Campaign Guides
This section provides step-by-step how-to guides for creating, managing, and optimizing outbound campaigns on Exotel. Whether you are running voice campaigns with IVR flows or sending bulk SMS with DLT-compliant templates, these guides walk you through every stage of the campaign lifecycle.
What Are Campaigns?​
Campaigns on Exotel let you reach large groups of contacts through automated outbound voice calls or SMS messages. Instead of initiating individual calls or messages one at a time, campaigns allow you to:
- Upload thousands of contacts and reach them in a single operation
- Schedule delivery during optimal business hours
- Automate retries for unanswered or failed voice calls
- Track results through real-time webhooks and downloadable reports
- Personalize messages using dynamic variables from your contact lists
Campaign Types​
Exotel supports two primary campaign channels:
Voice Campaigns​
Voice campaigns place automated outbound calls to your contact list. Each call can connect the recipient to:
- An IVR flow -- an interactive voice menu where recipients press keys to navigate options, confirm details, or connect to an agent
- A greeting message -- a pre-recorded or text-to-speech message played to the recipient
| Feature | Details |
|---|---|
| Max contacts per campaign | 5,000 |
| Default call capacity | 60 calls/minute |
| Retry attempts | Up to 3 |
| Scheduling | RFC 3339, with start and end times |
| Campaign types | static (fixed list) or dynamic (list SID) |
Voice campaigns are ideal for appointment reminders, payment collection calls, surveys, promotional offers, and emergency notifications.
API Reference: See the Call Campaigns API for endpoint details and request/response formats.
SMS Campaigns​
SMS campaigns send bulk text messages to your contact lists with full DLT compliance for Indian regulations. Messages can be:
- Static -- the same message sent to all recipients (up to 5 contact lists)
- Dynamic -- personalized messages using
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| Feature | Details |
|---|---|
| Max contacts per list | 1,00,000 (static) / 5,00,000 (dynamic) |
| Default SMS capacity | 300 SMS/minute |
| DLT compliance | Entity ID + Template ID required |
| Sender ID | Alphabetical (transactional) or numeric (promotional) |
| Scheduling | RFC 3339, min 10-min lead time |
SMS campaigns are ideal for transactional alerts, OTP delivery, promotional offers, order updates, and bulk notifications.
API Reference: See the SMS Campaigns API for endpoint details and request/response formats.
When to Use Each Channel​
| Use Case | Recommended Channel | Why |
|---|---|---|
| Appointment reminders | Voice | Higher engagement; recipients can confirm via IVR |
| Payment collection | Voice | Personal touch; can connect to agent for resolution |
| Order status updates | SMS | Quick, non-intrusive; recipient reads at their convenience |
| Promotional offers | SMS | Cost-effective for large audiences; includes clickable links |
| Surveys and feedback | Voice | Interactive IVR captures structured responses in real time |
| Emergency alerts | Voice + SMS | Dual-channel ensures maximum reach |
| OTP / verification codes | SMS | Instant delivery; standard user expectation |
| Event invitations | SMS | Scalable; supports personalized details via dynamic templates |
Campaign Lifecycle​
Both voice and SMS campaigns follow a similar lifecycle:
Created --> InProgress --> Completed
--> Paused --> Resumed --> Completed
--> Completed (forced; remaining marked as failed)
Completed --> Archived
- Created -- Campaign is configured and contacts are queued
- InProgress -- Calls or messages are actively being sent
- Paused -- Campaign is temporarily stopped; can be resumed
- Completed -- All contacts have been processed (or campaign was force-completed)
- Archived -- Campaign is moved to archive for long-term storage
Guides in This Section​
Voice Campaign Guides​
| Guide | Description |
|---|---|
| Creating a Voice Campaign | Step-by-step walkthrough: upload contacts, configure IVR, set schedule and retries |
| Campaign Scheduling | Time zones, business hours windows, and recurring campaign patterns |
| Retry Configuration | Max attempts, retry intervals, linear vs. exponential backoff |
| Campaign Reports | Call status breakdown, CDR downloads, and analytics dashboard |
| Contact List Management | CSV uploads, deduplication, DND filtering, and list operations |
| Best Practices | Optimize connect rates, manage throughput, and avoid common pitfalls |
SMS Campaign Guides​
| Guide | Description |
|---|---|
| Creating an SMS Campaign | End-to-end guide: DLT templates, sender ID, contact lists, and scheduling |
| SMS Campaign Templates | DLT approval workflow, variable substitution, and template management |
| SMS Campaign Reports | Delivery status tracking, DLT rejection analysis, and report downloads |
Prerequisites​
Before creating campaigns, ensure you have:
- An active Exotel account with API credentials (API key and token)
- At least one ExoPhone (virtual number) for voice campaigns
- DLT Entity ID and approved Template IDs for SMS campaigns (India)
- Contact lists prepared in the required CSV format
- Webhook endpoints configured for real-time status updates (recommended)
If you are new to Exotel campaigns, start with the Creating a Voice Campaign or Creating an SMS Campaign guide for a complete end-to-end walkthrough.