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What are classic and Smart Campaigns? Where should they be used?

Classic and Smart campaign are two types of campaigns on Freshsales that are aimed at different use cases:


  • Classic Campaigns allow users to automatically run a sequence of actions for a record (lead or contact) on specific days such as Day 1,2,3…,89, 90. The day specified here is relative to the day any lead enters the campaign. For example - Day 1 is the day a lead enters the campaign and similarly Day 3 is 3rd day of lead in the campaign. Please note that the Day 3 will be different for leads entering the campaign on different days. They are suitable for scenarios where the flow of steps follows a single order and can be triggered by user behavior or lead property.

    Example use case: Prospecting campaign - An automated campaign that is used to reach out and acquire new prospects using personalized emails that are sent out along a predefined time frame.

    A typical prospecting campaign would appear in the following manner:

    Step 1:Day 2:Send always
    Send introductory email
    Step 2:Day 5:If not opened Step 1
    Add a follow up with the customer
    Step 3:Day 10:If opened but not replied to Step 1
    Send 2nd email
    Step 4:Day 12:If opened to Step 3
    Add call reminder
    Step 5:Day 15:If not opened to Step 3
    Send Last email

    Here, Days 2, 5, 10, 12, and 15 refer to the day a lead subscribes to the campaign.  Example - Day 2 here is 2nd day of lead in the campaign.  



  • Smart Campaigns allow users to automatically run the most relevant steps at a regular intervals in the campaign based on the behavior of the audience. Here, the most relevant step for a lead is the one which matches the conditions of the step. If a lead satisfies conditions for more than one step, then the first step (higher in order of position) will be executed.

    Example use case: Customer onboarding campaign  - An automated campaign where the sales agent wants to send an email based on what the audience has done or not. This will send the relevant email at the right time.

    A typical onboarding campaign would have the following flow:

    Interval: 3 Days
    Step 1: Send always
    Send Introduction email
    Step 2: If no reply to Step 1
    Send 2nd email
    Step 3: If contract not signed
    Add Follow up
    Step 4: If payment not done
    Add call reminder
    Step 5:If payment done
    Send Confirmation email


 


How are the steps of a campaign executed? How many times will be a step executed?

  • Classic Campaign:

    - All steps will always be executed in order. They will be based on the Day chosen and will be executed in the chronological order.

    - If the filter conditions for the step for a particular day is matched, then the campaign step will be executed.

    - If the record does not match the conditions for a particular day, then the step will be skipped and will never be revisited for the entire duration of the campaign.

    Example: In the prospecting campaign, an email can be scheduled for day 5 from the day of entry if it matches a certain criteria. This means that the email will be sent only on Day 5 of the campaign for the lead. If the lead does not match the criteria, then this step will never be revisited for the entire duration of the campaign.

  • Smart Campaign:

    - In Smart campaigns, the steps are not executed in a chronological order. The match is done by checking the step condition with a record every single time the campaign is run

    - A step is triggered whenever the necessary conditions are met. Every time the campaign runs, the conditions for all steps will be evaluated and will be executed for those records that match the step condition.  

    - If a contact matches the criteria on one or more steps, then all those steps will be executed on the record.

    Example: In the onboarding campaign, the campaign will run at an interval of 3 days. On the day of the campaign, all campaign steps will be matched against the records.

    Note: If more than one step match the conditions, then the steps will be executed in the ascending order.



When will a step be skipped? Will it be again executed during the duration of the campaign?


  • Classic Campaign:

    - If a step is skipped, it will never be revisited again during the course of the campaign. The subsequent steps, however, will continue to execute.

    For example,

    Let us consider the prospecting campaign,

    Step 1:Day 2:Send always
    Send introductory email
    Step 2: Day 5: If replied to Step 1
    Add a follow up with the customer
    Step 3: Day 10: If not replied to Step 1
    Send 2nd email

    Now, if your lead does not reply to the Step 1 (email sent on Day 1) by Day 5, then Step 2 will not be executed for the lead for rest of the campaign. It is important to note that Step 2 will not be executed even if the lead matches the condition on Day 10 or day 11 of the campaign.    

  • Smart Campaign:

    - Smart campaigns run on time intervals. Everytime a smart campaign runs, it checks for all steps and the steps will be executed for leads that match the condition.  

    - If the step condition does not match on the day of the campaign, the step will be skipped and will not execute for those leads. However, the step will be revisited each time the campaign runs and if matched will run on the lead.

    For example,

    Let us consider the onboarding campaign,

    Interval: 3 Days
    Step 1: Send Always
    Send Introduction email
    Step 2: If no reply to Step 1
    Send 2nd email
    Step 3: If contract not signed
    Add Follow up
    Step 4: If payment not done
    Add Call reminder
    Step 5: If payment done
    Send Confirmation email

    Here, Step 2 will be executed only if the contact does not reply to Step 1. If, however, the contact completes the payment without being sent any reminders, then Step 5 will automatically be executed skipping all the steps in between.


What should I do if I want the subsequent steps to not execute after skipping a step ?


  • Classic Campaign: In case of classic campaigns, if you do not want the subsequent steps to be executed, filters can be added to connect the step to action taken on a previous step. This will link subsequent steps to the outcome of the previous steps.

    For example:


  • Smart Campaign:
    In case of smart campaigns, the steps do not execute in any particular order. Hence, you can define the execution of a particular step to the outcome of a previous step.


    For example:





Will a step be skipped if I exceed email limits?


  • In a Classic campaign, if the email limit is exceeded on the day a step has to execute, the step will be skipped and will not execute for those leads. The step will also not be executed for the rest of the campaign.

  • In a Smart campaign, if the email limit is exceeded on the day a step has to execute, the step will be skipped and will not execute for those leads. However, the step will be revisited each time the campaign runs and will run on the lead if the conditions are matched.