Email Campaigns

Exponea enables you to easily send personalized email campaigns to targeted customer segments using a simple visual editor or the traditional HTML builder.


In this article, you will learn where you can create email campaigns in Exponea and how to set the basic settings. To get a full headstart to all email features, go to the Working with emails section.

Integration is required

Please note that you need to integrate one of the supported email service providers in order to send emails from Exponea. See what integrations are available. If needed, you can contact your dedicated consultant or our support to set this up.

Creating an email campaign

You can create an email campaign in two ways:

  • Creating a standalone email campaign in Campaigns > Email campaigns
  • Using an email node as part of a scenario

In both cases, the process of creating the template and related settings is the same. The only difference is that in scenarios the audience for the email can be specified by a complex set of conditions, being part of a bigger campaign (including SMS, push notifications, etc.). When creating a standalone email campaign, you can only use the customer and event filters to determine your audience.

Creating an email template

After creating a new campaign in the Campaigns section, or double-clicking the email node in Scenarios, you will be presented with 3 options:

  • Use the visual builder to build a new email
  • Use the HTML builder to build a new email
  • Reuse a template that you have already created in the Asset Manager. You will be able to edit it before sending.

Using the visual and HTML editor

To learn how to create an email template in Exponea, please go to the Asset Manager article. This article will continue explaining the settings related to sending an email campaign.


Image size limitations

The maximum size of the uploaded image to the email editor is 12MB. Also, images that are wider than 900px will be automatically resized. If the resized image is a GIF, the animation might stop working.

Subject and sender details and the three-dots menu

In the panel just above the email editor, you can define the subject of your email and the sender email address and name that will be shown in the email. Next, you can choose which of your integrated email service providers (ESP) you will use.

After clicking on the three dots you can add language versions (more information here), change the template you are working with, save your current work as a new template which you can use later, or download your current work as an HTML template.

Default email settings

You can set default email settings after clicking on the settings icon in the top right corner under Project Settings>Channels>Emails as shown in the pictures below.

Here you can set the default email sender together with the default email integration.

Pre-header and reply to

Click on "Show more" in the upper control menu to reveal these features. You can set a custom pre-header, which is the text that is displayed next to the subject in email clients. Having a relevant preheader can increase the open rate and engagement with your email. We recommend to keep it between 80-100 characters long, although some devices might show as few as 30 characters.

Use the reply to function to set a different reply-to email when your recipients click "reply" to your email.


It is not possible to use JINJA in the reply to email field.

Consents and frequency capping

Exponea has advanced consent management, as well as the possibility to cap the number of emails (or SMS, push notifications) sent to a single customer within a certain timeframe (we call this "Policies"). Each campaign can belong to a single consent and policy group. You can set this in the campaign settings as described below.


Learn more about consent management in Exponea and how to set it up here.


You can access email campaign settings through both Email campaigns -> Settings and Scenarios -> Email Node -> Settings



(only visible when creating the email in email campaigns)

You can send the email

  • Right after launching the campaign
  • Every time a specified event is tracked for each customer
  • On a specified day and time
  • At the predicted optimal time when the customer is most likely to either open or click in the email

(only visible when creating the email in a scenario)

Default option Customers matching campaign will send the email to all customers who enter the email node in the scenario. Email address will be extracted from customer attribute - email.

Option Set recipient manually will allow you to define a specific email address (or jinja) that will be the only recipient of this email. This can be used to get daily reports to your email or when you need to connect your business to other API that supports email integration. See the warning about usage of custom email recipient below.

Frequency policy

Defines the number of emails that a customer can receive within a specified timeframe. Read on how to create the policies

Category (group)

Choose which consent is required for a customer to have to receive this campaign.
Read more on consents here.
If you don't use consents yet, you will see the campaign groups setting here.


Define the UTM tags utm_campaign, utm_medium, and utm_source. Read more about UTM parameters here.

Custom headers

You can define your own headers. This is an advanced feature only affecting the background processes of email campaigns. You can read more about email headers here. This is not to be confused with pre-headers, which is the text visible in inboxes right after the subject.

(only in email campaigns)

Define your custom audience that will receive this email campaign. You can use our standard customer and event filters. You can also filter your audience on a project level through Email list hygiene filter.

Transfer identity to URL links

The default setting states that only the first click on your URL link will cause customer identification on your website (for instance, if your client shares this link among their friends, original client´s customer properties will not be influenced). Therefore, for each scenario run a unique token will be created per an individual email. We highly recommend using the default setting for security purposes and to prevent corrupting customer data. You can also select an option to disable all identity transfers (meaning that clicking on a given link will not cause identification on your website) or enable all clicks (meaning that every time this link is opened through a different device, customers will be merged together).


Transfer identity to URL - Limitations

Unfortunately, mobile SDK does not support IITT and TIFC, so events through the phone will not be tracked. Moreover, Jinja code is only supported for IITT.


Using custom email recipient with option - Set recipient manually

This email setting may disable automatic check of customer consents and email policy.
Specifically if your custom recipient or its rendered jinja value is anything different than customer's email property, there will be no validation of consents nor email policy for this customer. If custom recipient equals to customer's email property, normal validation will apply.

Therefore be very careful in case you plan to use custom recipient for more than one customer, because you can easily:

  • send email to customers without validation of their consent (GDPR breach)
  • send emails to customers too frequently (no validation of policy)

If you have no other option and you have to use custom recipient, we recommend to at least implement scenario condition node, which would check for correct consents and email frequency. For more details contact our support.

Using optimal email time

If you choose optimal email time in the Schedule, you can set it up in the same way as in a Wait node in Scenarios.

Testing your email

In the TEST tab, you can see the actual preview of your email for every customer individually. You can specify which customer using the arrow buttons or typing their email into the input field. You can also click on the filter icon (1) to only filter a specific segment of customers to see the preview for. This is especially useful if you use personalization in the email. You can also switch between a desktop and a mobile view (2).

You can also send a test email to yourself (3). It is possible to send an email to a specific email address to examine the appearance of the email from a customer's point of view. As the email address is specified manually, the personalization in the email will be based on the data of a random customer. To see if the personalization works correctly, it is advised to send an email to yourself as the only customer in the audience using the email equals your email condition.

We strongly recommend sending a test email to your address before launching the live campaign.

A pre-defined dashboard containing useful metrics to evaluate the campaign is available in the EVALUATE tab.


The details about the campaign event have been moved into the System events article.

Invalid Email Tracking

Sometimes your customer does not receive your email campaign while you do not know the reason. Tracking of an event in the time when contact info is incorrect and the recipient does not receive the email which leads to suppressing the contact detail. As a result, no further email campaigns would be sent to a particular customer.

When such an event occurs, the email_invalid customer attribute is set to true and invalid_contact event is tracked. This event will provide more details on what has happened and why your email has not reached your customer.


invalid_contact currently works only for emails and only when email_invalid is set as a customer attribute.

The event name is invalid_contact with attributes:

  • Channel: lists the channel through which you approach your customer's invalid contact details (example: email)
  • Contact_info: lists the customer's exact email address that was deemed invalid
  • Reason: lists the reason why was the email address deemed invalid
  • Source: identifies which source determined that the contact is invalid (example: Exponea / ESP).

Clone to another project

This feature allows you to clone Email campaigns to other projects you have access to. Read more about Cloneable Data Mapping in our Data Manager article.

Updated about a month ago

Email Campaigns

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