Guide to Multi-Step Campaigns

Multi-step campaigns, often called drip campaigns, are a powerful way to automate and personalize your communication. While traditionally associated with email, this strategy becomes even more impactful when paired with handwritten cards and physical mail.

In this complete guide to multi-step campaigns, we’ll walk you step-by-step through how to build an effective sequence that creates lasting impressions, nurtures stronger relationships, and keeps your brand top-of-mind.

Why Multi-Step Campaigns Matter

The most successful campaigns use between 4 and 11 steps. The goal is simple: send the right message at the right time. By blending emails, phone calls, and handwritten notes, you can create a memorable experience that stands out in today’s digital-heavy world.

With this complete guide to multi-step campaigns, you’ll see how a thoughtful sequence can:

• Strengthen customer trust
• Increase engagement rates
• Improve conversions
• Humanize your brand through handwritten cards

Common Multi-Channel Campaigns

Here are some of the most effective types of multi-step campaigns you can create by blending physical cards, emails, and phone calls for maximum impact.

1. Welcome Series

Goal: Greet new clients or subscribers and create a strong, personal first impression.

Typical Steps: 3

Sequence:

• Step 1 (Immediate): Send a welcome email.
• Step 2 (Delay 7 days): Send a handwritten card to thank them and offer a personal connection.
• Step 3 (Delay 10–14 days): Trigger a follow-up call to check in and answer questions.

2. Lead Nurturing

Goal: Build trust and guide potential clients toward a purchase.

Typical Steps: 4

Sequence:

• Step 1 (Immediate): Send an introductory email with valuable info.
• Step 2 (Delay 14 days): Send a handwritten card with a thoughtful message or small gift.
• Step 3 (Delay 21 days): Send a follow-up email with a case study.
• Step 4 (Delay 28 days): Trigger a call to check readiness.

3. Onboarding

Goal: Thank new clients and provide a smooth, personal onboarding experience.

Typical Steps: 3–4

Sequence:

• Step 1 (Immediate): Send a confirmation email.
• Step 2 (Delay 7 days): Send a handwritten thank-you card.
• Step 3 (Delay 14 days): Trigger an onboarding call.
• Step 4 (Delay 21 days): Send a resource email with guides or FAQs.

4. Re-Engagement

Goal: Win back inactive or lapsed customers.

Typical Steps: 2–3

Sequence:

• Step 1 (Immediate): Send an email reminder.
• Step 2 (Delay 7–10 days): Send a handwritten card with a special offer.
• Step 3 (Delay 14 days): Trigger a personal call.

Building Your Multi-Step Campaign

Now that you’ve seen examples, let’s dive into the step-by-step tutorial. This section of A Complete Guide to Multi-Step Campaigns will show you exactly how to build one inside your account.

Step 1: Select the Multi-Step Campaign Option

From your account’s dropdown menu, go to Campaign Manager and choose Multi-Step Campaign. You can create as many campaigns as you need.

Step 2: Name and Configure Your Campaign

Click Add New Multi-Step Campaign. Choose a clear name like “New Client Onboarding”.

Step 3: Add Your First Step

Every campaign starts with a first step that triggers the rest of the sequence.

1. Name the step (e.g., “Welcome Email”).

2. Enroll contacts from your address book.

3. Set the delay (Day 0 = enrollment day).

4. Write your message, using merge fields for personalization.

5. Preview your handwritten card by switching from Plain Text to Preview.

6. Add extras like inserts or gift cards if desired.

7. Confirm delivery with tracking, if needed.

Step 4: Create Subsequent Steps

Repeat the process for each additional step. Adjust names, delays, and message types to build your perfect sequence.

• Mix channels: Don’t rely on just one method. Handwritten cards make emails and calls more powerful.
• Personalize heavily: Use names, purchase history, and milestones.
• Test and adjust: Watch response rates and tweak timing.
• Add value: Always provide something helpful or meaningful—not just a sales push.

Frequently Asked Questions

💬 Can a contact be in multiple campaigns at once?

Yes. For example, a customer could be in a Welcome Series and also receive a Birthday Campaign.

💬 How do I check which campaigns a contact is enrolled in?

Go to your address book and look for orange campaign icons. Hover to see details.

💬 What are some examples of campaigns I can create?

• Trade Show Follow-up: Email, handwritten thank-you card, follow-up call.
• Customer Milestone: Email + card with gift card insert.
• Webinar Follow-up: Thank-you email, handwritten recap card, offer email.
• Abandoned Cart: Reminder email + handwritten card.

💬 How do I decide which type of campaign to use?

It depends on your goal. Lead generation? Go with Lead Nurturing. Loyalty? Focus on Onboarding or Customer Milestone. Sales boost? Try Promotional or Abandoned Cart.

💬 How many steps should I include?

Most campaigns work best with 4–11 steps, but you can adjust based on your audience.