If you’re juggling sales or marketing and need to get more from your outreach—without losing your mind—drip campaigns are probably on your radar. Tools like Snov make it easy to send automated emails, but “easy” doesn’t equal “effective.” This guide is for people who want their Snov drip campaigns to actually get results, not just tick a box. No fluff, just what works, what doesn’t, and the pitfalls to avoid.
1. Know What a Drip Campaign Really Is (and Isn’t)
Let’s be clear: a drip campaign is just a sequence of emails sent automatically, based on timing or actions. You can use them for cold outreach, lead nurturing, or even basic onboarding. The magic is in the setup—automation won’t fix bad content or lazy targeting.
What works: - Sending the right message at the right time (not just “more emails”) - Tailoring campaigns for different audience segments - Keeping the tone human, not robotic
What doesn’t: - Relying on templates everyone else uses - “Set it and forget it” mindsets (automation needs babysitting) - Blasting the same pitch to everyone
Ignore: One-size-fits-all “best time to send” advice. Test it yourself.
2. Get Your List in Shape Before You Start
Before even opening Snov, clean up your contact list. Garbage in, garbage out—no amount of smart automation will save a list full of bad emails or people who don’t care.
Checklist: - Remove obvious bounces and invalid emails - Segment your list by role, industry, or where they came from - Ditch contacts who haven’t engaged in ages (unless you have a real reason to keep them)
Pro tip: Snov has email verification tools—use them. Nothing destroys deliverability faster than hitting a bunch of dead inboxes.
3. Map Out Your Sequence Before Building
Don’t start dragging boxes around in Snov’s campaign builder until you know what you want to say, to whom, and when. A napkin sketch is fine. Here’s a simple process:
- Goal: What’s the point? (Book a call, get a reply, download something, etc.)
- Stages: How many touches? What’s the logic for moving people forward or stopping?
- Messages: Draft your emails—keep them short and specific.
- Timing: How many days between each step? (Hint: more isn’t always better.)
Keep it real: Nobody likes a 7-email sequence from a stranger. Start with 2–4 steps. Expand if you see interest.
4. Build Your Drip in Snov: Step-by-Step
Here’s how to actually set up a drip campaign in Snov, with some gotchas to watch for.
Step 1: Go to the Drip Campaigns Section
- Log in, head to the “Drip Campaigns” tab.
- Hit “Create Campaign.”
- Name it something you’ll recognize later (not “Test 5 Final FINAL”).
Step 2: Set Up Your Triggers and Audience
- Choose your list or add recipients manually.
- Use filters—don’t just blast everyone.
Step 3: Add Steps to Your Sequence
Each step can be: - Email: Write like a human. Personalize (“Hi {{first_name}}”) but don’t overdo it—no one’s fooled by 9 variables per sentence. - Wait: Set delays (e.g., 2 days after last email). Default timings are just that—defaults. - Condition: Branch based on opens, clicks, or replies. This is gold for sending follow-ups only to the people who didn’t answer.
Step 4: Personalize (But Don’t Get Creepy)
- Use custom fields for name, company, etc.
- Avoid referencing personal info you scraped off LinkedIn—nobody likes that.
Step 5: Test Everything
- Send emails to yourself and a colleague first.
- Check for broken links, weird formatting, and placeholder fails (“Hi {{FirstName}}” looks bad).
Step 6: Turn It On—But Watch Closely
- Activate your campaign.
- Monitor for bounces, replies, or angry “unsubscribe” messages.
What to ignore: Fancy design. Plain text almost always outperforms HTML-heavy emails for cold outreach.
5. Don’t “Set and Forget”—Manage Your Campaigns Actively
Automation is not a crockpot meal. You have to check in.
What to keep an eye on: - Deliverability: Watch bounce rates. If it spikes, pause and clean your list again. - Replies: Snov can auto-stop sequences when someone replies—make sure this is set up. - Performance: Look for open and response rates, not just “sends.” If a step flops, change it.
Regular housekeeping: - Archive dead campaigns - Update messaging if your offer changes - Rotate sending domains if you hit deliverability issues
Pro tip: Don’t add hundreds of fresh contacts to a campaign at once. Warm up new sending addresses gradually or you’ll tank your reputation.
6. Iterate Based on Real Data (Not Hope)
Even the best-written sequence will get stale. Every audience is different, so treat “best practices” as starting points, not gospel.
What to test: - Subject lines: Shorter usually wins. Don’t use clickbait. - Timing: Try different days/times, but don’t obsess. - Steps: Cut steps that never get replies. Add a “breakup” email if it fits your style.
Ignore: “Industry benchmarks.” Your list is unique. Base decisions on your own open and reply rates.
7. Common Mistakes (and How to Dodge Them)
- Too many steps: More emails ≠ more replies. Think quality, not quantity.
- Bad targeting: Sending to the wrong people is a waste for everyone.
- Overpersonalization: If it feels forced, it is.
- Ignoring replies: Waiting days to answer kills deals. Set up alerts or check daily.
- Not updating templates: If your product or pitch changes, so should your emails.
8. Useful Extras (But Not Essentials)
Snov offers bells and whistles—use them if they genuinely help.
Worth a look: - A/B testing: Try it for subject lines or opening lines, not everything at once. - Integrations: Connect with your CRM if it saves you manual work. - Simple analytics: But don’t get lost in charts—focus on replies and deals, not vanity metrics.
Skip it for now: - Overcomplicated branching logic—start simple. - Automation for the sake of automation.
Keep It Simple and Iterate
If you remember one thing: complexity kills. Start with a basic, well-targeted campaign in Snov, watch it closely, and tweak based on what actually happens—not what you hope will happen. Keep messages short, your list clean, and your expectations realistic. That’s how you actually see results.
Now, go set up your first (or next) drip, and keep it real.