Understanding the Smart Mail Pipeline

Learn how the Smart Mail Pipeline works, what each stage means, and how contacts move automatically through engagement and replies.

Written by Kalila Richards
February 18, 2026

Table of contents

• Where to Find the Smart Mail Pipeline
• Smart Mail Pipeline Stages Explained
• 1. Sent Offers
• 2. Active Clients
• 3. Conversations
• 4. Pending Deal
• 5. Sold
• 6. Lost Deals
• What Moves Automatically vs. Manually
• Why the Smart Mail Pipeline Matters
• Tips for Using the Pipeline Effectively

The Smart Mail Pipeline gives you a visual overview of collector engagement after sending a Smart Mail.

Each card represents a contact you’ve emailed and their engagement level. As collectors engage, reply, or progress through the sales process, their card moves through different stages.

This helps you quickly see:

• Who has opened your message
• Who has replied
• Who is actively in conversation
• Which collectors are close to closing
• What has been sold or lost

Where to Find the Smart Mail Pipeline

1. Go to Mail
2. Open a Smart Mail campaign
3. Click into the campaign view

You’ll see a board-style pipeline with columns representing different stages.

Smart Mail Pipeline Stages Explained

1. Sent Offers

This is where contacts appear immediately after you send a Smart Mail.

What it means:

• The email has been sent.
• The collector may or may not have opened it yet.

Automation:

• Contacts are automatically added here when the Smart Mail is sent.
• Open and click activity begins tracking immediately.

2. Active Clients

A contact moves into Active Clients when they engage with your Smart Mail.

Think of this stage as Engaged Contacts — collectors who have interacted with your message, even if they haven’t replied yet.

Engagement can include:

• Opening the email
• Clicking a link
• Viewing an Online Viewing Room

Automation:

• Movement into Active Clients is automatic based on engagement tracking.
• No manual action is required.

This stage signals activity and interest, but not necessarily a confirmed response.

💡 Tip: Understanding Email Opens

Email open tracking is not always 100% precise. Some email providers and privacy tools automatically preload images or scan emails in the background. When this happens, the email may register as “opened” even if the collector hasn’t actively viewed it.

In ARTERNAL, an email open is recorded whenever the message is requested from our servers. What this means:

• An “open” may occasionally be triggered by automated systems.
• You should review additional engagement signals like link clicks or Online Viewing Room activity for stronger confirmation of interest.
• If there are no opens recorded, the email has not been viewed.

Smart Mail combines opens, clicks, and OVR engagement to give you the most complete picture possible.

3. Conversations

A contact moves into Conversations when they reply to your Smart Mail.

What it means:

• There is an active email exchange.
• The collector has responded directly.

Automation:

• Movement into Conversations happens automatically when a reply is received (if your email is connected).

This helps you separate passive engagement from active dialogue.

4. Pending Deal

This stage is used when a collector is moving toward purchase.

Examples:

• Holding a work
• Negotiating pricing
• Confirming payment details

Automation:

• There is no automatic movement into this stage. You must manually drag a card into Pending Deal when a collector begins moving toward purchase.

This gives you visibility into near-term revenue.

5. Sold

When a deal closes, you can move the contact here.

Automation:

• There is no automatic movement into Sold.
• You must manually move a card into this stage once a sale is confirmed.

This stage reflects completed sales related to that Smart Mail outreach.

6. Lost Deals

If a collector decides not to proceed, you can move the card here.

Automation:

• There is no automatic movement into Lost Deals.
• You must manually move a card into this stage when an opportunity does not convert.

Tracking lost deals helps you understand outreach effectiveness over time.

What Moves Automatically vs. Manually

Automatic Movement:

• Sent Offers → Active Clients (based on opens, clicks, or OVR views)
• Active Clients → Conversations (based on email reply)

Manual Movement (No Automation):

• Conversations → Pending Deal
• Pending Deal → Sold
• Any stage → Lost Deals

Only engagement and replies trigger automatic movement. All sales-stage progression must be managed manually.

Why the Smart Mail Pipeline Matters

The pipeline turns outreach into a visual sales workflow. Instead of searching through email threads, you can quickly see:

• Who is warm
• Who is in conversation
• Which deals are progressing
• What has closed

It connects communication directly to pipeline movement.

Tips for Using the Pipeline Effectively

• Review the board after sending major outreach (e.g., fair previews).
• Prioritize follow-ups in Active Clients and Conversations.
• Move collectors into Pending Deal as soon as negotiation begins.
• Use Sold and Lost Deals to measure campaign effectiveness.

❓FAQs

Q: Do cards move automatically?

A: Engagement and replies move cards automatically into Active Clients and Conversations. All other stage movement is manual.

Q: Can I manually move a card?

A: Yes. You can drag and drop cards between stages when needed.

Q: Can I see engagement details?

A: Yes. Click on a card to view engagement metrics, including opens, clicks, and OVR views.