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. Workspaces with the SMS add-on can also send SMS campaigns: the Campaigns screen gains an Email / SMS switch, and text campaigns follow the same message, recipients, schedule, and review steps. See SMS campaigns for the SMS-specific rules.

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 │    │  Paused  │
     │         └───────────┘    └──────────┘
     │
     ▼  (safety review, see below)
┌──────────────────┐     ┌───────────┐
│ Waiting approval │ ──▶ │  Rejected │
└──────────────────┘     └───────────┘

State	Description
`draft`	Being created or edited
`scheduled`	Queued to send at a specific time
`waiting_approval`	Held for safety review before it can be queued
`rejected`	Safety review declined the send; the reason is returned in `rejectionComment`
`sending`	Currently being sent
`paused`	Sending was paused manually or by a company-level sending lock
`sent`	Completed sending
`cancelled`	Manually cancelled before sending

Safety Review

Scheduling a campaign can put it in waiting_approval instead of scheduled. This is an anti-abuse hold, not an error: nothing is sent while a campaign is in this state, and the campaign is not lost. This most often happens on new accounts. The checks run against your account and your sending domain, so a brand-new workspace or a recently registered domain is the usual reason a first send is held. Once your account and domain have a track record, later sends normally go straight to scheduled. A campaign is held when any of these apply:

New or unverifiable domain. Your sending domain or your company website domain was registered in the last 7 days, has no public registration record, or the website did not respond when we checked it.
Content that matches known abuse patterns. Business-opportunity, guaranteed income, or high-pressure “act now” language in the subject, preheader, or body.
Automated content review. Campaigns to more than 10 recipients, or campaigns whose content hits our review watchlist, are checked automatically before the first send.

Established accounts that our team has marked as trusted skip these checks entirely.

What happens next

Held campaigns are reviewed by the Sequenzy team. When a review finishes:

Approved - the campaign returns to scheduled and sends at its original time. If that time has already passed while it waited, it moves straight to sending.
Rejected - the campaign moves to rejected and the reason is available in rejectionComment on GET /api/v1/campaigns/{campaignId}, sequenzy campaigns get <id>, and the get_campaign MCP tool.

The hold is evaluated per schedule call, not stored permanently on the campaign. Fixing the underlying cause (verifying a domain that now has history, rewriting flagged copy) and scheduling again is enough - you do not need a per-campaign exemption.

If you are building an unattended integration, treat waiting_approval as a normal outcome of scheduling. Check status in the schedule response, and if it is waiting_approval, log it and poll the campaign instead of retrying the schedule call. Retrying will not clear the hold.

If your account sends automated campaigns and you keep hitting review, contact support and ask to have the workspace marked as trusted. There is no API parameter or dashboard setting that bypasses the review.

Creating a Campaign

1. Choose Recipients

Define who receives the campaign: All Subscribers

Recipients: All active subscribers
Filters: None

Filtered Segment

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

You can also make individual blocks conditional. In the block settings, use Conditional Display to show that block only when a recipient value matches a rule such as equals, contains, exists, or numeric comparisons. Conditions are not limited to profile values: you can also target segment membership, custom events (for example “performed purchase in the last 30 days”), tags, lists, subscription status, engagement (opened or clicked recently), Stripe and store purchases, signup date, email provider, and SMS status - the same filters you use to build segments. These rules are checked against live subscriber data when each email is sent. For an else branch, use the Conditional (if/else) block, or duplicate the block and invert the rule on the copy. Attribute and variable conditions use the same merge-tag variable names you already use in emails, but without the {{ }} braces.

3. Choose Sender

Select who the email appears to come from:

From: "Sequenzy Team" <hello@sequenzy.com>

4. Schedule or Send

Send Now: Queue immediately
Schedule: Pick a specific date and time
Spread Over Time: Distribute sends linearly over 1–72 hours

You now choose these in two layers:

Start time: Send now or schedule a future start
Delivery strategy: All at once, Spread Over Time, or Send Time Optimization

Recurring Campaigns

Scheduled campaigns can repeat automatically. When scheduling, set Repeat to “Every week” or “Every month” and the campaign becomes a recurring template:

At each run time, Sequenzy duplicates the template into a normal one-shot campaign and sends it
The audience is re-evaluated at every run, so new subscribers who match the list or segment are included and removed ones are skipped
Each run gets its own campaign (named after the template with the run date) with its own stats
The email content is snapshotted per run - you can edit the template between runs, and the next run picks up your changes without altering past runs
Cancel the recurring campaign to stop the series; runs already sent are unaffected

Recurring campaigns pair well with dynamic product lists: a repeat block with Recommended products and Rotate between sends turned on sends each subscriber a fresh selection every month without repeating what they already saw.

If the platform is briefly unavailable at a run time, the run starts as soon as it recovers. Runs missed by more than the full interval are skipped, not sent in a burst.

5. Spread Over Time (Optional)

Enable Spread Over Time to distribute your campaign sends gradually over a configurable window, protecting your sender reputation during warmup. How it works:

Choose when the campaign should start sending
Select “Spread over time” as the delivery strategy
Use the slider to choose a delivery window (1-72 hours)
The first batch sends at the chosen start time
Remaining batches are spaced evenly across the window

When to use:

Warming up a new sending domain
Sending your first large campaign (1,000+ recipients)
You’ve sent fewer than 10,000 emails total (Sequenzy will recommend this automatically)

Example:

Campaign start: Tomorrow at 9:00 AM
Spread window: 12 hours
Subscribers: 1,200
Chunks: 5

Chunk 1: Sent at 9:00 AM
Chunk 2: Sent at 12:00 PM
Chunk 3: Sent at 3:00 PM
Chunk 4: Sent at 6:00 PM
Chunk 5: Sent at 9:00 PM

Spread Over Time and Send Time Optimization are mutually exclusive. You can only enable one per campaign.

Pauses and Sending Locks

A manual campaign pause stores the pause on that campaign. You can resume it from the campaign page, and Sequenzy uses the saved spread setting unless you choose a new one on resume. Company sending pauses and real account bans are different. They act as parent sending locks and do not rewrite every campaign row. Running or due scheduled campaigns show Sending paused while the lock is active. When the lock is removed, campaigns that are still sending or already due continue through the normal resume worker; future scheduled campaigns wait for their scheduled start. If you do not want a campaign to continue after company sending is restored, pause that campaign manually. The manual pause remains until you resume it.

6. Send Time Optimization (Optional)

Enable Send Time Optimization to deliver emails at each subscriber’s optimal time based on their engagement patterns. How it works:

Toggle “Send Time Optimization” on the schedule step
Sequenzy analyzes each subscriber’s historical open times (last 90 days)
Emails are delivered within a 12-hour window at each subscriber’s optimal hour
Subscribers without enough data receive emails at the scheduled time

Requirements:

Subscribers need at least 5 email opens in the last 90 days
The UI shows how many subscribers have computed optimal times

Example:

Campaign scheduled: 9:00 AM
12-hour window: 9:00 AM - 9:00 PM

Subscriber A: Usually opens at 2:00 PM → Sent at 2:00 PM
Subscriber B: Usually opens at 6:00 PM → Sent at 6:00 PM
Subscriber C: Not enough data → Sent at 9:00 AM (scheduled time)

After sending, view the delivery distribution chart to see how STO spread your campaign across hours.

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

Example: Target customers, exclude churned:

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
`is [address]`	Email is exactly this address
`is_not [address]`	Email is anything but this address

is and is_not match the full address and ignore case, so they are the right choice for explicit allowlists (QA contacts) and exclusions. Use contains when you want a domain or substring. Example: Target company emails:

Email contains "@company.com"

Example: Only a fixed list of test contacts:

Email is "qa1@company.com" OR Email is "qa2@company.com"

Date Filters

Filter	Description
`less_than [value]`	Added within/after a value
`more_than [value]`	Added before/older than it

You can use rolling values like 7 days ago, natural language like last week, or fixed dates like 2026-03-01 and Mar 1 2026. Rolling values update automatically as time passes. Fixed dates stay fixed. Examples:

Added less_than 30 days ago
Added more_than 2026-03-01

More targeting examples:

Status is "active"
Added less_than 7 days ago
Tags contains "customer"

Tags contains "trial"
Added more_than Mar 1 2026

Attribute trial_ends_at lte 3 days from now
Email contains "@company.com"

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

This targets: Pro plan customers who signed up more than a week 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>

The |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

Revenue Attribution

If you have goals configured, sent campaigns show revenue attribution metrics:

Metric	Description
Conversions	Goal conversions attributed to this campaign
Revenue	Total tracked value from attributed conversions

Attribution uses a 24-hour window from email interaction to conversion. Works automatically with Stripe, Polar, Paddle, and Dodo integrations.

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

Most engagement happens in the first 48 hours.

Resending to Non-Openers

After a campaign finishes sending, you can resend it to everyone in the same audience who didn’t open it. This is a simple way to recover opens - a second touch, often with a fresh subject line, reaches the people who missed the first send. On a sent campaign, use the Send to non-openers button. Before creating anything, it shows an estimate of how many subscribers haven’t opened the campaign yet, so you know the size of the resend up front. Confirming creates a new draft named <campaign> (Non-openers) that:

Reuses the original campaign’s audience (all subscribers, lists, a saved segment, or a filtered audience), and
Adds a “didn’t open this campaign” rule so only people who haven’t opened it yet are targeted.

The draft is not sent automatically. Review it, tweak the subject line, then schedule or send it like any other campaign. Manual exclusions from the original send are preserved; manually added recipients are dropped so they don’t bypass the rule.

Resending to non-openers becomes available 6 hours after a campaign finishes sending. This gives opens time to register, so the estimate and the resend audience are accurate.

This is also available outside the dashboard:

API: POST /api/v1/campaigns/{campaignId}/resend-to-non-openers (see the API reference)
CLI: sequenzy campaigns resend-to-non-openers <id>
MCP: the resend_campaign_to_non_openers tool

Campaign Types

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

Promotional

Sales, discounts, special offers:

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.

Sequences

Automated multi-step workflows

Subscribers

Managing your contact list

Transactional

Per-user triggered emails

​Campaigns

​Campaigns vs Sequences

​Campaign States

​Safety Review

​What happens next

​Creating a Campaign

​1. Choose Recipients

​2. Select Email Template

​3. Choose Sender

​4. Schedule or Send

​Recurring Campaigns

​5. Spread Over Time (Optional)

​Pauses and Sending Locks

​6. Send Time Optimization (Optional)

​Filtering Options

​Status Filters

​Tag Filters

​Email Filters

​Date Filters

​Name Filters

​Filter Combinations

​Sending Process

​Personalization

​Available Variables

​Example

​Tracking

​Open Tracking

​Click Tracking

​Analytics

​Revenue Attribution

​Tracking Over Time

​Resending to Non-Openers

​Campaign Types

​Newsletter

​Product Announcement

​Promotional

​Re-engagement

​Segmented Updates

​Best Practices

​1. Test Before Sending

​2. Segment Thoughtfully

​3. Time Your Sends

​4. Monitor Deliverability

​5. Respect Unsubscribes

​Campaigns vs Transactional

​Related

Sequences

Subscribers

Tags

Transactional

Campaigns

Campaigns vs Sequences

Campaign States

Safety Review

What happens next

Creating a Campaign

1. Choose Recipients

2. Select Email Template

3. Choose Sender

4. Schedule or Send

Recurring Campaigns

5. Spread Over Time (Optional)

Pauses and Sending Locks

6. Send Time Optimization (Optional)

Filtering Options

Status Filters

Tag Filters

Email Filters

Date Filters

Name Filters

Filter Combinations

Sending Process

Personalization

Available Variables

Example

Tracking

Open Tracking

Click Tracking

Analytics

Revenue Attribution

Tracking Over Time

Resending to Non-Openers

Campaign Types

Newsletter

Product Announcement

Promotional

Re-engagement

Segmented Updates

Best Practices

1. Test Before Sending

2. Segment Thoughtfully

3. Time Your Sends

4. Monitor Deliverability

5. Respect Unsubscribes

Campaigns vs Transactional

Related