Understand Campaign Statuses
Every outreach campaign will have one of four statuses:
Pending
A Pending campaign is still being generated and isn’t ready to begin sending emails yet.
For campaigns created through CM Hub’s pitching tools, a Pending status may simply mean the campaign is still being prepared.
If you manually created an outreach campaign and it remains Pending, there may be an issue with the Email Sequence used to create it.
Review the sequence for errors or try creating the campaign with another sequence. A common cause is an incorrectly used shortcode within one of the email templates.
Tip: If a manually created campaign remains Pending longer than expected, review its Email Sequence first.
Approved
An Approved campaign has been successfully created and is waiting for its first email to be sent.
No action is normally required at this stage. Once the first email is sent, the campaign will automatically move to Active.
Active
An Active campaign has sent its first email and the outreach sequence is currently in progress.
The campaign remains Active until one of the following occurs:
- The Brand Contact sends a valid reply.
- Every email in the sequence has been sent.
- An error prevents the campaign from continuing, such as an email bounce, blocked message, or the Brand Contact no longer being with the company.
While a campaign is Active, CM Hub continues following the schedule established by its Email Sequence.
Ended
An Ended campaign is no longer sending emails.
A campaign will end when:
- The Brand Contact sends a valid reply, or
- All emails in the sequence have been sent.
An Ended status does not necessarily mean the campaign was unsuccessful. Always review the campaign’s reply information and activity to understand why it ended.
The typical campaign lifecycle is:
Pending → Approved → Active → Ended
Understand Campaign Metrics
The Outreach table provides several metrics that allow you to monitor what has happened throughout each campaign.
Views
Views tracks the cumulative number of times emails within the campaign have been opened.
For example, if several emails are sent during a campaign and those emails are opened multiple times, those opens contribute to the campaign’s total Views.
Views can provide a useful engagement signal, but they shouldn’t be treated as a guarantee that a Brand Contact personally read or considered your pitch.
Emails Sent
Emails Sent shows the total number of emails that have been sent during the campaign.
If you’re using a four-email sequence and the campaign currently shows two emails sent, the sequence may still have additional emails scheduled.
If the Brand Contact replies before the remaining emails are sent, the campaign can end early.
Replied
The Replied column tells you whether CM Hub has detected a valid reply from the Brand Contact.
- Yes — A reply was received.
- No — A reply has not been received.
CM Hub excludes automatic responses such as bounce backs, blocked messages, and other system-generated responses from genuine replies.
Replied Date
If a valid reply is received, Replied Date displays the date and time CM Hub received the response.
This gives you a record of when the Brand Contact engaged with your outreach.
Last Update
Last Update shows the most recent time activity occurred within the campaign.
An update could include:
- An email being sent.
- An email being viewed.
- A reply being received.
- The campaign ending.
Because several types of activity can update this timestamp, Last Update doesn’t necessarily mean another email was sent. It simply indicates the most recent recorded change to the campaign.
Understand Your Performance Data
Individual campaigns tell you what happened with a particular Brand Contact. Looking across multiple campaigns can help you understand your broader outreach performance.
Don’t Judge Performance by Opens Alone
A high number of Views can indicate engagement, but the more meaningful outcome is whether your outreach starts conversations.
A campaign can receive multiple opens without receiving a reply, while another campaign may receive a reply after only one open.
Use Views as an engagement signal, not as the final measure of success.
Look at Replies Across Multiple Campaigns
Not every Brand Contact will respond to cold outreach.
Instead of judging your strategy based on one campaign, look at performance across a larger group of campaigns.
Over time, consider:
Reply Rate = Campaigns With Replies ÷ Completed Campaigns × 100
For example, if 10 out of 50 completed campaigns receive replies, your reply rate would be 20%.
This gives you a more useful benchmark than focusing on whether an individual pitch received a response.
Compare Your Messaging
If certain pitches consistently receive more replies, consider what those campaigns have in common.
Look at differences such as:
- Subject lines.
- Opening messages.
- Personalization.
- Number of emails in the sequence.
- Follow-up messaging.
- The brands you’re targeting.
- How closely those brands align with your content and audience.
Over time, this can help you identify which outreach approaches work best for you.
Give Sequences Time to Work
An Active campaign may still have additional follow-up emails scheduled.
Don’t assume a campaign has failed simply because the first email didn’t receive a reply. One of the benefits of CM Hub’s Email Sequences is that follow-ups can continue automatically according to the schedule you’ve created.
Wait until the sequence has completed before evaluating the final result.
Tips
- Check Pending campaigns that don’t progress. For manually created campaigns, review the Email Sequence and its shortcodes for possible errors.
- Don’t stop at the status. An Ended campaign could have ended because someone replied or because the entire sequence finished. Check Replied to understand the outcome.
- Evaluate groups of campaigns rather than individual pitches. Outreach performance becomes more meaningful as you collect more data.
- Use Views as context, not the goal. Replies and resulting opportunities provide a stronger indication of campaign effectiveness.
- Let your follow-ups do their job. Avoid judging an Active campaign before the complete sequence has had an opportunity to run.
- Look for patterns. If particular messaging, sequences, or types of brands consistently generate more replies, use those insights to refine future outreach.