Best Practices for Campaigns

New to the Campaigns tool? Here are some tips 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


Step 1: Personalize, Personalize, Personalize!

Personalize your Campaigns using Queries and Tagging

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). New to Queries and Tagging? Learn more here.

Step 2: 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.


Step 3: 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.
      • The width of images in campaign emails cannot exceed 540 pixels or the content will be cut off.
  • 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 unsubscribes? Learn from the analytics and make adjustments for future Campaigns. 
  4. How to fix blocked Campaigns.
    Learn about blocked Campaigns and how to fix them here.