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Email Campaigns

How Tos (6)

You can find this section under Email Marketing > Email Campaigns in the IRP Admin left navigation menu.

NOTE: In the video seciton at the bottom of this page you can view a recorded webinar that demonstrates some of the IRP Email Campaign functionality.

Email marketing is a great way to promote sales through your website. Sales conversion from email marketing is generally much higher compared with other internet marketing strategies. Email marketing allows you to target specific customer types with whatever products you want to sell.

The IRP uses an Opt-In email marketing system. This means that customers need to approve or request to receive information on that type of product or service. This also means that you cannot be accused of spamming customers.

The following Email Campaign Types are currently supported:

Standard Mailshot Campaign

  • Email contents can be added for one email only.
  • A new partner can automatically be generated when inserting a new Campaign when 'Automatically create new traffic partner' is selected during configuration.
  • The email is always manually sent either immediately or at a scheduled time by pressing the 'Send Email' button.
  • A 'Scheduled Sends' tab displays on the EmailCampaignEdit.aspx page when a send is underway for the Campaign.
  • Scheduled sends can be cancelled or paused/resumed when in progress.
  • All Campaign Emails can include a voucher, voucher restrictions and any number of Custom Product Lists. The 'Minimum Spend' is text fully translatable using small translations 2633, 2634, 2635 and 2636.

Dropped Basket Campaign

You can use Dropped Basket Campaigns to remind customers that they have left one or more products in their basket. To become eligible to receive these emails, a customer must log into their account, add one or more products to their basket but then not purchase them.

  • The Campaign emails will be sent automatically when customers drop baskets.
  • Multiple email contents can be added to the Campaign.
  • Additional emails can override the Partner of the Campaign so they are tracked independently.
  • Additional emails can be sent at different time frames based on the number of minutes/hours/days/weeks after a basket has been dropped.
  • Campaign emails can be deactivated.
  • All email contents must include one of the following placeholders to allow a customer to retrieve their basket:
    $$BasketUrl$$
    $$BasketLink$$
  • Basket Content Templates can be added to the email HTML content.
  • The Campaign emails are always sent to customers who have dropped baskets - the recipients' selection can further filter these customers.
  • All Campaign Emails can include a voucher, voucher restrictions and any number of Custom Product Lists. The 'Minimum Spend' is text fully translatable using small translations 2633, 2634, 2635 and 2636.

Re-engagement Campaign

You can use Re-engagement Campaigns to approach customers who have not made a purchase in a specified period of time. An example would be if a customer has not ordered from you in 90 days, you could send an email with a 10% off voucher.

  • The Campaign emails will be sent automatically when customers are inactive.
  • Multiple email contents can be added to the Campaign.
  • Additional emails can override the Partner of the Campaign so they are tracked independently.
  • Additional emails can be sent at different timeframes based on the number of minutes/days/hours/weeks/ a customer has been inactive for.
  • Campaign emails can be deactivated.
  • Email content can include Product Recommendations.
  • The Campaign emails are always sent to customers who are inactive - the recipients' selection can further filter these customers.
  • All Campaign Emails can include a voucher, voucher restrictions and any number of Custom Product Lists. The 'Minimum Spend' is text fully translatable using small translations 2633, 2634, 2635 and 2636.

Birthday Campaign

You use Birthday Emails to send emails to customers on their birthday, encouraging them to purchase more items, use a voucher, and so forth.

You will only know the customer’s birthday if they have voluntarily included the information in their account details. In order for the customer to have the opportunity to do this, you must enable the Application Setting Enable Customer Date Of Birth Entry.

  • The Campaign Emails will be sent automatically on customer birthdays.
  • You can add multiple email contents to the Campaign.
  • Additional emails can override the Partner of the Campaign so that they are tracked independently.
  • Additional emails can be sent at different timeframes based on the number of minutes/hours/days/weeks after a customer birthday. You can insert a negative value if you want emails to be sent for the hours, days or weeks before a customer birthday.
  • Campaign emails can be deactivated.
  • The Campaign Emails are always sent to customers on their birthdays - the recipients' selection can further filter these customers.
  • All Campaign Emails can include a voucher, voucher restrictions and any number of Custom Product Lists. The 'Minimum Spend' is text fully translatable using small translations 2633, 2634, 2635 and 2636.

The send time for campaign emails is recorded. All campaign emails use the same tracking.

You can preview and test all Campaign Emails before sending them, with all placeholder content being fully replaced.


Scheduling


You can cascade email schedules to form Remarketing Campaigns. For example, you could design a campaign to send a total of four emails:

  • You could schedule Dropped Basket emails to be sent out 3 days after, 7 days after and 10 days after customers leave products in the basket.
  • If the customer does not decide to purchase the product, or removes it from their basket over the course of these three emails, you could send a final Re-engagement email with a 10% off voucher in order to encourage a purchase.
  • This flow will continue only if the customer does not purchase the product or empty their basket. For example, if a customer receives the second Dropped Basket email and decides to purchase the product, they will not receive the third and fourth emails of the campaign.

We would encourage you to speak with your IRp Account Manager when creating such campaigns.


Auditing of Email Sends


All email sends, including attachments, are audited within IRP Admin. This improves visibility on exactly which emails have been sent to whom. This is used mainly for statistics and advanced functionality and is enable using two Application Settings: 'Enable Email Auditing' and 'Enable Email Content Auditing'.


Email Stylesheet


The Email Stylesheet is included in all emails. This includes existing system emails, mailshot emails and remarketing emails.


Email Application Settings


When you click the 'cogwheel' icon at the top-right of the EmailCampaigns.aspx page, you will be able to view and set a number of Application Settings on the page that appears (ApplicationSettings.aspx?GroupingName=Emails).


Email Campaigns


The main EmailCampaigns.aspx screen includes tabs corresponding to the types of Email Campaign.

Standard Mailshots Tab

The Standard Mailshots tab appears as follows:

Standard Email Campaign

You can use the search features at the top of the grid to find any email in the system, by Last Sent Date and by Status.

The main grid shows the following details on the 'Standard Mailshots' tab:

  • ID: This is the ID of the Email Campaign. Note that there can only ever be one email in a Standard Mailshot Campaign (other types of Campaign, as described below, can have multiple emails within a Campaign).
  • Subject: This is the name of the Email Campaign.
  • Emails: This is the subject of the email as defined when it was originally created. For details, see the 'How To' articles in this section.
  • Status: This is the current status of the email (Not Sent, Complete and so forth).
  • Sent date: This is the date and time when the email was last sent.
  • Sent: This is the total number of times that the email has been sent to customers across all sending sessions.
  • Opened: This is the total number of times that the email has been opened by customers (as measured by the number of times they click the link in the email).
  • Open Rate: This is the rate at which emails are opened by recipients (Opened emails / Sent emails).
  • Clicks: This is
  • Click Rate: This is the Click Through Rate: Read emails / Sent emails * 100. In other words, the percentage of times that a recipient opens your email and clicks the link to get through to your website.
  • Orders: This is the total number of orders made by customers who received the email and clicked through to your site.
  • AOV: This is the Revenue / Orders. (This is often called the Average Order Value.)
  • Revenue: This is the total amount of revenue generated by the email.
  • Preview: Click this button to see what the email will look like when it is sent to recipients.
  • Edit: Click this button to Edit the email. For details, see the 'How To' articles in this section.
  • Copy: Click this button to copy the email and then use it as the basis for another email.
  • Send: Click this button to prepare to send an email. For details, see the How to Run a Standard Mailshot Campaign article in this section.

Dropped Basket Campaigns Tab

The Dropped Basket Campaigns tab appears as follows:

Dropped Basket Email Campaign

You can use the search features at the top of the grid to find any email in the system, by Last Sent Date and by Status.

The main grid shows the following details on the 'Dropped Basket Campaigns' tab:

  • ID: This is the ID of the Email Campaign. Note that there can be multiple emails within a Campaign - each one will have a different ID (as listed on the 'Email Content' tab).
  • Emails: This is the name of the Email Campaign.
  • Emails:
    • Subject: This is the subject of each individual email within a Campaign. For details, see the 'How To' articles in this section.
    • Sent: This is the total number of times that each individual email within a Campaign has been sent to customers.
    • Opened: This is the total number of times that each individual email within a Campaign has been opened by customers (as measured by the number of times they click the link in the email).
    • Revenue: This is the total amount of revenue generated by each individual email within a Campaign.
  • Status: This is the current status of the Campaign (Paused, Live or Sent)
  • Date Sent: This is the date and time when the email was last sent.
  • Sent: This is the total number of times that the emails have been sent to customers across all sending sessions for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Opened: This is the total number of times that emails have been opened by customers (as measured by the number of times they click the link in the emails) for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Open Rate: This is the rate at which emails are opened by recipients (Opened emails / Sent emails) for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Clicks: This is the number of times that emails have been clicked on for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Click Rate: This is the Click Through Rate: Read emails / Sent emails * 100. In other words, the percentage of times that a recipient opens your emails and clicks the link to get through to your website for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Orders: This is the total number of orders made by customers who received the emails and clicked through to your site for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • AOV: This is the Average Order Value (Revenue / Orders) for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Revenue: This is the total amount of revenue generated by the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Preview: Click this button to see what the email will look like when it is sent to recipients.
  • Edit: Click this button to Edit the email. For details, see the How to Run a Birthday Campaign article in this section.
  • Copy: Click this button to copy the email and then use it as the basis for another email.
  • Send: Click this button to prepare to send an email. For details, see the How to Run a Birthday Campaign article in this section.

Re-engagement Campaigns Tab

The Re-engagement Campaigns tab appears as follows:

Reengagement Email Campaign

You can use the search features at the top of the grid to find any email in the system, by Last Sent Date and by Status.

The main grid shows the following details on the 'Re-engagement Campaigns' tab:

  • ID: This is the ID of the Email Campaign. Note that there can be multiple emails within a Campaign - each one will have a different ID (as listed on the 'Email Content' tab).
  • Emails: This is the name of the Email Campaign.
  • Emails:
    • Subject: This is the subject of each individual email within a Campaign. For details, see the 'How To' articles in this section.
    • Sent: This is the total number of times that each individual email within a Campaign has been sent to customers.
    • Opened: This is the total number of times that each individual email within a Campaign has been opened by customers (as measured by the number of times they click the link in the email).
    • Revenue: This is the total amount of revenue generated by each individual email within a Campaign.
  • Status: This is the current status of the Campaign (Paused, Live or Sent)
  • Date Sent: This is the date and time when the email was last sent.
  • Sent: This is the total number of times that the emails have been sent to customers across all sending sessions for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Opened: This is the total number of times that emails have been opened by customers (as measured by the number of times they click the link in the emails) for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Open Rate: This is the rate at which emails are opened by recipients (Opened emails / Sent emails) for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Clicks: This is the number of times that emails have been clicked on for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Click Rate: This is the Click Through Rate: Read emails / Sent emails * 100. In other words, the percentage of times that a recipient opens your emails and clicks the link to get through to your website for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Orders: This is the total number of orders made by customers who received the emails and clicked through to your site for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • AOV: This is the Average Order Value (Revenue / Orders) for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Revenue: This is the total amount of revenue generated by the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Preview: Click this button to see what the email will look like when it is sent to recipients.
  • Edit: Click this button to Edit the email. For details, see the How to Run a Birthday Campaign article in this section.
  • Copy: Click this button to copy the email and then use it as the basis for another email.
  • Send: Click this button to prepare to send an email. For details, see the How to Run a Birthday Campaign article in this section.

Birthday Campaigns Tab

Note that Birthday Campaigns are listed under 'Others' at the top-right of the screen. The Birthday Campaigns tab appears as follows:

Birthday Email Campaign

You can use the search features at the top of the grid to find any email in the system, by Last Sent Date and by Status.

The main grid shows the following details on the 'Birthday Campaigns' tab:

  • ID: This is the ID of the Email Campaign. Note that there can be multiple emails within a Campaign - each one will have a different ID (as listed on the 'Email Content' tab).
  • Emails: This is the name of the Email Campaign.
  • Emails:
    • Subject: This is the subject of each individual email within a Campaign. For details, see the 'How To' articles in this section.
    • Sent: This is the total number of times that each individual email within a Campaign has been sent to customers.
    • Opened: This is the total number of times that each individual email within a Campaign has been opened by customers (as measured by the number of times they click the link in the email).
    • Revenue: This is the total amount of revenue generated by each individual email within a Campaign.
  • Status: This is the current status of the Campaign (Paused, Live or Sent)
  • Last Sent: This is the date and time when the email was last sent.
  • Sent: This is the total number of times that the emails have been sent to customers across all sending sessions for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Opened: This is the total number of times that emails have been opened by customers (as measured by the number of times they click the link in the emails) for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Open Rate: This is the rate at which emails are opened by recipients (Opened emails / Sent emails) for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Clicks: This is the number of times that emails have been clicked on for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Click Rate: This is the Click Through Rate: Read emails / Sent emails * 100. In other words, the percentage of times that a recipient opens your emails and clicks the link to get through to your website for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Orders: This is the total number of orders made by customers who received the emails and clicked through to your site for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • AOV: This is the Average Order Value (Revenue / Orders) for the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Revenue: This is the total amount of revenue generated by the Campaign as a whole (i.e. including all of the individual emails within the Campaign).
  • Preview: Click this button to see what the email will look like when it is sent to recipients.
  • Edit: Click this button to Edit the email. For details, see the How to Run a Birthday Campaign article in this section.
  • Copy: Click this button to copy the email and then use it as the basis for another email.
  • Send: Click this button to prepare to send an email. For details, see the How to Run a Birthday Campaign article in this section.

Note that orders resulting from an email campaign and voucher usage are tracked independently in the IRP. If a customer clicks a link in an email, they are tracked as having that Partner ID, but a customer may choose to open the site via another method, meaning that the email is not tracked as the source of the order. For example, a voucher might have been used ten times according to the Admin. However of these, perhaps only two customers were brought to the website via the email (clicking a link in the email). The others may have come to the site either via Google Shopping or  directly. Also customers may have placed orders after coming to the site via the email, but they may not have used the voucher code from the email. It may also be possible that voucher codes have been shared with other people without forwarding the email to them, or the people that the email was shared with did not click on a link in the email to access the site.


Email Alerts Bar


You can see at-a-glance information about your emails using the Emails Alerts Bar at the top of your IRP Admin screen. To see this bar, click the Edit button in the top-right corner of IRP Admin and select 'Emails' from the drop-down menu. You will then see the following details in your top nav:

Emails alert bar

The bar shows the following details:

  • Sent Emails (Last Month): This shows the number of emails that you have sent in the last month. Click this button to take you to the Emails.aspx page in IRP Admin. On this page you can see a list of all the system emails that you have sent in the last month.
  • Email Campaigns: This shows the number of email campaigns in your system. Click this button to take you to the EmailCampaigns.aspx page in IRP Admin. On this page you can see a list of all the email email campaigns that you have configured in your system. For more information, see the current help topic.
  • Email Profiles: This shows the number of email profiles in your system. Click this button to take you to the EmailProfiles.aspx page in IRP Admin. On this page you can see a list of all the email profiles that you have configured in your system. For more information, see the Email Profiles help topic.
  • System Emails Not Active: This shows the number of inactive system emails in your system. Click this button to take you to the SiteEmails.aspx page in IRP Admin. On this page you can see a list of all the system emails that you have configured in your system. For more information, see the System Emails help topic.
  • Mailing List Segments Count: This shows the number of mailing list segments in your system. Click this button to take you to the MailingListSegments.aspx page in IRP Admin. From here you can scroll through the segments in your email database. For more information, see the Mailing List Segments help topic.
  • Email Orders (Last Month): This shows the number of email orders in the last month. Click this button to take you to the Emails.aspx page in IRP Admin. From here you can see the orders that have been placed as a result of emails within the last month.

For more details, see the ‘How To’ articles in this section. Also see the IRP Strategy Centre article on Email Marketing.


Small Translations for the 'Unsubscribe' Link


You can use the following Small Translations for the 'Unsubscribe' link in your emails: 2503, 2504 and 2505.


'Last Engaged' Timestamp


The 'Last Engaged Timestamp' is recorded against Mailing List entries. This is updated when a customer clicks a link in a marketing email and also when viewing system emails. This helps with tracking the engagement of each Mailing List entry by tracking link clicks within emails. If you have SQL abilities, this would be available in reports querying the Mailing List.


Email Validation


Email validation in the IRP makes use of the most up-to-date implementation recommended by Microsoft, thus allowing fully-functioning email address validation for modern addresses and domain names.


Default Email Address & Display Name in IRP Admin


You can set the default email address and display name that you see on pages in IRP Admin (for example on the EmailCampaignEdit.aspx page) by setting values for the following Application Settings in the 'Emails' grouping:

  • Offer Email Address: The Offer Email Address that will appear as default on the Administration Email Edit, Private Sale Edit and front-end Email Subscription pages.
  • Offer Email Display Name: The Offer Email Display Name that will appear as default on the Administration Email Edit pages.

SendGrid Email Delivery


You can purchase an IRP Licence to replace the standard IRP SMTP email relay delivery method with the SendGrid Web API, which is much faster at sending sequential emails and also leverages SendGrid's expertise in maximising email delivery.

SendGrid is a cloud-based SMTP provider that acts as an email delivery engine. SendGrid manages the technical details of email delivery, like infrastructure scaling, ISP outreach, reputation monitoring,and real-time analytics. Compared to sending emails via the (free) IRP hosted email servers, SendGrid offers:

  • Improved send times (when sending from IRP).
  • Improved deliverability (when sending from IRP).
  • Access to additional send statistics and delivery reporting (via SendGrid online interface directly then IRP in future).

This is therefore recommended as a bolt-on licence for all users of the IRP Email System. When you contract this licence, your emails will be redirected though through the SendGrid API as opposed to the IRP Email Servers. This is a configuration update that takes place in the background. There will be no change to the way your team composes, plans or sends emails – you should simply see incremental improvement in delivery. You'll also be given access to your own online SendGrid portal where you'll be acess statistics and analysis on your campaign performance. Note that all IRP emails, including transactional (system) emails, will be sent via SendGrid, so you decrease any risk of these being caught by spam filters.



How To Guides (6)

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Learn how to adjust prices, manually or in bulk and via promotions on the IRP. Market your sales and promotions via the IRP Email Marketing suite.


FAQs (5)

What is the 'Open Rate' on the Emails.aspx page?
The 'Open Rate' is the rate at which your emails are opened by recipients. The figure is calculated as: Read Emails / Sent Emails.

What is the 'CTR %' on the Emails.aspx page?
The 'CTR %' is the Click Through Rate percentage. The figure is calculated as: Read Emails / Sent Emails * 100. In other words, this is the percentage of times that a recipient opens your email and clicks the link to get through to your website.

What is the 'CR %' on the Emails.aspx page?
The 'CR %' is the Conversion Rate percentage. The figure is calculated as: Read Emails / Orders * 100.

What is the 'OCR %' on the Emails.aspx page?
The 'OCR %' is the Overall Conversion Rate percentage. The figure is calculated as: Sent Emails / Orders * 100.

What is the 'AOR' on the Emails.aspx page?
The AOR is the Average Order Revenue (often called the Average Order Value.) The figure is calculated as: Revenue / Orders.


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