What is a Campaign?

Campaigns are a powerful and easy to use tool for sending email messages to your customers. To gain access to Campaigns, subscribe to ShippingEasy's Customer Marketing add-on. Learn more about Customer Marketing.

Using simple drag-and-drop tools, you can create powerful email marketing Campaigns. Focus your message by basing the Campaigns on customer behavior and order history. Then use this to direct your customers' actions: drive more orders, re-activate old buyers, and turn first time shoppers into repeat customers.

There are two different ways to design and send a Campaign: Regular and Automated.

Regular Campaigns are best when you have a specific message for a distinct set of customers. They are also well suited when you want finer control over email timing. You'll define a list of specific customers and select the precise time to send the email. Use Regular Campaigns when you only need to send the email a limited number of times, such as for newsletters or when you have a seasonal promotion. Learn more about Regular Campaigns.

Automated Campaigns allow you to drip a message. Using a customer profile that you define, send messages as orders download and ship. Use Automated Campaigns when you want to continually touch your customers, such as to generate product reviews or win repeat buyers. Learn more about Automated Campaigns.

For each campaign, there are four questions to consider:
  1. What content will the email message contain?
  2. Who will receive the email?
  3. When will the emails be sent?
  4. How did customers engage with your campaign?
We help you dig into each of these questions with tips and tools. Click the questions below to learn more.

What content will the email message contain?

Think about what sort of action you want your customers to take. For example, you might want to influence customers to buy more products, leave more reviews, or draw in new customers.

  • To drive sales, you might use a promotion or newsletter. A special promotional offer could contain images of one or more products and a coupon code. A newsletter might provide information about new products or those that are being discontinued.
  • To inspire reviews, you might send a follow up email after the order has been shipped, delaying it long enough that your customer has had time to enjoy their purchase.
  • To draw in new customers, you might remind customers to share their purchase on social media after your receive their order.

Once you know what you want customers to do, design content that will engage them and spark action. Create a Campaign template in three straight forward steps:

  1. Select a template. The Campaign gallery provides a starting point for web and mobile optimized layouts. Learn more about selecting a template.
  2. Customize the template. Replace the default images and text with your own for a personalized email. The simple editor makes this easy. Learn more about customizing a template.
  3. Preview your design. See how the Campaign will look across a variety of viewing devices. Learn more about previewing a template.

Who will receive the email?

Define the email recipients based on the type of Campaign you create. There are a variety of ways to segment your customers, such as total amount spent, frequency of purchase, geographic area, specific products purchased, and more. These lists can then be static or dynamic.

For Regular Campaigns: create a static list of customers. Using customer filters, define a list of specific contacts to send the email to. Learn more about creating a customer list for a Regular campaign.

For Automated Campaigns: your list of customers is dynamic, defined with rules. Using customer and order attributes, create a profile for customers you want to email. Then as orders are received from these 'types' of customers, your email will be sent. Learn more about selecting customers for an automated campaign.

When will the emails be sent?

Depending on the content, you'll send the email at different times. You can send the emails for a Campaign now, later, or continuously.

For Regular Campaigns: you can choose to send it as soon as you put the final touches on the template, or schedule for a specific date and time in the future. Learn how to send a Regular Campaign.

For Automated Campaigns: drip your Campaign to customers as orders are downloaded and shipped. You might send an email after an order is downloaded to let your customers know that you received their orders or to give them a coupon to buy again. Then you might follow up after the order has shipped asking for a product review or to remind them to reorder in the future. Learn how to setup an Automated Campaign.

How did customers engage with your campaign?

After the Campaign has been set in motion, you will want to monitor the results. This helps you evaluate the effectiveness of the Campaign. You might see if the subject piqued enough interest to click open the email. Or if your call to action generated the click through you expected. Use these insights to adjust future campaigns for even greater results. Your history remains over time so you can compare success rates over various iterations of each campaign.

For Regular Campaigns: you'll see the actions for the specific customer list and send date. You will also see the revenue generated by the campaign on both the campaigns page and on each campaign’s results page. Learn more about monitoring regular campaigns.

For Automated Campaigns: you'll see the results change over time as it reaches more and more customers. Learn more about monitoring automated campaigns.


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