Blueshift supports various campaign types to meet your business requirements.

Campaign overview

Blueshift supports two broad campaign categories:

Campaign category	Description
Inbound	Engage users on your website or mobile app by showing relevant, personalized content. The inbound campaign type supported on the Blueshift platform is called Live Content.
Outbound	Engage users outside your website or app by sending messages via multiple channels. Blueshift supports four outbound campaign types. Within the journey builder, references to campaigns apply to outbound campaigns only.

Outbound campaigns

Outbound campaigns can be categorized by how they are triggered.

Trigger type	Description
Segment-based	These campaigns target a group of users who meet certain criteria (that is, a segment). The segment-based campaign types are One-time, Recurring, and Segment-triggered.
Action-based	These campaigns are triggered by an action, such as (a) an event, (b) an API call, or (c) an interest alert. The action-based campaign type is Event-triggered.

Segment-based campaigns can be grouped by who gets messaged.

User	Description	Campaign type
All users	These campaigns evaluate all users against the segment criteria each time the campaign runs.	One-time and Recurring campaigns
New users	These campaigns message users who meet the segment criteria when the campaign is first launched, and then message only new users who meet the criteria after that. These campaigns continuously monitor the segment criteria and message users as soon as they meet them.	Segment-triggered campaigns

Campaigns that target all users can be further divided by execution schedule.

Execution	Description
Runs once	If the campaign is meant to send a message only once, it is called a One-time campaign in Blueshift.
Runs repeatedly	If the campaign is meant to message users multiple times based on a custom schedule, it is called a Recurring campaign in Blueshift.

Campaign type	Characteristics	Limits and notes
One-time and Recurring	Urgency: There’s an expectation of urgency when messaging all users in a segment. Hence, these campaigns support only filters that can be evaluated quickly. Typically, these are filters based on user attributes. These campaigns support a limited flow structure. You can add one of the following triggers at the first level: Delay, Decision Split, or A/B Split.	By default, one-time and recurring campaigns support segments with up to 10 million users. This limit is configurable. Contact your CSM or Support to request an increase. Only one delay is allowed per path, and no additional triggers can be added after the first messaging step.
Segment-triggered	These campaigns message users who newly qualify for the segment. These campaigns continuously monitor the segment criteria and message users as soon as they meet them.	By default, segment-triggered campaigns support segments with up to 4 million users. This limit is configurable. Contact your CSM or Support to request an increase.

Campaign type	Summary	Limitations
One-time	Outbound message Targets a segment of users Messages all users in the segment Runs once	Only one trigger path allowed Supports Delay, Decision Split, and A/B Split triggers at the first step Only one delay allowed per path (max 24 hours), either in the flow or at the message level Copy branch not supported Filters are limited to user attributes only Default segment size limit: 10 million users (configurable)
Recurring	Outbound message Targets a segment of users Messages all users in the segment Runs on a custom schedule	Only one trigger path allowed Supports Delay, Decision Split, and A/B Split triggers at the first step Only one delay allowed per path (max 24 hours), either in the flow or at the message level Copy branch not supported Filters are limited to user attributes only Default segment size limit: 10 million users (configurable)
Segment-triggered	Outbound message Targets a segment of users Messages new users in the segment Runs continuously Supports multi-step journeys	Default segment size limit: 4 million users (configurable) Cannot limit total messages sent or rate of messaging
Event-triggered	Outbound message Triggered by an action (API call, event, or interest alert) Runs continuously Supports multi-step journeys	Cannot limit total messages sent or rate of messaging
Live Content	Inbound Optimizes content on web/mobile app

Delay limitations in one-time and recurring campaigns

Only one delay can be configured per path.
You can set the delay either in the flow (as a Delay trigger) or at the message level, but not both.
- At the messaging level, delays can be set for each of the messaging triggers.