What is a campaign

A campaign is any email you send to your contacts — newsletter, promotion, invitation, announcement. This screen lists every campaign on the account and is where you build, test, schedule, and send the next one.

Each row in the overview is a campaign in some state of its lifecycle — draft, scheduled, sending, paused, sent, or failed. The status column tells you which; the actions menu adapts per state (resume editing, send a test, duplicate, pause or restart, open the statistics view for completed sends).

A campaign has four moving parts: an audience (which contacts), a sender identity (from-name and from-address), a design (the email itself, optionally built from a template), and a moment (send now or schedule). The first three you set on the campaign-details screen; the design lives on the editor screen; the moment is decided when you send. Sending is blocked until all four are valid.

Building a campaign end-to-end

1. Click "New campaign" and give it a recognisable name. The name is internal — recipients never see it — so use it to find the campaign back later (e.g. "2026-03 newsletter — March product update"). This drops you onto the campaign-details screen.
2. On the campaign-details screen, fill in everything except the design: pick the mailing list (and optionally a segment within it), the verified sender address and reply-to, the subject and pre-header, and any UTM parameters. Sending is blocked if the chosen sender is not verified or its DNS records (SPF / DKIM / DMARC) are incomplete — see the related help if you hit this.
3. Without a segment, every confirmed contact on the list is included. With one — for example "only contacts in NL who clicked in the last 30 days" — only contacts who currently match the segment's rules are.
4. Use merge tags in the subject and pre-header so each recipient sees their own name or city in the inbox preview.
5. Continue to the editor screen and design the email. Start from a saved template or a blank canvas — drag blocks, edit text and images, and use merge tags for personalisation. Links are tracked automatically so you can see clicks per URL after sending.
6. Back on the campaigns overview, send a test to yourself (and a colleague) first. Open the row's actions menu and choose "Test campaign" to deliver the exact email — including merge tag substitution — to an address you provide.
7. When the test looks right, send now or schedule for a future date and time from the row's actions menu. Once a send has started, it cannot be cancelled — only a scheduled (not-yet-fired) send can be unscheduled.
8. After sending, drill into the statistics screen for opens, clicks per link, bounces, and unsubscribes. Use insights from one campaign to inform the next.

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Audience: list vs. segment

Sending to a list reaches every confirmed contact on it. Sending to a segment narrows that down to whoever currently matches the segment's rules — useful when you only want, say, customers who opened your last campaign or contacts who joined this month.

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Personalise with merge tags

Merge tags like %%firstname%% or %%company%% are placeholders that get replaced with each recipient's real value at send time. Subject line, pre-header, and body all support them. Open the "Merge tags" help for the full list and how to keep them rendering nicely when a contact is missing the value.

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Links are tracked automatically

Every link in the email body is rewritten through our redirect so we can attribute clicks to recipients. You can layer UTM parameters on top so the same clicks show up in your Google Analytics or other downstream tooling. See the "Links and click tracking" help.

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Always test before sending

A test send delivers the exact email — including merge tag substitution — to an address of your choosing. Check links, images, and how personalisation renders. A campaign cannot be un-sent, so this is your last safety net. The "Testing campaigns" help walks through what to look for.

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Scheduling pitfalls

A scheduled send fires at the moment you picked. If you pick a time in the past the system refuses and asks you to reschedule. Always double-check the timezone shown next to the picker — it follows your account timezone, not necessarily the recipient's. The "Scheduling campaigns" help covers timing strategy.

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Sender authentication matters

If your sender domain is missing SPF, DKIM, or DMARC records, your campaign is much more likely to land in spam — or be rejected outright by mailbox providers like Gmail and Outlook. Verify the sender before sending. See the SPF, DKIM, and DMARC help pages for what each does and how to set it up.

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Reuse what works

A campaign you are proud of can become a template — open it from the overview, hit "Save as template" in the editor, and you have a reusable starting point for every future send. Templates capture structure and styling; you only customise the content per send.

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After the send

Once a campaign has been sent, the row exposes statistics — opens, clicks, bounces, unsubscribes. The dedicated statistics screen lets you drill in further: clicks per link, opens over time, and a recipient-by-recipient view. Use it to learn what to keep doing and what to change.

Can I edit a campaign after it's been sent?

No — once a campaign has been sent, its content is frozen so the statistics stay meaningful. Duplicate it to make a new campaign you can edit and re-send.

Can I cancel a campaign mid-send?

No — once the queue has actually started, there is no abort button. You can only unschedule a campaign that hasn't fired yet.

Why is my "Send" button disabled?

Every part has to be valid before sending unlocks: an audience (list, optionally narrowed by a segment), a verified sender, a subject, and designed content. The campaign-details screen flags any missing field inline; the editor blocks the action if the design is empty.

How long does a campaign take to send?

Depends on audience size. Small lists go out within seconds; very large lists may take several minutes. The status column on the overview updates live as the send progresses.

Where do I see opens and clicks for a sent campaign?

Open the row's actions menu and choose "Statistics". You get opens, clicks per link, bounces, and unsubscribes, plus a per-recipient breakdown.

See also

• Testing campaigns
• Scheduling campaigns
• Merge tags and personalisation
• Links and click tracking
• SPF — authorising senders
• DKIM — signing your mail
• DMARC — tying it together
• What are email templates
• What are segments