Create Email Campaign

Overview

Email campaigns reach your app or product users using the email channel. A marketing email is a type of email used for sending promotions, sales or discount offers, new features, or products.

You can send personalized emails to your users based on:

  • Target audience immediately or at a specific time (One-Time)
  • Target audience 

 Before you start creating email campaigns, make sure you have configured email settings

To create an email campaign:

  1. Navigate to MoEngage Dashboard Campaigns using the left navigation bar.

  2. Click Create Campaign Email Campaign on the top navigation.
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  3. Click Create button in the General Email Campaign.
    CreateEmail_EventTriggeredCampaigns.png

 

Step 1: Target Users

Campaign Name

Select a name that helps you identify the campaign while managing the campaigns later. The campaign name should have a minimum of five characters.

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Campaign Tags

Campaign tags are used to provide context about the campaigns and describe the nature of the campaign or the campaign's central theme. For information on campaign tags, click here.

Campaign Content Type

There are two types of campaigns that can be sent using MoEngage and they are promotional and transactional.

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Promotional Campaigns

Promotional Campaigns are used to communicate details about offers, deals, recommendations, brand awareness, and what have you. They are all about promoting the brand in such a manner as to nudge the user to engage with the brand.

 

NOTE

Including promotional content in transactional emails is liable for penalization if flagged.
It is recommended to keep the promotional content out of transactional messages as users may not have the option to unsubscribe from them.

Transactional Campaigns

Transactional Campaigns relay messages about the user's interaction with the brand and denote a specific transaction made by the user. For example, invoice summary, shipping information, a summary of the conversation between the user and the brand's help system, any changes to the terms, guidelines, or regulations, and so on. In the case of transactional emails, the user is expecting to receive the information from the brand and thus they have higher open rates and consequently better engagement.

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Examples of Transactional Campaigns

One Time Transactional Campaign

When there are changes in the regulations or guidelines or the terms of services, the brand can send a one-time communication (blast) to its users and this would be an example of a one-time transactional campaign.

Periodic Transactional Campaign

Any communication sent to a customer that is both transactional and regular/periodic in nature such as monthly bills, monthly account statements, and so on can be sent as a periodic transactional campaign.

Event Triggered Transactional Campaign

Event-triggered campaigns are sent when an event or customer action happens.

For example, when someone purchases an item, a transaction occurs. This 'event' can be configured to trigger a campaign to send an email pertaining to this transaction.

 

NOTE

The following checks will not be performed for transactional emails: Delivery Controls (FC and DND), Unsubscribe, and Complaints. Control Groups will also be ignored for transactional emails.

Promotional Campaigns vs. Transactional Campaigns

Apart from differing in the nature of the content and purpose as explained above, promotional and transactional emails also differ in terms of which users can be targeted as part of the campaigns.

Configuration Promotional Campaigns Transactional Campaigns
Unsubscribed Users Cannot be sent to unsubscribed users. Promotional campaigns should mandatorily have an unsubscribe link in the email to enable users to opt-out of receiving such emails in the future. Can be sent to users irrespective of whether they have subscribed to or unsubscribed from receiving messages from the brand. MoEngage does not append the unsubscribe URL in the email body for transactional emails.
Frequency Capping  Promotional campaigns take Frequency Capping (FC) settings into account while sending emails. However, there is the option of ignoring FC for promotional campaigns. Click here for more information about Frequency Capping settings.

  Transactional emails ignore Frequency Capping (FC) settings and emails will be attempted to be sent to users even if the FC limit for the day has been met.

DND Configuration If Do Not Disturb is configured, promotional campaigns are not sent in the time frame specified in the DND settings. However, there is the option of ignoring DND settings during campaign creation for promotional campaigns. Click here for more information about DND settings. Transactional campaigns are sent irrespective of whether DND has been configured. This means that even if the campaign is scheduled to be sent in a time frame that has been marked as DND, transactional emails will be sent.
Spam If the user has marked any communication from the brand as spam, promotional campaigns aren't sent to them. Transactional emails are sent to the user irrespective of whether a user has marked any communication from the brand as spam. 

Email Bounce

In the case of both promotional and transactional emails, soft bounces are retried and hard bounces are not. In case the user's mail id has been quarantined owing to a hard bounce, the email (whether transactional or promotional) will not be sent to the quarantined user.

 

NOTE

Only hard bounces and invalid email formats are checked for transactional emails.

Select audience

All Users User Property User Behavior User Affinity Custom Segment
Allows you to send the campaign to all the users of the app. When you use this option you cannot add multiple filters.

Create multiple filters

Multiple User Property rules, User activity rules, and Custom Segment rules are combined to create a complex user segment.

  1. Click Add Filter.
  2. Click AND or OR button.
  3. Select the Attribute or Event and logical filters associated with the attribute or events.

Exclude Users

Click Exclude Users to not include the users for the campaign.

For more information, refer to Preference Management.

Reset Filters

Click Reset Filter to reset the segmentation filters.

Show Count

Click Show Count to display the total number of users that are currently part of the configured segment.

Control Groups

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Control Groups are enabled only for promotional campaigns. They are not applicable for transactional campaigns.

You can enable the control groups to which you want to send the promotional campaign.

In the Enable Control Group section

  1. Click Global control to not send the campaign to all the users in the control group.
  2. Click the Campaign control group to not send the particular campaign to the control group.
    For more information about control groups, refer to Control Group.

Click Next or use the tabs on the top of the create campaign navigation to move to the "Content" tab. 

Step 2: Content 

Content creation options

To create email content you can choose between Drag and drop editor (either blank or pre-built WYSIWYG templates), and Custom HTML editor where you can upload your templates in HTML format or previously saved templates under My saved templates after you have saved your created templates.

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After you select a template, on the next screen you can enter email credentials and edit the content as follows:

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You can personalize the Email Subject and Email Content (including any URLs). Type "@" and select among the list of user attributes. You will also need to select a fallback mechanism that applies when a personalization attribute is missing for a user. Read more about personalizing emails here.

You have to enter the Sender Name and select a "from" email address from the drop-down. If you do not see any email addresses in the drop-down, it is likely that you have not added/verified "from" email addresses in email settings.

There are additional options to

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Email Templates

Use change templates to toggle between WYSIWYG and upload HTML. When you toggle the previously created email message is not retained or saved as a draft.

Do not forget to insert an unsubscribe link in your email template. Read more about the unsubscribe tracking mechanism here.

(Optional) Running Test Campaigns 

Test campaigns enable previewing the campaign or testing for certain custom segments to make sure the emails are displayed with target segments - exactly the way it was meant to. You can test the campaign you have just created by either selecting a custom segment or entering comma-separated email addresses.

If you wish to test if the personalized data is rendering right for the users, you should test the template with the custom segment. 

Note: Test campaign with any custom segment will target a maximum of 50 users from the chosen custom segment. 

In the case of testing with email addresses, no personalization will happen - it is primarily used to see how your email actually appears.

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After composing the email, click the Next button to navigate to the "Scheduling and Goals" tab.

Step 3: Scheduling and Goals

Delivery Scheduling

One-time Periodic Event Triggered
Field Description
As soon as possible

Sends the campaign immediately to the target users.

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At a particular date and time

Send the campaign at the specified time, time zone, or predicted time.

Select one of the following:

Field Description
At fixed time

Follow these steps to send the campaign on a specific date and time.

  1. Select the campaign time zone
  2. Set the start date 
  3. Set the send time at which the campaign is sent.CreateSMS_SendAtFixedTime.png
  4. Select AM or PM
Send in user time zone

Follow these steps to send the campaign on a specific date and time within the time zone of the user.

  1. Select the campaign time zone
  2. Set the start date 
  3. Set the send time at which the campaign is sent.CreateSMS_SendInUserTimeZone.png
  4. Select AM or PM
  5. Select Yes, send it to deliver the campaign in the time zone
    OR
    Select No, don't send it to not deliver the campaign in the time zone.
Best time to send (Sherpa)

Follow these steps to send the campaign based on the MoEngage intelligence determined date and time.

  1. Select the campaign time zone
  2. Set the start date 
  3. Set the start time at which the campaign is sent.CreateSMS_BestTimeToSend.png
  4. Select AM or PM
  5. Set the time until which the campaign is sent to users. (Send messages based on best time only till)
  6. Select AM or PM
  7. Click View best time distribution to see how the best time is distributed in a graph.
  8. Select Send message at start time or end time to send the campaign outside of the user best time.
    OR
    Select Do not send message to not send the campaign.
  9. Select Yes, send message at 2:28pm to send the campaign in the set time when the user in not available during the best time.
    or
    Select send at the app best time to send the campaign based on the set best time in the app.
    OR
    Select Do not send to not send the campaign.

For more information, refer to the Best time to send.

After deciding on the scheduling, you can set the campaign conversion goal to understand the conversion activity tracked from running the campaign. Through this, you can tie the success of the campaign to conversion activities such as Item Purchased. You can also associate an attribute such as "Revenue" with the conversion goal.  Revenue performance tracking is optional.  If toggled, you will need to define the revenue attribute.  For example, use the order total attribute of the order successful event. 

Marketers can add up to 5 Conversion Goals which can be tracked for a campaign. However, Revenue performance tracking can only be enabled for the Primary Conversion Goal only. 

Set Attribution window

Attribution Window is the maximum time duration, from the time user received/clicked the campaign, for which a conversion goal will be tracked. The default duration is set for 36 hours while the maximum attribution window can be set up to 10 days. In the example below, the attribution window is set to 10 days.

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Delivery Controls

Frequency Capping

This feature helps control the number of emails sent to a user in a day. Click here for more info about Frequency Capping.

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NOTE

This option is available only for promotional campaigns. Since transactional emails bypass Frequency Capping, this option is not shown for transactional campaigns.

 

Throttling

Throttling is a feature that allows you to control the sending rate of an email campaign.

ISPs place rate limits on IPs or domains from their end based on IP/domain reputation and sending pattern of the marketers. Normally there is an upper limit for volumes originating from an IP. Throttling helps prevent exceeding these limits, which could result in deferrals/blocks/reputation drop, especially while sending high-volume campaigns and/or scaling up the volume.

To create a campaign throttle, on Step 3 of Campaign creation, under Delivery Controls, select the Throttle time from the drop-down.

 

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NOTE

The throttling time refers to the number of email batches (batch size of 100) to be delivered in the user-selected time duration. For example, if a user selects 3 hours for a campaign with a segment size of 18000 (i.e. 180 email batches of 100 emails each) then 1 batch (100 emails) will be delivered every minute for 3 hours (i.e. 180 minutes)

 

Your campaign is now ready to be sent. Click on Publish button, confirm in the dialog box and your campaign is created. Upon successful campaign creation, you will be taken to the campaign info page where you can view the campaign performance stats such as sent, opens, clicks, conversions, unsubscribes, bounces, and so on as mentioned in this article

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