Campaign Strategy
The right channel at the right time makes a significant difference — here's how to plan campaigns that convert.
Overview
A campaign without a strategy is just noise. This guide covers how to plan which channels to use, when to use them, how to sequence your outreach, and how to time your follow-ups to maximize the chance that your message lands when contacts are ready to respond.
Choosing the Right Channel
Not every audience responds the same way to every channel. Before launching, consider:
| Situation | Recommended Channel |
|---|---|
| First contact with a cold lead | AI Voice — sets the tone with a personal conversation |
| Contact didn't answer a call | SMS — gives them a low-friction way to respond on their schedule |
| Lead is warm but hasn't committed | Multi-Line Dialer — human conversation to close |
| Contact needs time-sensitive information | SMS — faster open rate than any other channel |
| Product requires explanation or qualification | AI Voice — handles back-and-forth naturally |
| Audience skews younger | SMS — more likely to engage via text |
| Audience skews older or more formal | AI Voice — often more comfortable with a phone call |
There is no universal best channel — test your audience early and let the data guide your long-term mix.
The Multi-Channel Sequence
The most effective campaigns use more than one channel in a deliberate sequence rather than hammering the same channel repeatedly.
A Proven Three-Touch Sequence
Touch 1 — AI Voice (Day 1) Make the first impression with a personalized AI call. The goal is not necessarily to convert on the first call — it's to introduce your offer and identify the interested contacts.
Touch 2 — SMS (Day 2 or 3) For contacts who did not answer, send a brief SMS referencing the call. For contacts who answered but did not commit, send a follow-up SMS with a clear next step (scheduling link, reply to confirm interest, etc.).
Touch 3 — AI Voice or Dialer (Day 5–7) A second call attempt for contacts who engaged with touch 2 but haven't converted yet. Use the Multi-Line Dialer for warmer leads who need a human conversation to close.
Adapting the Sequence
- High-value leads: Add more touches and a longer window. A lead worth $5,000 deserves more follow-up than a lead worth $50.
- Large lists: Run the sequence faster (1–2 day gaps) to move through the list before contacts forget the first touch.
- Warm leads (opted in): You can be more direct and start with the Multi-Line Dialer.
Follow-Up Timing
Timing follow-ups correctly is as important as choosing the right channel.
Best Times to Call
- 10 AM – 12 PM local time — contacts are settled into their day but not yet thinking about lunch.
- 2 PM – 5 PM local time — post-lunch focus window; avoid late afternoon when people are wrapping up.
- Avoid Monday mornings and Friday afternoons — lower engagement and more irritation.
Best Times to Send SMS
- 8 AM – 9 AM — catches people as they start their day.
- 12 PM – 1 PM — lunch break; high phone-check frequency.
- 5 PM – 7 PM — commute and evening wind-down window.
- Avoid after 8 PM and before 8 AM — feels intrusive and may trigger opt-outs.
Follow-Up Speed Matters
When a contact replies to an SMS or answers a call with interest, the faster the follow-up the better. Use Triggers to automatically send a confirmation SMS or enroll a contact in a sequence the moment they respond — don't wait for manual follow-up.
List Segmentation
One campaign for your entire list is rarely as effective as segmented campaigns built for different audience subsets.
Segmentation Approaches
| Segment | Campaign Approach |
|---|---|
| Never contacted | Cold sequence — introduce yourself, keep it brief |
| Previously contacted, no answer | Re-engagement sequence — try different timing and a different channel |
| Previously contacted, interested but no conversion | Warm follow-up — more personal, reference the previous interaction |
| Previous customers | Referral or upsell — reference the existing relationship |
Volume Reach campaigns support Tags and filters so you can target the right contacts for each campaign type without mixing audiences.
Knowing When to Stop
Every list has a point of diminishing returns. Continuing to contact people who have not responded after multiple attempts wastes spend, can irritate contacts, and can hurt your caller ID reputation.
General guidelines:
- If a contact has not responded to 3–4 touches across 2 channels over 7–10 days, move them to a "no response" tag and stop active outreach.
- If a contact has asked not to be contacted, mark them as Do Not Contact immediately. Volume Reach handles opt-outs automatically for SMS, but voice opt-outs should be managed manually.
- Review your campaign's response curve — if replies drop sharply after day 5, extending the campaign to day 14 will likely not recover them.
Campaign Checklist
Before launching any campaign, confirm:
- Contact list is imported and verified (no duplicate numbers, proper formatting)
- AI agent prompt is written and tested
- Calling schedule is set to appropriate local hours
- Follow-up automations or drip sequences are configured
- Reporting is set up so you can evaluate results within the first 48 hours
- Do Not Contact list is up to date