Marketers are able to pause campaigns for as long as they want, giving them flexibility when making changes to the campaign or templates.
Why would I need to pause campaigns?
A lot of you, especially those new to Ometria, make changes once a campaign goes live. These changes can be related to the flow of the campaign or the template. It is currently possible to edit a draft and publish it but a lot of users do not want to edit live versions.
Additionally, some marketers want to pause specific campaigns when they are running special promotions via other automated campaigns or newsletters.
Finally, there are cases where a campaign has problems when launched for the first time - missing wait blocks, incorrect nodes or incomplete settings. Instead of disabling it you might want to pause it for a few minutes to make the necessary changes.
How pausing and resuming works
When a user pauses a campaign, Ometria will pause all contacts wherever they are located in the flow. This is most likely at a wait node because all other nodes do not have a wait time. Contacts don’t stay very long within most nodes (such as email nodes) so when you pause a campaign the contacts are most likely at a wait node.
For example, the campaign below has three emails and three wait nodes:
Fig 1: Campaign with 3 wait nodes
Let’s say that the user decides to pause the campaign three days after it started because they need to make changes to the template.
If they resume the campaign after four days, no emails will be sent as most contacts have been in the wait node for only one week.
However, if the user resumes the campaign two weeks after it was initially paused, some contacts will immediately receive “Email 2” because they might have been waiting for more than two weeks (three days + two week pause). Please note that the emails will be sent out immediately at the time you resume the campaign.
If the user decides to resume the campaign five weeks after the initial pause the same thing will happen - qualified contacts will only receive “Email 2” and will be placed in the second “two week wait node” and will continue queuing until they are eligible to receive “Email 3”.
If the above campaign has been running for a while and the user decides to pause it, the same logic will apply. The only difference is that it is very likely that contacts will be paused in multiple wait nodes. Depending on the time the campaign was paused, and how long it was paused for, upon resuming the campaign some contacts can immediately receive emails 1, 2 or 3. However, no contact will receive all emails at once.
In summary: when you pause a campaign it can influence when emails will be sent out but contacts won’t “skip ahead” to nodes later in the campaign. Contacts stay where they are and the campaign will resume for them at that node.
Please note that a user can add or remove nodes in the campaign when it’s paused. When resuming the campaign, the contacts will continue in the flow depending on where they were paused. For example, if a new node is added before the wait node the contact was paused in, they will not complete the new node.
How do I use it?
Fig 2: Pausing campaigns
When a campaign is live, the user can pause a campaign and will be notified that:
“Pausing this campaign will stop all emails from being sent and will also pause all contacts where they currently are in the flow.
If you decide to reactivate this campaign, you will have the option to resume or restart the campaign. If you resume, the campaign will continue as before but if you restart then all contacts will be removed and stats will be reset.”
Once the campaign has been paused you will have the same options as before - you can test or activate the campaign.
If you decide to test the campaign, the contacts will not be removed - they will still be paused where they were in the flow.
If you decide to re-activeate the campaign you will have two options depending on whether there are any paused contacts in the campaign:
No paused contacts: You will be asked if you want to set the campaign live: “Activating this campaign means your contacts will start receiving your emails. Are you happy to proceed?”
Paused contacts: If there are paused contacts in the campaign you will be give two options:
Fig 3: prompt when unpausing a campaign