Overview

The Campaigns section in EVA Conversion & Retention is used to create and manage one-time outbound communication.

Unlike Flows, which run continuously based on customer behavior triggers, campaigns are manually configured and sent to a selected audience at a specific time.

Campaigns can be created for:

The campaign workflow is divided into four main stages:

This structure ensures that audience targeting, message creation, and delivery settings are validated before sending.

Step 1: Open the Campaigns page

From the left navigation menu, click Campaigns.

The Campaigns page displays all previously created campaigns together with:

The page also includes:

Step 2: Review existing campaigns

The campaign table allows you to monitor campaign lifecycle states and performance.

Available statuses include:

For completed campaigns, EVA displays performance metrics including:

Each campaign row also includes an action menu.

Available actions may include:

This allows campaigns to be reused, reviewed, or managed after delivery.

Step 3: Create a new campaign

Click Create campaign in the upper-right corner.

A configuration panel opens.

Step 4: Configure the campaign basics

Define the initial campaign structure.

Campaign name

Enter a recognizable internal campaign name.

This name is used for organization inside EVA and does not appear to recipients.

Campaign type

Either:

Single channel campaigns send one message to one audience through a selected communication channel.

Date

Choose the campaign date.

The exact send time and timezone are configured later during scheduling.

Message type

Select the communication channel:

The selected channel determines the creation workflow and available message settings.

After configuration, click Continue.

Step 5: Configure recipients

The first workflow step is Recipients.

This section defines who will and will not receive the campaign.

Send to

Use the selector to choose recipient groups.

Supported audience structures include:

Examples shown in the interface include:

Multiple audience structures can be combined.

Don’t send to

You can also exclude recipient groups.

This prevents campaigns from reaching selected audiences even if they exist inside included groups.

Common use cases:

Estimated recipients

EVA automatically calculates the expected audience size based on current selection logic.

This value updates dynamically as audiences are added or removed.

Step 6: Configure Sending Rules

Before launching the campaign, review the Sending Rules section.

This area controls how the campaign respects email frequency limitations and recipient protection settings.

Smart Sending

The Smart Sending toggle helps prevent recipients from receiving too many emails within a short period of time.

When enabled:

In the example shown:

The active Smart Sending window is configured globally from:

Why Sending Rules Matter

Sending Rules help maintain healthy communication practices by:

These rules are especially important for brands running multiple campaigns or automated flows simultaneously.

Step 7: Configure tracking settings

The Tracking section controls campaign attribution behavior.

Include tracking parameters

When enabled, EVA automatically adds tracking parameters to campaign links.

This allows campaign activity to be measured inside external analytics systems such as:

Customize tracking parameters(Optional)

Custom UTM values can also be configured.

This is useful when campaigns require:

After audience and tracking configuration is complete, click Next.

Step 8: Select or create the email template

The Content step begins with template selection.

You can:

The interface supports both saved templates and reusable campaign structures.

Email settings panel

The right-side panel contains campaign-level email settings.

These include:

Subject line

The main inbox subject recipients will see.

Preview text

Secondary preview text displayed in supported inbox clients.

Sender name

The visible sender identity.

Sender email

The email address used for delivery.

Reply-to behavior

Controls whether replies are directed to the sender email.

Step 8: Build or edit the email content

The Email Builder is used to visually construct the campaign message.

Available content blocks include:

Layout structures include:

The builder also supports:

Required compliance elements

Campaign emails require organizational information before continuing.

If missing, EVA displays a validation warning.

![Insert Screenshot: organization information warning]

This ensures compliance and sender transparency requirements are satisfied before delivery.

Step 9: Save content changes

If an existing template was loaded into the campaign, EVA asks how the updated content should be saved.

Available options include:

This prevents reusable templates from being unintentionally overwritten.

Step 10: Review the campaign

The Review step summarizes the complete campaign configuration.

Sections include:

Each section displays completion status and can still be edited before scheduling.

Step 11: Schedule or send the campaign

Click Schedule or send.

Choose one of the available delivery methods:

Schedule

Send the campaign at a future date and time.

Configuration includes:

Send now

Immediately begin campaign delivery.

Campaign Lifecycle States

After creation, campaigns move through operational states.

Draft

The campaign is editable and has not been scheduled or sent.

Scheduled

The campaign is queued for future delivery.

Sent

Delivery has completed and performance metrics become available.

Best Practices Before Sending

Before finalizing a campaign, verify:

Campaign performance depends heavily on correct audience selection, timing, and message clarity.