User Guide:
Drip Campaigns

A drip campaign is defined as a series of messages delivered through lead-nurture programs with the intent to acquire new enrollments or retain current families. Drip campaigns involve delivering relevant and frequent content into the hands or inboxes of prospects that may have expressed interest in your brand yet may not be ready to make a decision yet.

ChildCareCRM strives to make Drip Campaigns a highly effective solution to your long-term marketing strategy. Our automated approach allows organizations to send prepared emails and text messages to subscribers no matter where they sit in your funnel with intentional follow-ups triggered by the recipient’s interaction with your content.

Quick Steps

Drip Campaigns use existing templates

Administrators create Drip Campaigns and decide how to deliver them

Select templates for each stage

Interaction can alter the course of a campaign

Add stop triggers

Review and save your campaign

Detailed Guide

Step 1

As a database administrator, contact our team at support@childcarecrm.com to enable Drip Campaigns.

Once Drip Campaigns is enabled for your organization, you will find a new option in your Preferences section where you can activate the feature.

Before you begin, you’ll want to understand your expected outcomes of this campaign. Components of a good drip campaign include:

  • Email and Text templates
  • Follow-up Business Rules
  • Intended Stop Triggers
  1. As a database administrator, ensure that Drip Campaigns are enabled within Staff Privileges for those team members who may need access to these. By default, all users in your database will have access to working with your campaigns but only top-level users will have the ability to create and modify a campaign.
  2. Identify or create the necessary email and text templates needed within your campaign. Take inventory of how many templates or steps will exist in your campaign and run through a quick “If this, then that” workflow to sure up your steps.

Step 2

Within your Marketing Tab you’ll find the Drip Campaigns subtab that will walk you through a campaign wizard to build out your steps. Once complete, you’ll be able to review your campaign in summary view before launching.

  1. To create a new campaign, follow the Add Campaign button to the wizard. Name your campaign and a description to reference later. Your campaign can be executed in a countdown until a specific date/event or by a defaulted step time frame (ie days, weeks, months at a time).
  2. Once your campaign details are entered, the wizard will walk you through adding each step with email and text templates along with actions in your intended workflow. Based on the receiver’s interactions with the campaign, you can change direction of the drip’s course, kick off a new rule or campaign or stop it all together.
  3. Drip Campaigns also have Stop Trigger functionality built in. Stop Triggers allow the automation to continue until a condition within a lead/child file is met that halts the campaign at its last send and suspends it. Future steps in that campaign will cancel automatically. History of the previous steps will be stored within the Lead/Child file within the Activities section.

Step 3

Drip Campaigns can be triggered automatically by your system’s Business Rules, manually within a Lead/Child screen or by way of Marketing Groups. Take some time to decide who your target market for these messages is before you create your new groups or automation.

  1. Create or modify a Marketing Group within your Manage Groups section in the Marketing tab. Because these groups are dynamically changing based on parameters you set in creation keep in mind that recipients may be added or removed from the campaign when changes occur in their files.
  2. To automate these campaigns even further, you may consider building out new Business Rules within your System Settings found in the Settings tab. Reference the articles on building these features or reach out to our Customer Success team for further support since these automations may change the way your system functions.
  3. Campaign events will be added to each Lead’s future events and past activities. You can review these case by case within the Lead/Child management screens. Further reporting on campaign progress and success can be found within your ChildCareCRM Reporting Suite.

Best Practices

1. Segment Your Audience

By creating target audiences for each of your Drip Campaigns, you can create a more meaningful experience and increase your response rates.

Create distribution groups with unique interests or attributes. This will drive your open and clicks and ultimately your conversion to the next stage of the funnel. Some target groups we see are:

  • Single Statuses within your pipeline
  • Age Groups & Classrooms
  • Wait List by Reason
  • Lost Opportunity by Reason
  • Special Employers
  • Expert positioning content
  • Re-engagement drips for Stalled or Lost Opportunities
2. Customize Your Messages for a Better Reader Experience

Now that you’ve spent time deciding who your target audience is, create content that they will be inclined to view and respond to.

Stay top of mind by delivering emails and text messages that are tailored to their needs.

Harness your unique benefits and features by age groups or specific interests of a group of people. This will drive your open and clicks and ultimately your conversion to the next stage of the funnel.

3. Test Alternate Messaging

Almost every email you receive in a promotional campaign has been run through an A/B or split test. By split testing two versions of your campaign, you’ll be able to see which version is attracting more conversion from your prospective enrollments.

Test alternate messaging, delivery times and mediums. Are more parents responding to your message via email or is a text message proving to be more effective?

Launch both versions of your campaign and check in after each touch point. Being able to see a clear ‘winner’ will allow you to course correct for future messages.

For further help, view our release notes or reach out to our team at support@childcarecrm.com.