Sending your first campaign

A campaign is a one-off send. Use it when you've got something to say once — a product launch, a webinar invite, a quarterly newsletter, an offer. For ongoing automated touches, see Sequences.

Go to Engage → Campaigns → New campaign to start.

Step 1 — Write the brief

Every campaign starts with a brief — one or two sentences describing what you want to say.

Example: "Announcing our new compliance dashboard — it bundles SOC 2 evidence collection with policy approvals. Aimed at security and ops teams. Demo link goes to /demo."

The brief is the one thing you have to write yourself. Everything downstream — email subject, email body, X thread — is adapted from it by the AI, using your brand voice as guidance.

Step 2 — Pick a target

Under Target, choose one of:

• All contacts — your full marketable list.
• A specific audience — a saved segment (static or dynamic).

Audiences let you target your hot leads, a specific industry, a specific source. See the Audiences article.

Step 3 — Pick channels

Tick the channels you want to use:

• Email — the default. Required for almost every campaign.
• X (Twitter) — adapt the brief into a 1–5 post thread you can schedule.

Step 4 — Hit "AI adapt"

Click the AI adapt button. The AI will generate:

• An email subject line.
• An email body using the block builder (heading, paragraphs, CTA button).
• An X thread (1–5 posts), if you ticked the channel.

This is a starting point. Edit anything you don't like — the AI is fast, not infallible. The block builder lets you reshape the email; the thread editor lets you re-write any post.

Step 5 — Set the CTA URL

Every campaign has a CTA URL — the link the button in the email and the link in the X thread point to. Set it once at the top, and it propagates everywhere.

Step 6 — Optional — set up an A/B test

If you want to test two subject lines or two email bodies, head to the A/B testing article. You can skip this and just send.

Step 7 — Optional — enrol opens / clicks into a sequence

Under Sequence follow-up, you can wire up: "anyone who opens this email → automatically enrol in Sequence X". This is how you build automatic nurture chains.

Step 8 — Schedule or send

Two final choices:

• Send now — fires immediately.
• Schedule — pick a date and time. We'll send then.

Once sent, the campaign moves to status: sent. You'll see opens, clicks, bounces, unsubscribes start to appear within minutes.

Step 9 — Read the results

Open the campaign after a day to see how it did. The detail page shows opens, clicks, unsubscribes, bounces, complaints, with a per-variant breakdown if you ran an A/B test.

What a healthy campaign looks like

A rough benchmark for a B2B SaaS audience:

Metric	Healthy
Open rate	25–40%
Click rate	2–5%
Unsubscribe rate	< 0.5%
Bounce rate	< 2%
Spam complaint rate	< 0.1%

These vary wildly by industry and list quality. Treat them as a sanity check, not a target.