What is a multi-identity campaign?
Instead of picking one sender (one email mailbox or one LinkedIn account) for a campaign, you select several. Enginy then shares your leads across those senders automatically. Each lead is contacted by one sender only, and every follow-up in that conversation comes from the same person.
The group of senders you select is called the sender pool.
Why use it?
One campaign instead of many. You no longer need to duplicate the same campaign for each SDR, rep or account.
Even workload. Leads are shared across senders so nobody gets buried and nobody sits idle.
One set of results. Analytics, replies and optimization happen in one place, so you can see what really works.
Less setup and maintenance. Change the copy once and it applies to every sender in the campaign.
Safer volume. Spreading outreach across several accounts and mailboxes keeps the volume per sender lower.
How it works
Leads are not picked at random. Enginy balances them: each new lead goes to the sender who currently has the fewest active conversations, so the load stays even. If senders are tied, the one higher in the sender list goes first.
Here is what happens, step by step:
You choose the senders in the campaign settings while the campaign is still a draft. The first sender in the list is the primary one.
Enginy assigns each lead to a sender. This happens when you save the settings, when messages are generated for a step, when the campaign launches, and whenever new leads are added.
The assignment sticks. Once a lead has any activity (a message, a task, or a LinkedIn connection request), it stays with that sender for the entire conversation, even if you change the sender list later.
Leads without activity can still move. Until a lead has had any activity, Enginy can reassign it when you add or remove senders. Any AI-generated preview for that lead is marked as outdated so it can be regenerated for the new sender.
The key rule: once a conversation has started, its sender never changes. This keeps conversations natural for the prospect, who always hears from the same person.
When can you add or remove senders?
You can add senders at any time, including after the campaign has launched. You can remove senders only while the campaign is in Draft (including Scheduled, which is a draft with a future launch time). Once a campaign launches, the senders already in it can't be removed. Pausing does not change this.
Campaign status | Add senders | Remove senders |
Draft | Yes | Yes |
Scheduled | Yes | Yes |
Running / Active | Yes | No |
Paused | Yes | No |
When you add a sender, Enginy checks it against the steps already in your sequence. For example, a LinkedIn InMail step needs a sender with LinkedIn capability. If you add a new step type later, check that every sender in the list can run it. On a campaign that has already launched, leads that have already started keep their original sender, and the new sender only receives leads that haven't been assigned yet.
When you remove a sender in Draft, leads that had not started are shared among the remaining senders automatically.
If you need to remove a sender from a campaign that has already launched, create a new campaign with the senders you want.
Use cases
A team of SDRs covering one market. You have 5 SDRs targeting the same segment, for example fintech in the DACH region. Create one campaign, add all 5 as senders, and upload the full audience. Enginy shares the leads evenly, and you get one set of results for the whole market instead of five small campaigns with too little data each.
Several markets, one team. Create one multi-identity campaign per market (for example Spain, France, Germany), each with the SDRs who cover that market. Keep language and copy specific to each market.
Founder or executive plus SDRs. Add a senior sender alongside your SDRs so part of your audience hears from a recognizable name. Because every lead keeps the same sender throughout, the conversation always stays personal.
Agencies and consultants. Run a client's outreach from several client accounts or mailboxes in one campaign, instead of building and tracking a separate campaign per account.
Spreading volume. When one audience is large, several senders let you reach it without pushing a single mailbox or LinkedIn account too hard.
Best practices for big teams
One campaign per market, not one per SDR. If 5 SDRs work the same market with the same pitch, build a single campaign with all 5 as senders. More leads in one campaign means faster, more reliable learnings about copy and targeting.
Finalize the sender list before you add leads. Leads are assigned as they are added, and assignments stick once a lead has activity. Choose all your senders first, then import the audience, so the load is shared evenly from the start.
Avoid changing the list repeatedly while drafting. If the sender list changes several times, some leads can end up concentrated on one sender, and that cannot be rebalanced after launch.
Check every sender against every step. Make sure each sender can run each step in the sequence (for example, LinkedIn steps need a connected LinkedIn account) before you launch.
Write copy that works for any sender. Since leads are shared automatically, avoid copy that only makes sense from one person. Use sender variables for names and signatures.
Keep senders comparable. Group senders with a similar role, language and market so the same message makes sense from each of them.
Review the setup before launching. After launch you can still add senders but not remove them, so do a final check of senders, steps and audience while the campaign is in Draft.
Plan for growth. If a new SDR joins after launch, add them as a sender to the running campaign. They will receive the leads that haven't been assigned yet.
FAQ
Are leads assigned randomly? No. Each new lead goes to the sender with the fewest active conversations, which keeps the workload balanced.
Can I choose which sender contacts which lead? No. Assignment is automatic. If you need specific leads handled by a specific sender, create a separate campaign for them.
Can one lead be contacted by two senders? No. Each lead is assigned to one sender, and all follow-ups come from that same sender.
Can I add or remove a sender on a campaign that is already running or paused? You can add senders at any time, but you can only remove them while the campaign is in Draft or Scheduled. Pausing does not change this. If you need to remove a sender after launch, create a new campaign.
I added three senders, but most leads still go out from the first one. Why? Leads that already had a message, a task or a LinkedIn connection request keep their original sender. A sender you add later only receives leads that have not been assigned yet. Once a campaign is live, this distribution cannot be rebalanced, so it is best to finish the sender list before adding leads.
What happens to a lead's conversation if I remove a sender in Draft? Leads that had not started are moved to the remaining senders, and their AI previews are marked as outdated so they can be regenerated. Leads that already had activity keep their original sender.
Can I run multi-identity campaigns with both email and LinkedIn? Yes, as long as every sender in the campaign can run the steps in your sequence. For example, a LinkedIn step needs a sender with a connected LinkedIn account.
What is the difference between this and cloning a campaign for each sender? Cloning gives you several campaigns with the same copy and separate results. A multi-identity campaign keeps one audience, one sequence and one set of results, and shares the leads for you.
Troubleshooting and good to know
I can't remove a sender. The campaign has already launched. Senders can only be removed in Draft or Scheduled status, but you can still add new ones.
Leads are unevenly spread across senders. This usually comes from changes to the sender list before launch. It cannot be rebalanced on a live campaign: a sender you add later only receives leads that haven't been assigned yet.
A sender can't run a step. Remove that sender, or change the step, while the campaign is still a draft.
A live campaign's sender changed unexpectedly. This should not happen. Contact support and share the campaign link so we can investigate.
Still have questions? Contact our support team using the chat in the bottom corner and share the campaign link.