A campaign works a list of contacts for you. Each contact enters, moves through a
sequence you define, and leaves when something conclusive happens.
The word to hold on to is sequence. A campaign is not a bulk dial. It is a set of
steps applied to each contact independently, at their own pace.
Campaign or inbound agent
You do not always need a campaign.
Use an inbound agent alone when people call you. A support line, an after-hours
line, a main business number.
Use a campaign when you are reaching out. Sales outreach, appointment reminders,
payment reminders, re-engagement.
If your team would otherwise work a call list by hand, you want a campaign.
What a campaign is made of
Contacts are who to reach, imported from a file or pulled from a CRM.
A sequence is what happens to each of them, one or more steps with waits between.
An agent does the talking on each call step.
A schedule decides which days and hours contacts may be reached, in a timezone you
set. This is separate from the campaign so several campaigns can share one set of
calling hours.
A caller number is what shows up on the recipient’s phone.
Exit criteria decide when a contact is done and should stop receiving steps.
The most common surprise is a contact who stops receiving steps.
A contact leaves when they answer, when they ask to stop being contacted, or when
their number turns out to be unreachable. Answering counts as an exit, which is
usually what you want. The campaign existed to reach them, and it did.
If you are expecting a follow-up that never arrives, this is almost always why.
Common shapes
One call. Reach a list once. Import contacts, one phone step, business hours. The
right place to start, and often enough.
Try more than once. A phone step, a wait of a day, another phone step. Contacts
who answered on the first attempt have already exited, so the second step only reaches
the ones you missed.
Call, then follow up in writing. A phone step followed by a message step, for when
a conversation needs something in writing afterwards.
Build the one-step version first even if you know you want three. The failures you
find in a single step are the same failures that would have been three times harder
to see.
Where campaigns touch everything else
Campaigns place calls, so they consume your concurrency limit. A campaign that
seems slow is often queued behind that ceiling rather than broken.
They dial from your numbers, and calling too hard from one number gets it flagged
as spam by carriers. Pacing exists for this and is worth setting before volume, not
after.
Every call a campaign places lands in your call history like any other, and post-call
processing applies to them in the usual way.
Where to go next
