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Campaigns let you run automated outbound outreach to a list of contacts. A campaign can:
  • Place phone calls using your Fluents.ai agents
  • Optionally include other outreach steps (such as email or SMS, depending on your setup)
  • Respect contact windows and timezones so you reach people at appropriate times
  • Automatically stop contacting people when clear exit criteria are met
On this page:

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What is a campaign?

A campaign is a structured plan for reaching a group of contacts over time. Conceptually, a campaign answers:
  • Who do we want to reach? → contacts from a CSV or CRM
  • How do we want to reach them? → phone calls (and optionally email/SMS steps)
  • When should we reach them? → contact window, timezone, and delays between steps
  • When should we stop? → exit criteria (for example, answered, opted out, unreachable)
Once configured, the campaign runs automatically:
  • Contacts enter the campaign (for example, when uploaded or synced)
  • The campaign schedules outreach steps according to your rules
  • Each contact eventually exits the campaign when conditions are met

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Key building blocks

Campaigns bring together several pieces of Fluents.ai.

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Contacts

The contacts are the people you want to reach. They can come from:
  • A CSV upload (for example, a list of leads)
  • A CRM integration (for example, HubSpot, Salesforce, GoHighLevel, etc.)
At minimum, each contact needs a phone number for phone steps.
Additional fields (for example, first_name, last_name, email, custom fields) can be used as context variables in prompts and messages.

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Agent

The agent is the AI voice that will handle phone calls for the campaign.
  • Each phone call step in the campaign uses an assigned agent.
  • The agent’s prompt, skills, and settings determine what happens in‑call.
You can reuse the same agent across multiple campaigns or specialize agents for different flows (for example, sales vs renewals).

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Numbers

Numbers are the caller IDs your contacts see when the campaign calls them. Campaigns can use:
  • Specific numbers, or
  • Sets of numbers chosen by tag (for example, sales-us)
Numbers determine:
  • Which line calls come from
  • How local the caller ID appears to contacts
See Numbers for more on how numbers are added and tagged.

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Contact window & timezone

The campaign contact window defines when contacts are allowed to be reached, for example:
  • Days of the week (Monday–Friday)
  • Times of day (for example, 9:00am–7:00pm)
  • Timezone behavior:
    • Use the contact’s local timezone if known
    • Fallback to a specific timezone if not
This ensures calls and outreach happen only during acceptable hours.

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Outreach flow (steps and delays)

The outreach flow is the sequence of steps the campaign will perform for each contact. Typical elements:
  • Step type – for example, Phone call (and, in some setups, Email or SMS)
  • Agent – which agent to use for phone steps
  • Timing – send “at the earliest eligible time” or “within a specific time window”
  • Delays between steps – for example, “1 day after phone call”
This lets you build simple or multi‑step follow‑up flows.

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Exit criteria

Exit criteria define when a contact automatically leaves the campaign. Examples include:
  • The contact answered a call from this campaign
  • The contact explicitly requested to stop receiving communication
  • The contact’s number is unreachable
Once an exit condition is met, the campaign stops scheduling new steps for that contact.

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How campaigns work with other parts of Fluents.ai

Campaigns do not exist in isolation—they use and feed other parts of the platform.
  • Agents
    Campaigns rely on your configured agents to handle phone calls.
    Agent settings (basic, advanced, post‑call) determine what calls look like.
  • Numbers
    Campaigns use numbers (often chosen by tag) as caller IDs.
    Managing numbers and tags well makes it easier to assign the right numbers per campaign.
  • Call History
    Every call placed by a campaign appears in Call history with its outcome and recording (if enabled).
    This is where you review what actually happened.
  • Post‑Call Actions
    The agent’s post‑call settings can trigger summaries, CRM updates, SMS or email follow‑ups after each call.
    Campaigns determine who is called when; post‑call behavior determines what happens after each call.

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When to use a campaign vs. an inbound agent

You don’t always need a campaign. Use only an inbound agent when:
  • You want to answer incoming calls on a phone number
  • People call you (support line, after‑hours line, main business number)
  • You’re not driving proactive outreach to a list
Use a campaign when:
  • You want to proactively reach a list of contacts
  • You’re running sales outreach, appointment reminders, payment reminders, or re‑engagement
  • You need consistent scheduling, retries, and tracking across many contacts
A simple rule of thumb:
If your team would normally “work a call list” manually, you probably want a campaign.

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Typical campaign patterns

Here are a few common campaign shapes.

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Simple outbound call campaign

Goal: Reach a list of leads once with a single call.
  • Contacts: uploaded CSV or CRM list
  • Flow: one phone call step
  • Contact window: weekdays, business hours
  • Exit criteria: contact answered, opted out, or unreachable

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Multi‑step call campaign

Goal: Try a contact more than once before giving up.
  • Flow:
    • Step 1: Phone call
    • Wait: for example, 1 day
    • Step 2: Phone call (same or different agent)
  • Contact window and timezone respected for each step
  • Exit criteria: answer, opt‑out, or unreachable

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Call plus follow‑up message

Goal: Call the contact and, depending on outcome, send a follow‑up via another channel.
  • Flow:
    • Step 1: Phone call
    • Optional further steps (for example, SMS or email) depending on conditions
  • Agent’s post‑call actions and your messaging tools handle the follow‑up content.

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Where to go next