Best Practices for Campaigns

New to the Campaigns tool? Here are some tips and tricks to ensure that you create a successful Campaign

In this Article

Query & Tag Customers to personalize Campaigns to specific groups

Ensuring your DNS (SPF Records)are configured

Campaign Formatting Tips


Query & Tag Customers to personalize Campaigns

It's important to personalize Campaigns as much as possible. This ensures that emails are relevant and interesting to your various audiences (and therefore, more effective). For instance, you may want to offer your low production late harvest chardonnay to your top buyers only. You could query for that segment and then send the offering to just those specific people. New to Queries? Learn more here.

Example: If you want to send a general email to everyone (say, to announce a new release), the following is a great segment to query:

Goal: Sending to customers who have purchased in the last 2 yrs or who have explicitly subscribed. Sending to this segment of your Customer base is smart because they a) have opted in very intentionally, and b) are proven Purchasers.

  1. Go to Marketing > Queries
  2. Click on the Customers tab > Add Customer Query button.

    Screen Shot 2023-04-19 at 3.15.38 PM-1
  3. Enter a Title
  4. Define your Conditions: Email Marketing Status > is equal to > Subscribed
    Screen Shot 2023-04-20 at 3.13.17 PM
  5. Click the Add Another Condition button.
    Screen Shot 2023-04-20 at 3.06.52 PM
  6. Define your Conditions: Order Date > is greater than > choose a date 2 years ago
  7. Click Save button.

    Screen Shot 2023-04-20 at 2.56.12 PM
  8. Click Add Customer Query button.
    Screen Shot 2023-04-20 at 3.30.36 PM
  9. Click Execute Query button.
    Screen Shot 2023-04-20 at 3.39.33 PM
  10. Click Tag Results and choose Add New Tag.

    Screen Shot 2023-04-19 at 2.48.57 PM
  11. Name the Tag and click Tag Results button.

    Screen Shot 2023-04-20 at 9.14.16 AM-1
  12. Now when you create your Campaign, you will see your new Tag as an option.

    Screen Shot 2023-04-20 at 9.19.44 AM

Ensure that your DNS (SPF Records) are configured

Ensuring DNS records are set up correctly. If you are not sure, click here to learn about it.

Campaign Formatting Tips

  • Large, Clear Fonts 
    • Overly decorative fonts are difficult to read, especially on mobile. Stick to basic, easy-to-read fonts like Helvetica or Arial.
  • Be Brief
    • People rarely read (sad, but true). If your email is too long, it will be glossed-over or ignored. Save your expanded vintage and tasting notes for the Product Content description.
  • Decent Photography
    • You by no means need a professional photographer and/or need special equipment (although professionally shot bottle shots for use in your Store, collateral etc - is often a worthwhile investment).
      • Using your phone's camera is absolutely fine
      • Find some natural, diffused light (by a window is best, but not in direct sunlight)
      • Be sure you crop to just the Product you are selling - edit out any 'noise'. For instance, if you are shooting a gift pack in your tasting room, you'll want to be sure to choose a background that's more neutral in feel (as opposed to having a background full of people or other Products). That way your Customer's eye will know where to go.
  • Few Images
    • Do not use too many pictures. One to two hero images is best. Too many images clutters the page and your Customer's eye won't know where to focus.
  • Strong Call to Action
    • Don't hide your Purchase link/button within a huge block of text. Make it big and prominent - this is especially important for mobile.
  • Do Not Over-communicate
    • Only communicate when you have something to say. If you send campaigns too often, recipients will often simply delete or (worst-case) unsubscribe.
  • It's OK to NOT Sell
    • Remember that Customers love your brand because they feel a connection to it. Communicating about the magic of our industry in an authentic way strengthens that connection. Examples: A gorgeous image of bud-break, mustard blooming between the rows...or the Cellar Master tasting from barrels with a wine thief...all of these are wonderful ways to share what's happening at the winery with your loyal Customers.


  1. Why does Commerce7 send emails in batches?
    Take a look here for details about how email Campaign batching works.
  2. Why is it bad to create fake emails for Customers?
    We don't recommend using a fake/placeholder email (ie., as this means you will have bad data. We recommend collecting email address for all contacts; all communication from the system is done via email.
  3. Look at your analytics!
    Low open rate? High number of unsusbscribes? Learn from the analytics and make adjustments for future Campaigns.