An Overview of Events in Drip


Events are a powerful feature that is at the heart of how Drip works. And there are so many of them. In this tutorial, I’ll walk you through each one so that you can FULLY understand what they are.


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Events are things that happen. This can be someone opening your email or clicking on a link. But they can get more advanced like having a subscriber visit a specific page or purchase a product.

Actions are things that get done or need to be done. When it comes to email, it can be things like sending an email or tagging a subscriber or adding them to a specific campaign.

At the core of how Drip functions are these events and actions. You can use them in rules and you can use them in workflows.

Let’s go through all of the events.

Events in Drip

Applied a tag: This is exactly what it sounds like. If somewhere along the line, your subscriber gets tagged for doing something, that’s the event – Applied a tag. 

For this event to be triggered, you would actually have to set it up. You could say whenever someone downloads a specific lead magnet, they are tagged. That would trigger this event.

Became a lead: This has to do with your lead scoring. Lead Scoring is a process that gives your subscribers points for different things they do – everything from opening an email to clicking a link to almost anything you define.

In your lead scoring settings, you can set a certain point value where if a subscriber gets that amount of points, they will be considered a lead. I show you how to do that in my video on Lead Scoring

Events in Drip

Clicked a Trigger Link: You can send trigger links to your subscribers and then, if they click that link, it performs a specific action. I show you how to do that in this video.

Completed a campaign: If someone subscribes to one of your campaigns, when they complete that campaign, that’s actually an event. And you can use that event to trigger a specific action.

Opened an email: When you select this option, you can then specify which email you’re referring to. It can be any email - a specific broadcast, campaign or automation email.

Performed a custom event: These are events that are not automatically tracked by Drip.

They are events that you defined and want to track that are specific to your business. I have a video showing you exactly how to create custom events in Drip.

Removed a tag: There are specific situations in which tags are removed. Maybe your subscriber was a member of your program but decided to leave and you have it set to remove the tag at that point. Well, that’s an event, and you can have it trigger a specific action.

Replied to an email: I love this one. I have an email that I send out where I hint to my subscribers that if they reply to that email, something special will happen. Then when they reply, I have an email set up to automatically go out to them that provides even more value.

Submitted a form: If someone submitted a specific form, you can have that trigger a specific action. See my video on how to create a form.

Subscribed to a campaign: Once you have campaigns created, Drip will track whenever someone subscribes and you can have it trigger all kinds of actions.

And of course, when they unsubscribe, that’s an event that’s also tracked in Drip.

Updated a custom field: Whenever someone subscribes, you get some of their info – at a bare minimum, you get their email address. In many cases, you may get their name and even other info.

If you have a way for them to add more info, you can have that event trigger a specific action. Let’s say you also collect their address. You can trigger a specific action if their city is Florida (for example).

Updated lifetime value: This will apply if you’re selling stuff. You can have Drip track your sales information and update their lifetime value.

As an example – I use Stripe for my payment processor, and I have Stripe linked to Drip so that when someone makes a payment, their lifetime value gets updated. I can set up a rule that says the following: If their lifetime value exceeds $1,000, trigger a specific action.

Visited a page: Let’s say you have a product you're selling and someone visits the sales page. You can then send them an email that says something like . . .

Hey, I noticed you were checking out my sales page. Cool product isn’t it? BUY IT NOW. LOL – Ok, maybe not quite like that, but you get the point.

For this to work, you have to add Drip tracking to your site.

QUESTION: Which event are you most excited to track? Go ahead and leave your answer to this question in the comments area below.

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