Campaigns and sign-up forms
This domain tests one-time campaign sends and the sign-up forms that feed lists and segments: targeting, testing, send controls, form types, and consent capture.
Core rules
- A campaign is a one-time send to one or more lists or segments. Flows are automated and triggered; campaigns are scheduled.
- Campaign setup includes sender name/address, subject line, preview text, template/content, audience, and send time. UTM parameters help attribute traffic.
- A/B testing compares variants, commonly subject lines or content; define the winner metric (open rate or click rate) and allow enough volume for a meaningful result.
- Smart sending can suppress recipients who recently received a message, reducing fatigue.
- Sign-up forms include popup, flyout, full page, and embedded types. Display targeting controls when and to whom a form appears: URL, device, timing, scroll, exit intent, and audience (new vs existing, list membership).
- Forms can collect email and SMS consent, offer incentives, and use double opt-in. Success actions include showing a message or redirecting.
Worked example
A campaign targets segment 'VIP engaged 60d.' You A/B test two subject lines and choose click rate as the winner metric. Reasoning: VIPs are a defined dynamic audience, so the campaign reaches current members at send time; click rate reflects downstream interest better than opens, which are affected by privacy-related open measurement. The form that built the VIP list should have explicit consent language and, for SMS, a separate consent checkbox.
Traps
Editing a campaign after send; running an A/B test on too small an audience; assuming a form shows to everyone when display rules exclude existing profiles; conflating email and SMS consent; forgetting that a segment can change between scheduling and sending.