Email Process Overview
Email is the main method of communication with your supporters in Salsa Engage. In this article you will learn how to create and send an email, as well as how to see the results of your email blast. Please see this article for information on building an email series instead.
Pro Tip: Before you send your first email, you or your system admin will need to manage default outgoing email settings...
- Click the Settings icon in the upper right-hand corner of the screen.
- Click the Switch To... button, and then select Email Defaults.
- Fill out the appropriate fields.
Email Creation Workflow Overview
When you want to send an email blast to your supporters, there are a few aspects to consider:
- What your email will look like.
- Who will receive your email.
- What your email will say.
- When they will receive your email.
Choose Your Email Layout
Choose a starting point to create a new email. You can copy an existing form, select from a library of shared content to use as a template, or start fresh from a layout. See the article on New Emails for details on selecting a layout.
- Click the Email menu on the left.
- Click the Emails tab.
- Click the + Create an Email button.
- The Make Your Selection tab is selected by default. See the article on New Activity or Email Selection for more information.
- The Basics tab is selected by default. This section documents The Basics screen for all Activities. Fill out the following fields:
- Name this [activity] form—The name of this new form was filled out on the previous Make Your Selection tab. Feel free to use any name that will help you and the other campaign managers on the account to internally differentiate this form from all of the others in a list of forms. This field is required.
- Add a description—This information isn’t required but can be helpful in the future for figuring out which forms do what. This is also only used internally.
- What Type of Email Is This?—Assign a message topic to help you analyze how different categories of emails perform. If the topic of this email isn't in the list, just add a new message topic under Settings. If someone has indicated they aren't interested in this topic, they'll automatically be excluded from receiving this email.
- Click the Next: Choose Audience button at the bottom-right of the window. The Choose Audience window will open.
Choose Your Audience
Your audience defines who receives or doesn't receive your email blast.
NOTE: generating email blasts for event coaching messages or emails defined by Salsa CRM queries have their own predetermined audience and do not need another set up.
1. Choose from one of the options:
- Click the Entire List button to send to your full list.
- Click the Selected segments of your list, or specific supporters button to send the email to only certain people. If you choose this option, you'll be given two additional options:
- Choose group(s) to receive this email—The first option will be to choose a segment of your list. These will need to be set up ahead of time in the Audience module.
- Choose additional supporters to receive this email—You can also add specific supporters if they are not part of the segment you chose. Start typing in the search box and all supporters who match your search conditions will be shown. Hit the + symbol next to the supporters you want to add. You can add as many as you want.
- Click the Use a Custom Supporter Query button to send the email to supporters as defined in an ad hoc Supporter Query you can create 'on-the-fly'. For example, select everyone within a 50-mile radius of a particular zip code. The query to define the audience runs when the email is sent. Spot-checking results of the query are not possible on-the-fly; if that is a requirement of developing the audience, defining a dynamic Group is necessary instead.
2. Define Who should NOT receive this email?—The last step in this section is to choose who shouldn’t receive this email. Depending on what type of email this is, you have the option to exclude subscribers who are not interested in those email types or to ignore preferences and send to subscribers who aren't necessarily interested in those types of emails. By default, we will automatically not send to supporters who have opted out of the Email Campaign that you are sending to. You have the ability to override preferences and send to them anyway. However, this is not recommended because they specifically took the time to tell you they don’t want to receive this type of email. This could lead to a full unsubscribe or the message being marked as spam by the supporter. Either of these options would lead to poor email deliverability for your organization.
3. Similar to the above selection, you can choose whole segments who won’t get the message or just individual supporters. Use Do not send to these groups and Do not send to these supporters to limit who gets the email.
NOTE: If you inadvertently add someone to the audience and also exclude them, they won't receive the email.
4. Total Audience Reach represents a count of eligible recipients based on the targeted list from Step 1 but subtracting a count of the list of Supporters excluded in Step 2.
5. Click the Next: Compose Your Email» button in the lower right-hand corner.
Create The Email
Compose Your Email
The Compose page is where you'll do the bulk of your work. This is where you enter your sender details, add content, select & edit images, add links, and adjust other custom elements.
A/B Split Testing: Create a split test (up to 5 versions)
Design multiple versions of your email, so you have hard evidence that supporters respond to one message or visual over another. The tab with the + sign towards the top left of the Compose Your Email page allows you to create multiple versions of your message.
The basic steps for creating test emails are as follows:
- Fill in your Subject Line.
- Create your email blast.
- Select the + sign to generate up to five different copies of your email content.
- Add a description of the split in order to tell the splits apart.
- Make small alterations to your various copies.
- Select the percentages of who gets which test
- Send the tests.
- Determine the winner
- Send your blasts.
To make an effective test, you may wish to follow a few of these guidelines:
- Isolate one variable per test—Subject, salutation, From name... keep the change confined to a simple, easily identifiable factor.
- Consider statistical significance—If you send your test to all of your intended supporters, you'll really only learn what works for some future email blast, and you won't be able to learn anything for the current blast. Sending to a smaller percentage of your list means a bigger audience will get the optimized email. The trick here is to get enough responses to each version so that you can gather useful enough information to determine which email 'won'. If your entire list is very small (dozens of supporters), your sample size may be statistically insignificant. If you have a fairly large list of people (thousands or tens of thousands) you can begin to get good data out of smaller subsets of your list. Send the test to no more 25-30% of your total list.
- Re-test the things you know work—It's an ever-changing world out there, and what works for this year's gala can fall flat the next. If you're invested in testing for the purposes of optimizing your emailing effectiveness, then don't forget to revisit old tests you've run!
Your emails will be sent by our servers on behalf of your email system. Entering in your From Name, From Email Address, and Reply-To Email Address will help recipients know who is sending the email and whom they should reply to with questions. Adding an SPF record will allow your email servers to approve of our servers sending emails on behalf of your system.
Caution: Many email clients automatically block emails from certain domains or send them directly to spam. To ensure deliverability, these domains should not be used in the senders ('From') address:
- Subject Line—Here are some best practices relating to good subject lines:
- Personalization is a hot topic email marketing trend. Personalize your subject line using the button at the end of the Subject Line that looks like a silhouette and called the 'Insert a Personalized Field' button.
- Be clear and concise about what your email contains. Don't mislead.
- A/B test different email subject lines. Prove what works best for your audience.
- Avoid spam trigger words. 69% of emails that are flagged as spam are flagged as such because of the email subject line. Lots of research has been done to identify the words that throw up red flags on spam detectors. Using certain words in your email subject lines can result in your email being automatically blocked or sent directly to your recipients’ spam folders. Here is the list of the most common spam trigger words that are flagged by spam detectors. Browse it at your leisure and educate yourself on which words to stay away from in your email subject lines.
- Use numbers. Email subject lines that contain numbers have been proven to generate higher open rates than those that do not.
- Avoid emojis. What seems innocent to you may be offensive in another culture or mean something entirely different in our own youth subculture. If your audience is in any way multicultural or international, you should refrain from using emojis. They could hurt you more than they help you.
- Status—The Email Status indicates whether the email is still in draft mode or whether it has already been sent.
- Edit Content—The Visual Editor is the primary tool used to build the body of your email blast. Scrolling down the page, you’ll reach a visual editor. Constructing the body of your message is very similar to how you create forms in Activities, as the Visual Editor contains many similar tools across Salsa Engage. See The Visual Editor for Activities and Messaging for detailed directions. Since most of the options revealed by clicking this icon are covered in the Visual Editor article, we'll only cover the tools and elements specific to email:
The Text Box—When you click the Pencil icon in the Form field, you'll see the 'Edit Text' window. Although you'll find the Text Box used extensively elsewhere, one key option that is available to your email composition that isn't seen anywhere else is the 'Insert a Personalized Field' button. This is the same button available to you at the end of your Subject Line field above. This button brings up a window that allows you to personalize your message with a merge field (or fields) of your choosing. For example, if you wanted to send someone a birthday message and really make it stand out in ALL CAPS, scroll down to find Date of Birth, or use the Search field to quickly locate it among the other choices. Select your ALL CAPS radio button, and then decide if you want any messaging to be placed in lieu of missing data on the supporter's record. Once you're done, click the Save Content button.
OrgInfo—If you want to add one or two places where you can insert your organization's contact data. You'll notice these are all merge fields. Remove any you don't want, or click and drag to reorder them to your liking.
There's no need to overwrite your contact information; merge fields will pull your info automatically as the blast is being sent.
If you find you need to update your organization's contact information, you can do so by going to your Settings, which is the icon in the upper right-hand corner.
The first tab you'll see upon arriving on the Settings page is the Set Org Details tab. Here's where you can edit your address, phone, and email. You can click the Save It! button in the lower right-hand corner when you've made your edits.
- View this Email on the Web—This toggle enables you to automatically publish a web version of the email, hosted by Salsa Labs, that supporters can see by clicking a link in the email. This is useful if you have images or other elements in your email that may be blocked by email clients, or if recipients want to share the email on social media.
If your email contains merge fields and the supporter clicks the Web Version link to view the email as a web page, the web page will be personalized for your supporter. For example, if you were to include a 'First Name' merge field, the web version of the email would be populated with the first name value on record for the supporter (for example, 'Chris'). However, when the supporter uses the Share element to push the email to social media, the shared version will not include personalized data for that supporter. Instead, the shared version will use the default values that you set when you inserted the merge field into the email.
The Web Version toggle is ON by default. (If you don't want to create an online version of your email, click the toggle to OFF.) When the toggle is set to ON, the Edit Settings control is enabled.
In the Web Email Settings, below, you can edit the URL for your saved email blast and redirect readers to another page at a specific date and time.
Web Email Settings
Adjust content for the web version of the email, hosted by Salsa Labs, that supporters can see by clicking a link in the email. It's a web page that looks like the email you want to send.
- Click the Edit Settings button. The settings dialog box appears.
- On the Web Version Settings tab, enter a Page Title. The Page Title appears in the browser to remind users what page on your site they are viewing, and also helps search engines find you a little easier. This is public-facing so make it concise and descriptive.
- Enter a URL.This URL was created using the Form Name you picked when you started building the form. Feel free to change it!, especially if you've made copy after copy of the email. Make it user-friendly—short and descriptive—and similar to the Page Title.
- Click the Web Version Status tab.
- Select an option:
- Leave the Stay Published radio button selected if you want the on-line version of the email to remain available indefinitely.
- Click the radio button for Redirect at date and time to following page to redirect the supporter to a different URL after a given time and date. When you select this option, you are given controls to choose a date and time and to add a link to a Salsa Engage page or external URL.
- Click the Social Share Attributes tab.
- Add a Title for the social post that your supporters will share.
- Add a Description, or the message you want your supporters to share.
- Add an Image that viewers will see when your content is shared on social. Images must be no smaller than 200px by 200px and no larger than 5MB. For best display, select an image 600px by 315px or bigger.
- Click Save Configuration» when you are finished.
include the Web View Link element In your email form.
Preheader Text (or, Preview Text)
Do you use preheader text in your emails? There are currently more emails opened on mobile devices than on desktops. The shift to mobile has made the use of preheader text important for anyone using email to grow supporters and revenue. When supporters see your email in their inbox, they see your email address, the subject line, and a bit of your content called preview text. Add code into your email—called preheader text—that controls what the supporter sees in their inbox preview.
Engage is designed to pick up the first line of your email text to use as a preheader, and it ignores any graphics that you may have placed above the text. If you are not seeing the intended preheader in your test email on any device, you can add HTML code to create a custom preheader:
- In the Visual Editor, add an HTML Element to the very top of the email.
- Change to the Source View tab.
- Paste the following source code into the Element, replacing what is there:
<div style="display: none; max-height: 0px; overflow: hidden;">
Insert hidden preheader text here
- Replace 'Insert preview text here' with your text.
NOTE: Make sure you place hidden preview text as the first element in the body, and that it is at least 90 characters long. Since different email clients on desktops and smart devices support different line lengths, be sure to test your email before going public. Following are a few examples of what preheader text looks like when done wrong and done right.
Pro Tip: Create a white space after your preview text so that email clients don’t pull other distracting text or characters into the content. Add a chain of zero-width non-joiners (‌) and non-breaking spaces ( ) after the preview text you want to display. The series of '‌ ' then fills any remaining preview text space.
<div style="display: none; max-height: 0px; overflow: hidden;">
Insert hidden preheader text here
<!-- Insert ‌ hack after hidden preview text -->
<div style="display: none; max-height: 0px; overflow: hidden;">
‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌
Spam Checker: What's Your Score?
Click the Request Your Score button to evaluate your email's links, images, and content. Certain phrases, keywords, link types, and other components of your message may trigger spam traps on the receiving end, so we try and provide you with a little data to help clean that up if needed. Salsa uses SpamAssassin for its spam scoring. We've tried to make the spam messages more friendly to actual humans, as the actual codes that SpamAssassin produces are decidedly cryptic. If you do have email content that's considered spam-ish, Salsa will try to give you some guidance on what needs to be changed.
Note: A cumulative score of 5.0 or higher means you'll more than likely hit spam traps. A lower score doesn't mean you won't hit certain email clients' spam triggers, but the odds are less that they'll be routed into junk folders. No score means you're sitting at a relatively comfortable 0.0.
Once you're done making your choices, you can save, go back, or move forward in the process by clicking Next: Final Steps».
Get Ready to Send Your Email
Before you click "send" let's review your split test groups (if you're doing a test), double-check your email copy and creative one last time, and schedule it to go to supporters either now or sometime soon.
Audience For This Email
Review to whom the message is being sent. You will see the total number of targeted supporters. You will also see the total number of targeted supporters who will not receive the email. Click on the link to determine the total counts for the various reasons they would not receive the email:
- Bad emails
- Manually excluded
- Unsubscribed globally
- Unsubscribed from message topic
- Enrolled in message series
If you've elected to send an A/B test, you'll see an additional field with options to help you select which percentages to use and how the 'winner' is chosen.
Salsa recommends sending the test to no more than 25-30% of your total list.
You can also tell Salsa Engage to automatically determine the winner after a period of time you set, or that you'll be the one to manually pick a winner.
Send a Test Message
If the targeting count looks right, and if you've set up any needed A/B testing criteria (if that's not present, you don't have to worry about it), the next step is to send yourself a test message to confirm what it looks like when you actually get it in your inbox. When you are editing your email blast in the visual editor, this is not how the finished product should look. A close approximation of the final product can be seen in the Preview. An even better approximation is the Test email that you can send to yourself (preferably outside of your foundation's domain... to a personal email, for example).
- Type an email into the box.
- Click the Add button to add that email to the test.
If you leave the Save these addresses for future tests checkbox checked while adding emails, they will be saved so all future email blasts created will automatically have those test emails added.
NOTE: We strongly recommend sending test messages of each email blast to multiple email domains, as email providers have varying standards for spam-checking HTML. For example, consider sending the test message to a personal address at Yahoo or Google as well as your organization's email. If your organization is blocking the test email or otherwise noting it may be spam, that is because we are sending emails that are on behalf of your organization, yet your email server is suspicious because it did not send the email. It is likely that our email servers need to be whitelisted to perform such an action. Please review our documentation on making sure emails get to supporters.
PRO TIP: It can be challenging to create emails that render well in all email clients, because email clients, unfortunately, have little standardization in the way they display HTML. Here is a helpful resource that other clients of ours have used to mitigate these kinds of problems: http://www.email-standards.org. Another great resource is a program called Litmus (http://litmus.com). It allows you to test the email across various clients. Another thing that you may wish to do is keep an eye on the Results of your email blasts in the Email Client stats area of the results, to see what email clients your constituents are using. If you start seeing that a significantly large amount of your constituents are using Outlook, you may wish to tailor the emails towards Outlook recipients.
After you have all the emails added, click the Send the Test! button to send a test message to each of the emails you enter.
Send Your Email
After confirming the message looks good, decide when the email is going out. If you want to send it right away just leave Send Now checked and click the Send Now button. You must confirm that you want to send the email immediately.
If you want to schedule the email to send at a future date and time, click the Schedule for later checkbox and two new boxes will appear. Click in the first one to set a date and then use the next drop-down box to choose a time. The timezone is based off the local timezone of the campaign manager saving the time.
Click the Send Later button and your email will go out at the date and time you set. You must confirm that you want to send your email at a later date and time.
The message delivery may be cancelled any time before it is scheduled to go out. If you need to stop a scheduled blast the Cancel the blast option will be present on the Status tab. Canceling the blast removes it from the send queue so you can make modifications and reschedule it to send at whatever date and time you would like.
See the Results
After you have sent an email blast and given your supporters some time to open and read it, you can get some details on how the email performed. Find information about blast results charts and graphs here.
Email opens are tracked by an image downloaded from our system when your supporters open your email. Hence, the percentages below only include supporters using an email client that is capable of displaying HTML with images, and that option is turned on. Gmail users are an exception, however, because Gmail doesn't send device or browser information when they open your emails. To account for this, we estimate Gmail opens by device and operating system based on the ratio of your other open data.
The table on this tab lets you see to whom emails were sent and the emails' 'opened' status. To see Supporter basics, click the Email or Name of the email that you are interested in. Click Download Details as CSV to download your results, to your hard drive, as a CSV file.