TL;DR
This article focuses on three areas of the campaign send form: how to fill in the dynamic variables that come from the message template, the three actions you can apply automatically to everyone who received the campaign, and the difference between a regular campaign and a campaign that attaches a chatbot to the conversation after sending. For a full guide to the campaign flow from start to finish, there’s a link at the end.
Background: why every campaign is based on a message template
In Mumble you don’t send free-form text in a campaign. Every send to a large group of customers must be based on a message template that Meta has pre-approved. That’s a Meta requirement, not a Mumble one. So the first step in any campaign is to choose a template that’s already in “Approved” status. The steps this article explains, including variables and actions, build on the structure of that template.
Dynamic variables
If the template’s body defines variables in the format {{1}}, {{2}}, {{3}}, a field for filling in each variable will appear in the campaign send area. If the template has no variables, this area won’t appear at all.
For each variable, you can choose between two ways to fill it:
- Fixed text. You type a word or phrase manually, and all customers receive the same value. Useful for coupon codes, the name of a promotion, or any information that’s identical for everyone. For example {{1}} = “BLACK40”.
- Dynamic variable. You open the dropdown and choose a field from the customer’s profile. The value is filled at send time based on each customer’s own data. Available fields: first name, last name, full name, email, phone, country, and any custom field you’ve defined in the account.
You can also mix them. Example: {{1}} = “first name” (dynamic variable) and {{2}} = “BLACK40” (fixed text). The message that goes out: “Hi Dana, your coupon is BLACK40”, and the next message: “Hi Yossi, your coupon is BLACK40”.
Key points about filling in variables
- You can’t add new variables at this stage. If you want a variable that wasn’t in the template, you need to create a new template with the variable. You can’t edit a template after it’s been approved.
- An empty field in the customer profile produces an empty value. If you chose “first name” as a dynamic variable and a particular customer has no first name on record, the message will go out with a space instead of the name. The result: “Hi , your coupon”. To prevent this, check before a large send that the share of customers with the required field is high enough.
- The variable’s content can’t contain line breaks or 4 consecutive spaces. This is a Meta rule, and it isn’t always obvious. If one of the values in the customer profile contains a line break, the message to that customer will fail to send.
Post-send actions
In the “Actions” area of the campaign form, you can define up to three automatic actions that will run on every customer who received the campaign:
- Add customer to a list. Adds the customer to a list of your choice. Useful for flagging who received the campaign (for example, a “Received Black Friday 2026” list), so you can filter later or avoid sending twice in the next campaign.
- Change the customer’s status. Changes the conversation status to one of the 18 possible statuses (New, Open, Follow-up, etc.). Useful for making the conversation appear under the right filter in the inbox after sending.
- Assign the customer to an agent or team. Places the customer under the responsibility of a specific agent or team. When the customer replies, the conversation appears immediately with the right agent or team, with no need to route it manually.
The actions run the same way for all customers, regardless of whether the customer opened the message or replied to it. They fire the moment the campaign is sent.
Regular campaign vs. bot campaign
Regular campaign
Sends the message to a list of customers. If one of the customers had an active conversation with a chatbot, the campaign will stop the bot. Replies that come in from customers go to the regular inbox and are handled manually. This is the right path for general messages that don’t require an automated process after sending: promotion updates, renewal alerts, holiday greetings.
Bot campaign
Sends the message and, at the same time, attaches a chatbot of your choice to each conversation. When the customer replies, the chatbot picks up the response and acts on it. This is the path for automated processes: workshop registration, a preferences questionnaire, a multi-step sales process, qualifying leads before handing them to a salesperson.
Two practical differences between the two paths:
- A regular campaign stops an existing bot. A bot campaign attaches a new bot to the conversation. If the customer already had an active chatbot, a regular campaign will stop it, and a bot campaign will replace it with the new bot you chose.
- The bot campaign is available on the Pro plan and up. On the Standard plan, the option won’t appear in the form.
Examples
A classic marketing campaign with tagging and follow-up
Template: “summer_sale_2026” with {{1}} for the customer’s name.
Variable {{1}}: dynamic variable “first name”.
Post-send actions: add to the “Received Summer 2026” list + change status to “Follow-up”.
Type: regular campaign.
A webinar registration campaign with a chatbot
Template: “webinar_invite” with Quick Reply buttons (“Interested”, “Not interested”).
Variables: none (the template has no body variables).
Post-send actions: assign to the “Sales” team.
Type: bot campaign, connected to the “Webinar registration” chatbot that directs anyone who clicks “Interested” to collect their name, email, and preferred date.
Common issues
The variable fields don’t appear in the campaign form
Reason: the template you chose doesn’t contain variables. Fix: this isn’t a malfunction. If you wanted variables, go back to the message templates area, create a new template with {{1}}, {{2}} in its body, wait for Meta’s approval, and return to the campaign.
Messages went out with partial names or odd spaces
Reason: you chose the dynamic variable “first name” but some customers have no first name on record, only a full name. Fix: before a large send, export the target list and check the completeness of the field you want. If it’s missing at scale, it’s better to use “full name”, which is more likely to be filled in, or to add “Hi ” before the variable and make sure there’s a fallback.
The “bot campaign” option doesn’t appear in the form
Reason: your plan is Standard, and the feature is only available from Pro and up. Fix: upgrade your plan from the main page in Mumble, or choose the regular path and handle the replies manually in the inbox.
The “assign to agent” action doesn’t show the agent I want
Reason: the agent may be missing the relevant permission, or isn’t assigned to the relevant team. Fix: go into the agents and teams settings and make sure the user is configured with the appropriate permissions.
Related articles
- Sending a campaign in Mumble: the complete guide
- Creating a WhatsApp message template
- Setting up a chatbot in Mumble
- Managing agents and teams in Mumble
The bottom line
Dynamic variables turn a single campaign into a personal message for each customer, post-send actions turn it into the starting point of a process, and a bot campaign turns it into an automated two-way conversation. These three areas are the difference between a quick send and a campaign that produces results beyond the send itself.