Create an Email Marketing Campaign

Send targeted emails to customers after a sale, or at a set date and time.

Create an Ongoing Campaign

An ongoing campaign allows you to send emails to customers based on event triggers, such as a purchase. These emails will go out in a predetermined sequence starting from the date of the trigger itself, rather than being sent on a specific date. “Thanks for purchasing” emails and maintenance reminders are great examples of emails sent via ongoing campaigns.

  • Navigate to Customers -> Campaigns and go to the Ongoing tab. You may choose to start with a campaign template, with criteria already created for you, or a new campaign from scratch.

  • On the campaign creation page, enter your title for this campaign.
    • Tip: Keep your campaigns organized by using the triggering event for the name. For example “New ______ Purchase”.
    • This title is for your use only; customers will not see it.

  • Select the time of day your email(s) will send.
  • Select a Mailing Group. You can add or edit your Mailing Groups in Customers -> Settings -> Groups.
  • Add criteria that will determine the trigger for this campaign.
    • A purchase from a particular category
    • Purchases over a particular amount.
    • Target customers further with additional criteria to include or exclude recipients.
  • Click the Save button.
  • Verify your criteria match the customers you'd like to target.
    • Click Preview Data to see a sample of customers who would receive the emails in this campaign.

Create a One Off Campaign

A one-off campaign is the best way to send an email at a specific date and time to your entire list, like a newsletter, or to just a particular segment, like an announcement about an upcoming targeted promotion.

  • Navigate to Customers -> Campaigns and go to the One-Off tab.
  • Select a campaign template for common one-off campaigns with criteria already created for you, or start a new campaign from scratch.

  • Enter your title for this campaign.
    • Tip: Include the date of the email in the title to keep your campaigns organized. May Newsletter: 5-1-2021, for example.
    • This title is for your use only; customers will not see it.

  • Select a segment of customers that you’d like to receive this campaign.
    • This could be “All Customers”, or a segment you’ve already created.
    • You can target even further in the criteria portion of the page.
  • Enter the date the campaign will begin.

Emails in this campaign will follow any delay times set in the emails themselves. To send an email exactly on the Campaign date, put a 0 for the delay in that email.

  • Select the time of day your email(s) will send.
  • Select a Mailing Group.
  • If needed, target customers further by adding additional criteria that will include or exclude recipients.

Before adding emails or previewing our recipient data, save the campaign, using the Save button in the upper right-hand corner of the page.

From here, Preview Data to see a representative sampling of customers who will receive the emails in this campaign.

Create Custom Mailing Groups

Mailing Groups represent the types of emails you might send to your list, like newsletters, event announcements, or promotional campaigns. The ability to select what types of marketing the customer receives helps them stay on your mailing list, receiving only the communications they want.

When a user clicks the Unsubscribe link in the footer of an email, they are given the option to unsubscribe from all emails, or only the type of email sent in the clicked campaign.

For example, a recipient might receive an email from an Events mailing group, and clicking Unsubscribe gives them the option to stay subscribed to other groups, like Product Follow-Ups or Newsletters.

  • Navigate to Customers -> Settings -> Groups.
  • Change the name and/or description of an existing group.
  • Click +Add Row to create a new mailing group
  • Add a name and description.
  • Click Save.

 Understanding Campaign Criteria Logic

Using conditions to segment customers is a great way to keep campaigns relevant, but the power of segmenting lies in the ability to create combinations of criteria to organize customers exactly how you’d like to target them.

These combinations are used to create a criteria group.

For example, you may want to create a campaign that offers a coupon on bike racks and child seats to customers who bought a hybrid or cruiser. Here’s how the criteria would be built:

  • The first criteria group defines which type of bike the customer purchased, a hybrid OR a cruiser.
    • A common mistake is to group them as a hybrid AND a cruiser, but that logic would only include customers who bought one of each in the same transaction.
  • The second group includes customers who did not buy a bike rack OR child seat.
    • In the case of a negative condition “did not buy”, an AND statement would be incorrect because it means that the customer would only be excluded if they bought both at the same time, and would include customers who bought one of the other.

AND/OR statements also function between groups, and in this case, we want to segment customers who bought one of the two bike types AND didn’t buy either of the accessories.

Tip: If you’re not sure how to set up these groups, think of the criteria in plain language. In this case, we might word it this way:

“My segment should include customers whose purchase DID INCLUDE a hybrid OR a cruiser, AND DID NOT INCLUDE a bike rack OR a child seat.”

Add an Email to a Campaign

  • Click the + Add Email button on the relevant ongoing or one-off campaign’s page.
  • Once the Edit Email page is displayed, give the email an internal name in the field at the top left.
  • Add the merge code in the To: field so the customer’s email address will be pulled from their record.
  • Add the Subject Line and Preview Text. To include personalization in the subject line or preview text, like, click your cursor where you would like the text placed, then click the corresponding merge code in the list.

Tip: Emojis are a great way to draw attention to your emails in busy inboxes. To add them, simply copy and paste the emojis you’d like included into the subject and/or preview fields.

  • Determine how long this email should wait to be sent after the campaign begins, whether triggered by a purchase or a particular date and enter the number of days into the Send Message After field.
    • To send the email on the same day, enter 0, and then select the appropriate minutes or hours delay in the new dropdown.

Design An Email

Across the top of the email design tool are four Template Action buttons:
  • Preview: Opens a pop-up with a preview of your email design, featuring transaction data from a customer who meets the campaign criteria. If no transaction meets the criteria, a preview will not be displayed.
  • Copy Existing: Allows you to select an email you'd like to copy. Copying an existing email will overwrite the existing email design, but edits made to this new copy will not apply to the original.
  • Restore Deleted Blocks: Opens a list of previously deleted blocks with the option to add them back into your email design.
  • Send Test Email: Allows you to send a test version of the email to any address you'd like, with transaction data from a customer that meets the campaign criteria. If no transaction meets the criteria, a test email will not be sent.
There are three view buttons, which allow you to check how your design will render on mobile, tablet, and desktop.
Hovering your mouse over an email block highlights it and brings up three options:
  • Edit: Opens the editor pop-up for this block.
  • Add Block: Opens the pop-up with pre-made block designs. Select one, and that new, empty block will be inserted below.
  • Delete: Removes the selected block from the email design.

Edit a Block

  • Click Edit to open the Edit Block pop-up.
  • Use the toolbar to add and edit text, images, links, and other elements to the block's design.
  • Clicking an image in the block will select it and open a set of buttons below that allow you to resize the image, add a link or alt text, or remove it.
  • If copying text into the design from Word or other word processing tool, select the text and click the eraser icon to clear any formatting that may be applied.
  • To view and edit the block's HTML, click the </> icon to switch to Code View. Click the icon again to return to the WYSIWYG editor.

Add an Image

  • Locate where in your email you'd like an image to appear, and click Add Block. Choices include a full-width "hero" image and a multi-image block. In this example, we'll select a "hero".
  • A placeholder box will appear in your email design, and to add your own image, click the "Edit" button in the bottom left of the placeholder.
The hero image placeholder is 1200 pixels wide by 600 pixels high, and while this size, and the 2:1 ratio, are recommended for emails, you're not required to upload an image of this size or shape. Other sizes and ratios should render correctly, however, the maximum file size is 1MB to prevent delivery issues.
  • In the Edit Block pop-up, click the placeholder to highlight it, and a small window with icons will appear.
  • Click the double-arrow icon, labeled "Replace".
  • You may add an image one of three ways:

    • Upload a new image from your computer by dragging and dropping it into the "Drop Image" field.

    • Paste an image URL to import, such as an image that already exists on your website.

    • Add a previously imported image by clicking the folder icon to browse your image library.

Add Special Email and Phone Links

Using more advanced HTML link types, we can create a link, button, or image that, when clicked, can initiate an email or phone call to your store. Most of the links that you'll include in an email will be to web pages, like your product catalog. The code for a page link might look like this:

<a href="mybikeshop.com/products">Products</a>

Click-to-Email Links

To have a link open a new email when clicked, use mailto: inside the href attribute to create a link:

<a href="mailto:sales@mybikeshop.com">Email Us!</a>

You could even generate a subject line automatically, that will prefill the subject line field in their email editor, using code like this:

<a href="mailto:sales@mybikeshop.com?subject=Sales Inquiry">Email Us!</a>

Click-To-Call Links

For a link that will initiate a call to your store when clicked or tapped, try this example, using the United States and Canada's country code "+1":

<a href="tel:9995551212">Call Now</a>

To add an extension to your number, you can add a p between the number and extension that will create a one-second pause before dialing the extension, like this:

<a href="tel:9995551212p123">Call Direct Now</a>

This link's functionality will depend on your store's phone system, and you may get mixed results. Always test links like this before sending.

Merge Codes

Merge codes allow you to add variable transaction data to an email, such as the customer's first name, salesperson, or rewards balance.

  • Click the cursor where you'd like the merge code inserted in your text.

  • Locate the relevant merge code in the list, and click it to insert it into the email.

  • Be sure to save your design often, and take advantage of the Views, Preview, and Send Test Email features to ensure your design will be shown to your customers as expected.