Email Campaigns
Create and send email campaigns to your subscribers.
Coming Soon: Email Campaigns is currently in development.
A campaign is a single email sent to a selected group of subscribers. Whether you're announcing a promotion, sharing your latest blog post, or sending a monthly newsletter, campaigns are how you reach your audience at scale. Each campaign involves choosing your content, selecting your audience, and setting your send parameters — then monitoring results to learn what resonates.
Creating a Campaign
To start a new campaign, navigate to the Email module and click Create > New Campaign in the top navigation. The campaign builder walks you through each step.
Begin by selecting a template or starting from scratch. Templates provide pre-designed structures that you customize with your specific content. Starting from scratch gives complete control but requires more design work. For most campaigns, starting with a proven template and adapting it saves time while maintaining professional quality.
Write your email content in the visual editor. Add your message, images, and calls-to-action. Preview how the email will look on both desktop and mobile devices — significant portions of email are now read on phones, so mobile rendering matters.
Select which subscribers should receive this campaign. You can send to your entire list or target specific segments based on subscriber attributes or behaviors. Better targeting generally improves results because recipients see content relevant to their interests.
Finally, schedule delivery or send immediately. Choose the time that's most likely to catch your audience's attention based on your analytics or industry benchmarks.
Crafting Your Subject Line
The subject line determines whether your email gets opened or ignored. In a crowded inbox, you have seconds to earn attention.
Be clear and specific about what the email contains. Subject lines that accurately describe the content build trust over time, while clickbait tactics might get one open but damage long-term engagement.
Create relevance or urgency when appropriate. "Your order ships tomorrow" or "24 hours left: Summer sale ends Friday" give readers reasons to open now rather than later. But manufactured urgency on content that isn't actually urgent erodes credibility.
Keep subject lines under 50 characters to avoid truncation on mobile devices. Every word should earn its place — cut anything that doesn't add value.
Preview Text Strategy
The preview text (also called preheader text) appears after the subject line in most email clients. This secondary line of text is valuable real estate that many marketers ignore.
Use preview text to complement your subject line rather than repeat it. If your subject line announces a sale, the preview text might highlight the discount percentage or deadline. Together, they make a stronger case for opening than either alone.
If you don't set preview text intentionally, email clients will pull the first text from your email body — often something like "View in browser" or "Having trouble reading this?" That's wasted opportunity.
Selecting Your Audience
Who receives your campaign significantly impacts its performance.
Your full list is appropriate for major announcements that matter to everyone — company news, broadly applicable promotions, or important updates.
Segments target subsets of your list based on shared characteristics. Send product-specific promotions to subscribers who've shown interest in those products. Target re-engagement campaigns to subscribers who haven't opened recently.
Tags provide another way to filter. If you've tagged subscribers by how they joined your list, their interests, or other attributes, you can target campaigns based on those tags.
Smaller, well-targeted sends typically outperform mass blasts. When recipients receive content relevant to their interests, they engage more. When they consistently receive irrelevant content, they tune out or unsubscribe.
Scheduling Options
Timing affects email performance, though less dramatically than content quality.
Send immediately delivers your campaign right away. Use this for time-sensitive content or when you've already determined the optimal send time.
Schedule for a specific time lets you compose now and deliver later. This is useful for campaigns tied to specific dates, for batching your email work into dedicated sessions, or for hitting send times outside your working hours.
Send time optimization (when available) uses analytics to determine when each subscriber is most likely to engage, delivering the email at personalized optimal times. This approach often improves open rates by reaching people when they're most attentive.
Pre-Send Checklist
Before sending any campaign, verify everything is correct. Mistakes go to your entire list and can't be undone.
Preview on both desktop and mobile devices. Emails that look great on one can be broken on the other.
Send a test email to yourself or a colleague. Check that links work, images display, and personalization renders correctly. Actually click every link to confirm destinations.
Review your subject line, preview text, and from name one more time. These small elements have outsized impact on results.
Confirm your selected audience is correct. Sending a customer-only promotion to prospects, or a regional message to your global list, creates confusion and wastes opportunities.