Email drip campaigns

An email drip campaign sends a timed sequence of emails to a lead automatically — welcome now, value in two days, a nudge next week — so follow-up happens whether or not you remembered to do it. In BrokerFold the capability is called nurture plans, and it differs from generic drip tools in the two places Canadian agents actually get burned: consent law and tone-deaf automation.

What a drip sequence looks like here

A plan is a trigger plus ordered steps. Triggers enrol people automatically — a new lead arriving, a visitor registering on your site — and steps mix waits with actions: send an email, create a task for yourself, update the lead’s status, add a tag, or notify an agent. The platform ships library sequences ready to adapt, including a visitor-welcome arc that runs from an immediate hello through day-seven follow-up. One live journey exists per person per plan — no double-enrolment, no duplicate day-three emails because a lead resubmitted a form.

Two guardrails shape every sequence. First, politeness throttles: at most one nurture email per lead per day, with a rolling combined ceiling, enforced in the engine rather than left to recipe authors. Second, the human-pause rule: a genuine two-way conversation suspends the automation. Drip email works when it fills silence, not when it interrupts dialogue.

The CASL machinery underneath

This is the part most drip tools outsource to your risk tolerance. BrokerFold stores consent as append-only history per contact — express, implied from an inquiry (about six months), or implied from an existing business relationship (about two years) — and the send gate checks it on every single email, along with a suppression list that beats everything: an unsubscribe is permanent and instant. A contact whose implied consent has expired simply stops receiving campaign mail; the engine fails closed rather than guessing.

Every send carries what the law requires — your identification, your mailing address, a working unsubscribe that honours one-click — and a sequence with an incomplete footer pauses rather than sending anyway. The full legal picture is on our CASL-compliant CRM page, with the practical rules in can I email leads under CASL.

What campaigns feed back into the CRM

Every automated email is logged on the contact’s timeline, visibly badged as automation — you always know which touches were the machine. Engagement flows back in: opens, clicks and replies stamp the send ledger, and a reply is exactly the human-conversation signal that pauses the sequence and puts the lead in front of you. Because the campaign engine and the CRM are one system, “where is this person in the follow-up arc?” is a glance at their record, not a cross-tool investigation. Your own outbound rides alongside it — connect Gmail and manual email lives on the same timeline as the automated kind.

The honest limitation

Drip email nurtures; it does not close. The sequences exist to keep you present during the months a lead spends deciding, so that the phone call — yours, prompted by a reply or a behaviour spike — lands warm. Set the sequence, watch the timeline, and make the call.