---
title: "Proactive ‘Campaign,’ ‘Outreach,’ and ‘Recipients’ Definitions"
slug: "proactive-campaign-outreach-and-recipients-definitions"
description: "It’s helpful to recognize the difference between a Campaign, Outreach, and Recipients for Proactive Conversation features like Proactive Email, Proactive Chat, Proactive Email, and Proactive SMS. Visit Gladly Help Docs to learn more."
updated: 2025-01-19T04:32:57Z
published: 2025-01-30T20:02:30Z
canonical: "help.gladly.com/proactive-campaign-outreach-and-recipients-definitions"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.gladly.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Proactive ‘Campaign,’ ‘Outreach,’ and ‘Recipients’ Definitions

It’s helpful to recognize the difference between a **Campaign**, **Outreach**, and **Recipients** for Proactive Conversation features like Proactive Email, Proactive Chat, Proactive Email, and Proactive SMS.

> [!NOTE]
> **Definitions**
> 
> Proactive SMS, Email, Voice, and Chat follow the exact general definition of what a Campaign, Outreach, and Recipient are.

## ‘Campaign’

A Campaign includes the meta details of your Proactive Chat/ SMS/Email/Voice Campaign. You create a Campaign to specify why you want to communicate with Customers. You will always need to create a new Campaign whenever you want to reach out to Customers proactively.

For example, an SMS Campaign includes the following details: ![Form for creating an SMS campaign with fields for name, description, and schedule.](https://cdn.us.document360.io/7047b671-c4f2-4df0-bb0a-b9b511fd2452/Images/Documentation/create-proactive-sms-campaign.png?sv=2026-02-06&spr=https&st=2026-10-31T20%3A29%3A08Z&se=2026-10-31T21%3A29%3A08Z&sr=c&sp=r&sig=fUpZOqqbptQZD%2BxauR2mseuvES7FF0RE5%2F3kaBi2wog%3D)

- **Name –** A name that identifies the reason for the Campaign.
- **Description –** A short description or reason for the Campaign.
- **Phone Number –**The number used to SMS Customers. Campaign replies are routed to the Inbox linked to the selected number.
  - This field shows **Email Address** for Email Campaigns and **Phone Number** for SMS Campaigns
- **Language –** The language of the Messaging Answer you’d like to use.
- **Answer –** Displays a list of Messaging Answers available in the language selected.
- **Campaign Schedule –** The hours Gladly is allowed to send your communication to your recipients. Outreach beginning outside these hours will begin on the next sending hours window.

[Proactive Chat Campaigns](https://help.gladly.com/docs/create-proactive-chat-campaign) are slightly different because triggers are based on web pages rather than a particular Channel.

## ‘Outreach’

When we refer to *outreach*, we’re referring to the action the system takes to contact your recipients via SMS, Email, or Voice. You can also track the status of a Campaign’s outreach under these statuses: **Scheduled**, I**n Progress**, **Completed**, or **Stopped**.

For [Proactive Chat](https://help.gladly.com/docs/create-proactive-chat-campaign), *outreach* is the action of a proactive chat message appearing on a specified page on your website attempting to interact with a Customer.

## Recipients

After completing the Campaign details, you must upload a list of recipients (via CSV) you’d like to send your communication as part of the Campaign. The **Recipients** flow for each Campaign allows you to do that.

[Proactive Chat](https://help.gladly.com/docs/create-proactive-chat-campaign) Campaigns don’t require recipients as they reach out to Customers via web pages.