If you’re sick of sending out email blasts that get ignored, you’re not alone. People’s inboxes are crowded and attention spans are short. This guide is for anyone who wants to build email drip campaigns in Encharge that actually feel personal—and get results.
Whether you’re running a SaaS startup, selling courses, or just tired of “spray and pray” emails, you’ll find real-world steps here. I’ll skip the buzzwords and get straight to what works, what doesn’t, and how to avoid common traps.
Why Personalization Matters (and Where It Goes Wrong)
Let’s be blunt: most “personalized” emails don’t feel personal. Dropping a first name in the greeting isn’t fooling anyone. True personalization means making the message feel relevant to where someone is in their journey with you.
That’s why drip campaigns (automated series of emails) work so well—if they’re set up thoughtfully. But if you just set it and forget it, or use generic templates, you’ll end up in the same place as everyone else: the Promotions tab, unread.
Step 1: Get Your Data Right (Don’t Skip This)
Personalization is only as good as your data. Before you even start building emails, make sure you’ve got:
- Clean, segmented lists: Break down your audience by how they signed up, what they’ve done (or haven’t done), and where they are in your funnel.
- Good tracking: Use Encharge’s “Events” and “User Fields” to keep tabs on signups, clicks, purchases, and other key actions.
- Custom fields that matter: Don’t go nuts creating dozens of fields, but capture the essentials—first name, role, company, last product viewed, etc.
Pro Tip: Garbage in, garbage out. If your data is a mess, personalization will backfire. Spend the time here, even if it’s boring.
Step 2: Map Out the Drip Flow
Now, sketch out the actual journey. Don’t overcomplicate this. Start simple, with just a few key emails based on triggers:
- Welcome sequence: After signup or purchase.
- Nurture sequence: For folks who aren’t ready to buy yet.
- Re-engagement sequence: For people who stopped opening your emails.
- Post-purchase or onboarding: To turn first-timers into fans.
Ask:
- What does someone need to hear at each step?
- What action do you want them to take?
- Where might they get stuck or lose interest?
Write this out, even if it’s just on a napkin. You’ll thank yourself later.
What to avoid:
- Don’t try to build a 10-email sequence right away. Start with 3–5.
- Don’t create branches for every possible scenario unless you have a big team and lots of time.
Step 3: Build Segments in Encharge
In Encharge, everything starts with segments. Here’s how to keep it manageable:
- Create segments based on behavior: Signed up in the last 7 days, viewed a pricing page, didn’t finish onboarding, etc.
- Use tags and fields sparingly: Don’t tag every little thing; focus on what will actually trigger a different email.
How to do it:
- Go to the “People” section.
- Click “Segments.”
- Set up rules like “signed up within X days,” “clicked Y email,” or “has not purchased.”
What to ignore:
- Don’t segment just by demographics (like job title) unless your product truly calls for it.
- “Spray and pray” lists—just because someone’s on your list doesn’t mean they should get every email.
Step 4: Write Emails People Actually Want to Read
Let’s be honest—most drip emails sound like they were written by a robot. Here’s how to avoid that:
- Keep it short. No one wants a wall of text.
- Make it about them, not you. Focus on their pain points and how you’ll solve them.
- Use real names and details. “Hey {{first_name}}, noticed you checked out our pricing page…” is better than “Dear valued customer.”
- One call to action per email. Don’t overwhelm people.
Things that work:
- Sharing a quick win or tip that helps them right now.
- Addressing objections they might have (price, complexity, trust).
- Using humor or personality, if it fits your brand.
What to skip:
- Overly formal intros (“We are delighted to inform you…”).
- Trying to sound clever for the sake of it.
- Big images or graphics that slow down load times or get clipped.
Step 5: Set Up Your Drip Campaign in Encharge
Now the fun part—actually building your flow.
- Create a new Flow:
- Go to “Flows” and click “Create Flow.”
- Add a trigger:
- This could be “User joins segment,” “User completes an event,” etc.
- Drag in email steps:
- Each step is an email. Add delays in between—usually 1–3 days works best.
- Personalize each email:
- Use merge tags for fields like {{first_name}}, but also for things like “last viewed product” if you have that data.
- Add split paths (optional):
- If someone clicks a link, send them down a different path. But only do this if you have a clear reason—don’t overengineer.
Pro Tip:
Test your flow with a dummy contact before launching. You’ll catch weird formatting, broken logic, or embarrassing typos.
Step 6: Monitor, Test, and Adjust
Don’t “set it and forget it.” Here’s what to do instead:
- Check open and click rates: If they’re low, your subject lines or timing might be off.
- Watch for drop-offs: If everyone bails after email #2, something’s not working.
- A/B test subject lines and CTAs: But don’t test ten things at once. Keep it simple.
What’s not worth your time:
- Tweaking email HTML endlessly. Most people read on their phone, and plain text often works best.
- Obsessing over tiny differences in open rates. Focus on replies, conversions, and real engagement.
Step 7: Keep Improving (But Don’t Overthink It)
The best campaigns evolve. Once you’ve run a sequence for a while:
- Ask for feedback. A short “Was this helpful?” goes a long way.
- Remove or rewrite duds. If an email gets ignored, cut it or try something new.
- Add personalization only where it matters. More isn’t always better.
Remember:
- Most people won’t read every email.
- It’s better to have a short, punchy sequence than a bloated one people ignore.
- Automation is a tool, not a replacement for understanding your audience.
The Bottom Line
Personalized drip campaigns in Encharge aren’t magic, but they work—if you keep things simple, focus on relevance, and keep improving as you go. Don’t chase shiny features or overcomplicate your flows. Start small, stay human, and let the results guide your next step.