# Fundamentals (https://docs.loybox.com.ar/en/campanas)



Campaigns let you send a message to a group of members over WhatsApp or email.
They lean on [segmentation](https://docs.loybox.com.ar/segmentacion): instead of writing to your whole
base, you speak differently to each group based on its behavior.

<Callout type="info" title="They are created from a segment">
  A campaign's starting point is a segment: they are launched from a segment's
  detail view under **Segmentación** (Segmentation). That way the audience is
  defined by purchase behavior.
</Callout>

## How it works
<Steps>
  <Step>
    ### You choose the audience
    A segment (for example, *En riesgo*, at risk) or an individual member.
  </Step>

  <Step>
    ### You choose the channel
    WhatsApp or email, depending on how you want to reach them.
  </Step>

  <Step>
    ### You write the message
    With personalization variables such as `{{first_name}}`, so each member receives
    it with their own name.
  </Step>

  <Step>
    ### You schedule or send
    You pick a date and time, or send it right away.
  </Step>

  <Step>
    ### You follow the results
    Every campaign shows its state and its metrics.
  </Step>
</Steps>

## A campaign's states
| State                      | What it means                      |
| -------------------------- | ---------------------------------- |
| **Borrador** (Draft)       | In preparation, not sent yet.      |
| **Programada** (Scheduled) | With a send date and time set.     |
| **Enviando** (Sending)     | Currently going out.               |
| **Enviada** (Sent)         | Already delivered to the audience. |
| **Cancelada** (Cancelled)  | Stopped before being sent.         |
| **Falló** (Failed)         | Something went wrong on send.      |

## Personalization
Messages accept variables that are filled in with each member's data (for example
`{{first_name}}`), so a single message arrives personalized to every person.

<Callout type="info">
  To send over WhatsApp you need WhatsApp Business connected under Integrations.
</Callout>