So you’ve got leads coming in, but most of them aren’t ready to buy. You want to automate the process of moving those leads closer to being customers—without spamming them or spending your life setting things up. This guide is for marketers and founders who want to build real, workable lead nurturing campaigns in Postdrips, with no hype and no hand-waving. Let’s get right to it.
Step 1: Get Clear on Your Goal and Your Audience
Before you log in and start dragging stuff around, figure out what you want your campaign to actually do. “Nurture leads” is too vague. Be specific:
- Do you want more demo bookings?
- Are you trying to get free users to upgrade?
- Is your goal to educate and stay top-of-mind until people are ready to talk?
Get clear on who you’re nurturing, too. Segmenting your audience makes a huge difference. Don’t try to talk to everyone with the same messages—it just turns into noise.
Pro tip: If you’re not sure who to focus on, start with your highest-value leads or the group that’s most likely to convert with a nudge.
Step 2: Map Out Your Nurture Flow on Paper (Yes, Paper)
It’s tempting to dive into the tool and start building, but you’ll end up with a mess if you don’t map things first. Take ten minutes and sketch out:
- How do people enter the campaign? (e.g., filling out a form, downloading a guide)
- How many emails will you send, and at what intervals?
- What do you want them to do after each email? (Reply, book a call, read an article, etc.)
- What happens if someone takes action? Do they exit the campaign, or get moved somewhere else?
Don’t overthink it. Three to five emails is a good starting point for most nurture sequences. You can always add more later.
Step 3: Set Up Your Lead Source in Postdrips
Open up Postdrips and figure out where your leads are coming from. If you’re using forms on your site, make sure they connect to Postdrips, either directly or through an integration (like Zapier, HubSpot, or your CRM).
- In Postdrips, go to Leads or Contacts (the exact label might vary).
- Set up an import or integration for your source (CSV, API, or native integration).
- Tag or segment leads as they come in so you can target the right people later.
What’s worth your time: Clean data. If your imports are messy, you’ll waste hours later trying to fix things. Spend a bit of time now making sure key info (name, email, company, etc.) is correct.
Step 4: Build Your Drip Sequence
Now for the fun part: actually creating the campaign.
- In Postdrips, go to Campaigns or Sequences.
- Click Create New Campaign (or whatever the button says).
- Name your campaign clearly. “Lead Nurture 2024 - Ebook Downloaders” is better than “Campaign 3”.
- Add your first email. This should be simple—welcome the lead, deliver what you promised, and set expectations for what’s coming.
- Add follow-up emails, spacing them out by a few days each.
- Email 2: Share a tip or resource. Keep it genuinely useful, not just a sales pitch.
- Email 3: Address a common objection or question.
- Email 4: Soft call to action—invite them to book a call, check out a case study, whatever fits your goal.
- Use Postdrips’ built-in delays or scheduling to space out the emails.
Don’t:
- Overcomplicate it with 10+ emails or branching logic right away.
- Send every lead the exact same message (segment where possible).
- Use generic copy. Be direct and helpful.
Step 5: Set Up Triggers and Exit Conditions
Automation is only as smart as you make it. You don’t want to keep emailing people who’ve already converted, replied, or asked out.
- In Postdrips, set a trigger for when someone should enter the campaign (e.g., when they fill out a form or get a specific tag).
- Set up exit conditions to remove people from the sequence if:
- They reply to an email.
- They book a meeting.
- Their status changes in your CRM.
- If Postdrips allows for dynamic paths, you can get fancy—e.g., send a specific follow-up if someone clicks a certain link—but don’t go wild unless you have a real reason.
What works:
Simple triggers and clear exits. The moment someone takes your desired action, stop the drip. It’s annoying to get “book a call” emails after you’ve already booked a call.
Step 6: Personalize and Test Your Emails
Personalization isn’t just “Hi {first_name}.” If you want people to engage, reference what they signed up for, or mention their company or pain points.
- Use Postdrips’ merge tags for names, companies, products, etc.
- Reference what the lead actually did (e.g., “Thanks for downloading our X guide”).
- Don’t get creepy with it—just be relevant.
Test everything: - Send test emails to yourself and a colleague. - Check for broken links, missing merge tags, and weird formatting. - Make sure your emails aren’t going to spam (use a real subject line, avoid ALL CAPS, and don’t stuff in 27 images).
Step 7: Turn On the Campaign (And Watch Carefully)
Ready to go? Double-check your settings:
- Are leads entering the right campaign?
- Are your triggers and exits working?
- Is the timing between emails what you expect?
Turn on the campaign for a small segment first. Watch how leads flow through. Check who’s getting which emails, and look for problems like:
- Duplicate sends
- Leads not exiting after converting
- Unsubscribes or spam complaints
Pro tip: Don’t blast your whole list on day one. Start small, fix what’s broken, then scale up.
Step 8: Review, Tweak, and Repeat
The first version of your nurture campaign won’t be perfect. That’s fine. The only thing worse than a bad nurture campaign is one that never launches.
- After a week or two, check your open rates, replies, and conversions.
- Kill or fix emails that aren’t working (low opens, high unsubscribes).
- Adjust timing or content based on feedback and results.
- Add new emails or branches only if you see a clear reason.
What to ignore:
- “Best practices” that don’t fit your audience. Your data beats someone else’s blog post every time.
- Overly complex automations. Start simple, and only layer on complexity when you have proof it’s helping.
Wrapping Up: Keep It Simple, Ship It, Then Improve
Automated lead nurturing sounds fancy, but it’s just a series of helpful nudges. In Postdrips, you can get a solid campaign live in an afternoon if you avoid overthinking it. Map your flow, write useful emails, test, and watch what happens. Iterate as you go. Skip the complicated setups until you know you need them.
Don’t wait for perfect—ship something today, and let your real leads tell you what needs fixing. That’s how you actually get results.