Running a successful campaign isn’t just about sending emails or launching ads—it’s about strategic planning, execution, and continuous optimization. Whether you're generating leads, nurturing prospects, or closing deals, the right approach can make all the difference.
From defining clear goals to leveraging automation and personalization, following best practices ensures your campaigns reach the right audience, drive engagement, and deliver measurable results. Below, we’ve outlined best practices for building and running campaigns that convert.
Best Practices for Building & Running Campaigns
Define Clear Goals & KPIs
Highly Recommended
Before launching a campaign, establish specific goals such as lead generation, brand awareness, or customer retention. Identify Key Performance Indicators (KPIs) like open rates, conversion rates, and ROI to measure success and optimize performance.
Segment Your Audience for Personalization
Highly Recommended
Avoid one-size-fits-all messaging by segmenting your audience based on demographics, seniority, or. This ensures that each recipient gets a personalized and relevant message, increasing engagement and conversions.
Craft a Strong & Compelling Offer
A great campaign needs a compelling offer that resonates with your audience. Whether it’s a discount, free resource, or exclusive event, make sure the value proposition is clear, urgent, and actionable. Learn more about how to create compelling email templates and call scripts.
Use Multi-Channel Outreach for Maximum Impact
Relying on just one channel (e.g., email) limits reach and engagement. Instead, integrate multiple touchpoints like email, social media, and phone calls to create a cohesive campaign that nurtures prospects at different stages.
Optimize for Deliverability & Spam Prevention
Ensure your emails and messages reach the inbox by setting up SPF, DKIM, and DMARC authentication, avoiding spam trigger words, and maintaining proper email list hygiene. High deliverability means more chances to engage prospects.
A/B Test Subject Lines, Messaging & Timing
Run A/B tests with different campaigns to determine which subject lines, email copy, CTAs, and sending times perform best. Regular testing and iteration help refine campaign effectiveness and increase response rates over time.
Automate but Maintain a Human Touch
Use AI Assistant to scale outreach efficiently, but avoid sounding robotic. Leverage AI-powered personalization and human-like messaging to make interactions feel natural and relevant to each recipient.
Monitor Engagement & Adjust in Real-Time
Track real-time performance metrics such as open rates, click-through rates, and reply rates. Adjust messaging and the templates you use in your campaign based on engagement trends to maximize campaign success.
Follow Up with Persistence & Value
A single email or outreach attempt is rarely enough. Implement a structured follow-up sequence that adds value rather than just repeating the initial message. Keep follow-ups short, relevant, and spaced out to maintain interest without being intrusive. To stay on top of replies and next steps, navigate to the Activity tab to view new follow-ups, incoming messages, and other recent engagement updates.
Analyze Results & Continuously Improve
Once the campaign ends, analyze performance data to identify strengths, weaknesses, and key takeaways. Use insights to optimize future campaigns and improve overall marketing and sales effectiveness. Be sure to also review template statistics in the Templates page, where you can track how your templates perform across campaigns, tasks, emails, and calls for a comprehensive view of what’s effective.