Every practice reaches a point where a whiteboard reminder or a quick phone call isn't enough — you need to tell 200 dog owners about a new puppy wellness package, nudge overdue-vaccine clients, or announce extended bank-holiday hours. Lupa's Campaigns & Marketing module lets you build targeted audiences, compose professional messages, and deliver them via email, WhatsApp, or AI-powered voice calls — all without leaving the practice management system.

💡 In short: Campaigns lets you send bulk email, WhatsApp, or AI call messages to filtered groups of clients directly from Lupa, then track delivery and engagement in real time.

What Campaigns Can Do

Capability	How it helps your practice
Three delivery channels	Reach clients by email, WhatsApp, or automated AI voice call — choose the channel that fits the message
Audience segments	Target the right clients using filters on species, breed, last visit, health plan status, products purchased, and more — no spreadsheets needed
Dynamic and static audiences	Dynamic audiences update automatically as client data changes; static audiences let you hand-pick exactly who receives a message
Schedule or send now	Send a campaign immediately or schedule it for a future date and time — Lupa handles delivery at the right moment
Real-time analytics	Track deliveries, opens, clicks, bounces, and spam complaints so you know what's working and what needs adjusting

The Marketing App

The Marketing app is your central dashboard for all campaign activity. Navigate there from the apps page.

If your practice hasn't set up a sending domain yet, a warning banner appears at the top of the page. Click Open email settings in the banner to go straight to Settings → Email sending and complete the setup.

The page has two tabs:

Campaigns tab

Lists every campaign your practice has created. Each row shows:

Name — the internal campaign name (not shown to recipients)
Status — colour-coded badge: Scheduled (pending), Sent (delivered), Failed (delivery error), or Cancelled
Delivery date — when the campaign was sent or is scheduled to send Use the toolbar at the top to search by name, filter by status, or narrow by date range. Click any campaign row to open its detail page, where you can review content, check recipients, and view analytics.

Audiences tab

Lists every audience segment you've built. Each row shows:

Name — the audience name
Type — Dynamic (filter-based, updates automatically) or Static (hand-picked list)
Created and Modified dates Click an audience to open its filter editor and refine who's included.

📍 Permissions required: You need the Manage Campaigns permission to access the Marketing hub and all campaign features. Ask your practice manager or admin to grant this in Settings > Roles & Permissions if you don't see the Marketing option.

Campaign Channels at a Glance

Lupa supports three campaign delivery channels, each with its own requirements:

Channel	Best for	Requirements
Email	Newsletters, promotions, health reminders, seasonal announcements	A verified sending domain configured under Settings → Email sending. You can add your domain and complete DNS verification yourself — no support request needed.
WhatsApp	Quick, high-open-rate messages using pre-approved templates	Advanced WhatsApp enabled and active WhatsApp Business connection
AI Call	Automated voice calls for appointment booking prompts	AI Receptionist feature enabled for your store

💡 If a channel appears greyed out when creating a campaign, it means the required integration hasn't been set up yet. Hover over the disabled option to see what's needed.

Key Concepts

Audiences

An audience is a group of clients (and their pets) who will receive your campaign. You can create two types:

Dynamic audience — define filter rules (e.g. "dogs over 7 years old who haven't visited in 6 months") and Lupa automatically keeps the list up to date as client data changes
Static audience — manually select specific pets from a list for one-off or highly targeted sends You can attach multiple audiences to a single campaign. Lupa combines them and removes duplicates automatically, so no client receives the same message twice.

Essential Communications

When you tick Essential Communication on a campaign, Lupa sends the message even to clients who have opted out of marketing emails. Use this only for genuinely essential messages — appointment reminders, safety notices, account-related updates — not promotional content.

Personalisation Variables

Email and WhatsApp campaigns support placeholder variables that automatically fill in each recipient's details. for example:

{{client_first_name}}, {{client_last_name}} — the client's name
{{pet_name}} — the pet's name
{{store_name}} — your practice name This means one campaign template produces personalised messages for every recipient.

Typical Campaign Workflow

Here's the high-level flow — each step is covered in detail in the companion articles:

Build your audience — create a dynamic or static audience with the right filters
Create a campaign — choose a channel, write your content, and attach your audience(s). For email campaigns, use the + menu in the editor toolbar to insert a pre-built email template and populate the body and subject line in one click.
Review and send — preview the message, check recipient counts, then send immediately or schedule for later
Track results — monitor delivery, opens, clicks, and bounces from the analytics tab

Tips for Effective Campaigns

✅ Best practices from practices that run Lupa:

Build audiences first, then create campaigns — a well-defined audience is the foundation of every successful send
Use dynamic audiences for recurring campaigns (e.g. monthly vaccine reminders) so the list stays current without manual updates
Use static audiences for one-off targeted sends where you need precise control over who receives the message
Use email templates (available from the + menu in the email editor) to keep your campaigns consistent and save time on formatting. Preview your email content before sending — check that variables like {{clientFirstName}} render correctly
Schedule campaigns during business hours when clients are most likely to engage
Start with a small test audience before sending to your full client base
Review analytics after each campaign to learn what resonates — open rates and click rates tell you what's working

Frequently Asked Questions

Can I send a campaign to clients across multiple locations?

Yes. Company-level campaigns can target audiences spanning all your stores. Each recipient receives the message from their primary store's configured email address or phone number, so it always looks local.

What happens if a client appears in multiple audiences on the same campaign?

Lupa automatically deduplicates recipients. Each client receives the message once, regardless of how many attached audiences they appear in.

Can I edit a campaign after it's been sent?

No. Once a campaign reaches Sent status, it becomes read-only. You can still view its content, recipients, and analytics. If you need to send a corrected version, create a new campaign.

What's the difference between cancelling and archiving a campaign?

Cancelling stops a scheduled campaign before it sends — it moves to Cancelled status and no messages go out. Archiving hides any campaign (regardless of status) from the default list view to keep things tidy. Archived campaigns can be restored.

Do recipients see the campaign name?

No. The campaign name is internal only — it helps your team identify the campaign in the list. Recipients see the email subject line, WhatsApp template content, or hear the AI call script.

Why can't I select a particular channel when creating a campaign?

Each channel requires specific setup. Email needs a verified sending domain — go to Settings → Email sending to add your domain and complete DNS verification yourself. WhatsApp needs an active WhatsApp Business connection. AI Calls need the AI Receptionist feature enabled. Hover over the greyed-out option for details on what's missing.

Campaigns overview