Setting Up Email Campaigns on Squarespace
TL;DR:
- Build your mailing list and verify sender details before creating your draft
- Send test emails to check design and functionality across different devices
- Choose between immediate send or scheduling for better engagement timing
- Monitor your campaign performance using Squarespace's built-in analytics
- Know your plan's email limits and upgrade if you need to send more
- Follow spam prevention best practices like domain verification and including your physical address
Email campaigns on Squarespace come in two main types: blast emails (one-off sends to your entire list) and triggered emails (automated responses based on subscriber actions). Most businesses start with blast emails since they're simpler to set up and manage.
Getting Your Campaign Ready
Start with the basics before you write a single word of your email. You'll need three things sorted first:
Your mailing list – This is your subscriber base. Make sure it's up to date and remove any bounced or unsubscribed addresses.
Sender details – Set up your from name and email address. If you're using a custom domain, verify it through Squarespace to improve deliverability.
Your physical address – This is legally required for commercial emails and helps avoid spam filters.
Creating Your Email Draft
Once your foundations are solid, start crafting your email content. Focus on a clear subject line that tells subscribers what to expect. Keep your message focused on one main goal, whether that's driving traffic to your site, promoting a product, or sharing news.
Pay attention to how your email looks on different devices. Most people check emails on their phones, so make sure images aren't too large and text is readable without zooming.
Testing Before You Send
This step takes five minutes but can save you from embarrassing mistakes. Send a test email to yourself and at least one other person. Check that:
- All links work and go to the right pages
- Images load properly
- Text formatting looks correct
- The email displays well on both desktop and mobile
- Your contact information is accurate
Common issues include broken links, images that don't load, and formatting that looks fine in the editor but messy in actual email clients.
Sending Your Campaign
You have two options: send immediately or schedule for later. If you're not sure when to send, check your previous email analytics to see when your subscribers are most active. Generally, Tuesday through Thursday between 10am and 2pm works well for most businesses, but your audience might be different.
For scheduled emails, double-check the time zone settings. Nothing's worse than sending a "Good morning" email at 2am.
Tracking Your Results
After sending, give your campaign a few days to gather data, then review the analytics. Look at:
- Open rates – How many people opened your email
- Click rates – How many clicked through to your website
- Unsubscribe rates – If this spikes, review your content strategy
Don't panic if your first few campaigns don't perform amazingly. Email marketing improves with practice and testing.
Understanding Your Limits
Different Squarespace plans have different email limits. If you're on an older plan, you might have stricter restrictions than current plans offer. Check your plan details and upgrade if you're consistently hitting limits.
Remember that once you send a campaign, you can't resend it to specific subscribers. If you spot a mistake after sending, you'll need to create a new campaign.
FAQs
Can I set up automated email sequences on Squarespace?
Squarespace focuses mainly on blast emails sent to your entire list. For complex automation based on subscriber behavior, you might need to integrate with a dedicated email marketing platform.
What happens if I exceed my email sending limits?
Your campaign won't send until your limits reset (usually monthly) or you upgrade your plan. Check your usage regularly if you send frequent campaigns.
Can I import email lists from other platforms?
Yes, you can import CSV files with subscriber details. Make sure you have permission to email everyone on your imported list to avoid spam complaints.
Why are my emails going to spam folders?
Common causes include unverified domains, missing physical addresses, too many images, or spam trigger words in your subject line. Verify your domain and follow email best practices.
Jargon Buster
Blast Email – A single email sent to your entire mailing list or a specific segment at one time.
Open Rate – The percentage of recipients who opened your email, calculated by tracking when images load.
Click-Through Rate – The percentage of recipients who clicked on links within your email.
Domain Verification – Confirming you own your email domain to improve deliverability and avoid spam filters.
Bounce Rate – The percentage of emails that couldn't be delivered, usually due to invalid email addresses.
Wrap-up
Email campaigns on Squarespace work best when you plan ahead and test thoroughly. Start with simple blast emails to get comfortable with the system, then experiment with timing and content based on your analytics. The key is consistency – regular, valuable emails perform better than sporadic campaigns, even if individual emails aren't perfect.
Most email marketing success comes from understanding your audience and providing content they actually want to read. Focus on that, and the technical side becomes much easier to manage.
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