Onboarding: Emails

The vast majority of marketers today rely on email as their primary channel for communication with prospects and customers. While Mautic supports incorporating other channels into campaigns, email has the most complexity. Before you build your messages, be sure you’ve set up your sender domains so Mautic can actually send them.

Email Types
Email Basics
Email Builder
A/B Testing

Email Types

Email Types

Template Email

Template emails are very versatile, with Mautic offering several ways for you to use them. Typically thought of as more transactional emails, users can designate a template email as a marketing email within a campaign.

Campaign

To send a template email in a campaign, add a campaign action and select Send email. You’ll also see an option for Send email to user (see description below). Name the action, schedule the send time, and choose the email you’d like to send.

Form Submission

After a contact submits a form, you can automatically send a couple different kinds of emails from the Actions tab. Of course, you can send an email directly to the contact. You can also use template emails to send messages to team members who may benefit from form submission notifications. Select any one or more of Send email to contact, Send email to user, or Send form results. Standalone forms have all of these options available. However, Send email to contact does not appear on Campaign forms. In a Campaign form, you would simply add an action to send the email to the contact within the campaign. Similarly to the Campaign, give the action a title and select the email you want.

Point Trigger

Once a contact has reached a certain number of points, you can automatically send them some sort of email. Examples may include a special offer for your most engaged contacts, or a congratulations message for accumulating that point total. We also offer an option to Send email to user in the Point triggers. With this, you can notify an internal team member when a contact reaches a point value.

Send Email to User

For all of the Send email to user options, you’ll see a few additional options. These enable you to send notices to appropriate team members and know when a contact is receiving a certain message. Any tokens in those emails will be the tokens from the Contact’s record, not the user’s. You can use this effectively as a BCC, or create a different email to send to your team members.

Direct to Contact

The final way to send a Template email is directly from a contact record. On a contact page, look for the Send email option towards the top right corner, above the profile image. Select the template email you’d like to send at the bottom, and make any necessary changes in the editor. Changes to the From name and address or Subject line override the information on the email template.

Please note that if you send emails directly from a contact record, Mautic doesn’t track the stats on those messages for reporting. You will be able to see if a contact opens one of these emails.

Segment Email

Segment emails are marketing emails. Examples may include newsletters or general announcements. Sending a segment email is very straightforward. Simply create the content, select the segment(s) you want to receive the message, and schedule the send. To do that, click the Send button.

The Schedule to start sending at field will be automatically populated with the current date and time. To send immediately just click “Schedule”. Otherwise, set a date and time for when you’d like the email send to be scheduled, then click “Schedule”.

Mautic supports throttling segment emails, so you can control how quickly (or slowly) your emails get sent. You’ll still need to set a date and time to start the send, but you can also determine how long the total send should take. If you want to slow the process down, you can limit how many emails to actually send per hour, day, or week in the blast. If you don’t set a limit, Mautic’s Segment emails will normally send at a rate of approximately 100,000 per minute.

Send Segment Email

Once you’ve sent a segment email, Mautic won’t automatically send it to new contacts added to that Segment. Instead, you’ll see those added as “Pending,” and re-sending the email will only send it to those new contacts.

A contact can only receive a Segment email once. This means you can send it as many times as you need without the same contact getting a duplicate.

Email Basics

Themes

Themes

Mautic includes several themes out of the box. These themes are all editable, so you can choose your own colors, images, styles, and more. The most mobile-responsive and Outlook-friendly themes are Vibrant, Sparse, Aurora, and Cards.

We recommend that each customer create a custom theme, making branding more consistent with less effort on each new email. To get started with creating your own custom theme(s), please use our Introduction to Theming course.

Users may also select the Code Mode theme to write emails entirely in HTML.

Note: Once you’ve built an email, changing the theme will wipe out the content. We recommend creating a new email with the theme you want to switch to, then re-produce your content.

General Options

Email options

Subject: This is what your contacts will see in their inboxes. You may use tokens, such as {contactfield=firstname} in subject lines. To find the token you’d like to use, go into a text slot in the email builder and select the field from the icon that looks like a price tag in the WYSIWYG editor.

Internal Name: The name displayed in your email list and selection menus for any Send email action. We recommend having some sort of naming convention for different types of emails you may send. A naming convention will help keep your list organized and help team members find emails easily.

Contact Segment (for Segment emails only): The audience you’ll send that email to.

Category: You can organize your emails based on their goals, campaigns, etc. Learn more about categories in our Global Categories help center topic.

LanguageIs a translation of: If you’re sending emails to contacts in multiple regions from a single Mautic instance, Mautic can identify those regions and send emails in the appropriate languages. However, you’ll need to create the content for each of those languages. Select the language you’re building the email in and the main email that you’re translating.

For example, if you mostly use English, you can create a French version to automatically send to contacts in France. Create the English version and label it as English, then create the French version. Add the French label, and select the English version in the Is a translation of box.

Publish options: The Yes/No toggle is the fastest way to publish or unpublish an email. If it’s unpublished, it won’t be sent. Particularly for template emails, the publish at and unpublish at date/time options can be critical. Set the beginning and/or end dates & times for the period you’d like the email to be active in these boxes. This helps control relevance, and prevents users from needing to manually publish or unpublish emails at exactly the right times.

Unsubscribe feedback form: If contacts are about to unsubscribe, you can present them with a feedback form. Analyzing and acting on the responses may help you create more relevant content and reduce your number of unsubscribes.

Preference Center page: Unsubscribes can hurt a marketer’s ego (and they mean fewer people to communicate with). The unsubscribe button doesn’t have to immediately shrink your list. A preference center lets your contacts tell you how they want you to communicate with them. Learn more on our Preference Center help center topic. Once you’ve created a Preference Center page (or multiple), choose the one you want attached to any particular email.

Google Analytics UTM tags: Mautic supports UTM tagging in emails and landing pages. Learn more about the value of UTM and how to use these tags in our UTM tags help center topic.

Advanced Tab

Emails - Advanced Tab

From name and address: These options determine how the email appears in your contacts’ inboxes. If you’re writing a message best suited to be coming “from” someone else, enter his or her information here.

Reply to address: If replies should go to a different mailbox than the “from” address, enter that mailbox here.

BCC address: To copy yourself or a specific address when an email gets sent, use this BCC field. Note: Our default delivery partner, Sparkpost, does not handle tokens in CC or BCC emails. As a result, Mautic converts the BCC to an additional “To” address. To use things like BCC to CRM or see exact copies, use “Send email to user” options.

Attachments: You may attach an asset that you’ve uploaded to Mautic to the email. Once it’s downloaded, you’ll have that event tracked for reporting, scoring, and more.

Use owner as mailer: This option will change the sender name & email address to the contact’s owner in Mautic (if one is assigned). If the contact does not have an assigned owner, the From Name & From Address in the advanced tab will appear as the sender. If those fields are blank, the instance’s default (in Settings –> Configuration –> Email Settings) will be used.

Plain text version: The plain text version strips out HTML when a recipient’s email service provider doesn’t accept HTML messages. You can either create one manually, or just click “Auto Generate” after you’ve created the content in the email builder. We highly recommend creating a plain text version to help with email deliverability.

Email Builder

Builder

Slot Types

Text

This is the most versatile slot type in an email builder. If you wanted to, you could do just about anything you want in a text box. Once you have a text slot in your email, select it to see WYSIWYG editor on the right side.

Text slot

Inside this box, there are plenty of formatting options. In order that the icons appear (left to right, top row then bottom row): Bold, italics, underline, paragraph format (based on what’s in the theme you’re using), font family, font size, color (text and background options available once you click the droplet icon), alignment, numbered list, bulleted list, quote format (indentation), clear formatting, token menu, insert link, insert image, insert video, insert table, code mode, and view full screen.

Tokens in emails follow the format of {contactfield=field_alias}. You can find the field_alias by using the dropdown menu, or in the Custom Fields section of the Settings menu. If you’re using a company field, still use the same format. Mautic pulls the data from the contact’s primary company.

In order to track link clicks for reporting or for decisions in campaigns, be sure to use the hyperlink option. Using the shortcut CTRL+K or CMD+K works as well. Typing or copy/pasting a URL into the body of the email will not create a trackable link.

Text slots actually offer more flexibility for images than the image slot. We often see customers add images into text slots, either with or without text. Once you click the Image button, you’ll see a few options appear:

Email image options

The first icon is to upload an image. If you’d like to use a URL for an image, select the second icon. Finally, if you’re looking for an image you’ve previously uploaded, the third icon opens the file manager.

Using the video option enables you to include gated video in your emails. If you don’t want to gate the video, just paste in the URL for the video you want to use. If you do want it gated, enter the time to wait before a form appears and the form to use. Be sure to test this, as limited space causes forms to display differently in a video than on landing pages.

To make more advanced changes, you can use code mode within a text slot. Adjusting colors to a specific HEX code, paragraph styles and formatting, and even creating buttons are the most common uses for code mode in a text slot. When finished making changes in code mode, click the </> icon again to return to normal view before saving. Otherwise, your changes won’t be applied.

Image

After dragging in an image slot, click the placeholder box to find options for the image.

Images

The first icon is the Replace icon. Use this to add your image initially, or to change it later on.

Next is the alignment. You also have alignment options to the right of the preview window, in the Customize Slot section.

In the middle, you’ll find an “i” icon. That’s to add alternate text to an image, which is important to do to help with email deliverability. Typically, using whatever you’d name the image will do.

The fourth icon is to adjust the size. With this, you can change the width and height in pixels.

Finally, if you’d like to have the image act as a hyperlink, use the link icon and add your URL. Like you would when adding a text link, you have the option to open the link in a new tab.

Image Card

Image cards are very similar to the Image slot type. However, you’ll notice more options in the Customize Slot section in the editor panel (on the right). There, you can change the text for the caption, change alignment for the image and caption, and change colors for the image background, caption background, and caption text.

Click the “blank” placeholder box to find the options to add or replace the image, like in the Image slot.

Image+Caption

Image+Caption

A third image slot type, the only difference between this and the Image Card is background colors. The Image+Caption slot type does not include backgrounds.

Button

Button

In many cases, marketers want to have some sort of call to action in their emails and drive recipients to a certain page. The Button slot type is the most straightforward way to do that.

The Customize Slot area in the editor on the right gives options to change the border radius (curved edges instead of straight), adding custom text and a link, size, position, and colors for the button and text.

Social Follow

With this slot type, you can add links to follow your organization’s Google+, Facebook, and Twitter pages. All you need to do do is add the links for the social profiles you’d like to link to.

Code Mode

Code Mode

To create a slot entirely in HTML, drag in a code mode slot and write your code in the editor. You’ll be able to see the changes immediately in the main preview panel.

Separator

Separator

A very basic design element, this is a line that separates parts of your email.

Dynamic Content

Dynamic Content

Dynamic Content enables users to personalize the content of their emails beyond tokens. Editing these slots is just like editing a text slot, but with additional options for the content. Rather than creating multiple emails and multiple campaigns to send to different segments, dynamic content essentially segments within one email.

You’re able to build unlimited variants in the slot, using the Add Variant button in the top right corner of the editor. All you need to do is select the filter(s) below the WYSIWYG for the audience you’d like to see that slot.

Sections

Sections

Sections are the areas containing one or more slots. You can add sections with up to three columns, and have multiple slots within each section and/or column.

In the Customize Section editor, you’ll see a handful of options.

Section Editor

The Content Background Color is for the background within the area where you have content.

The Wrapper Background Color is for the rest of the background – extending all the way to the edges of the email.

To add a background wrapper image, enter the URL for that image in the third box.

Wrapper Background Repeat gives you a few options for how to use background images:

  • no-repeat – image only displays once in top left corner
  • repeat — Repeats in both directions (default)
  • repeat-x — Repeats only on the x-axis (horizontally across the element)
  • repeat-y — Repeats only on the y-axis (vertically down the element)
  • no-repeat — Does not repeat
  • space – same as repeat-x but evenly spaces along the x-axis
  • round – evenly spaces along x and stretches to fill entire y-axis

The wrapper background size enables you to determine how large the wrapper really is. If you want to have some space above, below, or around the edges of the content, set those dimensions here.

A/B Testing

A/B testing is available for Segment emails. Because Template emails may be sent at any time from a campaign, form submission, or point action trigger, Mautic doesn’t know what the total audience is. That number could constantly change, so Mautic won’t know when it has sent the test to the sample size you select.

Create the Parent

To create an A/B test, you’ll first need to create the parent (A) email as you would create any normal email. Then, find the A/B testing section in the general options to the right.

Segment Email - A/B Testing

A/B test winner criteria: The metric you’d like to use to determine the winner of your A/B test.

Total Traffic Weight: The percentage of the total audience you’d like to receive your email. For example, if the segment you’re sending the email to (or sum of all the segments) has 100,000 contacts and you enter 20 in this box, Mautic will initially send 20,000 contacts an email. You’ll determine the percentage to receive each variant when you create the variants.

Winner Variant Delay: The time period, in hours, for Mautic to wait before sending the winner to the remainder of the target segment(s). For example, if you send the A/B test to 20% of the total audience initially and you enter “2” in this box, Mautic will send the email that is winning to the remaining 80% of the target contacts two hours after the initial send.

Create Variants

Once you’ve created a parent email and set a winner criteria, you’ll be able to create variants, or B tests. Navigate to the main page for the email you want to test (before clicking Edit). Next to the options for “Edit”, “Send Example”, and “Close” in the top right, click the drop-down and select “Add A/B test.” You may also create C, D, E, etc. tests – as many variants as you’d like. Just go back to the parent each time and repeat the process to get to Add A/B test.

Make any edits you’d like to the email – whatever changes you’d like to test for performance.

Segment Email - A/B Testing - Variant

You’ll need to add a Traffic Weight to the variant. While you can create as many variants as you’d like, keep in mind that sum of the traffic weights across all variants must be equal to or less than the Total Traffic Weight you entered on the parent. To split the variants evenly, you’ll also want to leave a percentage for sending the parent. Mautic will send the parent to any percentage of the Total Traffic Weight remaining after the percentage for all variants has been added.

For example, if you’re just using a B variant with a 20% total traffic weight, you’d enter “10” here. With that, Mautic would send the B test to 10% of the target segment and the parent to 10% of the target segment. If you create a B and a C test with 5% traffic weight each, that accounts for 10% of your total traffic weight. Because there’s 10% remaining to reach the total traffic weight of 20% set on the parent, Mautic will send the parent to that remaining 10%.

Publishing, Viewing, and Editing Variants

Variant emails won’t appear in your emails list. You’ll only see the parent email, with an icon indicating that the email has variants.

Email With Variants

The icon that looks like an organizational chart/hierarchy is the one that indicates variants.

Once you click into the parent, scroll all the way to the bottom and select the Variants tab, next to Click Counts and Contacts.

Email Variants

Be sure to publish the variants by toggling the red switch to green. If you leave them unpublished, which is how Mautic creates variants by default, that expected traffic will receive the parent email. To the right, you’ll see the percentage of traffic weight that will be included in the A/B test. You’ll also see the winner criteria listed. Once an A/B test has begun, you’ll see a trophy icon next to the variant that’s in the lead. To end the A/B test early and declare a winner to be sent out to the remaining audience, click the trophy. Once a winner is set, that winner will become the parent and other variants will be unpublished.

The Current flag shows the email you’re currently viewing, not the variant that is currently winning.