Changes To The Way Infusionsoft Handles Campaign Changes (The Old 7 Day Rule)
NOTICE: The 7 Day Rule will be eliminated from all apps by Dec 7th. Your account may not be affected until then. Please test your account before assuming the 7 Day Rule is gone.
Since 2012, when the Campaign Builder came out, until now, the Infusionsoft Campaign Builder has contained a mysterious rule called The 7 Day Rule. The 7 Day Rule went into effect when you edited a live campaign by inserting new elements into sequence. The rule stated:
If you add a new element into a sequence where contacts have already passed that point, the new element will be run on any contact that has passed that point within the last 7 days.
Since most people didn’t know about The 7 Day Rule, many people were caught off guard when emails went out unexpectedly. This caused confusion. People thought Infusionsoft was just crazy, or broken, or buggy.
The good new is, Infusionsoft has eliminated The 7 Day Rule.
What Happens Now?
So, the question I keep hearing from people in the know, is “What will happen now?”
The answer is, NOTHING.
I tested a few scenarios to prove the point.
First I created 3 sequences with 3 different timer types. One with a date timer. One with a delay timer, and one with a field timer. I set them all up so they’d be just barely in the past (easily within the 7 day period).
Here’s what each sequence had inside:
Then I put ~230 contacts into those sequences and waited until they were queued:
Once they were queued I went in and added a tag application after each of the timers. In the 7 Day Rule days, this tag would have been applied to all the queued contacts because it’s a new element being added with 7 days of the contacts passing that point.
Now, without the 7 Day Rule, nothing happens. No contacts received the tags. Not one of the 3 timer scenarios triggered anything.
So, the 7 Day Rule is officially dead.
Those of us who were comfortable with the 7 Day Rule, and leveraged it to do things we wanted to happen, will need to find other ways.
If you’re adding items to the end of a sequence, you can either execute those items manually on the queued contacts, or add another sequence onto the end and allow the queued contacts to flow into the new sequence.
Another option is to always keep a timer on the end of your sequences that is set for WAY in the future. Instead of contacts getting queued, they’ll be stuck in that timer. Then, if you want to add a new step, change the timer to the timeframe you want, add the step, then add a new long-term timer at the end and publish. I’m not a fan of this method, but I know some people use it.
If you’re inserting items into the middle of a sequence, you’ll need to execute the steps manually on the contacts you wish to receive that step.
Of course, any new contact that hadn’t passed that point in the sequence yet will get the new steps automatically.
This approach is much more intuitive, although it may take a bit of getting used to for experienced users.