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How SMS and Email drip campaigns work.
How SMS and Email drip campaigns work.
Updated over a week ago

What is a drip campaign?

Drip campaigns, or drip marketing is a communication strategy that sends a series of customized review requests in the form of SMS message, or emails sent to customers over time based on how they interact with your review requests. Drip campaigns help maximize customer engagement with your review requests.


How do drip campaigns work?

If you send a review request to a customer that has a phone number and email, TrueReview will create a drip campaign.

First, the customer will receive the SMS review request, then based on customer interaction, they will receive follow up requests via email.

If you don't include a phone number, the email will be sent first.

TrueReview determines when to send follow up review requests via email based on several factors and depending on which contact type you have selected.

The goal of the drip campaign is to get customers to your review websites, or to get them to submit feedback.

  • If the review request was opened, and feedback was submitted due to a negative experience, TrueReview will stop the drip campaign.

  • If the review request was opened, however the customer did not indicate their experience, submit survey or click on the review websites, TrueReview will continue to send follow up review requests until either the review website link is clicked, or it runs out of follow up requests.

There is a maximum of 3 times that an email can be sent to a customer within the same campaign. However, you can manually re-send campaigns, SMS, or Email.

How do I create a drip campaign?

Drip campaigns are ready to go as soon as you sign up! However, you can customize the messaging, as well as enable or disable additional follow ups.

First, make sure your review request SMS and Email messages are correct by going to your Settings tab.

SMS Review Request

To edit your SMS message and image, click on "1. Review Request".

You can customize the SMS message from the "Your SMS Message" box. When you send a review request and add a customer's name, it will be added in place of the "{Customer Name}".

πŸ’‘ Keep SMS messages short and to the point for best results.

⚑ To include the customer's name in the message, add {Customer Name} wherever you want it to appear in the text. The name you enter when creating a request will appear dynamically in the message.

Here you can select what type of SMS you'd like to send. Choose from Text only, or include your logo or a custom image with your message.

You can set the SMS message to include an image of your logo, thank you images we provide, or upload a custom image.


Email Review Requests

To edit your Emails, click on any of the 3 emails and customize the text to your liking.

⚑ To include the customer's name in the message, add {Customer Name} wherever you want it to appear in the text. The name you enter when creating a request will appear dynamically in the message.

By default, if both SMS and Email are present for your customer, we will activate the drip campaign. If only the email is present, we will only activate the drip campaign for emails. You can customize the messages and the number of days to wait before sending the first email as well as the rest of the emails.

Disabling Email follow-up requests

You can pause the 2nd and 3rd follow up email.

To pause an email, simply click the "Active" toggle on the emails.

When prompted, click Save Changes to update the campaign.

You will know the emails are paused when the toggle remains on "Paused". Also, instead of a green arrow pointing to the next email, you will see a yellow icon indicating the email is paused.

Multiple Campaigns

Ability to add multiple campaigns is available in the latest version of the Premium plan. Legacy Premium plan does not support multiple campaigns.

From the "My Campaigns" section of your Settings page, click NEW CAMPAIGN

Give your campaign a name and click Add Campaign

You campaigns will appear in the order in which they were added.

Click MANAGE to edit the campaign messaging.

Select Campaign When Sending Request

The campaign marked as "Default" will be used as the pre-selected campaign whenever creating a request from your dashboard, contacts page or via Zapier.

To set a Campaign as the Default, click the three dot menu, and select "Make Default"

When sending a review request, you will be able to select the campaign to use.

The campaign marked as "Default" will have a purple star next to it and will always be used as the pre-selection. You can update it in your Settings page.

Understanding status updates of your drip campaign

SMS statuses:


The SMS was processed, and it is waiting to receive delivery confirmation.


The SMS was delivered to your customer's device.

Not Delivered

The SMS message failed to deliver. Possible reason could be sending to a landline or unknown destination number. Sending SMS requests to customers who have opt-ed out will also result in a Not Delivered status.


The SMS was not delivered. There are multiple reasons why a message can be undelivered, like sending an SMS to a landline or a number that is no longer active. To see why a message has failed, hover over the info icon next to the message status.

(To prevent message filtering, TrueReview submits your number for verification. It is important to provide appropriate SMS opt-in example to submit this on your behalf.)


There was an error with your SMS message and the network carrier was unable to send it.

Email statuses:


The email was sent, however the customer's email server did not return a status update for this email.


The email was sent to the customers inbox.


The email is still processing. In some cases, the Processing status may remain even after the send date. Once we receive the latest status, it will be updated. Once the customer opens the email, the status will also update.

Email Opened

The customer has opened your email.


The customer has clicked the unsubscribe link in your email. Emails will no longer be sent to this customer from your account.


The email server did not provide us with a status.

Campaign statuses:

Active Campaign

There are emails scheduled to send, or the customer has not fully interacted with your request.

Campaign Completed

The customer has either fully interacted with the request, by clicking one of the review websites, or the customer has indicated a negative experience. Clicking the feedback button for Direct Link contact type will also mark the campaign as completed and stop follow-up emails.

Campaign Stopped

Campaigns stop when the customer has unsubscribed from your email, or the emails bounced. Campaigns that were manually stopped will also show a Campaign Stopped status.

Interaction statuses:

Survey Opened

The customer has clicked on the link and has seen the survey.

Survey Submitted

The customer has added their rating to the survey questions and has clicked the submit button. Full survey results are sent to your email. Average rating of surveys are displayed for the request sent for that customer.

Request Opened

The link in your SMS or email request was clicked for a Reactions or Direct Link contact type.

Reaction Submitted

The customer has tapped on the emojis indicating the experience.

Website Clicked

The customer has seen the review websites you have added, and has clicked on it. If you have multiple websites added, the website the customer has clicked last will be shown in your dashboard.

This indicates if the customer clicked your review website. It is not confirmation that a review was posted.

Feedback Submitted

The customer has submitted feedback. Feedback is sent via email, as well as displayed for the request sent for that customer.


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