needs all milestones -- a hot property that generates offers in 3 days does not need a 30-day reminder. But slower-moving inventory benefits from periodic touches that keep it top-of-mind.

Walkthrough scheduled

Fires when another investor schedules a walkthrough on a deal. This creates social proof urgency: "A walkthrough has been scheduled for the Rollinford Lane property. If you are interested, now is a good time to view it as well." This trigger is optional and should be used selectively -- some wholesalers prefer not to disclose showing activity, while others find it accelerates offers.

Offer received

Fires when an offer is submitted on a deal. Similar to walkthrough notifications, this creates urgency by signaling competitive interest. "We have received an offer on the Katy property. If you want to be considered, submit your offer through the deal page." Use this trigger carefully -- if you use it on every deal, investors will learn to wait for the "offer received" email before engaging, which is the opposite of what you want.

Audience segmentation

Segmentation determines which investors in your buyer list receive messages from a drip campaign. Without segmentation, every campaign message goes to your entire buyer list, which is rarely what you want. Effective segmentation ensures that investors receive only deals relevant to their buying criteria, which keeps your emails out of spam folders and your relationships intact.

By investor type

Filter by landlord, flipper, or both. A campaign targeting "Houston Rental Investors" should only go to investors classified as landlords, using rental-focused messaging and cap rate / cash flow metrics. A campaign for "DFW Fix-and-Flip" should go to flippers with flip spread and ARV-focused content.

By location

Filter by city, ZIP code, county, or radius from a point. This is the most important segmentation for most wholesalers. An investor who buys in Katy does not want to see deals in Galveston. Location filtering respects the investor's buying geography based on their past purchase history and any stated preferences in your buyer list.

By budget

Filter by purchase price range based on the investor's historical buying range. An investor who has never purchased above $200K should not receive notifications about a $500K commercial property. Budget filtering looks at the investor's past transactions and any manually set budget preferences in your CRM.

By engagement level

Filter by how actively the investor engages with your emails. Options include:

Active -- Has opened or clicked at least one email in the last 30 days. These are your warmest contacts and the most likely to respond to new deals.
Lapsed -- Has not engaged in 30-90 days. These investors were once active but have gone quiet. They may need a re-engagement campaign (different from deal alerts) to bring them back.
Inactive -- Has not engaged in 90+ days. Consider removing these from automated campaigns to protect your sender reputation. Occasional manual check-ins are better for this segment.
New -- Added to your buyer list in the last 14 days. These contacts have not yet been introduced to your deal flow and may benefit from a welcome sequence before being added to deal alert campaigns.

By tags

Filter by any custom tags you have applied to contacts in your buyer list. Tags like "VIP," "cash buyer," "repeat buyer," "high budget," or "prefers turnkey" let you create highly targeted campaigns. A "VIP Cash Buyers" drip campaign that only sends to your best 20 contacts with personalized messaging will outperform a blast to 500 unqualified leads every time.

Campaign lifecycle

Every drip campaign moves through a defined lifecycle. Understanding these states helps you manage multiple campaigns without losing track of what is running and what is not.

Draft

The campaign is being built. You are configuring triggers, templates, and audience segments. No messages are sent. You can save a draft and come back to finish setup later. Drafts are visible in your campaign list with a gray "Draft" badge.

Scheduled

The campaign is configured and set to activate at a future date. This is useful when you want to prepare a campaign in advance -- for example, setting up a "Spring Deals" campaign in February that activates March 1. Scheduled campaigns show a yellow "Scheduled" badge with the activation date.

Active

The campaign is live and monitoring for trigger events. When an event matches, the campaign sends the associated template to the matching audience. Active campaigns show a green "Active" badge. Most of your campaigns will spend the majority of their life in this state.

Paused

The campaign is temporarily stopped. No messages are sent while paused, even if trigger events occur. Events that fire during a pause are not queued -- they are simply missed. This is useful when you need to update templates, adjust segmentation, or take a break from outreach. Click "Resume" to reactivate. Paused campaigns show an orange "Paused" badge.

Completed

The campaign has reached its end condition. For drip campaigns, this usually means you manually ended it because it is no longer relevant (e.g., you exited a market, changed your strategy, or replaced it with a newer campaign). Completed campaigns are archived and their analytics are preserved. They show a gray "Completed" badge.

Pause and resume

You can pause any active campaign from the campaign list by clicking the pause icon. Pausing is immediate -- any messages currently queued for delivery within the next few minutes will still send (they are already in the pipeline), but no new messages will be generated. Resuming a paused campaign is also immediate and begins monitoring for trigger events again from that point forward.

Common reasons to pause a campaign:

You are updating your email templates and do not want the old version sent while you are editing.
Your Gmail account is approaching its daily send limit and you want to reserve capacity for manual emails.
You are going on vacation and want to pause all automated outreach.
An investor complained and you want to review your segmentation before resuming.

Analytics per campaign

Each drip campaign has its own analytics dashboard showing performance across the campaign's entire lifetime. The analytics page includes:

Total sends -- How many individual emails the campaign has sent since activation. For a drip campaign that has been running for months, this number can be in the thousands.
Open rate -- Aggregate open rate across all sends. A healthy drip campaign open rate is 25-40%. If it drops below 20%, your subject lines or audience targeting need attention.
Click rate -- Aggregate click rate. For deal alert campaigns, 8-15% is strong. Below 5% suggests the deals you are sending do not match your audience's criteria.
Unsubscribe rate -- Percentage of recipients who opted out after receiving a campaign message. Keep this below 1%. If it exceeds 2%, you are sending too frequently or to the wrong audience.
Offers generated -- The number of offer submissions that can be attributed to this campaign (the investor clicked a campaign email, visited the marketing page, and submitted an offer within 7 days). This is the ultimate conversion metric -- it connects your outreach directly to deal activity.
Trend charts -- Open rates and click rates plotted over time (weekly or monthly). This helps you spot declining engagement before it becomes a problem. A downward trend in open rates over three months means your audience is tuning out and the campaign needs refreshing.

You can drill into individual sends to see per-recipient engagement, just like you can for one-time blasts. See Tracking Delivery, Opens, and Clicks for details on per-recipient analytics.

For one-time sends instead of ongoing drip campaigns, see Sending Your First Email Blast. For sequences tied to specific deals, see Setting Up Follow-Up Sequences.