--- title: Email Campaign Best Practices description: Email campaigns are essential for clinic communication, from promotions and announcements to reminders and follow-ups. Well-designed emails ensure your message is clear, professional, and easy to read, while consistent design practices improve engagement, build trust, and help clients receive important information. --- [Skip to content](https://support.pabau.com/en/pabau2/email-design-best-practices-#main-content) [![pabau logo white](https://support.pabau.com/hubfs/pabau%20logo%20white.svg)](https://support.pabau.com/en/pabau2?hsLang=en) Open main navigation Close main navigation - [Get Support](https://pabau.com/support-center/) [Get Support](https://pabau.com/support-center/) Pabau Knowledge Base - There are no suggestions because the search field is empty. 1. [Pabau Knowledge Base](https://support.pabau.com/en/pabau2?hsLang=en) 2. [Best Practices](https://support.pabau.com/en/pabau2/best-practices?hsLang=en) # Email Campaign Best Practices ## Email campaigns are essential for clinic communication, from promotions and announcements to reminders and follow-ups. Well-designed emails ensure your message is clear, professional, and easy to read, while consistent design practices improve engagement, build trust, and help clients receive important information. In this article, we will walk you through recommended best practices for designing email campaigns in Pabau. You’ll learn how to structure your emails, apply consistent branding, and create clear, easy-to-read content that helps improve engagement and ensures your message is delivered effectively to clients. To access **Email campaigns** in Pabau, navigate to the Marketing tab located on the left sidebar menu and click to expand it. There you'll find the **"Broadcasts"** sub-tab. On the Newsletter tab at the top of the screen, all Email campaigns you've created will show.  ![email campaign best practices 1](https://support.pabau.com/hs-fs/hubfs/Best%20Practices/email%20campaign%20best%20practices%201.png?width=630&height=299&name=email%20campaign%20best%20practices%201.png) **NOTE**: For step-by-step instructions on how to create an Email campaign, [refer to this guide.](https://support.pabau.com/en/pabau2/how-to-create-a-new-email-campaign?hsLang=en) ### Define Your Campaign Details Start by giving your campaign a clear purpose and identity. In Pabau’s **Settings** tab, enter a descriptive internal **Campaign Title** that reflects the goal (e.g., “November Appointment Reminders” or “Christmas Promotion Email”). #### **1. Enter a Clear Campaign Title** Choose a title that is specific and easy to understand at a glance. While this title won’t be seen by clients, it helps keep your campaign list organized and makes comparing performance across campaigns easier. ![email campaign best practices 2](https://support.pabau.com/hs-fs/hubfs/Best%20Practices/email%20campaign%20best%20practices%202.png?width=571&height=202&name=email%20campaign%20best%20practices%202.png) **Examples:** - “New Client Welcome Email” - “Post-Treatment Aftercare Instructions” - “Holiday Promotion Email” #### **2. Select the Sender Name** The **Sender Name** is what clients see in their inbox. Always use a recognizable name, ideally your clinic’s name, to build trust and avoid messages being ignored or marked as spam. Consistency in sender names helps clients quickly associate emails with your clinic. **Example:** - Sender Name: **Maniera Medical** **NOTE:** To learn how to set a default sender address and personalise it with your business name, please refer to [this article](https://support.pabau.com/en/pabau2/default-sender-address?hsLang=en). ### Compose Campaign Text Once your campaign details are set, it’s time to create the email content. Keep messages focused, clear, and easy to scan. Use headings, bullet points, and a single call-to-action per email. You can either **select a pre-built template from the system** or **create a custom template** for greater flexibility and a more personalized look. This allows you to maintain consistent branding while tailoring the content to your campaign’s specific goal. ![email campaign best practices 3](https://support.pabau.com/hs-fs/hubfs/Best%20Practices/email%20campaign%20best%20practices%203.png?width=513&height=241&name=email%20campaign%20best%20practices%203.png) #### **1. Write Clear and Concise Text** Keep paragraphs short and write in a professional, warm, and approachable tone. Focus on one main message per email. Example: ![email campaign best practices 5](https://support.pabau.com/hs-fs/hubfs/Best%20Practices/email%20campaign%20best%20practices%205.webp?width=515&height=623&name=email%20campaign%20best%20practices%205.webp) #### **2. Include Call-to-Action Buttons** Adding a button directs clients to the next step and improves engagement. Use a single, clear CTA per email. **Common CTA Examples:** - View Appointment - Complete Your Form - Contact the Clinic - Book a Follow-Up Appointment ![email campaign best practices 6](https://support.pabau.com/hs-fs/hubfs/Best%20Practices/email%20campaign%20best%20practices%206.png?width=422&height=264&name=email%20campaign%20best%20practices%206.png) ### Filter Your Audience Targeting the right audience increases engagement and ensures your emails are relevant. #### **1. Filter Clients** Send emails to all clients or use filters based on appointment history, client labels, or other attributes. ![email campaign best practices 7](https://support.pabau.com/hs-fs/hubfs/Best%20Practices/email%20campaign%20best%20practices%207.png?width=342&height=277&name=email%20campaign%20best%20practices%207.png) #### **2. Filter Leads** Similarly, emails can be sent to leads filtered by status, groups, or other custom fields to ensure relevancy. ![email campaign best practices 8](https://support.pabau.com/hs-fs/hubfs/Best%20Practices/email%20campaign%20best%20practices%208.png?width=331&height=312&name=email%20campaign%20best%20practices%208.png) ### Send or Schedule Your Campaign After your email is ready and your audience is selected, you can either send it immediately or schedule it for a later time. #### **1. View Recipients** Before sending, review the recipient list to confirm filters are applied correctly and no one is mistakenly included or omitted. #### **2. Send Campaign** Choose **Send Campaign** for immediate delivery. Useful for urgent messages like last-minute appointments, reminders, or promotions. Double-check content, links, and CTA before sending. #### **3. Schedule Campaign** Use **Schedule Campaign** to send your email at a future date and time. Scheduling ensures emails reach clients when they are most likely to engage and allows alignment with campaigns, promotions, or events. ![email campaign best practices 9](https://support.pabau.com/hs-fs/hubfs/Best%20Practices/email%20campaign%20best%20practices%209.png?width=423&height=258&name=email%20campaign%20best%20practices%209.png)   ### Review and Optimize After sending, review your campaign performance: - Open and click rates - Engagement by client segment - Any bounced or failed emails ![email campaign best practices 10](https://support.pabau.com/hs-fs/hubfs/Best%20Practices/email%20campaign%20best%20practices%2010.png?width=587&height=254&name=email%20campaign%20best%20practices%2010.png) Optimizing based on performance helps improve future campaigns and ensures your emails remain effective. --- For [more guides](https://support.pabau.com/en/pabau2?hsLang=en), refer to related articles below, select additional guides, or use the search bar at the top of the page. 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