Engagement Programs and Nurture
Core concepts
Engagement programs deliver streams of content on a cadence to people in a cast. Know the difference between nurture (drip, one stream at a time) and engagement (multiple streams, people can be in one stream at a time and transition between streams via transitions). Understand exhausted status (person finished all content in the stream), paused, and cadence settings (days of week, time).
Traps
- Assuming a person can be in two streams at once - they cannot; they occupy one stream and transition.
- Forgetting that transitions are triggered by smart campaigns and move a person to another stream, resetting their position.
- Confusing engagement program status (member status like Engaged, Paused, Exhausted) with program status in a standard program.
- Missing that content must be added to a stream and can be emails, pushes, or nested programs.
Rule of thumb
If a question asks how to move a person between content tracks, the answer is a transition smart campaign - not adding them to a second stream.
Worked example
A lead finishes all emails in Stream A and becomes Exhausted. A smart campaign with a transition trigger moves them to Stream B (e.g., a re-engagement track), where they resume at the top. Cadence and stream order determine send timing.