Campaign structure

After Marketing agent generates your campaign from an approved brief, the canvas shows the complete campaign as a visual flow. Each node corresponds to a functional part of the campaign. Marketing agent creates the canvas for each campaign, so the exact nodes and layout can differ. The sections below describe the building blocks a campaign typically uses.

Marketing agent builds your campaign as a draft first. Nothing is saved to Marketing until you click Share artifact or Start. A shared campaign is saved as inactive, so nothing sends until you start it. Once it's shared, you can find it in your list of scenarios, but you can edit it only with Marketing agent. Opening the campaign from Marketing opens it in Marketing agent.

Audience node

The Audience node defines who can enter the campaign, exit conditions, delivery limits (frequency and send caps), and an optional control group percentage for measuring the campaign's impact.

Enter when: The trigger event that starts the campaign, plus any entry filters customers must meet.

Drop anytime when: The exit conditions that remove customers from the campaign after they've entered, for example when a customer makes a purchase. These conditions are monitored continuously. A customer meeting them at any point exits the flow immediately, regardless of where they are in the sequence.

Send frequency controls how often a customer can enter within a given period.

For example, set "Once in 7 days" for a weekly newsletter, or "Once in 4 days" for a browse abandonment campaign.

Entry conditions and send frequency work together: a customer can meet every entry condition and still be held back from entering again if the send frequency hasn't reset for them yet.

To change triggers, entry filters, exit conditions, or send frequency, ask Marketing agent. For example:

Change the trigger to when a customer views a product page. Add a filter to exclude VIP customers. Set send frequency to once per week.

See Audience and segments for control groups and for how to describe your audience and segments in your prompt.

Frequency and send caps

Marketing agent applies two delivery limits to your campaign by default. These aren't separate nodes on the canvas. They're campaign-level conditions that you can see in the brief before the campaign is built, and in the campaign settings afterwards:

• Frequency cap controls how often you can re-enter a customer into the campaign within a given period. It governs entry cadence.
• Send cap limits the total number of messages a customer can receive from this campaign over its lifetime, regardless of how many times they'd otherwise qualify to enter.

Both apply by default on most campaign types, except for:

• Milestone campaigns
• Calendar-cadence newsletters
• Campaigns with an explicit opt-out
• True one-shot sends

You can't edit these limits directly on the canvas. To change them, ask Marketing agent, either while reviewing the brief or after the campaign is built.

Wait node

AI-optimized wait time adapts individually to each customer within a range you define (for example, 15 minutes to 24 hours), based on behavioral signals. It applies only to abandoned cart and browse abandonment campaigns, is enabled automatically when available, and you can disable it after generation, but you can't newly enable it from the canvas.

On the canvas, you'll see AI-optimized wait time as a branching structure with multiple wait paths rather than a single wait node. This is expected behavior, not an error.

Fixed wait time applies a static delay equally to all customers. For example:

Wait 24 hours before sending the next email.

To change the wait time, or to switch between fixed and AI-optimized timing, ask Marketing agent. For example:

Change the delay to 2 days. Switch to fixed wait time. Set AI-optimized wait time between 1 hour and 12 hours.

Branches for different messages

When customers should get different messages, for example by customer tier, interests, or segment, Marketing agent adds branches to the campaign so each group gets its own path. If you ask for an A/B test or a hold-out group, it splits customers randomly by percentage. Personalization within a single message, like names or recommended products, doesn't create branches. The exact structure depends on your campaign, so check the canvas to see how customers are routed.

Marketing agent generates these segments fresh for each campaign—they're exclusive to that campaign, not reusable elsewhere, and visible only within the canvas.

To add, remove, or rename segments, ask Marketing agent. For example:

Split by loyalty tier instead of gender. Add a third segment for VIP customers. Create segments based on product category interest.

Touchpoint node

The Touchpoint node defines the message your customers receive at a given step of the campaign. Marketing agent generates its content from your approved brief and adds consent validation automatically. A touchpoint can deliver its message through one channel, such as email or SMS, or through several channels within the same node.

Email channel

Defines the email sent to customers, including subject line and body content. You can change it by asking Marketing agent or by editing by hand in the content editor. See Content in Marketing agent for a full breakdown of email content editing, and limitations for what you can edit conversationally or manually.

SMS channel

Defines a plain-text SMS message, including personalization tokens based on your project's customer data schema. You can change it by asking Marketing agent or by editing by hand in the content editor.

Review the campaign

Check on the canvas how customers are routed, review the overall flow and timing, inspect individual nodes for filters and delays, and use conversational editing for adjustments. For example:

Make the second email more product-focused. Add another delay before the final email.

After you've reviewed each node, you can preview messages, test the logic, and prepare for launch. See Edit, refine, and launch.

For more about reviewing and approving the brief, see how to review the brief in Marketing agent.