Creating Campaigns

Creating campaigns involves picking a name, creating a description, and defining the segments to associate with the campaign. These campaigns can then be assigned a category and defined publishing information.

Why use a campaign

How to create your first campaign

  1. Before using the campaign builder, Click on + New you’ll want to give your campaign a name. It’s also helpful to add a description so your colleagues know what the campaign is for at a glance.
  2. Allow contacts to restart the campaign: One contact (based on ID) usually can’t repeat the same campaign ID. Enable this option if you’re building a campaign for a recurring message (birthdays, subscriptions) or transactional operations (activity notifications, adding to a lead score, updating data, etc.) Contacts can go through the same campaign multiple times without you having to clone the campaign.

Note: Contacts can’t restart a campaign until they have been removed from the campaign. This doesn’t have to be manual for every contact. There’s an action option in the campaign builder to remove contacts once they’ve gone through a campaign.

  1. Publish options: Be careful not to publish a campaign until you’re actually ready for it to go live. If there are already contacts in a campaign, changes to a published campaign won’t always apply to those contacts. Changes beyond any already scheduled (including pending) events will apply. If the changes are to already scheduled events, they won’t apply. Changes won’t apply if the contact has already passed the stage in the campaign you’re making changes to. Adding new events directly from the contact source won’t apply to contacts already in the campaign.

To schedule a campaign’s publish date and time:

  1. Testing: It’s often a good idea to start with a test campaign, using a segment of internal contacts or users as the contact source. Once you’ve built and tested the campaign and are happy with how it works, clone it and add the source you want to actually go through the campaign. In testing, you can also use different time periods - so instead of waiting a week for your next email, you can set it to send after 5 minutes.

Campaign builder

To get started with the campaign builder. Click on Launch Campaign Builder.

Campaigns are triggered to either segments, or contacts who submit forms. Once you’ve selected either segments or forms, you’ll select the actual segments or forms to use.

Adding events

After selecting a contact source, click the gray semi-circle at the bottom of the source box to select an event type.

Once you’ve chosen an event type and added an event, you’ll either see two connectors (decisions and conditions) or one connector (actions).

Decisions and Conditions have yes and no paths.

When the contact meets the criteria for the decision or condition, they follow the yes path. To add events on the yes path, click the green connector on the left side of the event box. If the contact doesn’t meet the criteria for the decision or condition, they follow the no path. To add events on the no path, click the red connector on the right side of the event box.

The lines connecting the decision or condition and the next event match the connector color to help follow the contact’s journey. Campaign Studio’s campaign builder is non-linear and multi-channel. It’s possible to have several actions happening at the same time, or mix decisions, actions, and conditions at one time in a campaign.

Event Types

Decisions are behaviors from your contacts, or actions your contacts take. The options for decisions will change based on the campaign actions before the email. If a contact does something, Campaign Studio sends them down the green path on the left side of the bottom of the condition box, which indicates yes. If not, the contact goes down the red path on the right.

When a contact requests a slot, it means they're a member of that campaign and they visit the page that the dynamic content is on. When building the campaign, follow this decision with an action type of Push dynamic content.

Sends a text message: If your Twilio account is set up to receive inbound text messages, you can track if a contact has sent you a text message with a certain pattern of text. For example, if you had an ad campaign with the instruction to text Campaign Studio to a specific phone number, you can look for text messages which include Campaign Studio. To look in your SMS inbox for any message, leave the Pattern the reply should match field empty.

Submits form: Did the contact submit any of your Campaign Studio forms? You can also limit this decision to track specific forms, so the contact submitting a form relevant to this campaign meets the decision criteria, but other forms do not meet the criteria.

Visits a page: Did the contact visit any of your landing pages? Did they visit a tracked page on your website? Did they come from a specific referrer URL? Select any of these options in this decision type.


Actions are events which require Campaign Studio to do something to the contact or contact record. These can represent sending communications to the contact, or automated operational tasks to keep your marketing running. A single campaign, and even a single stage in a campaign, can include many actions and types of actions.

Note: Transactional emails may be sent to contacts multiple times, either in the same campaign or across campaigns. Marketing emails may only be sent once to each contact across all campaigns. Transactional emails ignore the default frequency rule. For more information, see frequency rule.


Scheduling events


There are no scheduling options on decisions. As soon as the criteria for the decision is met, the contact is sent down the green/yes path. Any actions or conditions after the decision are scheduled separately. Any actions on the red/no path will wait a specified time period before triggering.



Article Number: 13
Author: Jul 11, 2022
Last Updated: Jul 11, 2022
Author: Leon Elias-Oltmanns [[email protected]]

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