Email marketing campaigns
New email campaign: audience, template, subject, preheader, schedule
Email marketing campaigns
Email is the richest marketing channel: visual content, longer text, embedded images, detailed tracking.
Where to find it
Marketing → Email Campaigns or + New campaign → Email.
New email campaign steps (4-step wizard)
1. Template selection
- Start from scratch (empty builder)
- Pre-built templates: promotional, newsletter, announcement, welcome
- Saved custom templates
2. Email builder (visual editor)
Details in separate article: Email builder
3. Preview and details
- Subject (critical for deliverability)
- Preheader (inbox preview)
- Sender name (campaign-level, or tenant default)
- Sender email (tenant-level)
- Test send (send test to yourself)
- Live preview (HTML render)
4. Audience and schedule
- Pre-defined segment or custom list
- Recipient preview (count)
- Send now or Scheduled
- Credit consumption preview (recipient × 1 credit)
Subject line tips
Customer decides to open based on subject + sender name only.
Good subjects
- "Black Friday: 30% off, today only!"
- "Hey [customer name], surprise inside"
- "We miss you! 20% comeback coupon"
Bad
- "Newsletter" (empty)
- "ATTENTION!! LOOK NOW!!" (spam filter risk)
Best practices
- 30-50 chars (mobile-friendly)
- Personalize ({{customer.firstName}}) usable
- Not ALL CAPS
- Not too many exclamations
Preheader
Short text after subject in inbox preview (e.g., Gmail). Don't leave empty, otherwise truncated text shows.
Example
- Subject: "Black Friday: 30% off"
- Preheader: "All services, today only. Click and book now."
Test send
Before sending to 1000 customers, send test to yourself:
- Enter email
- "Send test"
- Open, check: subject, preview, image rendering, links
Tracking
After campaign send, detailed metrics:
Open rate
Opened / Delivered × 100
- 15-25% normal (industry-dependent)
- 30%+ excellent
Click rate
Clicked / Delivered × 100
- 2-5% normal
- 8%+ excellent
Click-to-open rate (CTOR)
Clicked / Opened × 100
- Click efficiency among openers
- 10-20% normal
Bounce rate
Bounced / Sent × 100
- 2-5% normal
- 10%+ issue (bad email list)
Unsubscribe rate
Unsubscribed / Delivered × 100
- 0-1% good
- 3%+ campaign text or frequency problematic
Plan base allocation
- Starter: 0/mo
- Professional: 500/mo
- Business: larger
When system sends
5-30 seconds after launch, queue-based send. A 1000-person campaign sends in 5-15 minutes.
When to use it
Scenario 1, monthly newsletter 800 customers. Subject: "[Salon Name] Newsletter - April news." Content: new service, promos, customer review.
Scenario 2, promo campaign Black Friday to 1500 customers. Built with visual builder, image, deal block.
Scenario 3, birthday Automation, not one-off. Subject: "Happy birthday [name]! 20% gift."
Scenario 4, review request 7 days post-booking. Subject: "Thanks for visiting! Leave a 30-second review."
Scenario 5, new service launch Email with visual builder. Headline + image + description + booking button. Only interested segment.
Tips
- Subject line is 80% of campaign, focus on it.
- Mobile-friendly design mandatory, 70% read on mobile.
- Unsubscribe link mandatory, GDPR + UX. Builder auto-inserts.
- Run on 100-person test group before blast to 5000.
- Audience small and specific, better ROI than mass.
- Automations are 80% of marketing's right cut: don't send everyone everything.