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How to send a drip campaign from your Gmail account

Using Gmail, Google Docs, Zapier, and GMass, you can easily set up a series of “drip” emails to be sent in a timed sequence to new people who sign up for your software, your email list, or indicate interest in your product or service. For example, let’s pretend you own an email proofreading service, and you want to welcome all of your new subscribers with a 5-part email series on writing more effective emails, with each of the five emails containing one important tip and dripped on a set schedule.

First, what is a drip campaign?

A drip email campaign is any automated series of emails sent to your email list either on a set schedule or triggered on the behavior of the people on your list. In GMass terminology, we refer to a “drip campaign” as a series of emails sent to your list on a set schedule, while we refer to an auto followup sequence as a series of emails sent to your list on a set schedule until they take an action, like reply.

A drip campaign is used for communicating information in a steady stream to your customers and prospects to train or educate them. It sends to your entire contact list on a set schedule, and it doesn’t break the flow until each contact has received each email in the sequence.

An auto followup campaign, also referred to as a cold email campaign, is used to persuade the members of your list to take some action, like replying, or clicking a link. These campaigns do stop after the recipient has taken some action, like replying.

Step 1: Create the 5 individual email messages

Just compose each email exactly the way you want it to look, and send it to yourself using the GMass button. This saves the template into GMass, and will allow us to select it later when we set up the series of emails.

I draft the email for “Tip 1”, and use the GMass button to send it to myself. This saves the template in the GMass system.


I then do the same for “Tip 2”, and repeat the process for each email that I want to be part of this series of emails sent to my new signups.

Step 2: Determine who will receive the drip series

Do you want to send the drip campaign to just a static group of recipients? If so, you don’t need Google Sheets or Zapier. You can just paste the list of email addresses into the To field of the Compose window when you set up the campaign. If, however, you want the series of emails to include personalization beyond just the email address and name, then you should store your email addresses in a Google Sheet.

Finally, if you want to really get fancy, you can connect your in-house database to Google Sheets using Zapier, and use GMass’s capability of sending emails to new rows in your spreadsheet in an automated fashion. Using this technique, anytime you get a new signup, that signup will get added to your Google Sheet, which will then place them into the automated drip email sequence.

Step 3: Set up the campaign

The original campaign will contain the first email in the five-part series, and we’ll use the first auto follow-up to send the second email in the series, the second auto follow-up to send the third email in the series, and so on. Hit the Gmail Compose button, and configure your campaign, or if you’re connecting to a spreadsheet, click the Spreadsheet icon at the top to first connect, and then configure your campaign as follows:

Note the following in how I’ve set up this campaign:

  1. The first tip email in the series is my actual campaign, so that’s what you see in the Subject/Message area of the Compose (even though it’s hidden in the screenshot). The Stage 1 auto follow-up is set to Tip 2, the Stage 2 auto follow-up is set to Tip 3, and so on and so forth.
  2. The condition is ALL, rather than the NO REPLY or NO OPEN option, which is what you might be used to using. Since this is a sequence of emails we want sent to everyone, regardless of whether they reply or open, we set the condition to ALL. Also, because it’s set to ALL and set to use a “custom message” rather than typed out text, each Stage of the series will send as a new thread, rather than a reply to the previous email in the series. If the condition was NO REPLY or NO OPEN, then each Stage would send as a reply to the previous email in the series.
  3. I’ve spaced each stage of the series apart by 7 days. This way, my list will receive one tip per week. If I wanted them to instead receive a tip daily, then I’d change the “days” setting to 1, 2, 3, and 4, respectively.
  4. I’ve checked the Repeat daily to new Sheets addresses box. With this option checked, GMass will check daily for any new email addresses in the spreadsheet, and if found, will start sending those new people this same 5-part email series.


Using Gmail and GMass, and optionally Google Sheets and Zapier, you can put everyone who signs up for your product, your email list, or your webinar into an automated drip email campaign, where every email is sent from your Gmail account. The advantages of sending the emails from Gmail are many, including the world’s highest deliverability and using a tool which with you’re already familiar and love…Gmail!

See why GMass has 300k+ users and 6,600+ 5-star reviews

Email marketing. Cold email. Mail merge. Avoid the spam folder. Easy to learn and use. All inside Gmail.


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  1. Thanks Ajay, this is a clean solution at a fraction of the price of other methods. The majority of people don’t need much more than this level of complexity.

    PS: is there a clean way of acquiring the email address OR what sort of form/widgit stuffs into google sheets?

  2. Hi Ajay

    How can I delete old campaigns? I simply use ‘Meeting’ as a subject header on a sequence of 3 emails as it elicits a good open rate.

    Now when loading content, I have a number of emails titled ‘meeting’ and I can’t distinguish between each stage of the sequence. As it’s the new year, I have a new campaign/content but I wish to use the same subject header.

  3. Hi Ajay,

    If we have a sequence of say 3 emails, using a google sheet for personalisation of name, company, email, city.

    When I attach a google sheet, I currently only get personalisation on the first email in the sequence.

    ie: first email says “Chicago”, second and third email says “{city}” (the actual token, not the city name)

    How do I ensure that the personalisation occurs on all 3 emails in the sequence.


  4. Scenerio:

    I’ve connected a multi-email campaign to a google Forms Responses sheet.

    I send part one of my 3 part series using gmass.

    Meanwhile, Someone fills out the form (thus adding their answers to my responses sheet) Note: this is AFTER i’ve connected the sheet to GMASS & initiated the campaign.

    Will they receive the second & third messages in the series?

    1. Hi Dave,

      You can set your succeeding forms to only send the next email in your series IF they clicked the form or send to all recipients regardless of if they’ve clicked, opened, or responded. If you’d like to not have them be sent the next email in the series, you can also use your responses sheet as a suppression list so that those that have filled out your form will no longer be sent succeeding emails in your series. Please see https://www.gmass.co/blog/use-a-google-sheets-spreadsheet-as-a-dynamic-email-suppression-list/

    2. Umm sounda a little complex to me. If you see this can you reach out to me @tishamalakooti on insta or online

  5. Hi,

    We wanted to setup AutoFollow-up if we haven’t received a reply and use a different subject line for the customized follow up message. How do we do that?

    1. Hi Lea,

      You would just need to pause the campaign, edit the subject of the draft for the follow-up and re-send to yourself. Then go back to your auto follow-ups and select the new draft with the edits to the subject field.

  6. Hi Marvin,

    How do I personalize the follow-ups emails? I have tried what Ajay mentioned as sending myself emails, I want to see part of the series, and unfortunately, you can personalize them.

    Let me know what to do. I just subscribed without having the option of a free trial, and I will need a refund if there is no way for me to personalize my follow-ups emails.


    1. Hi Nadine,

      To personalize follow-up emails, you can use the same merge tags (based on your connected spreadsheet’s column headers) that were used in your initial outreach.

      For example, if you have a spreadsheet with the following columns: name, email, phone, and address; you can use {name} {email} {phone} and {address} for both your initial outreach and any follow-up emails you’ve set up.

  7. Can my follow-up emails be as such:

    – Reply to the original email
    – New email
    – New email
    – Reply to the above email
    – New email
    – Reply to the above email

    Not sure how to go about this

    1. Hi Bryan,

      Unfortunately, no. Follow-ups are set together so you can only choose the follow-ups to be sent as either all replies or all as new emails.

  8. I want to know if I can use Gmass to send out a sequence to potential clients that I’ve already sent a proposal to. I don’t have a Google Sheet. I was wondering if I can just build a sequence on top a current email chain which already exists in my inbox.

    Is this something that can be done? Or do I need to take the clients name and email, create a form on Sheets and then start a campaign from there?

    1. Hi ZS,

      You would need to start a new email campaign. You don’t have to use Google Sheets, you can manually just input your intended recipients’ addresses in the compose window’s TO field. However, we recommend using a Google Sheet to give you more options with your personalization/mail merge.

      If your potential clients’ emails are in a label, you can actually build an email list using GMass from a specific label. To learn more, please see https://www.gmass.co/blog/build-email-list-from-gmail-account/#glabel

  9. Hi there.

    What happens to auto-replies for OOO or rejected and bounced emails.

    For Out Of Office. Will Gmass still continue to send to them or are they counted as a reply.
    For Rejected, bounced undelivered, and all those. Will they be removed from the list and not emailed anymore or are we not yet that advanced?


    1. I’m currently testing this feature as part of a Zapier automation. Quick question, where do I find the email templates once scheduled? I can only find and edit the first message.

      Would I need to find the original email in my Sent items and edit before resending via GMass to update the template?

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