Outbound Campaign Operations

The writing and the list get the attention. The operations decide whether the programme survives its third month.

Most outbound failures at scale are operational: a campaign launched to an unverified list, a limit raised because a quarter was ending, three campaigns sharing an inbox and blowing its cap, or a test that ran with two variables changed at once and taught nobody anything.

The four objects

Keeping these separate is what makes outbound manageable past one campaign.

Inbox       A mailbox you send through. Carries the daily cap,
            the warmup schedule and the health.
Sequence    The email steps and timing. Reusable.
Campaign    Binds one sequence to one inbox. Carries the send
            window, the daily limit and the tracking settings.
Enrollment  A lead placed into a campaign.