phase 3 of 4
Act: one play at a time
This phase hands off one thing: messages actually sent, each one traceable.
- Playbook libraryTwenty-two distribution playbooks, written out message by message: what to send, on which day, to whom, and when to stop. Paste your site once and every template fills itself in.
- CampaignsA campaign is one run of one playbook, with its sequence, on one segment, inside a window. It has an offer, a stop rule, arms and a holdout.
- Sequences and stepsA sequence is a playbook's messages in order: which step goes out, on which day, on which channel, who sends it, and what ends it.