By sending an Email Campaign, you can quickly deliver the message about upcoming sales, a new collection, seasonal promotion, and more. You can use Segmentation to split your contacts based on their purchase behavior, preferences, profile data, and use that data to personalize and target your email content.

Note that this article is dedicated to Classic email builder, if you work in a New email builder, jump to the dedicated guide.


1. Settings — adjust the general settings of the newsletter
2. Template — pick the newsletter layout
3. Content — change the content and design of the message
4. Recipients — select the newsletter recipients
5. Send — choose to send or schedule for later

To create an Email Campaign, proceed to the Campaign tab -> click on the + New Campaign button -> choose to create the Email Campaign.

1. Settings

On the settings stage of the Email Campaign set up, you can decide how it will look in your contacts' inboxes, including:

  • Subject line — the introduction your contacts will see in the mailbox, even before they open the email. You can look for recommendations in our Blog articles and also use the Subject liner tester

  • Preheader — a short text that follows the subject line of your emails, it can help you clarify the content and capture more attention.

  • Sender's email address — the email address your recipients will see in the FROM field. Make sure it looks professional and represents your business; for example, you can use [email protected], [email protected], etc.

In the inbox preview section, you may also check how your Email Campaign will look in your recipients' inboxes.

💡 Add a checkmark to Boost your newsletter in 48 hours after the initial sending.

On the same page, you can choose the internal name for the newsletter and also pick the language for default texts.

Note! Internal campaign name is going to affect UTM tag “utm_campaign”. So, if you’re using Google Analytics, keep that in mind.

By enabling the Facebook auto-post option, you will post this newsletter along with the link to its web version to your Facebook page.

Once you finish with the General settings, scroll down to the end of the page and click on the Next Step button.

2. Template

The first step of creating the visual side of the campaign is choosing the appropriate template. Initially, you will be able to select from several Standard Templates that differ in terms of fonts and content block positioning. However, the customization options do not end here. The template is just the starting point that will serve as a playground for further alterations, as you can adjust the color and look of each particular content block and tailor a unique and eye-catching look that will make your email stand out.

💬 If you wish to create a simple, plain text message, you can go with the Plain text template. For the rich email with images, products, buttons, and other interactive elements, pick another template.

You can also take a glimpse of our Themed Templates, which are one-step from being ready and use it as a design base tailoring your email according to your needs.

Once you find the sweet spot and create your masterpiece, you can save it to the Saved template section and use it as a basis for your future campaigns.

💬 The styling options for different templates can be slightly different. You can learn more about those nuances here.

3. Content

On the Content stage, you can change your newsletter design or add content using Drag & Drop functionality. We recommend starting with the Design phase, where you can adjust the color scheme, pick the right fonts borders, and more. After you save the design, you can use it for every new email you create.

Newsletter design

Under the custom design tab, you'll find some more advanced features, enabling you to change each element's size and design. The width of the content in the template can be changed in the range of 300px to 1000px. Please, be aware that the width might be not supported with certain devices, and your email might look distorted, we recommend you to test it before sending your campaign.

💡 You can use the Design section of the Content editor to design the style that represents your brand identity.

Newsletter content

Under the Content tab, you can find different content blocks that, with the drag & drop functionality, can be added to the newsletter content with ease.

After you add the content block to the content of the message, you can change the content and design using the panel on the right. Just like the newsletter, every Content Block has two tabs — Content and Design.

Adding products with Product Picker

Product Picker is one of the most favorite features of our clients. It automatically adds products to your newsletter, complete with pictures, descriptions, and pricing.

Use the Product picker button:

By clicking on the gear button, you can adjust the Product Picker settings — how many products should be added to a single row, what price format you want to use, etc. You may also add the Product listing block and populate it by clicking on the Cart button.

Important note: you should only use links that are linked with your store. Using external links in your campaign may result in campaign error, learn about different scenarios that can cause temporary account suspension.

The layout of products depends on a template you selected in the 1st step. We are offering many different templates; all of them are fully customizable (content can be added, removed, rearranged).

Editing product details

Products' description is automatically shortened to 200 symbols, including spaces. It happens that information about products in one row is not equally long. However, you can adjust this block manually, by shortening the description or adding spaces.

💬 You can also check the instructions dedicated to different content blocks:

- Product recommendations: Product Recommender, Nosto (requires 3rd party integration), HTML block (LimeSpot integration);

- Content blocks offering the Discount content block, Scratch Card or Gift Box;

- Visuals: Images and GIFs, Video content block;

- Preheader: View in browser link.

💡 Omnisend will automatically adjust the newsletter mobile-view. You can check it out in the Preview page, by switching between different products.

Note, the Menu block stacks all of its options on the mobile view, therefore assuring a proper font size and rendering on all devices. Alternatively, you may use the Image group block and show menu options next to each other. Also, you can use a Text block and add links to the words in it to make it look like a menu.

Commercial newsletters are required to have a physical mailing address to comply with CASL (Canadian Anti-Spam Law). Apart from this, you should also add an opt-out link to comply with the GDPR and other marketing regulations.

If you add your store address to your Omnisend account settings (Store Settings -> Contact information), it will be added automatically to all new newsletters you create. You can also adjust this information manually. In the

Along with the link to the Unsubscribe page, you may also add a link to the Subscriber preference center.

💬We also recommend searching for recommendations on the newsletter content in our Blog articles.

4. Recipients

On the Recipients stage of the Email Campaign set up, you can choose to send the newsletter to the whole list or selected Segments only. If you have the same contact added to a few chosen Segments, only one email will be sent. If you don't want to send emails to contacts that are in a specific segment and the one you're sending to, you can do that using the 'exclude segment' option. For example, you want to send an email to US customers, but not to those, who didn't open any previous emails.

Note, the newsletter will be sent to subscribed contacts only. Contacts with other statuses (non-subscribed or unsubscribed) will be omitted.

💬 If you are just starting with Omnisend, follow the warm-up plan and start from sending your emails to the most active contacts and then gradually increase the recipients' count.

5. Send

On the Send stage of the newsletter design, you will see t a short overview of the newsletter settings and the option to Send your Campaign now or schedule it for later. Your recipient lists update automatically based on the rules in selected Segments. If you choose to schedule the newsletter to newly added contacts, even those that were added lately will receive the newsletter.

💬Learn more about the newsletter scheduling in the corresponding article.

Once you hit send, your email will be sent to all of the selected recipients within 5 minutes. If this is your first newsletter, it will need to pass the verification process and will be sent to all of your contacts with the delay. You can find more information on this process here.

Time-zone optimization

If you have a list of subscribers in different time zones and you want to schedule your message at a specific time based on where the contact is located, you can use the TZO optimization feature.

TZO identifies customers' time zone by IP address. The IP addresses can be collected only via Omnisend signup forms. So, even if you import country property for your contacts, TZO won't work in this case. In case your contacts are missing IP addresses emails will be sent based on your store time zone.

Note! Once the campaign is scheduled with TZO, 12 hours before the scheduled time - the status will become 'Started'. If the campaign has 'Started' status, it's not possible to cancel it anymore. Then, we will hold the campaign and slowly start sending across timezones. Once all the recipients will get their emails, the status will change to “Sent” automatically.

If you have any questions or any assistance, do not hesitate to contact our support team at [email protected].

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