Email Campaigns

Email Campaigns

Email Campaigns

Email campaigns are regular bulk email deliveries to the target audience. Each email campaign can target a different subscriber list or segment or mix of subscriber lists and segments.

Managing existing email campaigns

To manage your email campaigns, simply click [User Area → Campaigns → Email Campaigns] link on the top menu of the user area. You will see the list of previously sent email campaigns:

Previously sent email campaigns list
Previously sent email campaigns list

On the left side menu, you can see “Folders” for each email campaign state:

  • Sent → Sent email campaigns
  • Outbox → Currently sending email campaigns
  • Draft → Saved as draft email campaigns
  • Scheduled → Email campaigns scheduled to be delivered at a future time
  • Paused → Email campaigns which are paused in the middle of the delivery process
  • Pending Approval → List of email campaigns which are waiting for administrator review & approval

In addition to these campaign status, you can also create “Tags” and categorize your email campaigns separately. For example, as shown in the screenshot above, you can create different tags for each email campaign type and list those specific campaigns only.

On the campaign list, you will see the name of email campaigns along with their meta data such as delivery date and key metric (ex: Open Rate).

You can also make a native search on your campaign list and save your search queries for future use. For example, in order to target any campaign that has been sent to your “Customers” subscriber list, write the following search query:

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You can combine multiple search queries with “AND” or “OR” operators.

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In order to save the filter, click “Save Filter” and it will open the save filter pop-up. You can pick an icon for your search query and save it:

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Once you save your search query, you will see it displayed on the left side menu with the selected icon:

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Creating a new email campaign

To create a new email campaign for your target audience, click “Create New Campaign” button on the top right corner of email campaign list:

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On the first step, you will need to name your email campaign. Make sure that it’s easy to identify the purpose of the campaign from the name. Most email marketers name their email campaigns based on a notation so that the purpose of the email campaign can easily be identified at a glance. Here’s an example campaign naming notation: [delivery-date]-[target-audience]-[audience-size]

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Define the target audience for your email campaign. You can choose multiple subscriber lists and/or segments as the recipient and also you can choose multiple subscriber lists and/or segments to exclude from recipients. With this powerful audience targeting feature, you can create very precise email campaign targeting. Some examples;

  • Send my email campaign to my customers who have purchased product A but haven’t purchased product B.
  • Send my email campaign to any one who has subscribed yesterday
  • Send my email campaign to any one who has subscribed in the last 15 days but haven’t purchased any product yet

Once you’re done with audience targeting, the next step is to customize the email campaign options.

You can enable A/B split testing feature. Once this feature is enabled, Octeth will ask you the sample audience size and winner criteria:

A/B split tests are very powerful to understand the converting campaign creatings (subject, content, etc.) for your audience.
A/B split tests are very powerful to understand the converting campaign creatings (subject, content, etc.) for your audience.

In the example shown above, the sample audience size is 20%. If your target audience size is 10,000 people for your email campaign, Octeth will use 20% of it for testing. It will pick 20% of the audience randomly and then send email variations to them equally. Once this process is compelted, Oempro will wait for the duration you set as “Test Duration”. In the example above, it’s 1 hour.

At the end of the test duration, Octeth will check the key metric and decide which email variation converts higher. This winner email variation will be delivered to the rest of the audience.

In addition to A/B split testing feature, you can publicly list your email campaign in the RSS feed and share it across the web.

Also, you can enable S2S postback integration if you have done s2s postback integration with third party conversion tracking sources such as Clickbank, Voluum, Binom, etc.

In addition to S2S postback integration feature, you can enable “Google Analytics Integration” and write link domains inside your email to activate tracking on Google Analytics. Once this feature is enabled, Octeth will append special utm URL parameters to links inside the email and you will be able to track website activities of those link clickers.

Once you are done on the first step, click “Create Campaign” button and proceed to the second step.

Second step is all about your email content. You will be asked how to create your email content:

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Octeth provides you different ways of creating the email content. In addition to built-in email builders, Octeth also providers third party integrations:

  • Stripo.email → Easy-to-use drag-n-drop email builder with template gallery support
  • Unlayer.com → Easy-to-use drag-n-drop email builder
  • HTML code editor → Full featured HTML code editor that gives you full flexibility for writing (or pasting) the email content
  • Rich text editor → Word style rich text editor for creating plain text looking enriched copies.
  • Template gallery → This option will be discarded soon. It’s moved inside Stripo.email email builder option.
  • Previous campaign → Use a previously created email campaign as the template for the new email campaign.
  • Fetch URL → Fetch the email content from a remote source (such as a third party content pool, API, CMS, etc.)

In this example, let’s pick “Stripo.email” email content option and proceed to the next step:

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In order to activate Stripo.email or Unlayer.com drag-n-drop email builder options, make sure that you have completed the integrations in the [Admin Area → Settings → Integrations] section. For more information, please refer to “Settings” chapter.

Once you click “Stripo.email” email content option, you will be redirected to the content builder. The first step in the content builder is to define email parameters:

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New Email Preferences

FieldDescription
Name
Set the “From Name” of the email.
Email Address
Set the “From Email AddresS” of the email.
Reply To Information
Check this box if you want to set a different “Reply-To” email address and receive replies to another email address than the from email address.
Pre-Header Text
(optional) If you want to display a short text next to the email subject line on almost all major email services (Gmail, Outlook, Yahoo, etc.), you can write an appealing phrase here.

Once you are done with the email preferences, click “Next” button to proceed with the email content creation process.

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On this step, you can write your email contents for HTML, plain text or both content types. You can also set the system to embed all images in the HTML email content into the email.

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Image embedding is a heavy process and it will increase the email size and bandwidth required to send the email.

You can personalize your email subject with custom fields set in the system. Once you click on the subject line field, it will display you a list below the subject field. You can pick a personalization tag to insert into the email subject.

In the example above, the email subject is set as:

%Subscriber:FirstName%, this email is for you!

During the email campaign delivery, this subject will be processed and personalization tags will be replaced with their corresponding values for each recipient.

Once you are ready for the email content, click “Open Email Content Builder” button and this will open the Stripo.email builder:

Once you are done with creating your beautiful email content, click “Close Editor” and the Stripo.email builder will be closed.

Sending an HTML email campaign with the plain text content is a very effective approach for increasing the chance of getting your emails into inboxes. Therefore, click “Convert HTML Content Into Plain Text” button and Octeth will convert your HTML content into plain text versin (including links):

Octeth will convert your HTML content text into plain text.

You can also attach files into your email content such as PDFs, images, etc.

Once you are done with the email content, click “Next” button.

On the next step, Octeth will provide you various tools for reviewing your email content:

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  • Sending a preview version of the email to yourself and colleagues
  • Viewing the preview version of the email on your web browser
  • Email content analysis
  • SpamAssassin filter test results

Once you are done with the testing process, click “Next” to proceed to the last step:

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On this last step, you decide what to do with your email campaign:

  • Now → You can send it immediately
  • On given date and time → You schedule your campaign to be delivered in the future
  • Repeatedly → You schedule your campaign to be delivered repeatedly in the future (ex: Every Monday, Wednesday and Friday at 9 am)
  • Never → Save it as draft

Once you click “Save” button, your campaign will be saved.

Repeated vs. Scheduled Email Campaign

Octeth comes with a powerful “Repeated” email campaign feature. The biggest difference between scheduled and repeated campaign is; a scheduled campaign gets triggered on the scheduled date and once it’s delivered, the process gets completed. However, the “Repeated” email campaign gets triggered at repeating intervals.

Here’s an example:

  • Scheduled email campaign: Send the email campaign at April 19th at 9 am
  • Repeated email campaign: Send the email campagn every Friday morning at 9 am

So basically, you create an email campaign and make it an evergreen email campaign running repeatedly.

The impact of repeated email campaign feature doubles when you combine this feature with the “Dynamic Remote Content” feature. So basically, every time the campaign gets triggered, it picks the entire email content (or specific parts of the content) from remote sources you have defined (such as content APIs, RSS feeds, etc.). In this way, you can run an evergreen email campaign with fresh content.

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Inspiration: You can setup an evergreen email campaign that gets sent every day in the morning with the latest news from several news sources.

Email Campaign Reports

Once the email campaign is delivered, the next step is to keep an eye on its metrics to decide if the email campaign was successful or not.

On the email campaign browse page, click on the name of the email campaign and you will be redirected to the email campaign report page.

The email campaign report dashboard
The email campaign report dashboard

On the report dashboard, you see KPI’s of your email campaign such as;

  • Unique opens
  • Unique clicks
  • Conversions
  • Forwards (to be discarded soon)
  • Unsubscriptions
  • Bounces

If you want to dive into details for a specific metric, you can use the left side menu.

The Email Marketing Funnel

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The email marketing funnel report will give you a very important report about your email deliverability. For each phase of the email (Total Recipients → Total Delivered → Emails Opened → Links Clicked), you can see the ISP list of funnel audience and identify poor email deliverability.

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By using the “The Email Marketing Funnel” feature, you can identify ISP’s with poor deliverability and utilize a different delivery server to fix the problem.

In addition to the email marketing funnel, you can get detailed reports about “Opens”, “Clicks”, “Conversions”, etc by clicking corresponding links on the left menu.

Resending an Email Campaign

In order to resend a previously sent email campaign, go to your email marketing campaign browse page and click “Resend” link under any email campaign:

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Once you click the “Resend” link, Octeth will clone the campaign and redirect you to the campaign create process. You can change campaign preferences and schedule it for delivery.

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