Create an email campaign

1. Choose Marketing Campaigns in the left panel, then select Email.
   
   
2. Click Create at the top-right corner of the screen in the Email Campaigns list view.
   
   
3. Enter a campaign name and select a topic for your campaign in the General Details section.
4. Click Next 
Note:
Topics are information preferences that your contacts select either when they’re signing up or at a later time in the preference center. This way, you can make sure your contacts receive the right information. Selecting a suitable topic is mandatory when creating an email campaign. This ensures that only the contacts associated with that topic will receive your email. If there are contacts who haven’t been associated with a topic, you can associate them to the selected topic by checking the Map it to the selected topic box in the email configuration page.


5. Select a suitable campaign type from the Type section. Zoho Marketing Automation offers you five types of email campaigns to choose from:
   
1. Simple emails : Market your business with regular promotional emails, such as newsletters, holiday offers, and product updates.
   
2. Surveys: Receive valuable feedback from your customers.
   
3. Event invites: Increase the number of attendees of your events.
   
4. Webinar invites: Encourage your users to sign up for a webinar.
   
5. E-commerce: Promote your online store.
   
   
6. Click Save and Proceed. 

Note : 

Apart from Simple Email, all other campaign types require an integration with other applications to import your data. This can be done using either of the following methods:

1. If you’ve already integrated your Zoho Marketing Automation account with the desired application, select that application and click  Next .
2. If your Zoho Marketing Automation account is not integrated with the desired application, select the application and click Next . Then, authorize the integration with the necessary details to proceed further. After the integration, click Save and Proceed . 

Configure email campaign 

1. Click on Add Recipient under the To section to select the contacts to whom you wish to send your email campaign.
    
2. You can select the recipients by clicking any of the following options:
   
   
1. Lists: Contacts in the lists will be added as recipients. Learn more
   
2. Segments: Contacts in the segments will be added as recipients. Learn more
   
3. Tags: Contacts associated with the tags will be added as recipients. Learn more
   
4. Custom: You can define your own criteria, and contacts that satisfy those criteria will be added as recipient. For example, in the configuration section, if you set the criteria as ‘Country’, modifier as ‘is’ and the value as ‘United States’, your email campaign will be sent to only those contacts who qualify this criteria. You can also find the Exclude contacts option here. For instance, if you set the criteria as ‘Industry’, modifier as ‘isn’t’ and the value as ‘Technology’, your email campaign will not be sent to those contacts who do not belong to the technology industry.
   
   
   
3. Select your target audience from the dropdown menu. You can exclude specific contacts by turning on the toggle icon adjacent to the Exclude Contacts option. This enables you to exclude contacts to whom you don't want to send the campaign.
   
4. Click Save.
   
   
   
   Note:
   There may be a difference between the number of contacts you've selected and the number of contacts to whom the email campaign will be sent. This is because some of the contacts you've selected may not qualify to receive the email campaign. Some reasons why a contact may fail to qualify include:
   

   • The topic associated with the contact is different from the topic selected while creating the email campaign.

   • The contact comes under the non-marketing category, resulting in being excluded from the recipient list. Learn more
     

   • If any exclusion criteria are applicable for the contact, it will be removed from the recipient list.
     

   • If the contact belongs to the Unsubscribe category it'll be excluded from the recipient list.

5. Under the Subject section, click Add Subject to add a suitable subject line.
   
6. Enter a suitable subject for the email campaign. You can use merge tags to customize your message for each of your contacts by clicking the Personalize button.
   
7. Enter a suitable pre-header line in the Pre-header text field if you wish. You can enter a maximum of 150 characters in both the fields.
   
8. Click Save.
   
9. Under the From section, click Add Sender Details.
   
10. Enter the Name and Email Address.
    
11. Enable the Use different reply-to address toggle. Enter the email address you want to receive the replies to this email campaign.
12. Enable the Track replies toggle to track your replies.
13. Click Save.
    
Note:
If the contact was imported from Zoho CRM, you can personalize the sender details by clicking the Personalize button. Now, the name and email address of the CRM owner who owns the contact will be filled in automatically.This feature is available only if your CRM account is integrated with Zoho Marketing Automation and the contacts are imported through a sync.
14. To add content to your campaign, click Add Content under the Content section.
    
15. You can design your campaign with the help of the Template Gallery, Layouts, Build Your Own, or Sent Campaigns. After adding the content, click Save and Proceed .
    
16. To set a response action, click Set Response Action in the Response action section. This helps you send responses automatically to those recipients who have shown any activity, such as a clicked link, opened email, etc., on the email campaign.
    
17. Set the criteria for the response action and click Save .
    

Info : You can perform A/B testing on the configuration page, where you can create and test two completely different versions of your campaign to a small section of your recipients. Based on the results, you can send the version that performs better to the remaining recipients.

Perform an A/B test

1. Enable the A/B Test toggle in the configuration page.
   
2. Configure the required settings; i.e., choose the percentage, test duration, and select a winner metric.
   
3. You should also select an action to be performed if the results that emerge are inconclusive.
   
4. Click Save.
   
5. Navigate to the Variation B sub-tab and create a new campaign. Here, you can perform the test against a completely different version or just the required part(s) of the campaign by enabling the Use Variation A toggle present in each field—e.g., subject, sender, or content. Once you enable this, the data in Variation A will be copied to the Variation B campaign.

Send test email 

1. Click Test email once you've designed your content.
   
2. In the Select email address field, enter the email addresses to which you wish to send the test email. Click Send . You can send the test email to a maximum of five email addresses at a time.
   

Send email campaign 

1. Click Review and Launch at the top right corner of the configuration screen.
2. Configure when to send your campaign. You can send it immediately or schedule it for later.
   
3. Select Send immediately. Here, you can select any one of the following:
   
1. Send now: Send your campaign right now.
   
2. Batch sending: Segment your contacts into smaller batches and send your campaign at specified time intervals. This controls your website traffic and prevents potential strain on your server. To do this, you need a minimum of 200 contacts.
   
   
3. Optimal open time: Send your campaign at a time that your recipients will likely open their emails. This will be calculated based on past open-time patterns for each recipient. If an optimal open time is not found for a recipient, your campaign will be sent immediately.
   
4. Click Send for Review.

Note : You can only pause an email campaign after it is sent.

Schedule email campaign 

1. Click Review and Launch in the top-right corner of the configuration screen.
   
2. Select Send later.
   
3. Select the date, time, and time zone to schedule the campaign.
   
4. Select a schedule type . Apart from batch sending and optimal open-time options, there's an additional As per recipient's time zone type that you can use to send the campaign at the desired time in the recipient's time zone.  
   
5. Click Send for Review 
   

Note : You can edit your email campaign before the scheduled time. Once the campaign is reviewed and approved by our content compliance team, it will be sent at the scheduled time. Reports will be available under the Reports tab, which shows analytics relevant to the campaign.

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