Wait steps allow you to “pause” a lead’s progression through a campaign’s flow. This article will explain how this is accomplished, and help guide you around some common pitfalls when using wait steps.
When a lead encounters a wait step in your campaign’s flow it is “stamped” with the information contained in that step. Think of it like a rubber stamp marking each lead with the time it should resume its movement through the flow. The stamp also marks the lead with the next step in the flow, so it knows what to look for when its wait time is up.
In the example below, leads will be sent an email from Step #1 then stamped by Flow Step #2 with “Resume on January 30th at 10 AM. Look for Step #3” which will then set aside these leads. They don’t leave the flow, but they’re no longer still in Flow Step #2 either.
Next, we’ll look at some situations you might run into when using Wait Steps. It’s best to think through your flow and make any changes before you initiate your campaign, but here’s what to do if you need to make changes to an active flow.
Keep in mind that in a batch campaign all leads will move through the flow together, so they would all reach the wait step together and would all be stamped with the same information. In a trigger campaign though, leads are more likely to have triggered the campaign at different times, and will be in different places along the flow.
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