A campaign is an ordered sequence of emails that the Agent sends to a lead over time — a first touch, then a follow-up a week later, then another — stopping the moment the lead replies. You build them on the Agents tab.
What a campaign is made of
Three things, all edited in one panel:
Entry filters
Who is allowed in — by label, status, source, or industry. Leave every filter blank and the campaign matches any lead.
Steps
An ordered list of templates. Each step after the first carries a wait — a plain number box followed by the words days after prior step.
Priority
Which campaign wins when a lead matches more than one. Lower number goes first.
Targeting by language (and anything else)
There is no language field on a campaign. You target language the same way you target everything else — with labels. Create a label such as Japanese, apply it to the relevant leads, then filter a campaign whose templates are written in Japanese to that label. The same trick works for region, company size, or any segment you can label.
How a lead moves through it
- It gets enrolled. On the next tick, the Agent finds the highest-priority active campaign whose filters the lead matches, and enrolls it.
- Step 1 sends immediately. Enrollment and the first send happen together — that is why step 1 has no wait at all, and shows the words sends on enrollment where the other steps show a number box.
- Later steps wait, then check for a reply. Step 2 becomes due once its number of days has passed since the previous step, but only sends if nothing has come back from that lead since the last send.
- It exits — and the exit is permanent. See the warning below.
What ends a sequence — permanently
| What happens | Why it stops |
|---|---|
| The lead replies | The whole point. Any email from that lead arriving in a mailbox AB Sales reads ends the sequence so a human can take over. A reply to your web form or to an email sent from Outlook never reaches AB Sales — record it, as in the next row. |
| Someone records the lead’s answer in Outreach | Any result except No response — a reply, a meeting, a decline, a bounce, an opt-out — ends the sequence, because the next step would talk past what the lead said. |
| Status becomes Qualified, Disqualified or Converted | Someone has taken the lead in hand. Automation gets out of the way. |
| The lead is opted out | The Stop automating this lead checkbox on the lead — the same one the post-send Teams card sets — excludes it from every stage, not just campaigns. |
| The campaign is deactivated or archived | Everyone currently enrolled exits, at the next tick. |
| All steps have been sent | The sequence is complete. |
That includes the row about switching a campaign off. If you switch a campaign off, every lead in it is spent — not returned to the pool. Turning the campaign back on does not bring them back, and building a better campaign afterwards will not pick them up. The same is true of a lead you marked Qualified and later moved back to Contacted.
So treat switching a campaign on as a one-way decision about that audience. Point your entry filters at the segment you actually want before you activate, and test on a narrow label first — filtering on Information filled or Contacted, the two statuses a lead is in while automation is still working it. Re-importing a lead as a new record is the only practical way to give it a fresh start, and it arrives as a new lead against your allowance.
Build one
- Open the Agents tab in your workspace and expand Settings.
- Write at least one template. In Outbound templates, click Add template and save a subject and body.
- Add the campaign. In Campaigns, click Add campaign. Give it a Name and a Priority.
- Choose who enters. Under Entry filters, click the Labels, Status and Source chips you want, or type into Industry. Filters are any-of: a lead matching any selected value gets in. Leave them all blank to match every lead.
- Add the steps. Click Add step and pick a template. From the second step onward a small number box appears beside the template, labelled days after prior step — type the gap you want, from 1 to 365.
- Switch it on. Tick Active — it stays disabled until the campaign has at least one step — then click Save. If the campaign would email any existing leads, it asks first: it says how many match it now, and at most how many a day go out under your daily cap. Click Switch on and save to go ahead, Save switched off to keep your changes without sending, or Cancel to go back and narrow the filters. It asks again whenever you change the filters of a campaign that is already on. The number is a maximum: a campaign with a higher priority may take some of those leads first.
Seeing what happened
Each campaign row shows how many steps it has, a summary of its filters, and how many leads are currently enrolled. After a send, the lead picks up a label named after the campaign, so you can filter your Leads list by who received what. Individual sends appear in the Agent's audit trail as Campaign · step N, and a lead's detail panel shows which campaign and step it is on — including the reason it exited, if it has. Each send is also recorded in the lead's Outreach, with its campaign and step and the day the next step is due as the lead's follow-up date.
Campaigns respect everything else you have already set: the daily email cap, the pause switch, per-lead opt-out, and the post-send Teams card all behave exactly as they do for any other automated send.