Everything that happens to each of your leads and customers is dictated and automated by the maps you create in Campaign Builder, which are flowchart-like representations of each contact’s journey with your company.

The campaigns you build can be for any aspect of your marketing strategy: new lead capture and follow-up, product fulfillment, re-engaging shopping cart abandons, generating referrals, getting customer feedback, webinar sign-up and follow-up, live event management, sales funnel automation, and much more.

In Campaign Builder, there are four primary types of elements that you’ll use to complete your maps: goals, triggersactions and filters. These elements determine how contacts flow through the map. In this article, we’ve outlined the best approach to building your campaign maps from scratch.

Check out the video about creating an automated campaign to learn more.

To prepare for a successful campaign

  • List your triggers. Triggers are the “doorway” for your contacts to enter your campaign map, and the first thing you should do is decide what action should add contacts to your map. This is completely dependent on your use case. Some examples of triggers are:
    1. Fill out a form
    2. Purchase a product
    3. Open an email
    4. Visit a page
    5. Become a partner
    6. Log in to a membership site
    7. Have a certain lead source or other tracking variable 
    8. Has not completed any activity in the last X days
    9. Has ordered a certain quantity of product
  • Determine your campaign goals. Start by identifying what action you want your contacts to take. Is it to purchase a product? Join your partner program? Your goals show you important stats and you can use them to evaluate whether your campaign is meeting your expectations. Some examples of goals in Campaign Builder are:

    1. Fill out a form
    2. Purchase a product
    3. Open an important email
    4. Visit a page
    5. Become a partner
    6. Log in to a membership site

To build a campaign from scratch

  • Go to   → Start from scratch.
    1. If you have Deals, Companies or Custom Objects enabled, go to Campaigns →  Start from scratch.
  • Name your campaign.
  • Click   →  and select the event that will add contacts to your map.
    1. Edit your trigger settings to customize how you’d like them to work.
    2. Click .
  • Click  and add what you’d like to happen as soon as your contact is added to your map.
    1. Add an action to “do something,” such as send an email or update a contact record.
    2. Add a filter to pause contacts or send them down another path.
    3. Add a goal to move contacts once they achieve something you want your them to, such as signing up for a membership site, purchasing a product, or visiting your landing page.
      1. Goals are great for performance mode reporting once you publish your campaign, and you can also create a path of least action for contacts who haven’t activated your goal.  
  • Once you add an element to your map, click on it to configure its settings and click  to save your work.
  • Repeat steps 3 and 4 to continue building your automation flow.
  • (Optional) Add a  under your “Added to campaign” trigger to connect it to another path of automation.
  •  When your campaign is completed, add  an to any remaining  elements.
  • Clickto open your campaign checklist to make sure all important elements have been configured.
  • Click → to go live.
    1. Click  if you’re not ready to launch your campaign.

To add your campaign to the subscription management page

The subscription management page is where your contacts are sent when they click on the unsubscribe footer on your bulk emails. From there, your contacts can choose to unsubscribe from all your emails or, if you add campaigns to your page, your contacts can unsubscribe from a specific campaign and still receive other emails from you.

Here’s how: 

  • From your campaign builder, click .
  • Click Subscription Settings.
  • Select “Show this campaign on the subscription management page.”
  • Add the public name and description of your campaign.
  • Click .


Copy, Move, Edit and Delete Campaign Elements

You can save time when you build your campaigns by copying and moving single elements or whole lines of automation to match your needs.

To copy and move campaign elements and lines of automation

  • Click.
  • Hover over the element you want to copy or move and click , then drag your element to either in between elements or  at the bottom of your campaign.
  • Then click the option you’d like:
    1. Move only this item
    2. Move this item, and all following items
    3. Copy only this item
    4. Copy this item, and all following items

To edit campaign elements

To delete campaign elements

  • Click .
  • Hover over the element you want to delete and click  and select if you want to:
    1. Delete only this item
    2. Delete this item and everything below it
  • Click .

Note: if you delete an element that has contacts “sitting” on it, those contacts will be removed from the campaign.

What can’t be moved

Each campaign element is unique in the way that it functions. This means that some of the elements don’t have every option available when you try to move or copy them.

  1. Triggers: You can only move triggers from left to right, because they belong at the beginning of a line of automation.
  2. Elements that are connected to multiple lines of automation — or to other elements — don’t have the option to “Move only this item” because doing that would strand campaign items without a connection to the rest of the map. These include:
    1. Forks
    2. Splits
    3. Conditions
    4. Waits connected to Goals
  3. Some elements can only be added to the end of your campaign by clicking .

    These include:

    1. Go Tos
    2. Ends