Campaigns
Campaigns are one-time email broadcasts sent to a segment of your subscribers. Use them for announcements, newsletters, promotions, and any communication that goes to multiple people at once.
Campaigns vs Sequences
| Aspect | Campaigns | Sequences |
|---|
| Timing | One-time, scheduled | Ongoing, triggered |
| Trigger | Manual or scheduled | Automatic (tag/event) |
| Recipients | Filtered segment | Individual subscribers |
| Use case | Newsletters, announcements | Onboarding, follow-ups |
Campaign States
┌─────────┐ ┌───────────┐ ┌─────────┐ ┌────────┐
│ Draft │ ──▶ │ Scheduled │ ──▶ │ Sending │ ──▶ │ Sent │
└─────────┘ └───────────┘ └─────────┘ └────────┘
│
▼
┌───────────┐
│ Cancelled │
└───────────┘
| State | Description |
|---|
draft | Being created or edited |
scheduled | Queued to send at a specific time |
sending | Currently being sent |
sent | Completed sending |
cancelled | Manually cancelled before sending |
Creating a Campaign
1. Choose Recipients
Define who receives the campaign:
All Subscribers
Recipients: All active subscribers
Filters: None
Recipients: Filtered
Filters:
- Status is "active"
- Tags contains "customer"
- Tags not_contains "churned"
2. Select Email Template
Choose or create the email content:
- Use an existing template from your library
- Create new content in the editor
- Duplicate and modify a previous campaign
3. Choose Sender
Select who the email appears to come from:
4. Schedule or Send
- Send Now: Queue immediately
- Schedule: Pick a specific date and time
Filtering Options
Status Filters
| Filter | Description |
|---|
is subscribed | Only active subscribers |
is_not subscribed | Exclude active (rare use) |
Tag Filters
| Filter | Description |
|---|
contains [tag] | Has the specified tag |
not_contains [tag] | Does not have the tag |
Tags contains "customer"
Tags not_contains "churned"
Tags not_contains "unsubscribed"
Email Filters
| Filter | Description |
|---|
contains [text] | Email contains text |
not_contains [text] | Email does not contain text |
Email contains "@company.com"
Date Filters
| Filter | Description |
|---|
less_than [days] ago | Added within X days |
more_than [days] ago | Added longer than X days ago |
Added less_than 30 days ago
Name Filters
| Filter | Description |
|---|
firstName contains [text] | First name contains |
lastName contains [text] | Last name contains |
Filter Combinations
Filters are combined with AND logic:
Tags contains "customer"
AND
Tags contains "pro-plan"
AND
Added more_than 7 days ago
Sending Process
When a campaign is sent:
1. Campaign marked as "sending"
│
▼
2. Fetch all matching subscribers
(apply filters)
│
▼
3. Split into chunks (100 per batch)
│
▼
4. Queue each chunk for processing
│
▼
5. Each chunk:
- Render email with personalization
- Send via email provider
- Record in analytics
│
▼
6. All chunks complete
│
▼
7. Campaign marked as "sent"
Personalization
Available Variables
Use these in your email content:
| Variable | Description |
|---|
{{FIRST_NAME}} | Subscriber’s first name |
{{LAST_NAME}} | Subscriber’s last name |
{{NAME}} | Full name |
{{EMAIL}} | Email address |
{{customAttribute}} | Any custom attribute |
Example
<p>Hi {{FIRST_NAME|there}},</p>
<p>As a {{plan}} customer, we wanted to share...</p>
<p>Your account: {{EMAIL}}</p>
|there syntax provides a fallback if the name is missing.
Tracking
Open Tracking
When enabled, Sequenzy tracks email opens via a tracking pixel.
<!-- Automatically inserted -->
<img src="https://api.sequenzy.com/t/o/[tracking-id].gif" />
Click Tracking
When enabled, links are wrapped to track clicks:
<!-- Original -->
<a href="https://example.com">Click here</a>
<!-- With tracking -->
<a href="https://api.sequenzy.com/t/c/[tracking-id]?url=...">Click here</a>
You can enable/disable tracking per company in Settings → Tracking.
Analytics
After sending, view campaign performance:
| Metric | Description |
|---|
| Sent | Total emails sent |
| Delivered | Successfully delivered |
| Bounced | Failed to deliver |
| Opens | Unique opens |
| Clicks | Unique clicks |
| Unsubscribes | Opted out from this email |
| Open Rate | Opens / Delivered |
| Click Rate | Clicks / Delivered |
Tracking Over Time
View how engagement changes:
Day 1: 45% opens, 12% clicks
Day 2: 52% opens, 15% clicks
Day 7: 58% opens, 17% clicks
Campaign Types
Newsletter
Regular updates to your entire list:
Recipients: All active subscribers
Tags: contains "newsletter"
Schedule: Every Tuesday, 10am
Product Announcement
New feature or product launch:
Recipients: Filtered
Tags: contains "customer"
Send: Immediately
Recipients: Filtered
Tags: contains "active"
Tags: not_contains "enterprise" (they don't need discounts)
Re-engagement
Bring back inactive subscribers:
Recipients: Filtered
Tags: contains "inactive"
Added: more_than 60 days ago
Segmented Updates
Different content for different segments:
Campaign A: Pro Plan Updates
- Tags: contains "pro-plan"
Campaign B: Starter Plan Updates
- Tags: contains "starter-plan"
Campaign C: Free Tier Updates
- Tags: contains "free-tier"
Best Practices
1. Test Before Sending
- Send a test email to yourself
- Check personalization renders correctly
- Verify links work
2. Segment Thoughtfully
Don’t send everything to everyone:
✓ Feature update → Only to customers using that feature
✓ Upgrade offer → Only to free/starter tiers
✓ Renewal reminder → Only to annual subscribers
✗ Everything → All subscribers
3. Time Your Sends
- B2B: Tuesday-Thursday, 10am-2pm
- B2C: Evenings and weekends
- Consider time zones: Schedule for recipient’s local time
4. Monitor Deliverability
Watch your metrics:
⚠ Bounce rate > 5% → Clean your list
⚠ Complaint rate > 0.1% → Review targeting
⚠ Open rate < 10% → Improve subject lines
5. Respect Unsubscribes
- Process unsubscribes immediately
- Don’t re-add unsubscribed contacts
- Provide easy unsubscribe links
Campaigns vs Transactional
| Use Campaign | Use Transactional |
|---|
| Marketing messages | Order confirmations |
| Newsletters | Password resets |
| Promotions | Account alerts |
| Announcements | Receipts |
Don’t use campaigns for transactional messages—they may be delayed or filtered.
