Creating an Email

Email communication is one of the crucial strategies of digital marketing. It refers to the act of sending one or more Emails to a large group of individuals that wish to connect with your brand. Whether it's a periodical newsletter, a one-time email or a campaign, the Email tool in APSIS One has your needs covered.

Continue reading this article for in-depth instructions on how to successfully create your first Email.

If you leave the wizard at any point, your Email will appear in the Drafts tab.

All changes will be saved automatically.


If you're after a guide on how to use the Email Editor,

take a look at the Email Editor section.



Create and send an Email

1. Head over to the Email tool. You can do so from the shortcut on the calendar page or from your Tools page.



2. Click Create a New Email.



3. The conversation wizard will open.



4. Follow all the steps to create, design and send your Email.



Continue scrolling through this article to follow through every step.

Click on a step on the left side navigation to fast-forward.




This is the very first step of the Conversation Wizard.

1. Write a Working Name for your Email. It's only for internal purposes.



2. Click on the drop-down menu and choose a Section.

Choose the Section that corresponds with the desired Audience of this Email. Don't forget that Consent lists and Topics are Section-specific.

This, however, will only show if you have permissions for more than one Section.



Once you choose a Section and click next, you will not be able to change Section for this particular email activity.




1. Choose a Template. Default or user-generated, a Template will determine the initial structure of your Email.

You will have the opportunity to choose between Pre-defined Templates, Your Templates and Themed.

Our blank Template includes four empty rows, with one column each, but you may also choose a pre-defined Template that has a different structure. Each pre-defined Template contains a preview and a description in this step.

You may adjust all pre-defined Templates once you're in the editor, so feel free to choose a Template that is closest to what you have in mind.

You can go back to this step later if you change your mind, but note that your changes will be lost unless you saved the email as a Template before.




 About Templates

Creating a Template allows you to maintain consistency in your sendings and save valuable time spent in the editor. If you would like to learn more about Templates, jump to About Templates.

Need a hand?

Click on the Get inspired icon to take a look at our Email Design Gallery! You can also click the Request icon to send a message to our Creative Services professionals and order a stunning Template that fits your needs. 





After choosing a Template, you will enter the Email Editor.

Take a look at our articles about the Email Editor for more detailed information.

Certain browser extensions may interfere with the Email Editor. In that case, disable your browser extensions and refresh the page.


1. Create your Email by interacting with the Email Editor: drag and drop elements and assets from the Design Panel into the canvas.

Our blank Template includes four empty rows, with one column each, in order to give you a head start.

Need a rundown of all the elements and the Design Panel? Jump here.



 The Email Editor in a nutshell:

The centre of the editor is called the Canvas. It looks like a live preview of your Email, which takes shape as you put the elements together.

To design your Email you will use elements and assets. These are contained in the Design Panel, on the right, ready to be dragged and dropped into the canvas!

As Emails are built, the structure of the Email is shown on the left in order to keep track of things, and edit the settings of the rows and columns created. This area is called the Structure Panel.

Don't forget about the Bottom bar! There you will see useful options like Preview, Settings, Test and Continue.


2. Double-check the Settings.

If including links to your website in your Email activities, ensure that your visitor's browsing data is correctly tracked and saved as an Event in their Profile by only using full links. Profile merge won't take place if the visitor clicks on a shortened link, or any link that will redirect the visitor and not include the GET query parameters. 

Open the Settings by clicking Settings on the Bottom bar.

Read more about the Settings...




Web Version

Don't forget to add a link to the web version of your email. It will allow recipients to see it properly if they happen to have any compatibility issues or a poor internet connection.

Please consider that, for security purposes, personalised emails will not be displayed in the web version exactly as in the email client. Data tags that could potentially compromise the security of profiles will be replaced with asterisks (*), and only the FirstName attribute will be displayed as usual.

Expand the item below to learn more about how to add a web version link to your email.

Adding a Web Version Link

How to Add a Link to the Web Version of an Email

1. Head over to the Email tool and edit an Email activity draft or create a new Email.

Do skip this step if you have already created or are in the process of creating an email.



2. Drag and drop the element you want to use from the Design Panel into the Email canvas. Read more about the Design Panel...

For this example, we will use a Text Element. Directly on the element, write the text for your items.

Make sure you write a clear, straightforward text for your web version link.



3. Select the web version text and click on the link button in the inline text editor.



4. Expand the Link type drop-down menu and choose Web Version.



5. Click Insert. All done!





Unsubscribe settings

  About the Unsubscribe Link

When a Profile unsubscribes from your Email message, whether it's from the unsubscribe link or their Email client, they will be unsubscribed from the Topic to which the particular email tool activity was sent. 

If they have subscribed to different topics in the same or different Consent lists, they will remain subscribed until they unsubscribe via an Email tool activity that corresponds. 

Keep an eye on future updates as we'll soon be introducing new features that will enable you to control your unsubscribe settings in more detail.

Read more about Consent Lists & Topics here. 

Make sure you add an unsubscribe link and that you adjust your unsubscribe settings.

Click on an item below to expand:

Adding an Unsubscribe Link

How to Add an Unsubscribe Link to Your Email

1. Head over to the Email tool and edit an Email activity draft or create a new Email.

Do skip this step if you have already created or are in the process of creating an email.



2. Drag and drop the element you want to use from the Design Panel into the Email canvas. Read more about the Design Panel...

For this example, we will use a Text Element. Directly on the element, write the text for your items.

Make sure you write a clear, straightforward text for your Unsubscribe link.



3. Select the unsubscribe text. 



4. Click on the link button in the inline text editor.



5. Expand the Link type drop-down menu by clicking on it.



6. Choose Unsubscribe.



7. Click Insert. All done!



Adjusting your Unsubscribe Settings

How to Adjust your Email's Unsubscribe Settings

1. Make sure that you've added an unsubscribe link in your Email. Expand the item above to learn more.



2. While in the Email editor, open the Settings by clicking on the Email's name on the Structure Panel or on Settings on the bottom bar.

Then click Unsubscribe to see the Unsubscribe Settings.



Unsubscribe page

1. Since clicking the unsubscribe link will take them to a landing page, start by entering a headline for that page on Headline.



2. Enter the message for your landing page under Message. This message could be a question, asking them whether they are sure they'd like to unsubscribe or if they're there by mistake.



3. To confirm that they wish to unsubscribe, they will have to click on a button. Enter the text for that button under Button.




1. On Confirmation type, you will choose what action the button will do.

Click the drop-down menu to choose between Message, to show them a confirmation message, and Redirect Link to take them to another page of your choice. Regardless of the page you choose to redirect them to, clicking the button will effectively unsubscribe them from your Email communications.



If you choose Message:

Enter a message for the landing page under Confirmation message.



If you choose Redirect Link:

Lead them to a page of your choice after they confirm that they wish to opt-out.

Enter the URL of that page under Redirect Link.

Regardless of the page you choose to redirect them to, clicking the button will effectively unsubscribe them from your Email communications.




Your unsubscribe page will look like this by default:



1. Click Change logo to choose a logo for the unsubscribe page. Make sure that the dimensions of the image file are 100x100px for optimal image quality. Larger images will be resized to fit these dimensions.



2. Enter the text for your logo.



3. Click on the circle next to Background colour to open the colour picker.


If you already have a standard colour, enter the colour code in the Hex box. Go ahead and enter the colour in RGB format if that's the method you prefer. The colour picker will save 16 of your recently used colours for each Email. Every new Email will have no recently used colours, but the colours will remain for each Email whenever you go back into editing.






Click Preview in the bottom bar to preview your Email and test your email with 10 different email clients.



Preview and Email Client Test

Here's some information about how to preview your email and use Litmus to test your email with 10 different email clients.

Click on an item below to read more:


How to Preview an Email Draft

1. While in the Email Editor, click Preview in the Bottom bar.



2. Toggle the Desktop, Mobile and Text version by using the buttons on the right. You can see how the Email will look in all three formats, so you can make sure it will be displayed correctly no matter the device.



3. Click on the segments to see how it would appear to those profiles that match the conditions in the segments. This is only visible if you've included or excluded segments from a row, which is done in Row Settings.



Email Client Test

Ready to test the different email clients?

1. On the Bottom bar, click Email client test.



2. If you haven't used Litmus before, click Run new test. Otherwise, proceed to the next step.

APSIS One grants every user in your account up to 4 free tests per month. A test includes 10 previews, for a total of 40 previews a month. If you need more tests, feel free to subscribe to one of Litmus' service plans. Read more about this feature...



3. To sign up for a Litmus account or sign in to an existing one, choose the option that describes your needs on the top right.



4. Let's test the email. You will see all the email clients available, with a preview of how your email would be displayed. Click on an email client to take a closer look.



5. Click the left and right arrows to go through all the available clients.

Would you like to compare two email clients? On the top right, click Comparison View.

To go back to a single client view, click Detail view. 





Did you reach your monthly limit?

APSIS One grants every user in your account up to 4 free tests per month. A test includes 10 previews, for a total of 40 previews a month. If you need more tests, feel free to subscribe to one of Litmus' service plans.

Sign up, connect your Litmus account or review your Litmus plan to proceed.




If necessary, make any changes to improve the way your Email is displayed. To go back to the Email Editor, click Previous step on the Bottom bar.





Test your Email to make sure that its content is displayed correctly.



1. Click Test in the Bottom bar.



2. Select the segments you want to base the test email on. This will only be displayed if you have included or excluded segments from a row, which is done in Row Settings.



3. Enter an email address to send the test email.



4. When done, click Send Test.



 About Test Emails

When testing an email, the test email might be sorted by your email client as spam. Spam emails tend not to load images and all additional content in the preview, which is completely normal and done with your best interest in mind.

If this happens, please move the email out of the spam folder in order to load all of the email's content.

Did you test your unsubscribe link?

It's important to always include an unsubscribe link in your emails. When testing an email, you can test the unsubscribe link to make sure that it takes you to the unsubscribe landing page and that your settings are correct.

Feel free to click the unsubscribe link in the email, and then the button in the landing page. And don't worry, since it's only a test email, no actions will be recorded and nobody will be unsubscribed based on the link in the test email.




Save as Template

Would you like to save this Email and reuse it later? Save it as a Template!

Click Save as Template in the Bottom bar to save your Email as a Template to use later for future projects.



Enter a name and a description for your Template, and click Save. Otherwise, Cancel.

Note that, if you included or excluded any segments from a row, these settings will not be saved in the Template. This will only be displayed if you have included or excluded segments from a row, which is done in Row Settings.

Read more about Templates...




Are you ready?

When you're ready to send your Email, click Continue on the Bottom bar.



Did you include an unsubscribe link in your email?

If you didn't, you will see a message like this in the Bottom bar:



Click Make changes to go back to the Email Editor and add your unsubscribe link. Are you sure you don't want to add one? If so, click Ignore. This is completely up to your own discretion, and we advise you to always add the unsubscribe link.

The "Read more..." link will take you back to this page, so you can read more about how to add an unsubscribe link in your email. Jump to unsubscribe settings...




Almost there! Let's fill in the last details of your email.

All fields marked with an asterisk (*) are mandatory.



Email Details

By default, the subject line and pre-header text of your email activity will be the working name; the sender name will be your name; the sender email and reply email will be your email.

If you changed these settings in the Email Editor's Settings, those will be here instead.

You are free to change these settings as you see fit.


1. Write a subject line for your Email.

We suggest a maximum of 150 characters, but consider that shorter subject lines tend to have a higher open rate (up to 20 characters).



2. Enter a pre-header text for your Email.

The pre-header text is the short text shown in the Email clients' inbox, after the subject line, before opening an Email. Different Email clients display different lengths of pre-header text.



 Customise your Subject line and Pre-header! 😎

Subject lines and Pre-headers support data tags! Simply type "##" and choose a data tag from the drop-down menu.

The data tags supported are those that are linked to APSIS One's Default Attributes: ##firstname##, ##lastname##, ##email##, etc., as well as your own Custom Attributes! Read more about Attributes...



There's Emojis too!

Did you know you can use emojis in your email, including the email's details? Both from this step and from the Bottom bar in the Email Editor.

If you use Chrome: when you're in the input field, right click with your mouse and choose Emoji & Symbols. If you use a different browser, we suggest that you head over to their support portal and search for specific instructions.



Make sure to keep these details relevant to your subscribers, that way they'll quickly recognise you in their inbox.

1. Edit the sender Name



2. Write the sender Email that will be displayed to your recipients.

As long as the domain associated with your chosen Section has been verified, it will show the verified domain green text. If your domain has not been verified yet, you will not be able to proceed. Read more about Email Authentication...



3. Enter your reply Email address. The same domain rules apply to this address.



 Do you have automatic replies enabled?

Auto-replies are messages sent automatically to the sender of an email. You may have enabled auto-replies for a specific purpose, like a vacation or out-of-office reply, receipt confirmation, etc. However, when sending emails with APSIS One, auto-replies work differently depending on your mailbox provider.

If a Profile replies to the email you've sent them, it depends on your mailbox provider (or email service provider) whether the sender will receive the auto-reply.

For example: Gmail doesn't send auto-replies to neither the reply-to nor the sender address, Hotmail will send the auto-reply to the sender, and Yahoo will send the auto-reply to the reply-to email address.


4. When finished, click Next.




Send to

In this step you will choose the recipients of your email.



1. Expand the Consent list and topics drop-down, and hover over a Consent list in the drop-down menu.

You'll see the Topics of each Consent list, click on the Topic(s) you wish to send this email to.




Time for some segmentation! In this step, you will choose the segments that best describe your desired recipients.

Once added, you can see not only the chosen name for these segments but the amount of addresses, so you can have a better idea of the people that you’re communicating with.

Click Segmentation to see the available options.



 About Segmentation

A segment is a number of profiles grouped based on a condition. Segmentation will help you make sure that your messages reach your desired audience. You may do this with profile tags or segments.

Once you set up your Segmentation preferences for your activity, note that any changes made to the Segment in the Segment Builder will be reflected upon sending. In other words, editing a Segment that is in use in any activities will result in the latest version of the Segment being used by the tool when sending to the recipients.

If you need more information about creating segments for your campaigns, head over to Creating a Segment. If you want guidance on how to include and exclude existing segments for your email campaign, see Working with Segments.


Included/Excluded Segments

Under Segmentation, click Add included segment or Add excluded segment, depending on what you wish to do. You may include and exclude segments in this step.

Choose a segment that works for you from the drop-down menu.



Choose if you wish to send to those who match all or any of the segments by clicking on the drop-down menu.



Filter by Tags

Under Filter by Tags, you may include or exclude profiles who match all or any specific tags. To begin, click Add tag.



Click on the drop-down menu to select a tag.



Then select whether you wish to include or exclude the profiles who match the tag.



Lastly, choose if you wish to send to those who match all or any of the tags by clicking on the drop-down menu.



Click on the x to remove an included or excluded segment or tag.



Click on Frequency to see the frequency options.

This option allows you to skip sending email messages to those profiles that already received an email from you recently.



1. Tick the box next to Do not send to profiles who received email messages within...

2. Choose the time period you'd like to take into consideration. You have the option to skip profiles who received an email within the last 72, 48 and 24 hours, as well as a custom time period.



3. To set up a custom time period, first click Custom.



4. Enter a number and choose between hours and days from the drop-down menu.



Calculate Profiles

The next step is to assess how many profiles will receive this email based on your segmentation preferences.

Profiles with invalid phone numbers, a well as those that have had 3 hard bounces, are removed from all SMS sendouts and therefore not shown in this calculation. Read more about bounces...

1. On the bottom of the conversation, click Calculate now.



2. The number of profiles will be shown. If the number is too low, simply return to your previous settings and make sure they're not too specific.



3. After successfully calculating the profiles, you can click Show profiles to see exactly which profiles will receive your email.



4. A list with the profiles that matched your settings will be shown.

Click on an item to jump to a profile in Audience, where you can take a look at their profile data.



5. Adjust your segmentation settings if necessary, and continue when you feel confident that you've chosen the right recipients from your Audience.



Click Next.





Schedule your Email sending according to your needs.



1. Choose a time span in the drop-down menu. Your options are as follows:

Choose Now to send your Email once you finish all the steps.


Choose Scheduled to schedule it so it is sent at the time you consider is best.



2. If you chose Scheduled, pick a date from the calendar.

Use the arrows on the top right of the calendar to scroll between months, and click on a date once you've found it.



3. Enter your desired time in the clock, in a 24-hour format.



4. Done? Click Next.





Congratulations on creating your Email!

Now, let's have an overview of all the settings. Check that all the information is correct; if you would like to change anything, head over to the menu on the left to go back to that step.

You can also click Activity Page on the bottom left to go back to the Email tool's Activity Page, and your email will be saved as a draft.



It's always a good idea to preview your Email one last time before sending it.

Click Preview to check your Email before it's sent.

Does everything look good? Click Schedule.

The Email will be sent according to the scheduling settings you chose previously, so don't be intimidated. If you're done, just click it!

You can find your Email in the Scheduled & Sent tab in the Email tool, after you click the Schedule button. Otherwise, if you leave the wizard, it will be in Drafts.



What's next?

Don't forget to come back to the Email tool after your email has been sent! Email Reports contain useful insights about the performance of your email message.

Please allow up to 10 minutes for Profile data to be available in your Email Report. After the email has been sent, Audience must process and store the data into Profiles before it becomes available.


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