Create an Email Campaign
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Prerequisites

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

To create an Email campaign:

  1. Navigate to the MoEngage Dashboard.
  2. From the left navigation, use one of the following options:
    • Click Engage > Campaigns. The All campaigns page is displayed. At the top right corner, click + Create campaign. The Create campaign page is displayed.
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    • Click Create New > Campaign. The Campaign page is displayed.
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  3. Under Outbound, click Email and select one of the following campaign delivery types:
    • One Time
    • Periodic
    • Event Triggered
    • Business Event Triggered

For more information about delivery types, refer to Delivery Types.
The Email creation page is displayed.

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Steps to Create an Email Campaign

The following are the steps to create an Email campaign:

  1. Target users: Define the target audience for the campaign.
  2. Content: Define the content of the Email campaign to be sent.
  3. Schedule and Goals: Define the campaign's delivery schedule and goals.

Step 1: Target Users

This section contains the following:

Campaign Details

The campaign details section contains the following fields:

  • Teams: If your organization has teams enabled, select a team in the drop-down list. For more information, refer to Teams in MoEngage.
  • Campaign Name: Enter the name of the campaign to manage and identify the campaign. The campaign name must have at least five characters, and the limit is 256.
  • 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. Select campaign tags from the drop-down list. You can select a maximum of five tags. For more information, refer to Campaign Tags.
  • Campaign Content Type: There are two types of campaigns that you can send using MoEngage, and they are promotional and transactional. For more information, refer to Promotional Campaigns vs. Transactional Campaigns.
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  • Subscription Categories: Subscription categories are a means to help users choose the type of communication they receive from your brand. They can be configured in the Email Channel settings. For more information, refer to subscription categories.
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    You can choose a subscription category for your email campaign using this field. This would help you target only those users who have opted-in to receive communication about a specific category. For example, a travel company could have recommendations, updates, and deals as subscription categories. To email users who have opted to receive communication about recommendations, choose the subscription category in this field.
    This is a mandatory field when subscription categories are enabled. However, in the case where subscription categories are enabled, and there are no categories added as yet or all the categories have been archived or disabled, this field will not be available in the Target Users step of email campaign creation.
    Once you have started collecting preferences from the user, please make sure you respect those preferences. Sending an email from a category that the user has not subscribed to may end up in acquiring fines and also jeopardize the relationship with the user.
    How does Subscription Category affect reachability?
    The Subscription Category acts as an additional filter for the target audience chosen. For example, if a user is present in the Target Audience and if they have not opted to receive recommendations from the brand, they will be removed from the target audience list.
  • User attribute with email address: This field indicates the user attribute that stores the email address. When configuring the email channel, the user attribute that stores the email address is configured in the General Settings.
    The attribute configured in the settings is selected in the User attribute with email address by default. You can override the same at the campaign level by selecting another attribute (from the dropdown)that contains the email address.
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arrow_drop_down Event Triggered Campaigns

This section contains the event criteria that (when satisfied) will trigger the Email campaign notification. To define the trigger condition, do the following under Trigger criteria:

  • In the IF user section,
    1. In the Select an event drop-down list, select a user action that needs to be performed to trigger the campaign. This is the primary filter condition.
    2. Click + Attribute to add attributes to the filter. (This is optional)
    3. Click + ADD FILTER to add another filter with the primary filter. (This is optional)
  • In the THEN trigger the message section,
    1. Select Immediately to send the campaign within the next 30 to 60 seconds.
      You can send the campaign with only the If condition.
    2. Select With Delay and provide the following details to define the timeframe and the event criteria to be fulfilled to send the campaign:
      1. Enter the number and select the minutes, hours, or days.
      2. Select Before or After the time.
      3. Select the action to be performed by the user in the drop-down list for the if condition. The user must perform the actions added within the time specified in the delay criteria after performing the first action.

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arrow_drop_down Business Event Triggered Campaigns

For business event-triggered campaigns, you can select the business event to be mapped to the campaign using the Select business event dropdown. The dropdown contains all the business events created in your MoEngage account.

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Once the business event is selected, the event attributes associated with the business event are available in the segmentation filters. Business event attributes are available in the following segmentation filters:

  • segment by user property - you can map the user property to the business event attribute
  • segment by user behavior - you can map the attribute of an event executed by the user to that of the business event attribute
  • segment by user affinity- you can map the attribute of an event executed by the user to that of the business event attribute
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Note

  • The data types of the user attribute or event attribute chosen should match with that of the business event attribute for segmentation to work.
  • Show count is disabled for business event-triggered campaigns as business events are modeled to run on dynamic segmentation (based on the values with which the business event is triggered).

Select Audience

This section contains segmentation filters that help you choose the target audience for your campaign. The following options are available:

All Users Filter by User Property Filter by User Behavior Filter by User Affinity Filter by Custom Segment

This filter option allows you to send the campaign to all the app users. When you use this option, you cannot add multiple filters.

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If teams are enabled for your account, you will be able to see the custom segments created by your team. The segmentation criteria specified for the team for which you are creating the campaign will get appended to the segmentation filters with an AND condition. For example, if the segmentation criteria for your team is the set of users whose last known city is Los Angeles and you have selected users who've purchased a product within the last three days as the target audience for your campaign, your target audience would be users who have purchased a product within the last three days and whose last known city is Los Angeles. For more information, refer to Teams in MoEngage.

 

Beta Callout

MoEngage Teams with the Segmentation Filters is a Beta feature. To get it enabled for your account, reach out to your CSM.

After selecting the filter criteria, you can do the following as well:

  • Create Multiple Filters: You can create and combine multiple user property rules, user activity rules, and custom segment rules to create a complex user segment using this option.
    1. Click + Filter.
    2. Click AND or OR.
    3. Select the attribute or event and define the filter conditions.
  • Exclude Users: Select this checkbox to define the filter criteria for users to be excluded from the campaign. For more information, refer to Preference Management.
  • Reset filters: Click this option to reset the segmentation filters.
  • Show count: Click this button to display the total number of users who are currently in the configured segment.

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Control Groups

This section contains information about control groups for the campaign. 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 Control groups section:

  • Turn the Global control group toggle on to not send the campaign to all the users in the control group
  • Turn the Campaign control group toggle on to not send the particular campaign to the control group.

For more information, refer to Control Group.

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Click Next or use the tabs at the top of the create campaign navigation to move to Step 2 "Content".

Step 2: Content

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. You can also import custom templates and template groups. For more information, refer to Import and Use Template Groups in Email Content.

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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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Personalization in Emails

You can personalize the following:

  • Email Subject - Personalizing the subject using the customer's name or their topic of interest can help you get more opens and clicks. Choose the user attribute to personalize in the personalization editor.
  • Reply-to email address - When a customer, lead, or prospect replies to your email, the reply-to email address should be directed to the relationship manager or personnel handling them rather than to a static or generic email address. You can do so by personalizing the Reply-to email address. Select the user attribute that stores the email address of the relationship manager for the customer in the personalization editor.
  • Sender Name - Personalizing your sender name helps you optimize your open rate, click-through rate, and conversions. For instance, the sender name could be your brand name or could be xyz from BrandName. Such sender names make your brand more personable and result in higher open rates.
  • 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.

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Note

    • The Sender Name should be less than 320 characters while using Amazon SES (as it supports only up to 320 characters). When the Sender Name exceeds this limit, Test Campaigns will result in a "Transaction failed: Address length is more than 320 characters long" error, and published campaigns that send out emails will experience SMTPDataError.
    • The personalized Sender Name will be sent as plain text. For example, if a link gets added as part of personalization, the link will be treated and sent as text instead of being treated as a URL.

Preview Text

Preview text is the text that appears below the subject line in the inbox. Preview text can help you connect with your users and increase your open rate. If you do not specify the preview text, the email clients pull the first line of test from the email content and display the preview text in the inbox (this may not be as appealing to the user as you writing the purpose of your email succinctly). In the Sender details section, you can add the preview text in the Preview Text field.

For example, if you were to add the following in the Sender Details:

Subject - Let Your Summer Look Shine!

Preview text - Summer Sale - Infuse freshness in your wardrobe with our latest offerings.

The message would appear in the inbox as shown below.

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Note: It is recommended to keep your preview text within 40 - 130 characters so that it looks ideal across email clients and devices. If the preview text exceeds the character limit, it will be shown only up to the maximum character limit in the inbox. If the preview text is too short (falls short of the lower limit of 40 characters), MoEngage will add an adequate number of non-breaking spaces (approx 100) to ensure that the preview text length is compatible with all devices.

From email address

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.

While selecting a "from" email address, you can see the current reputation of each domain. For more information, refer to Domain Reputation.

Other options

There are additional options to:

  • Personalize URLs & images
  • Preview your template in different environments and devices
  • Check for potential Spam Folder landing 
  • See Email Tips
  • Preview the email for laptop/mobile
  • Save the template being created
    • To save a newly created template, you can click on the "Save Template" option under "Template actions" present on the right top of the email editor. You can give a unique name to the template and save the same. You can find this newly saved template in the "Saved Templates" section. 
    • While saving the updates to a template, you can choose to update the existing template version with the new edits made. Note that once the current template is updated, the previous versions cannot be restored. 



    • Additionally, you can save the updates as a new template instead of updating the previous version. You can find this newly saved template in the "Saved Templates" section. 
  • You can change the email template and choose a new one by clicking Change Template.

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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.

arrow_drop_down Adding UTM Parameters

If the UTM parameters are enabled in the general settings, the UTM parameters toggle for the current email campaign is turned on. For more information, refer to Setting Up General UTM Parameters at Account Level.

You can set UTM parameters for campaigns individually. The changes you perform in the UTM parameters for a campaign override the general settings. The changes are applicable only for the specific campaign you are creating or editing and they do not impact the general settings. For more information, refer to Adding UTM Parameters to Email.

arrow_drop_down Test Campaign (optional)

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. 

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Note

  • Test campaigns with any custom segment will target a maximum of 50 users from the chosen custom segment.
  • The personalized user attributes will be seen as plain text and not resolved for Test Campaigns. To view the personalized user attribute, use the Personalized Preview option.

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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You can test the campaign URLs with UTM parameters to ensure that proper values for UTM parameters are getting captured. 

After composing the email, click Next or use the tabs at the top of the create campaign navigation to move to Step 3 "Schedule and Goals".

Step 3: Schedule and Goals

This section contains the following:

  • Delivery Schedule: Choose when the campaign should be delivered to your users and the periodicity of delivery.
  • Conversion Goals: Choose the conversion goals and revenue metrics to be tracked for the campaign.
  • Delivery Controls: Choose the advanced delivery control options such as throttling, frequency capping, and expiration settings for the notification.

Delivery Schedule

arrow_drop_down One Time
As soon as possible At specific date and time

Send the campaign immediately to the target users.

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arrow_drop_down Periodic
At fixed time Send in user time zone Best time for user (Sherpa)
Choose this option to send the campaign on a specified date and time. The following fields are available in this section:
  • Campaign time zone - the timezone in which the campaign should be sent.
  • Start date - the date on which the campaign should be sent.
  • Send time - the time at which the campaign should be sent. Select am or pm depending on when the time of day at which the campaign should be sent.
  • Periodic - the periodicity of the campaign. You can choose from three options: Daily, Weekly, and Monthly, from the radio buttons available to the left of the screen.
    Periodicity Description
    Daily Repeat every - This option lets you specify the number of days after which the campaign should be repeated.
    Weekly

    Repeat every - This option lets you specify the number of weeks for which the campaign should be repeated.

    Repeat on - This option lets you specify the day(s) of the week on which the campaign is to be sent (For example, if you wish to send the campaign every Monday, Wednesday, and Friday, select these days in this option).

    Monthly

    Repeat every - This option lets you specify the number of months for which the campaign should be repeated.

    Repeat on - This option lets you do the following:

    • Days of month - Choose this option for repeating campaigns that are date specific. Select the date(s) of the month the campaign is to be sent(For example, to send the campaign on the 5th and the 25th of a month, select the 5th and 25th in the calendar widget.).
      Note: If the selected date(s) doesn't exist in the month specified (as it is a shorter month), a campaign will be sent on the last date. (For example, if the 30th and 31st are selected and the month is February, one campaign would be sent on the 28th).
    • Days of week -  Choose this option to specify the day(s) of the week on which the campaign is to be sent (For example, if you wish to send the campaign every Monday, Wednesday, and Friday, select these days in this option).
      Note: In case of a day of the week not existing in a month (for example, fifth Saturday), the campaign would be skipped for that instance. And in case of overlap (for example, 4th Monday and last Monday), only one instance would be sent.

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  • Ends - the date on which the campaign will end. The following options are available:
      • Never - the campaign will be scheduled to run daily.
      • On - the campaign will end on the end date specified in the End Date field.
      • After - the campaign will end after the number of occurrences specified in the occurrences field.
arrow_drop_down Event Triggered
Click Active continuously under Send campaign and do the following:
Field Description
Campaign time zone

Select the campaign time zone in which the campaign is sent

Start date

Set the start date at which the campaign is sent.

Send time
      1. Set the send time at which the campaign is sent.
      2. Select AM or PM
End date Set the end date at which the campaign is stopped.
End time
      1. Set the end time at which the campaign is stopped.
      2. Select AM or PM

When will event triggered campaigns be sent?

The campaign will be sent only when:

  • The event property/attribute which is being used to create these types of triggers (like the flight_time example), is in a valid date-time format. If it is not in date-time format, the string should have data in one of the supported formats. If the selected attributes do not contain data in any of these formats, the campaign won't be sent to your users. 
  • The date/time value from the attribute is greater than the time at which the trigger condition is fulfilled.
  • The date/time value from the attribute is less than 30 Days + the time at which the trigger condition is fulfilled e.g. If your trigger condition is fulfilled at date D, your notification will be sent only when the attribute value is less than D+30.
  • The intelligent delay optimization (With Delay) does not work for campaigns sent on relative timing.

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arrow_drop_down Business Event Triggered
Click Active continuously under Send campaign and do the following:
Field Description
Campaign time zone

Select the campaign time zone in which the campaign should be sent.

Start date

Set the start date at which the campaign should be sent.

Send time

Set the send time at which the campaign should be sent. Select AM or PM

End date Set the end date at which the campaign should be stopped.
End time

Set the end time at which the campaign should be stopped. Select AM or PM

When will business event-triggered campaigns be sent?

The campaign will be sent only when:

  • The data type(s) of the user attribute(s) or event attribute(s) mapped to data type(s)the business event's attribute(s) match.
  • The attribute(s) used in segmentation is passed in the trigger request for the business event.
  • The intelligent delay optimization (With Delay) does not work for campaigns sent on relative timing.

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Conversion Goals

You can add conversion goals to track the business metrics for your campaigns. You can track a maximum of five conversion goals. You can choose any app event as a conversion goal activity and set more than one conversion goal. The first goal will be treated as a primary goal.

For example, if you want to track the number of customers who have purchased an iPhone after your campaign was sent. (Event: Purchase event, Product: iPhone). Your conversion goal setup might be similar to the following image:

ConVErsionGoals.png

With multiple conversion goals, you can track more than one business metric or visualize a funnel for your user actions. For example, if you want to check the following, you can do so with multiple conversion goals.

  • How many users have viewed the product page?
  • How many of them added that product to the cart?
  • How many of them made a successful order?
arrow_drop_down Tracking Revenue Performance (Optional)

With MoEngage, you can track the revenue generated by your campaigns. For example, you can track the revenue generated by your product after sending a communication. To track revenue performance, enable the Revenue performance toggle for the conversion goal for which you want to track the revenue.

In the example here, to track revenue for orderSuccessful events, you must enable the Revenue performance toggle.

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After choosing the goal, you can select the numeric attribute that captures the order's total monetary value. In this example, cartValue contains the total order value. You can choose the currency in which your monetary value is being reported. RevenuePerformance.png
Set Attribution window: You can set an attribution window (a time period or window that is calculated since the user has received/clicked the campaign, for which you want to attribute the conversion goals to a specific campaign.) By default, it 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. attribution window.png

Delivery Controls

Delivery Control for One Time, Periodic, and Business Event Triggered Campaigns Delivery Control for Event Triggered Campaigns

This section contains the following options:

Frequency Capping

This feature helps control the number of emails sent to a user in a day.

  • Ignore frequency capping: Enable this toggle to ignore the frequency capping limit for this Email campaign. For more information, refer to Frequency Capping.
  • Count for the frequency capping: Enable this toggle if you want this connector to be counted for frequency capping limit.

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 the 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 drops, especially while sending high-volume campaigns and/or scaling up the volume.

Select the Throttle limit in the Request limit section. For more information, refer to Throtlling.

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Next Steps

If you have successfully created the campaign, you will be taken to the Analytics page. For more information refer to Email Campaign Analytics.

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