A campaign writes to a list of people on your behalf: a first email and follow-ups, each at its own pace, from your own mailboxes. A reply stops the sequence for that person and brings the conversation to you.
Create one
Under Outreach, New campaign takes a name and a goal. The goal gives the campaign its pipeline stages and a ready-made sequence to start from:
| Goal | Stages |
|---|---|
| Sales | Interested · Meeting · Proposal · Deal |
| Partnerships | Interested · Terms · Agreed |
| Press and bloggers | Interested · In the works · Published |
| Hiring | Interested · Interview · Offer · Hired |
| Reviews | Agreed · Review left |
| Win-back | Interested · Came back |
| Link building | Tracks whether your link went live on the person's site |
| Plain outreach | No stages |
Stages can be renamed and changed under Stages.
The sequence
Sequence holds the first email and the follow-ups, each sent a set number of days after the previous one. Ready-made sequence writes three emails for the campaign's goal; what only you can write is marked [fill in: …], and the campaign does not launch while such marks are left.
In the text and the subject, variables fill in per person: {{name}}, {{domain}}, {{target}} (the page or link of the campaign), {{opener}} (a personal opening line), {{unsubscribe}}, and your own fields as {{field name}}.
For each follow-up:
| Setting | What it does |
|---|---|
| Send to | Everyone who has not replied, or only those who opened, did not open, clicked or did not click. Open and click conditions need tracking turned on |
| In the same thread | Sends it as a reply to the previous email; an empty subject means Re: to the first one |
| Second version of the email | Half the people get the first version, half the second; the report shows which one gets replies |
| What to do | An email, or a step of your own: a call, a message elsewhere or another task. No email goes out then; you get a task for the day, and the sequence moves on once you mark it done |
An out-of-office auto-reply does not stop the sequence; it only postpones the next email.
To myself sends any email of the sequence to your own mailbox as a test.
Sending
| Setting | What it does |
|---|---|
| Sending mailboxes | The mailboxes the campaign writes from, taking turns |
| Emails per day | The campaign's daily limit |
| From hour, To hour, Skip weekends | When emails go out |
| In the recipient's own hours | Sends in the person's working hours when their time zone is known: from a field you gave, the phone code, the city, the country or the address domain |
| At most one email every | A frequency cap per address across all your campaigns |
| Stop, % | Pauses the campaign by itself when this share of the last thirty emails bounced |
| Unsubscribe header | The recipient's mail program shows its own unsubscribe button |
| After the text of every email | A footer, usually the unsubscribe link and your company's address |
| The mailbox signature | Adds the signature under the text |
| Check the address first | Before the first email: the domain has mail, there is no typo, the mailbox is not disposable |
| Do not write to those who have written to us before | Leaves people you already know for your decision |
| Several people at one company | Write to each, write to all and stop the rest once one replies, or write in turn |
Open and click tracking is off by default. A tracking image and rewritten links mark an email as bulk mail and turn it into HTML, so turn tracking on only if the numbers matter more than deliverability.
Launch
Start first checks the campaign the way it will be sent: a missing value for a variable, a [fill in: …] left in the text, a subject in capitals. Problems stop the launch; advice is yours to take or leave. If the sending domain has deliverability issues, the campaign starts and tells you to look at Deliverability.
With the assistant
With the writing assistant connected, a campaign can write a personal opening line for each person from their site's home page, sort replies into interested, declined, not now and asks to stop, and say what would stop people from replying to an email. The service receives a digest of the person's home page and the text of their reply, nothing else.
Working as a team
Give access shares a campaign with a teammate, to view it or to work the prospects.