Vocabulary and model

Terminology

Reference Reviewed · not yet fact-checked

In short

What is the canonical name for each Reply object?

Every Reply object has exactly one canonical name on this site. The most confused pair is Sequence and Campaign — one object, two names, and Sequence is the current one. This glossary is generated from the entity registry, so definitions here always match the rest of the site.

Each term has exactly one canonical definition on this site. When the app, the legacy API, and the current API use different words for one object, the entry below is the mapping. This glossary is generated from the site's entity registry (_entities.yaml), so it cannot drift from the names the rest of the site uses.

Glossary

Campaign (legacy)

The former name of the Sequence object, kept because older articles, integrations, and API payloads still use it. See Campaign (legacy).

Not the same thing as Sequence — not a separate object — one thing, two names, and Sequence is the current one.

Company

An organization record that groups Contacts and carries firmographic fields. The Reply app calls these Accounts; the API noun is Company. See Company.

Also encountered as: account. Use "Company" in anything you write.

Contact

A person record with email, enrichment fields, ownership, and outreach state — automatically assigned statuses per sequence plus one editable stage. The unit that sequences enroll and act on. See Contact.

Also encountered as: prospect, lead, person. Use "Contact" in anything you write.

Not the same thing as Company — a Contact is a person; a Company is the organization a Contact belongs to.

Conversation

The message thread between a Contact and your team across channels, including reply classification state. See Conversation.

Also encountered as: thread. Use "Conversation" in anything you write.

Email account

A connected mailbox Reply sends from and reads replies through, with its own daily limits, signature, and warm-up state. See Email account.

Also encountered as: mailbox, sending account, inbox account. Use "Email account" in anything you write.

Inbox

The shared surface where Conversations from all connected Email accounts and channels are read, answered, and sorted into categories — one category per thread, with Meeting intent as a subcategory. See Inbox.

Also encountered as: shared inbox, unified inbox. Use "Inbox" in anything you write.

Jason AI

Reply's AI SDR — the agent layer that finds prospects, writes and runs outreach, and handles replies with configurable autonomy. See Jason AI.

Also encountered as: Jason, AI SDR agent. Use "Jason AI" in anything you write.

Knowledge base

A Jason AI source collection — pages, documents, and articles the AI grounds its outreach and replies in. See Knowledge base.

List

A named collection of Contacts used to stage, organize, and bulk-enroll people into outreach. See List.

Also encountered as: contact list, segment. Use "List" in anything you write.

Offer

A Jason AI object describing what you sell — the value proposition, proof points, and target audience the AI writes from. See Offer.

Playbook (Jason AI object)

A Jason AI configuration object that packages targeting, messaging, and handling rules for the AI SDR to execute. See Playbook (Jason AI object).

Not the same thing as Playbooks (site section) — the Playbooks section of this site holds human-readable outreach recipes; this object is Jason AI configuration.

Playbooks (site section)

The section of this site holding situation-specific outreach recipes — targeting, sequence structure, messaging, and expected results. See Playbooks (site section).

Not the same thing as Playbook (Jason AI object) — a documentation section, not a product object.

Prospect data

Reply's built-in B2B contact and company database used for prospect search and enrichment. See Prospect data.

Also encountered as: Reply Data, B2B database. Use "Prospect data" in anything you write.

Schedule

The weekly time windows and timezone rules that decide when sequence steps are allowed to execute. See Schedule.

Also encountered as: sending schedule, sending window. Use "Schedule" in anything you write.

Sequence

The ordered set of outreach steps that enrolls Contacts and executes sending through assigned Email accounts on a Schedule. The central execution object in Reply. See Sequence.

Also encountered as: campaign, cadence. Use "Sequence" in anything you write.

Not the same thing as Campaign (legacy) — "Campaign" is the legacy name for the same object; current product and API say Sequence.

Sequence step

One action inside a Sequence — an email, a LinkedIn action, a call task, or an SMS — with its delay, conditions, and variants. See Sequence step.

Also encountered as: touch, touchpoint. Use "Sequence step" in anything you write.

Stage

An editable label for a Contact's level of engagement across all outreach — Interested, Engaging, Not Interested, Do Not Contact, and others. Distinct from statuses, which Reply assigns automatically per sequence; stages cannot be created, only edited. See Stage.

Also encountered as: contact stage, pipeline stage. Use "Stage" in anything you write.

Task

A to-do generated by a sequence step or created directly — a call to make, a profile to visit, a message to approve. See Task.

Also encountered as: manual step, to-do. Use "Task" in anything you write.

Warm-up

The mailbox warm-up service that builds sender reputation on an Email account before it carries real outreach volume. See Warm-up.

Also encountered as: MailToaster, mailbox warm-up. Use "Warm-up" in anything you write.

Reading rule

When two terms conflict, the canonical term wins everywhere on this site. Pages mention a synonym once, on first use, then use the canonical term only.

Build with Reply

REST API: docs.reply.io — field names use these canonical nouns