Send a campaign

4 min read Updated Sep 7, 2026

A campaign is a one-off email to your subscribers - a newsletter, an offer, an announcement. Write it, choose who gets it, send or schedule.

Where to find it

Email marketing > Campaigns, then create a new campaign.

Write it

Field	What it is
Subject	The line recipients see in their inbox. It decides whether the email is opened at all.
Preview text	The grey snippet shown after the subject in most inboxes. Left empty, the client picks the first words of your email, which is usually "View in browser".
Message	The body. Formatting, images and links, edited directly.

You can drop personal details into the subject or body with merge fields: First name, Full name, Email and Business name. Anyone missing that detail sees the fallback rather than a blank, so always read your test send.

Choose who gets it

Under Audience, Send to offers:

All active subscribers - everyone who is subscribed and has not unsubscribed or bounced.
By tag - only people carrying the tags you pick.
Segment - a saved rule set (below).

Preview recipients shows the actual count before you send. Check it - it is the difference between emailing forty people and four thousand.

Segments

A segment is a saved audience rule. Build one from:

Has any of these tags
Engagement - opened recently, clicked recently, or not opened recently
Joined after / Joined before
Only people who have placed an order - your paying customers, i.e. people who bought something

Segments re-evaluate when you send, so "opened recently" always means recently now, not when you saved it.

Send it

Send test to yourself first, and read it on a phone. Most people will.
Save draft if you are not finished.
Under Delivery, either send now or set a Schedule.
Send rate paces delivery rather than firing everything at once - gentler on your sender reputation for a large list.

After sending

Opens, clicks and unsubscribes are tracked per campaign. Use them comparatively: one campaign's open rate means little, but the difference between two subject lines means a lot.

Good to know

Sending is capped monthly by your plan. The allowance is in What each plan includes.
Every campaign carries an unsubscribe link. It is not optional, and removing it would put you in breach of anti-spam law.
A sent campaign cannot be recalled. Test sends are free and unlimited - use them.

Testing two subject lines

The subject line decides whether anything else in the email matters, and it is the one part you can settle with evidence rather than opinion.

A/B test subject adds a Subject B (variant) alongside your first one and splits a slice of the list between them. Two settings shape the test:

Setting	What it does
Test on % of list	The share of recipients used for the test. The rest are held back.
Pick winner after (h)	How many hours to wait before deciding. The winning subject is then sent to everyone who was held back.

Two things make the result meaningful. Test on a slice big enough to separate a real difference from noise, and give it long enough that you are not judging by the people who happen to read email at nine in the morning. A few hundred recipients over a few hours tells you something; forty over ten minutes does not.

Change one thing at a time. Two subjects that differ in length, tone and offer at once tell you that one won, and nothing about why.

Next steps

Email marketing for beginners - cadence, subject lines and what to measure.