Campaign
One audience, one piece of content, one sequence.
A campaign is the unit you create, launch and measure. It ties together three things:
| Part | What it is |
|---|---|
| A lead list | Who the campaign goes to |
| Content | The video, deck or landing page recipients receive |
| A sequence | What gets sent, on which channel, and when |
Each of those is exactly one per campaign. That is the single most useful thing to know about the model: changing the audience, the content or the sequence means a new campaign, not a variant of an existing one.
Why one of each
It keeps attribution honest. Because a campaign has one audience and one sequence, its reply rate means something specific. A campaign that could send three different sequences to five different lists would produce a number nobody could act on.
The practical consequence is that campaigns are cheap and plentiful. Scaling usually means more campaigns, not bigger ones.
Lifecycle
A campaign is a draft until its sequence is started. Building one changes nothing in the world; starting it begins contacting people. Those are separate actions in the app, and separate permissions over the API, for the same reason.
Once running, it can be paused and resumed. Pausing stops further steps going out; it does not undo what was already sent.
Metrics
A campaign reports how many leads it holds, how far they have progressed, how
much was sent, and how much came back. See
Sequences for reading them, and
campaigns.getMetrics for
fetching them programmatically.