When a campaign is well planned and well designed, it should run until its end date without requiring any intervention from you. However, this doesn't mean you should "set it and forget it."

You should monitor your campaigns so that if a problem arises, you'll know about it as soon as possible, and be able to fix it before it becomes a larger or more widespread issue.

Consider the following best practices as you build campaigns.

Simplicity

Keep it simple. After you've launched a campaign, you can edit it, but continuing to build on a campaign increases its complexity. This can make your campaigns harder to edit and can detract from your reporting. If you find it necessary to deviate from a campaign's main purpose, consider breaking larger campaigns into smaller, more easily managed campaigns.

Reporting

Periodically check your campaign reporting. If you notice spikes or dips in the metrics, investigate what might be the cause. Look for dramatic changes in metrics such as the average time to campaign completion and drops in the delivery rate.

Long-term campaigns

If you have long-term campaigns, consider whether they are impacted by less obvious changes, such as a change to your branding and edits to a message or template. Remember that changes to the messages in a campaign — and the templates those messages are built on — can affect the messages that are sent to your campaign participants.

Changes

Be sure to reflect any schedule changes in your campaigns. Dates and times for events and meetings can change, and if such a change affects any of the steps in your campaign, you might have to update some aspects of the campaign, such as the duration of a Wait step and the campaign End date.

Testing

Periodically test your campaign. You can send yourself and team members through campaigns while they are active. This is a great way to verify that the expected messages are being sent as scheduled and that the configured wait times are respected. Basically, you want to ensure that the campaign is delivering to your participants the experience that you intended.