In this article, we'll present the fourth session from our Onboarding series. It will walk you through the following stages:

  1. Campaigns that convert — general tips and recommendations for the Email Campaign set-ups.
  2. Campaigns overview on Omnisend — exploring the different features Omnisend is offering to help you estimate its benefits.
  3. Email campaign set up — a short walk-through for your first Email Campaign set-up.

You can start from the video recording or look through the instructions provided below.

1. Campaigns that convert

We always recommend taking full power over the Automation workflows, since they help to send more targeted communication to your customers. However, Campaigns are also one of the essential aspects of successful marketing. We recommend sending Campaigns to: 

  • Promote season-related items;
  • Congratulate target customer groups on National holidays;
  • Introduce top trends and popular products;
  • Announce a sale or clearance to your followers;
  • Engage your subscribers with questions (you can hide links under images to vote) or a lottery (use Scratch card or Gift box);

However, to make your Campaigns converting, you should not only send them on special occasions but also target your communication. 

Use Segments and send targeted campaigns

It is never a good idea to send your campaigns to all contacts at once. Based on our research, merchants that Segment their contacts and target their emails are getting 1.5 times higher open rates than those that don't.
Selling more with Segments
How to Use Email Segmentation for Smarter Ecommerce

Use Omnichannel campaigns

All customers are different, and so are their preferences. Some of them might want to receive your news via Email, while some could be attracted by a short offer sent by SMS. We see that using Omnichannel marketing can increase the purchase rate by up to 4 times.

How to Create an Omnichannel Customer Journey
Different channels in Omnisend

2. Campaign overview on Omnisend

In the menu for Email Campaigns set-up, you will find several different Campaign types:

  • Email Campaign — allowing you to send a regular email promotion. If you enable the Booster for the Email Campaign, it will be sent to all customers that didn't open the initial Email Campaign.
    Building an Email Campaign
    Campaign Booster
  • Email A/B test — allowing you to send Campaigns to test different Subject lines and Sender's names, defining the difference between opened and abandoned emails.
    A/B Test Campaigns
  • SMS Campaign — allowing you to send an SMS Campaign to your SMS subscribers. Make sure you start collecting SMS subscribers right away.
    SMS Channel
    SMS in Campaigns
  • Push notifications campaign — allowing you to send notifications for Google Chrome, Mozilla, or Opera browser.
    Push Notifications

Both SMS and Push Notifications are a paid feature, so try those out while you are on Trial to find out if they work for your brand! 

Email Campaign Verification

When you send your first Email Campaign, we will start the automatic verification process, so don't panic if the Campaign is not sent right away. Usually, it only takes a few seconds to verify the Campaign, but sometimes it can take up to 30 minutes before it is sent out to all your recipients. 

During the verification process, we will check if your contact list is healthy and your contacts are collected organically. In Omnisend, your campaigns should not exceed the following limits: 4% of bounce rate, and 0.1% of spam rate.
Verification of a Campaign

Warm-up with Omnisend

From that perspective, you should send your email to organically collected customers. However, to build an excellent sender's reputation, you need to go through the warm-up plan and send your emails to the most engaged contacts at first.
Warm-up with Omnisend

3. Email campaign set-up

The process of the Email Campaign set-up consists of 5 stages. You will be able to proceed further, only after you finish with the previous step.

Before you move on to the Campaign design, you need to proceed with your Email general settings, including the subject line, Sender's email address, and preheader. They should not only help your customers to recognize your brand but also catch their attention and incentivize them to open your email. These are essentials for driving your customers to open your emails.

The Best Email Subject Lines: The Ultimate Guide + 515 Examples

Auto-post

By enabling the Auto-post to Facebook option, you will be able to share your Campaign on your Facebook page. First, you'll need to connect it for the first time and give permissions to post on your Facebook page. Going forwards, you will just need to enable it for the campaigns you wish to be displayed on Facebook.

Next step - Templates

In the templates stage of the Email Campaign set-up, we suggest choosing one of the templates. It might be a Standard template only offering an email with a basic set up or a Featured one with some recommendations on the email design. We also recommend saving your best and most polished emails to the Templates.
Email template for your Newsletter

If you start working on an email message design and choose to change its design to one of the Themed templates, the email message content will be overwritten. However, in the Email message editor, you may also set up the design for your newsletters.
Creating and Saving Custom Design Templates

Content of the Email Campaign

In the content stage, you can choose different blocks to be added to the Email Campaign starting from plain text or image blocks to discount content block, product recommender, or lottery blocks.

Building an Email Campaign


We also encourage you to follow these recommendations:

  1. Start right with the email header and logo. You can add a default logo and links to your social accounts in Store settings > settings > Contact information, so it will automatically be populated in your campaigns and automation messages.
    Default Logo and Social Links
  2. The next important rule is that you stay consistent with your brand style and keep your Newsletter simple - less is better.
  3. Use visuals - add images, but stay with 50x50 rule - at least 50% off actual text in your beautiful Newsletter. Quality content is one of the metrics that inbox providers use to determine your sender reputation. Image dimensions should be at least twice larger than the image placeholder to appear sharp on high-quality screens.
    Boost sender reputation for better conversion
  4. Highlight the call to action buttons
  5. Built trust in your brand by adding your company details to the email footer. Add your company contacts details, social links, subscriber preference center, and unsubscribe link.

Work on your email design, polish it, and save the template for your future newsletters. And take time to visit the Omnisend blog for inspiration, we are sharing a lot of use cases and examples from our customers — email design, content variations, best-converting headlines, and other newsletter ideas.

Email Newsletter Design: Create the best Design for 2020

5 Email Design Templates for Inspiration (+ Best Practices for Ecommerce)

Once your email campaign is finalized, hit preview to see how it looks on desktop and mobile. Send a test to yourself, but be aware that some content blocks will not populate in test emails. If you wish to see the final result, you can always create a segment with your email only and send the real Campaign to yourself. You will be able to copy the same Campaign later and send it to your customers. 

Key takeaways

  1. Segmented campaigns will ensure higher reach, thus more sales. Create segments based on customer activity or purchase behavior. Use tags and contact properties to get the best results.
  2. Omnichannel campaigns can have a 4x higher purchase rate. Why don't you start with an email campaign, send a Campaign booster, and finish with SMS campaigns for all non-openers?
  3. Stay in line with your brand, whether you are working on automation or campaigns. Stick to the same design and pattern that matches your store's layout. 
  4. Use the 50 x 50 rule for text vs. image in your newsletters. Inbox providers will note that you are sending quality content.


FAQ

Is it possible to auto-post my Campaign on Instagram? Unfortunately, it is not possible at the moment.

Can I create a Segment while working on the Email Campaign? You can't create a Segment in the editor directly, but you may exit the editor for this purpose. The Email Campaign will be saved as a draft.


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