Email Campaigns

Email campaigns allow you to reach your contacts with targeted marketing messages. This guide covers creating, sending, and analyzing email campaigns.

Overview

The email campaign system enables you to:

• Create professional email campaigns
• Target specific customer segments
• Track opens, clicks, and engagement
• Analyze campaign performance
• Manage subscriber preferences

Accessing Email Campaigns

Navigate to CRM → Campaigns to access the email campaign interface.

Understanding Campaigns

Campaign Statuses

Status	Description
Draft	Campaign being created/edited
Scheduled	Set to send at future date
Sending	Currently being delivered
Sent	Delivery complete
Paused	Temporarily stopped
Cancelled	Campaign cancelled

Audience Types

Type	Description
All Customers	Send to entire customer base
Customer Segment	Target specific segment criteria
Custom List	Manually selected recipients

Tracking Metrics

Campaigns automatically track:

• Emails Sent - Total sent
• Delivered - Successfully delivered
• Bounced - Failed delivery
• Opened - Unique opens
• Clicked - Link clicks
• Unsubscribed - Opt-outs

Creating Campaigns

Campaign Setup

1. Navigate to CRM → Campaigns
2. Click New Campaign
3. Enter basic information:
   • Campaign Name - Internal reference name
   • Description - Campaign purpose/notes
4. Select email template or create new
5. Choose audience
6. Configure tracking options
7. Save as draft

Email Content

Using Templates

1. Click Select Template
2. Browse available templates
3. Preview and select
4. Customize content as needed

Content Editor

The editor supports:

• Rich text formatting
• Image insertion
• Link management
• Personalization tokens
• HTML editing

Personalization Tokens

Insert dynamic content:

• - Contact first name
• - Contact last name
• - Company name
• - Email address
• Custom field tokens

Personalization

Always include a fallback for tokens: 0 uses "Customer" if first name is empty.

Audience Selection

All Customers

Sends to every active customer contact.

Customer Segment

Define criteria:

Industry = "Technology"
AND Country = "Australia"
AND Last Purchase > 30 days ago

Custom List

1. Click Custom Recipients
2. Search and select contacts
3. Or upload CSV list
4. Review final list

How-To Guides

How to Schedule Campaigns

Setting Schedule

1. Create campaign and content
2. Click Schedule
3. Choose date and time
4. Select timezone
5. Confirm schedule

Schedule Considerations

• Consider recipient timezones
• Avoid weekends for B2B
• Test optimal send times
• Allow time for review

Modifying Schedule

Before send time:

1. Open scheduled campaign
2. Click Edit Schedule
3. Change date/time
4. Save changes

How to Build Audience Segments

Creating Segments

1. Go to CRM → Segments
2. Click New Segment
3. Add criteria rules:

Available Criteria:

• Customer attributes (industry, size, location)
• Purchase history (recent, frequency, value)
• Engagement (opens, clicks, visits)
• Custom fields

4. Preview segment size
5. Name and save segment

Segment Logic

Use AND/OR operators:

(Industry = "Retail" OR Industry = "E-commerce")
AND
(Country = "Australia")
AND
(Total Purchases > $1000)

How to A/B Test Campaigns

Setting Up Tests

1. Create campaign
2. Click A/B Test
3. Choose test type:
   • Subject line
   • Content
   • Send time
4. Create variations
5. Set test size (10-30% recommended)
6. Define winning criteria

Test Execution

1. Test sends to subset
2. System measures results
3. Winner determined after test period
4. Winning version sends to remainder

How to Track Campaign Performance

Real-Time Dashboard

View during/after send:

• Delivery progress
• Open rate trending
• Click heat maps
• Bounce details
• Unsubscribe alerts

Key Metrics

Metric	Calculation	Good Benchmark
Open Rate	Opens ÷ Delivered	20-25%
Click Rate	Clicks ÷ Delivered	2-5%
Bounce Rate	Bounces ÷ Sent	<2%
Unsubscribe Rate	Unsubs ÷ Delivered	<0.5%

Detailed Reports

Access from campaign record:

• Recipient list with status
• Click details by link
• Geographic data
• Device/client breakdown
• Time-based analysis

How to Handle Bounces and Unsubscribes

Bounce Types

Hard Bounces:

• Invalid email address
• Domain doesn't exist
• Automatically marked invalid

Soft Bounces:

• Mailbox full
• Server temporarily unavailable
• Retried automatically

Managing Bounces

1. Review bounce report
2. Hard bounces auto-flagged
3. Investigate patterns
4. Clean list regularly

Unsubscribe Management

When contacts unsubscribe:

• Automatically removed from future campaigns
• Preference recorded
• Can specify reasons
• Resubscribe requires explicit consent

How to Create Email Templates

Template Builder

1. Go to CRM → Email Templates
2. Click New Template
3. Choose starting point:
   • Blank template
   • Pre-built layout
   • Copy existing
4. Design with drag-drop editor
5. Add content blocks
6. Save template

Template Best Practices

• Mobile-responsive design
• Clear call-to-action
• Consistent branding
• Easy to scan
• Appropriate image sizes

Advanced Features

Automation Triggers

Set up automated campaigns:

• Welcome series for new contacts
• Re-engagement for inactive
• Birthday/anniversary messages
• Post-purchase follow-ups

Dynamic Content

Show different content based on recipient:

• Industry-specific messaging
• Location-based offers
• Purchase history personalization
• Engagement level targeting

Send Time Optimization

System can optimize:

• Individual recipient best times
• Timezone-aware delivery
• Historical engagement patterns
• AI-powered predictions

Best Practices

📝 Content

• Clear, compelling subject lines
• Concise messaging
• Single clear CTA
• Mobile-friendly design
• Proofread thoroughly

👥 Audience

• Keep lists clean and current
• Segment for relevance
• Respect preferences
• Regular list hygiene

📊 Testing

• A/B test subject lines
• Test different send times
• Try content variations
• Measure and learn

📧 Deliverability

• Authenticate domain (SPF, DKIM)
• Monitor bounce rates
• Maintain sender reputation
• Honor unsubscribes promptly

Configuration

Campaign Settings

Navigate to Settings → CRM → Campaigns:

• Default Sender - From name and email
• Reply-To Address - Where replies go
• Tracking Domain - Custom tracking links
• Unsubscribe Page - Custom opt-out page

Email Authentication

Configure for deliverability:

• SPF records
• DKIM signing
• DMARC policy
• Custom domain setup

Template Settings

• Default Template - Starting point for new campaigns
• Brand Colors - Color palette
• Logo - Header logo
• Footer Content - Required footer text

Troubleshooting

Common Issues

Low open rates

• Review subject lines
• Check sender reputation
• Verify delivery times
• Test spam score

High bounce rates

• Clean email list
• Verify addresses
• Check domain reputation
• Review content for spam triggers

Campaign stuck in sending

• Check email provider status
• Review sending limits
• Contact support if persistent

Links not tracking

• Verify tracking enabled
• Check link formatting
• Review domain configuration

Next Steps

Learn about Email Integration to connect your email accounts for seamless communication.