Product Guide - Email Playbooks

Drift Email Playbooks are the best way to turn your emails into engaging conversations that close leads faster. This doc is the ultimate resource for touring you around the product and walking you through the features. 

 In this doc, we'll go over

• where to find Email Playbooks
• setting up Marketing Drip Campaigns and Triggered Emails
• setting up Email Signature Playbook

Start in the Playbook Marketplace

To create an email Playbook, click the Playbooks icon on the left-hand navigation bar. Click Create new Playbook to be brought to the Playbook Marketplace, where you can select a Playbook type.

From here, you will see the Marketplace where you can scroll or click on a Playbook type. Navigate to Email and you'll see two Playbook options. Each of the types have a brief description underneath detailing what they can generally be used for. 

• Triggered email - great for automatically sending an email when a user takes a specific action or meets a specific criteria
• Drip Campaign - a series of emails to help you nurture your prospects

Triggered Emails and Marketing Drip Campaigns

When you create a new Triggered Email or Drip Campaign, you'll be brought to the page to compose your emails initially. 

Compose your Emails

First, you'll want to consider the template for your email. You can choose from a simple text template, logo styled with your company logo (from this page), or banner-styled where you can insert a custom banner image.

Next up is selecting the email Sender and Subject.

For Sender, the default is the email address for your account, but you have a few options! Hover over the Sender line and click the "edit" button.

Clicking "edit" should open up this window, where you can choose to send from any Drift teammate.

Or, you can choose to dynamically send from the account owner in Drift by clicking the dropdown next to "Drift User." You can customize the format of the send from line and choose a default value if there's no account owner for this company in Drift.

Now it's time to write the copy! Along with the standard text editor options, you also have the ability to insert your Drift calendar link, add personalization tokens, dynamically add the sender's email signature, and input custom buttons.

You can also choose to delay the first email send by a number of days. 

To add another email to this campaign, click "Add Email" and you'll be able to set the delay for that, as well.

Preview

The Preview tab lets you see how your email will actually look.

You can preview the Template or Defaults to see default values in place of any personalization tokens.

Advanced Sending Options

Our advanced options give you full control over when and how your emails send, with options to include weekends and holidays, unenroll if someone replies, or send based on when someone is most likely to open an email!

Audience

This is where you set and manage the recipients of your email(s). 

In this tab, you can choose which segments to exclude from receiving the email(s). Just click the check mark or 'X' mark next to a segment name exclude it. 

If you click over to the "Smart Filter" tab, you'll be able to add more settings that work in conjunction with your audience inclusion and exclusion. 

You can dynamically exclude any contacts that are engaged with your sales team or ones that had a recent conversation on your site from receiving or continuing to receive emails in this Playbook, depending on when they become engaged.

Additionally, you can have the setting for "Abandoned Scheduling" on, which would follow up with any site visitors who did not complete the meeting booking flow after a calendar drop. You can learn more about that here.

Review

Send your Email

Last but not least, toggle your Playbook on and send it out! This page will let you know how many people will receive this email and it will also remind you to set up your DKIM. Make sure the sender of the email connects his/her Gmail account so that we can properly track replies. 

Email Signature Playbooks

You can use your Drift email signature for all of these options to help you add a personal touch, a link to your profile, or a CTA. For more on signatures and how to utilize them, check out this doc!