New to Campaigns? Some common early mistakes that might occur

Hello Marketers,

Welcome back to another post in Marketer's Space.

If you're just getting started with Zoho Campaigns, things can feel exciting and slightly confusing at the same time. You're not alone. Most early frustrations come from setup gaps rather than product issues.

Looking at all the features in the product, many new users tend to run into the same few roadblocks. In this post, we'll breakdown what usually causes trouble (and how to avoid it). Whether you're just setting up your first campaign or refining your existing process, this post will help you build a strong foundation early.

Skipping domain authentication   

Many users start sending campaigns before setting up SPF and DKIM properly. Here's what happens when they skip it:

1. Emails are visibly sent from "via zcsend.net".
   
2. They encounter lower inbox placement.
   
3. They result in trust issues in Gmail or Outlook.
   

Domain authentication isn't optional if you care about deliverability; it should be step one.

What can you do instead?

1. Add and verify your sending domain inside Zoho Campaigns before launching your first campaign.
   
2. Configure SPF and DKIM records in your domain's DNS settings.
   
3. Wait for verification confirmation before sending in bulk.
   
4. Run a small test campaign after setup to confirm proper alignment.
   

Authentication issues don't just affect inbox placement; they can also prevent campaigns from going out altogether.

Campaign moves back to draft after sending   

This often happens because one of the final checks fails—like sender verification, mandatory fields, or authentication settings.

Before clicking send, ensure the following:

1. Your sender email is verified.
   
2. Authentication (SPF/DKIM) is properly configured.
   
3. You've reviewed the campaign checklist inside the editor carefully.
   

Most "failure to send" cases are configuration-related, not system errors.

Uploading large or unclean contact lists without preparation   

Many new users decide to import a large database and send a campaign immediately. Others upload lists that haven't been cleaned in months or years. Both situations can quietly hurt performance.

Common issues include:

1. Importing thousands of old or inactive contacts at once
   
2. Sending to contacts who haven't engaged in a long time
   
3. Including duplicate entries
   
4. Not removing bounced or inactive addresses
   

What does this lead to?

1. Low open and click rates
   
2. Higher bounce rates
   
3. Increased spam complaints
   
4. Poor sender reputation
   

For new accounts especially, this can impact deliverability very quickly.

A better way to approach this is to do the following:

1. Start with your most engaged contacts.
   
2. Gradually increase volume over time.
   
3. Remove duplicates and inactive addresses.
   
4. Segment your contacts based on engagement before sending.
   

Good deliverability isn't just about authentication; it's also about list hygiene and sending behavior.

Open rates show zero (especially in Gmail)

Open tracking depends on images being loaded. If the recipient's email client blocks images by default, if privacy protection is enabled (especially on Apple devices), or if images are preloaded differently, the open may not register.

This is common with:

1. Gmail (especially with image blocking)
   
2. Privacy-focused email settings
   
3. Apple Mail privacy protection
   

A sudden drop in open rate doesn't always mean your emails aren't being read.

So what is the fix?

1. Send internal test emails to see if tracking pixels are functioning.
   
2. Use A/B tests to validate subject line performance rather than judging from one send.
   
3. Compare trends over a period of time instead judging from one campaign.
   

Your open rate should be treated as an indicator, not as an exact measurement—because it isn't.

Automation doesn't trigger for everyone   

A common assumption is that once automation is active, it applies to all contacts, and users forget that building automations without testing entry conditions might never yield expected results.

A workflow may look correct, but in reality:

1. Contacts must meet the trigger conditions.
   
2. They must enter the workflow at the correct stage.
   
3. Timing filters and status settings matter
   

This is usually a logic issue, not a bug. So how can you solve it?

1. Test the workflow using a sample contact before activating it fully.
   
2. Double-check entry criteria and filter rules.
   
3. Review contact status and segmentation settings.
   
4. Use the workflow report to confirm whether contacts entered the automation.
   

Not testing across devices and email services 

Emails that look perfect in the Zoho Campaigns editor may:

1. Break in emails formatting/structure.
   
2. Stack oddly on mobile displays.
   
3. Misalign buttons.
   

The clear action is to first find out how your email looks via the Preview and Test mode, after which you can always send those test emails from the same section and see the actual results.

You can send such emails to:

1. Gmail
   
2. Outlook
   
3. Mobile devices
   

The editor preview is not a perfectly accurate reflection of the real inbox view, so we always recommend that you test your email campaigns first across different devices and email services before sending them in bulk.

Ignoring spam score or content red flags 

The actual content of your email plays a major role in where it lands.

Common content-related mistakes include:

1. Using heavy promotional language like "BUY NOW," "LIMITED OFFER," or excessive exclamation marks
   
2. Writing subject lines that feel overly aggressive or misleading
   
3. Including too many links in a short email
   
4. Using shortened URLs
   
5. Designing image-only emails with very little supporting text
   
6. Embedding large attachments directly in the campaign
   

Another common oversight is not checking the spam score before sending. Even if the content feels fine, running it through the built-in checks helps identify structural red flags early.

Here's a better approach:

1. Maintain a healthy balance between text and images.
   
2. Keep links purposeful and minimal.
   
3. Avoid excessive capitalization and exaggerated claims.
   
4. Write subject lines that are clear rather than sensational.
   
5. Test-send and review how the email appears in different inboxes.
   

Sending successful campaigns is all about earning inbox trust through clean structure and responsible messaging.

If you're just starting out, take your time with the setup. A well-configured account will always outperform a rushed campaign.

If you've already encountered one or more of these issues, you're not alone; they're all part of the learning curve. Feel free to share your experiences or additional insights in the comments below. Your input might help another marketer avoid the same roadblock.

Until next time, happy campaigning!

Regards,

Yashwanth S

User Education

Zoho Campaigns Team

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• yashwanth s

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