Creating an Email Campaign

Email campaigns let you reach attendees before, during, and after your event — send announcements, reminders, session updates, or post-event thank-you messages.

Create an Email Campaign

The campaign wizard has 3 steps: Audience → Content → Review & Schedule.

Step 1: Select Your Audience

1. Go to Marketing → Campaigns.
2. Click + New Campaign.
3. Choose your audience source:
   • Saved Audience — select a previously created audience segment
   • Inline Builder — build an audience on the fly
4. For the inline builder:
   • Choose Current Event or Previous Events as the source.
   • Select one or more events (if using previous events).
   • Pick specific ticket types — only registrants of those tickets will be included.
   • Toggle Exclude Already Registered to avoid sending to people who’ve already signed up for the current event.
5. The system shows the audience count (unique emails in this segment).
6. Click Next.

Tip

Save your commonly used audience segments (e.g., “VIP Ticket Holders”, “Previous Year Attendees”) so you can reuse them across multiple campaigns without rebuilding the selection.

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Step 2: Channel & Content

1. Select Email as the channel.
2. Enter a Campaign Name — internal name for tracking (e.g., “Early Bird Reminder - Week 2”).
3. Enter the Subject Line — what recipients see in their inbox.
4. Write your email content in the HTML Editor:
   • Preview mode — see the rendered email as recipients will see it
   • Code mode — edit the raw HTML directly
5. Insert template variables at the cursor position:
   • {firstName} — recipient’s first name
   • {lastName} — recipient’s last name
   • {email} — recipient’s email address
   • {event} — event name
   • {ticketName} — name of the ticket they purchased
   • And more (custom fields from your registration form)
6. Optionally attach files (PDFs, images).
7. Toggle Use Default Email Wrapper to wrap your content in the standard event-branded email template (header, footer, unsubscribe link).
8. Click Next.

Note

The default email wrapper includes your event branding, logo, and an unsubscribe footer. It’s recommended for most campaigns. Disable it only if you’re sending a fully custom HTML email.

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Step 3: Review & Schedule

1. Review the campaign summary:
   • Audience count
   • Subject line preview
   • Content preview
2. Choose when to send:
   • Send Now — delivers immediately
   • Schedule for Later — set a date and time for delivery
3. Click Send or Schedule.

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Campaign Status & Tracking

After sending, the campaign dashboard shows:

Metric	Meaning
Audience Count	Total recipients
Success	Emails delivered
Pending	Emails still in the queue
Failed	Emails that bounced or failed

Email Status Details

Each recipient’s email has a detailed status:

Status	What It Means
Sent	Email left the server
Delivered	Email reached the inbox
Opened	Recipient opened the email
Clicked	Recipient clicked a link in the email
Bounced	Email address doesn’t exist or inbox is full
Failed	Technical failure (server error, blocked)
Spam	Recipient’s email provider marked it as spam

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Duplicate & Resend

For campaigns that had failures:

1. Open the campaign from the campaign list.
2. Click Resend to Failed to retry only the failed recipients.
3. Or click Duplicate Campaign to create a copy with the same content and audience for a fresh send.

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Email Best Practices

• Subject lines matter — keep them under 50 characters and make them specific. “Your early bird discount expires Friday” beats “Event update”.
• Personalize with variables — use {firstName} in the subject and body. Personalized emails get 26% higher open rates.
• Send at the right time — Tuesday through Thursday, 9–11 AM in your audience’s timezone.
• Test before sending — send a test email to yourself first. Check formatting, links, and variable rendering.
• Segment your audience — send targeted content to specific ticket types. VIP attendees should get different messaging than free ticket holders.
• Don’t over-send — 2–3 emails per week maximum. More than that and your unsubscribe rate will climb.