Email campaigns can be classified based on the following features:
- Their target audience
- Their triggering method
- Their marketing purposes
Batch campaigns are sent to many recipients. They are also called ad-hoc campaigns sometimes as they are sent once at a predetermined time.
These campaigns can be triggered as part of an Automation Center campaign, via the API, or launched directly from the Email Campaigns module.
Their usual target audiences are segments or contact lists. Batch campaigns are the most widely used one-off email campaigns.
- Examples include for marketing purposes: Summer Sale promotions
- For non-marketing purposes: Updating Terms & Conditions
Emarsys is able to send emails to contacts who have triggered an event while engaging with different channels.
- The most important use of these emails are for example: Upsale or cross-sale after a purchase, or cart reminder scenarios.
- For non-marketing purposes, these emails can be used for order status updates.
You can either use the General Settings in the email campaign editor, or opt for an Interactions program including an email campaign.
Interactions is the recommended way of creating on-event campaings, as it offers far more flexibility and settings.
|Email Campaign General Settings||Interactions|
|On Abandon Shopping Cart||Web Extend Event|
|On Birthday||Mobile Event|
|On Change Profile||External Event (External API event)|
|On Contact Request||Wishlist event|
|On External Event||
|On Interactions Event||
|On Program Event||
Recurring campaigns can be sent in the following ways:
- With recurring entry nodes in automation program (The recommended, most up-to-date method)
- With the email campaign editor by selecting Frequency / Recurring and then setting the appropriate Scheduling options
This method is no longer encouraged, as Automation Center took over this functionality with extended controls.
A typical use for recurring emails are emails with birthday coupons.
Triggered emails are recommended to be used when time is of the essence. They have an dedicated sending infrastructure optimized for time-critical campaigns. They ignore opt-in, so they are only allowed to be used for operational messages (non-marketing content, password updates, confirmations).
On-event campaigns can be considered transactional emails as they may also ignore opt-in with the Transactional Opt-in feature. Be aware that many countries’ legislatures forbid the use of messages for marketing purposes if there was no explicit opt-in given by the contacts. Use these emails for non-marketing purposes.
Typical use cases include:
- Password reminder
- Account creation confirmation
- Order confirmation
Email campaigns using API based external events as triggers. They allow personalization and have reporting data.
Broadcast campaigns allow sending emails to contacts without an opt-in, not in your contact database. Use them to send non-marketing information equally important for each of your contacts, for example, for updating your Terms & Conditions.
Personalization and reporting data is not available for broadcast campaigns.
Interactions emails are a subset of triggered emails. Once the Interactions email stream is active, the campaign can be selected in an Interactions Send Email Node.