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Run a Promotional Campaign

Plan, build, and send a multi-touch marketing campaign as a coordinated series of Broadcasts, then measure which touches actually drove engagement.

Scenario​

You want to promote an offer, launch, or event to a segment of subscribers. Rather than a single email, you'll run a short sequence — an announcement, one or two reminders, and a last-chance send — so the message reaches people who missed the first touch. The goal is more opens, clicks, and conversions without over-mailing anyone.

Prerequisites​

  • A clean, targeted audience segment (and a plan for who to exclude).
  • Approved copy, offer details, links, and a clear call to action.
  • Your account-wide suppression list reviewed so opted-out and bounced subscribers are excluded.
  • A tracked destination (landing page or microsite) and, ideally, UTM or link tags so you can attribute results.

Steps​

  1. Define the audience. Build or select the segment you want to reach and decide who to exclude (recent purchasers, unsubscribes). See Build and manage audiences.
  2. Build the first Edition. Create an Edition in a dedicated Project Folder for the campaign, add your offer and call to action, and personalize where it helps. See Personalization tags.
  3. Add an interactive touch (optional). Include a poll or survey to boost engagement and capture intent. See Surveys in email.
  4. Point clicks at a landing experience. Link the call to action to a microsite or landing page so you can capture and measure conversions. See Microsites and experiences.
  5. Test, then Broadcast. Send yourself a preview, check rendering and links, then schedule the first Broadcast.
  6. Schedule the follow-ups. Duplicate the Edition for reminder and last-chance touches, adjust the subject and framing, and target non-openers or non-clickers of the prior send (confirm the exact steps in your account).

Measure success​

  • Compare opens, clicks, and click-to-open rate across each touch to see which reminder pulled its weight.
  • Track conversions on your landing page and unsubscribe/complaint rates to confirm you're not over-mailing.
  • Use the Metrics dictionary to interpret each figure consistently across touches.

Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.