Just be careful configuring your drips, as it can grow exponentially…LITERALLY! Suppose you have 3 outcomes per email (open, click, no action) and you have 4 different mail pieces. So how many potential actions do you have? 1 + 3¹ + 3² + 3³ = 40. 40 different outcomes. And if you have three different personas, then you’re looking at 120.