Squarespace Email Campaign Types

Learning Objectives

• Identify the four main types of emails available in Squarespace Email Campaigns
• Understand when to use each email type for your business goals
• Create your first email campaign using Squarespace's tools

Introduction

Email marketing through Squarespace Email Campaigns gives you direct access to your audience's inbox. Getting started means understanding which type of email to send and when. This chapter covers the four main email types available on Squarespace: campaigns, automations, newsletters, and transactional emails. You'll learn how each works and when to use them for your business.

Lessons

The Four Email Types in Squarespace

Squarespace Email Campaigns offers four distinct email types, each serving different purposes:

Campaign Emails are your promotional workhorses. Use these for sales announcements, event invitations, or promoting specific products. They're sent once to your chosen audience and work best when you have something specific to promote.

Automation Emails run on autopilot. Set them up once and they'll send automatically when triggered by subscriber actions. Perfect for welcome sequences, abandoned cart reminders, or follow-up emails after purchases.

Newsletters keep your audience informed with regular updates. These work well for sharing company news, blog posts, or seasonal updates. Most businesses send these weekly or monthly.

Transactional Emails handle the business side of things. These include order confirmations, booking receipts, and password reset emails. They're essential for e-commerce and service-based businesses.

Setting Up Your First Email Campaign

Here's how to create your first email using Squarespace's campaign builder:

Step 1: Log into your Squarespace account and click on Email Campaigns in the main menu.

Step 2: Click 'Create Campaign' and choose your email type from the options presented.

Step 3: Select a template that matches your brand and message. Squarespace offers templates designed for different industries and purposes.

Step 4: Use the drag-and-drop editor to customise your email. Add your text, images, and links.

Step 5: Write a clear subject line that tells recipients what to expect.

Step 6: Preview your email on desktop and mobile devices before sending.

The most important part is matching your email type to your goal. Promoting a weekend sale? Use a campaign email. Want to welcome new subscribers? Set up an automation.

Choosing the Right Email Type

Your business goals determine which email type works best:

Use campaign emails when you have time-sensitive promotions, new product launches, or event announcements. These work well for farm shops announcing seasonal produce or cafes promoting special menus.

Choose automation emails for consistent customer communication. Set up welcome emails for new subscribers, birthday discount emails, or follow-up emails after purchases.

Pick newsletters for regular communication without a hard sell. Share behind-the-scenes content, company updates, or helpful tips related to your industry.

Transactional emails handle themselves once you've enabled them. These include order confirmations and booking receipts that customers expect after making purchases.

Practice

Create a campaign email for a hypothetical farm shop announcing their autumn harvest festival. Include:

• A clear subject line mentioning the event
• Information about the date, time, and location
• Details about activities or special offers
• A clear call-to-action button

Use Squarespace's campaign builder to design this email, focusing on making it mobile-friendly and visually appealing.

FAQs

What's the difference between a campaign and an automation email?
Campaign emails are sent once to your chosen audience at a specific time. Automation emails are set up once but send automatically when triggered by subscriber actions like signing up or making a purchase.

Can I send different types of emails to the same subscribers?
Yes, your subscribers can receive all types of emails from you. Someone might get your weekly newsletter, a campaign email about a sale, and a transactional email confirming their order.

How do I know which email type is working best?
Check your analytics in the Email Campaigns dashboard. Look at open rates, click-through rates, and conversions. Campaign emails often have higher open rates for promotions, while automation emails typically show better engagement over time.

Can I change an email type after creating it?
No, you'll need to create a new email with the correct type. However, you can duplicate the content from one email type to another to save time.

Jargon Buster

• Campaign: A one-time promotional email sent to your chosen audience
• Automation: An email that sends automatically based on triggers like subscriber signup or purchase behaviour
• Newsletter: Regular emails sent to keep your audience informed and engaged
• Transactional Email: Automated emails triggered by specific actions like purchases or bookings
• Open Rate: The percentage of recipients who open your email
• Click-through Rate: The percentage of recipients who click on links in your email

Wrap-up

You now understand the four main email types available in Squarespace Email Campaigns and when to use each one. Start with campaign emails for immediate promotions and gradually add automation emails to handle routine communications. Remember to check your analytics regularly to see what resonates with your audience. Your next step is to create your first email campaign and start building relationships with your subscribers.

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