Get started with campaigns get-started-campaigns
Use Journey Optimizer campaigns to deliver one-time content to a specific audience across multiple channels. Unlike journeys, which execute actions step by step, campaigns perform actions simultaneously — either immediately or on a defined schedule.
Campaign types
Journey Optimizer supports three campaign types. Each type fits different use cases and supports different channels.
Orchestrated campaigns power sophisticated, brand-initiated marketing campaigns across channels, helping you drive engagement, revenue, and customer loyalty at scale.
While cross-channel marketing is essential, Orchestrated campaigns make it seamless. With a visual, drag-and-drop interface, you can design and automate complex marketing workflows, from segmentation to message delivery, across multiple channels. Everything happens in one intuitive environment, built for speed, control, and efficiency.
Action campaigns, also known as Scheduled campaigns, allow for simple ad-hoc batch communications.
- Scheduled - Marketing - For marketing use cases such as promotional offers, engagement campaigns, announcements, legal notices, or policy updates. Requires recipients to be opted in.
- Scheduled - Transactional - Unlike Marketing campaigns, Transactional campaigns do not require recipients to be opted in. Use this category for communications related to disruptions, emergencies, cancellations. Supported channels: email, SMS, push notification.
API-triggered campaigns allow you to trigger the execution of the campaign using an API call. These communications can be sent where the need may involve personalization not just using profile attributes like password reset, but also real-time context data in the trigger, which is a REST API payload.
- API triggered - Marketing - Send personalized marketing communications to targeted audiences.
- API triggered - Transactional - Send messages following an action performed by an individual such as password reset request, cart purchase, etc.
Supported channels by campaign type channels
The table below shows the availability of each channel across different campaign types, indicating where they are supported.
Prerequisites prerequisites
Before working with campaigns, make sure you have reviewed the prerequisites below.
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Audiences Audiences need to be available before creating the campaign. Get started with audiences.
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Channel configurations - To be able to select a channel, you must have the corresponding channel configuration (i.e preset) created and available. Learn how to set up channel configurations.
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Permissions - Campaigns are only available to users with appropriate permissions listed below. If you are unable to access campaign functionalities, please contact your administrator to request the necessary permissions. Learn more about Journey Optimizer built-in roles
table 0-row-2 1-row-2 2-row-2 3-row-2 Campaign type Permissions Action campaigns Campaign administrator
Campaign approver
Campaign manager
Campaign viewerAPI triggered campaigns Campaign administrator
Campaign approver
Campaign manager
Campaign viewerOrchestrated campaigns Orchestrated Campaign Administrator
Orchestrated Campaign Approver
Orchestrated Campaign Manager
Orchestrated Campaign Vieweraccordion Learn how to assign campaign related role -
To assign a role to a user in the Permissions product, navigate to the Roles tab and select one of the built-in campaign related Roles detailed above.
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From the Users tab, click Add user.
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Type in your user’s name or email address or select the user from the list and click Save.
If the user was not previously created, refer to the Add users documentation.
Your user should then receive an email redirecting to your instance.
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Let’s dive deeper
Now that you have an understanding of campaigns in Journey Optimizer, it’s time to dive deeper into these documentation sections to start creating your first campaigns.
