Campaigns

Last updated: December 5, 2025

Campaigns

Campaigns coordinate outbound outreach to your contacts using Fluents.ai agents. Learn how agents, contacts, numbers, schedules, and exit criteria fit together.

Campaigns let you run automated outbound outreach to a list of contacts.

A campaign can:

  • Place phone calls using your Fluents.ai agents

  • Optionally include other outreach steps (such as email or SMS, depending on your setup)

  • Respect contact windows and timezones so you reach people at appropriate times

  • Automatically stop contacting people when clear exit criteria are met

On this page:

What is a campaign?

A campaign is a structured plan for reaching a group of contacts over time.

Conceptually, a campaign answers:

  • Who do we want to reach? → contacts from a CSV or CRM

  • How do we want to reach them? → phone calls (and optionally email/SMS steps)

  • When should we reach them? → contact window, timezone, and delays between steps

  • When should we stop? → exit criteria (for example, answered, opted out, unreachable)

Once configured, the campaign runs automatically:

  • Contacts enter the campaign (for example, when uploaded or synced)

  • The campaign schedules outreach steps according to your rules

  • Each contact eventually exits the campaign when conditions are met

Key building blocks

Campaigns bring together several pieces of Fluents.ai.

Contacts

The contacts are the people you want to reach.

They can come from:

  • A CSV upload (for example, a list of leads)

  • A CRM integration (for example, HubSpot, Salesforce, GoHighLevel, etc.)

At minimum, each contact needs a phone number for phone steps.
Additional fields (for example, first_name, last_name, email, custom fields) can be used as context variables in prompts and messages.

Agent

The agent is the AI voice that will handle phone calls for the campaign.

  • Each phone call step in the campaign uses an assigned agent.

  • The agent’s prompt, skills, and settings determine what happens in‑call.

You can reuse the same agent across multiple campaigns or specialize agents for different flows (for example, sales vs renewals).

Numbers

Numbers are the caller IDs your contacts see when the campaign calls them.

Campaigns can use:

  • Specific numbers, or

  • Sets of numbers chosen by tag (for example, sales-us)

Numbers determine:

  • Which line calls come from

  • How local the caller ID appears to contacts

See Numbers for more on how numbers are added and tagged.

Contact window & timezone

The campaign contact window defines when contacts are allowed to be reached, for example:

  • Days of the week (Monday–Friday)

  • Times of day (for example, 9:00am–7:00pm)

  • Timezone behavior:

    • Use the contact’s local timezone if known

    • Fallback to a specific timezone if not

This ensures calls and outreach happen only during acceptable hours.

Outreach flow (steps and delays)

The outreach flow is the sequence of steps the campaign will perform for each contact.

Typical elements:

  • Step type – for example, Phone call (and, in some setups, Email or SMS)

  • Agent – which agent to use for phone steps

  • Timing – send “at the earliest eligible time” or “within a specific time window”

  • Delays between steps – for example, “1 day after phone call”

This lets you build simple or multi‑step follow‑up flows.

Exit criteria

Exit criteria define when a contact automatically leaves the campaign.

Examples include:

  • The contact answered a call from this campaign

  • The contact explicitly requested to stop receiving communication

  • The contact’s number is unreachable

Once an exit condition is met, the campaign stops scheduling new steps for that contact.

How campaigns work with other parts of Fluents.ai

Campaigns do not exist in isolation—they use and feed other parts of the platform.

  • Agents
    Campaigns rely on your configured agents to handle phone calls.
    Agent settings (basic, advanced, post‑call) determine what calls look like.

  • Numbers
    Campaigns use numbers (often chosen by tag) as caller IDs.
    Managing numbers and tags well makes it easier to assign the right numbers per campaign.

  • Call History
    Every call placed by a campaign appears in Call history with its outcome and recording (if enabled).
    This is where you review what actually happened.

  • Post‑Call Actions
    The agent’s post‑call settings can trigger summaries, CRM updates, SMS or email follow‑ups after each call.
    Campaigns determine who is called when; post‑call behavior determines what happens after each call.

When to use a campaign vs. an inbound agent

You don’t always need a campaign.

Use only an inbound agent when:

  • You want to answer incoming calls on a phone number

  • People call you (support line, after‑hours line, main business number)

  • You’re not driving proactive outreach to a list

Use a campaign when:

  • You want to proactively reach a list of contacts

  • You’re running sales outreach, appointment reminders, payment reminders, or re‑engagement

  • You need consistent scheduling, retries, and tracking across many contacts

A simple rule of thumb:

If your team would normally “work a call list” manually, you probably want a campaign.

Typical campaign patterns

Here are a few common campaign shapes.

Simple outbound call campaign

Goal: Reach a list of leads once with a single call.

  • Contacts: uploaded CSV or CRM list

  • Flow: one phone call step

  • Contact window: weekdays, business hours

  • Exit criteria: contact answered, opted out, or unreachable

Multi‑step call campaign

Goal: Try a contact more than once before giving up.

  • Flow:

    • Step 1: Phone call

    • Wait: for example, 1 day

    • Step 2: Phone call (same or different agent)

  • Contact window and timezone respected for each step

  • Exit criteria: answer, opt‑out, or unreachable

Call plus follow‑up message

Goal: Call the contact and, depending on outcome, send a follow‑up via another channel.

  • Flow:

    • Step 1: Phone call

    • Optional further steps (for example, SMS or email) depending on conditions

  • Agent’s post‑call actions and your messaging tools handle the follow‑up content.

Where to go next

Reference: View original documentation