# Campaigns

A **Campaign** allows you to automate the targeting and sending of SMS messages to your contacts. Campaigns combine targeting, content, compliance, and automation tools to help you drive leads and sales.


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## Templates

When creating a campaign, you can start from scratch or use one of four pre-built templates:

* **Blank** – A clean slate with no settings or sends. Configure everything from scratch.
* **Daily Lead-Gen** – Engage potential customers with short, persuasive messages designed to boost daily lead generation.
* **Marketing Boost** – Capture attention and drive brand awareness through dynamic, targeted messaging.
* **Retargeting** – Re-engage past customers or leads with personalised messages to reignite interest and encourage repeat action.


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## Campaign Information

Every campaign includes basic configuration options:

* **Name** – The campaign name.
* **Country** – The country where SMS messages will be delivered.
* **Delivery Method** – Determines how replies are handled. Availability varies by country:
  * *Two-way (Reverse Charge)* – You pay for replies. Required in certain industries (e.g., free opt-outs for medical insurance).
  * *Two-way* – The respondent pays for replies via their airtime.
  * *Transactional* – No replies allowed. Typically used for OTPs or confirmations (e.g., banking transactions).


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## Compliance

When a contact opts in or out, Dripcel lets you define at what level the change applies:

* **Campaign** – Exclude the contact from this campaign only.
* **Tag** – Exclude the contact from all campaigns using this tag.
* **Global** – Exclude the contact from *all* campaigns permanently.


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## Link Tracking

Dripcel includes built-in link shortening and tracking for SMS content.

* **Redirect Link** – Enter the URL you want contacts redirected to (e.g., `https://my-brand.com?source=SMS`).
* **Templates** – Use `{{templates}}` in redirect links (similar to webhooks). With *Track Unique Clicks* enabled, you can also insert contact fields.
* **Track Unique Clicks** – Tracks clicks per contact (based on cell number). Longer shortlinks may result in multi-part SMS messages.

To use in your SMS content, insert the template `{{CLICK_URL}}`. Dripcel replaces it with a trackable shortlink.


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## Financial Settings

* **Income per Lead** – Revenue earned per opt-in. Leave blank to ignore.
* **Default Sale Value** – Default revenue per sale if not specified individually.


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## Categories

Categories group campaigns together. Once assigned, you can view reports by category for easier analysis.


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## Recipients

Targeting rules define who receives your messages:

* **Include Tags** – Only contacts with at least one of these tags.
* **Exclude Tags** – Exclude contacts with any of these tags.
* **Include Segments** – Only contacts in at least one of these segments.
* **Reachability Window** – Send only to contacts reachable within the last *X* days.

> **Note:** You can update targeting at any time. Changes apply to the next send.

### Advanced Targeting

Target contacts based on events, such as:

* Last message sent date.
* Time since last engagement.
* Source of the event (e.g., webhook, campaign).


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## Content

Your SMS content defines what is sent to contacts.

**Steps to add content:**


1. Click **New Content**.
2. Enter or paste your SMS text.
3. Use the **Custom Field** dropdown to add personalisation templates.
4. Use the `~` button to preview template output and message length.

### Selection Method

Choose how Dripcel decides which copy to send:

* **First** – Always send the first copy.
* **Random** – Send randomly (useful for testing performance).
* **Maximise Performance** – AI-optimised to send the best-performing copy.
* **Least Sent** – Prioritises newer content by sending the least-used copy.

### Max Parts

Set a maximum message length. If a message exceeds this (e.g., due to long names), the contact will be skipped.


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## Content Templates

Customise SMS content with fields using `{{field}}`.

Examples:

* `Hello {{firstname}}!`
* `Your c1 value is {{c1}}`

### Fallbacks

If a field is missing, specify a fallback:

* `{{firstname?Friend}}` → outputs *Friend* if no firstname is stored.

### Options

Format text using modifiers:

* `{{firstname|case:upper}}` → JOHN
* `{{firstname|case:title}}` → John


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## Welcome Send

A **Welcome Message** can be sent when new contacts are added. Triggered by:

* Manual uploads
* API uploads
* GetResponse webhook integration

Options:

* **Active** – Enable or disable welcome sends.
* **Update Last Sent Date** – Updates contact history for resend wait-time rules.
* **Delay** – Number of days before sending (0 = immediate).


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## Updates

Define automated actions when a contact becomes a lead or opts out:

* **Add/Change Field**
* **Add Tags**
* **Remove Field**
* **Remove Tags**


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## Hooks

Hooks allow you to trigger actions when a contact replies to a campaign message.  
👉 See the [Hooks Guide] for full details.


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## Automation

Set up **Recurring Sends** to automate ongoing campaigns.

**Steps:**


1. Set **Max Destinations per Send** (after filtering).
2. Add **Start and Stop Dates** (leave blank for open-ended).
3. Choose **Frequency** (daily, weekly, monthly).
4. Select **Send Mode**:
   * *Manual* – Fixed send time.
   * *Random* – Random time within a range.
   * *Best* – AI-optimised based on past performance.
5. (Optional) Enable **Skip Weekends**.
6. Override segments for flexibility without creating new campaigns.

Recurring sends are active by default but can be paused at any time.