Email Campaign Best Practices

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. 

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.

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

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.

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:

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

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.

2. Filter Leads

Similarly, emails can be sent to leads filtered by status, groups, or other custom fields to ensure relevancy.

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.

 

Review and Optimize

After sending, review your campaign performance:

• Open and click rates

• Engagement by client segment

• Any bounced or failed emails

Optimizing based on performance helps improve future campaigns and ensures your emails remain effective.

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