Campaigns

Open Marketing → Campaigns and create one. A campaign has tabs for its overview, audience, content, settings, goals, pipeline and activity.

1. 1Audience — pick the audience it goes to. Audiences and segments
2. 2Content — write it, or start from a template. Create an email template
3. 3Goals — say what success is before you send.
4. 4Settings — when it goes and from whom.
5. 5Send, then watch Activity and Pipeline.

Set the goal first, honestly. A campaign with no stated goal is always judged a success afterwards, because the number that looks best gets quoted. Deciding "twenty replies" or "five meetings booked" beforehand is what makes the next campaign better than this one.

Open rates are the weakest number you have. They are inflated by mail clients that fetch images automatically and deflated by ones that block them. Clicks are better; replies and meetings are the ones that matter. The Pipeline tab is there because a campaign that produces opportunities beats a campaign with a good open rate.

Send yourself a test first, and read it on a phone. Most recipients will.

From-address and reply-to matter more than the copy. A reply that bounces, or lands in an unmonitored mailbox, wastes the most interested person on your list.

Do not send at 09:00 on Monday because everyone does. Look at the Performance board after a few sends and use your own numbers rather than someone's blog post.

For a sequence of messages that reacts to behaviour, use a journey rather than a chain of campaigns: Journeys.