Pardot Knowledge Base

Creating Drip Programs

Last Updated: Sep 29, 2016 | Print this Article
Don't see Drip Programs in your account? If your account was created after June 21, 2016 then only Engagement Studio is available in your account as your lead nurturing solution. See Creating Engagement Programs.

Drip Programs (also known as lead nurturing programs) are also located in the Automation section. Drip Marketing allows correspondence to be sent to the prospects on a specific list at specific intervals based on time or prospect activities. Use drip programs for ongoing marketing campaigns and to nurture leads that may not be sales-ready.

Emails sent through drip programs will be recorded in the Prospect Profile as an activity. For examples of drip programs with images and best practices information, see Drip Program Sample Templates.

Before you begin

There are three items that you will need to have ready before creating a drip program:

  1. The logic behind your drip program. Whether you are using a drip program to nurture new leads or to re-engage old prospects, you will need to think through the logic behind the process. Do you want to send an email and pause 10 days before sending another or pause 30 days? What content are you hoping to share with your prospects? When should the nurturing tracks divide? For examples of drip programs with images and best practices information, see Drip Program Sample Templates. For details about the actions you can take in a drip program, see this article.
  2. A recipient list for your drip program. Create the list of prospects that you would like to place on the drip program to receive drip emails or you can choose an existing list. This can be a dynamic or static list. You will also need a suppression list if you would like to ensure that certain prospects do not receive the drip. For example, you may choose to suppress a list of current customers so they do not receive the lead nurturing emails from the drip program. For instructions to create a list and suppression list see, Lists and Suppression List.
  3. Emails to be included in the drip. You will need to create emails that will be sent throughout the drip program. See Emails Templates.

Creating Your Drip Program

  1. Navigate to Marketing > Automation > Drip Programs.
  2. Click +Add Drip Program.
  3. Enter a Name. This is internal-only.
  4. Optional: mark Only send emails during business hours (10am-4pm M-F) to enable this feature.
  5. If business hours only is enabled, designate the timezone in which you would like the emails to be sent during business hours. Note: if Only send emails during business hours (10am-4pm M-F) is enabled, Pardot will pre-load the time zone associated with your organization’s account (though not necessarily your user account). You can change the time zone if desired (for example, you could choose Tokyo local time if you are segmenting a group of Japanese prospects). This option will be pre-checked for all new drips that you create but if you would like to enable it for drips you have already created, you would need to edit them and check the option.
  6. Click Next.
  7. Chose a list to receive your drip emails. This list can be dynamic or static.
  8. Optional: add additional lists by clicking the + button. Delete lists by clicking the trashcan icon. Note: Prospects who are on multiple lists which are part of the same campaign will only receive one copy of the email.
  9. Optional: If you would like to use a suppression list, mark Use Suppression Lists and select your suppression lists.
  10. Click Next
  11. Drag the Action icons into the large Drip Logic box on the right-hand side. Icons can be rearranged by dragging and dropping them in the desired order. Note: You must insert a pause of at least 1 day between sending an email and checking for opens or clicks.
  12. Once you've completed setting up Drip Logic, click Next.
  13. Confirm that your drip is set up properly, and click Confirm & Save.
Your drip program will be saved in Paused mode. Unpause it when you are ready to start the drip program by clicking the name of the drip program and clicking Resume drip program. Once unpaused, your drip program should start sending emails within an hour.

Video and More Resources

This video walks through the basics of creating a drip program in Pardot. Click here to expand the video.

Not what you're looking for? Check out these other articles:
Drip Program Overview
Drip Program Action Icon Glossary
Drip Program FAQs

Need more? Start a conversation with other Pardot users in the Trailblazer Community