Creating email campaigns

The next step after preparing an email template or templates (if you plan to send more variants and perform A/B testing) or importing it to Synerise, is picking the recipients, scheduling the campaigns, defining UTM parameters and testing the campaign. This can be done by creating an email campaign.

The process consists of 5 steps out of which only 3 are obligatory. After that, you can send a campaign or save it as a draft.

Requirements


  1. To be able to send the email campaign, you must configure a sender account.

  2. The audience to which you send an email campaign (especially if it’s marketing content) must give their consent (in Synerise we call it a marketing agreement). You can check the status of the marketing agreement for each customer on their customer profile in CRM.

  3. Optionally, you can prepare a segment of customers before creating an email campaign to have a list of recipients ready.

Procedure


A blank email campaign
A blank email campaign
  1. Go to Campaign icon Campaigns > Email > Create campaign.

  2. Enter the name of the campaign (it is only visible on the list of email campaigns).

  3. To define recipients, in the Audience section, click Define.

    • To select all customers (with marketing agreement on) you have in your CRM, select the Everyone tab.
    • To select an existing group of customers, select the Segment tab and select the groups. If you select more than one, the dependency between them is described by OR, which means that to receive an email campaign, a customer can be only in one of the selected segments.
    • To define a new group of customers, select the New audience tab and follow the procedure described here.
    Important: Regardless of the way of selecting the audience, the system limits the audience to those who have the marketing agreement on.
    Advanced options - explanation

    • Batch delivery - It prevents sending email campaigns to all recipients at once. When to use it? When there is a risk that sending a whole batch of emails at once will result in excessive website-crashing clicks in the link included in the email.
    • Enable control group - It creates a subgroup of the recipients who won’t receive any campaign variant. When to use it? When you send one or several variants of email campaign (A/B testing). When a customer is assigned to their control group, the information is available in their CRM profile as an event.
    • Send without marketing agreement check - To comply with GDPR resolutions, Synerise by default filters out the recipients with marketing agreement off. This option, however, allows to send an email campaign to those whose marketing agreement is off (after ticking this option, the number in the estimated reach don’t refresh). When to use it? While sending messages that don’t contain marketing content, for example, information about delays in shipping.
    • Include audience changes - Available only for scheduled campaigns. It recalculates the number of recipients right before sending the email campaign. By default, the size of the customer segment chosen for the email campaign is the same as in the moment of sending, even if the number of customers in the chosen segment changed between creating the campaign and sending. When to use it? When the size of the segments of customers selected as the audience of the campaign can change dynamically.

  4. Confirm the selection by clicking Apply.

  5. To select email templates and attachments, in the Content section, click Define.

    1. In the From email address field, select an email account from which the campaign will be sent.
    2. In the From name field, enter the sender name that is displayed in the mailbox.
    3. In the Subject field, enter the subject of the email that is displayed in the mailbox.
    4. In the “Reply to” email address, enter the email address to which replies to the campaign will be delivered to.
    5. In the “Reply to” name, enter the name that is displayed in the mailbox.
    6. In the Attachments, by dragging and dropping you can add files up to 20kB. Accepted formats: .png, .jpg, .pdf.
    7. To create or add a ready template, click Create message.
  6. To set the date for the email campaign, in the Schedule section, click Define.

    • To send the email campaign at once, select Immediately.
    • To send the email campaign later, select Scheduled and configure the following parameters:
      WARNING: Synerise is a system that performs the best while operating on the real time data that is why the users can plan a campaign 10 days forward from the current date.
      Tip: To select the best time of sending the email campaign, take a look at the suggestion from the AI engine that calculates the best time (for all recipients) to send a campaign in the following seven days.
      1. In the Start field, from the calendar, pick the day.
      2. To select hour of the day, click Select time.
      3. Confirm the date by clicking Apply.
        Result: A pop-up closes.
      4. Select the time zone.
      5. Confirm your selections by clicking Apply.
  7. To define UTM parameters, in the UTM & URL parameters section, click Define.

    1. Fill in the following fields: UTM campaign, UTM medium, UTM source, and UTM term.
  8. To send a test campaign, in the Test section, click Define. You can send a test campaign up to 10 recipients.

    1. Enter the email address to which the test campaign is sent.
      WARNING:
      • If you send a test email that contains dynamic content (inserts and/or jinjava snippets that refer customer data) to users who are not in the CRM, these users won’t be able to preview the email through the View in browser option.
      • A test email that contains inserts and/or jinjava snippets that refer customer data won’t be sent if it is addressed to a person not available in CRM.
    2. To send the test, click Send test.
  9. To complete the email campaign:

    • To save as a draft, click Finish later.
      Important:

      Neither a test email nor the actual campaign are sent if:

      • It contains jinjava snippets with syntax errors.
      • It contains dynamic content (inserts and/or jinjava snippets that refer customer data) that doesn’t return values for the recipient to which a campaign is directed to.
    • To activate the campaign, click Send.
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