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What can you do with Campaigns?
What can you do with Campaigns?

Learn about the different tools and pieces within Campaigns.

Eric Range avatar
Written by Eric Range
Updated over a week ago


Campaigns provides the tools to create successful email and SMS campaigns. You can do the following in Element451's Campaigns module:

  • Customize design templates from a library of layouts

  • Create and send email and SMS messages to segments of your contacts based on things like their stage in the funnel (suspect, prospect, etc.), academic interest, geographic location, engagement level, etc.

  • Personalize email and SMS messages with the recipient’s name, etc.

  • Automate message sending by using workflows in your communications

  • Use A/B testing to see which version of an email gets the best response and automatically send the “winning” version

  • Use personalization (dynamic content) to craft different versions of communication for different audiences without having to recreate each message from scratch

  • Analyze the effectiveness of your communications by reviewing open and click rates, as well as other data points

  • Learn from communication analytics to improve future campaigns

Navigate to campaigns via Engagement > Campaigns.

Campaigns Definitions

Campaigns are typically a series of messages with a common goal or theme (student search, for example, or admitted yield). In Campaigns, you build campaigns by creating individual communications.

Your campaign can contain as many or as few communications as you require. For example, if you need to send one message, you do not need to build a full-scale campaign. Simply create and send a One-Time email or SMS to the desired audience.

Communication Types

In addition to traditional email and SMS messages, there are other types of communications that help you build great campaigns. Here’s a look at all communication types.

  • SMS - a text message that can contain media (e.g. image, video)

  • Email - HTML email

  • Email + SMS - an email and SMS sent together (with different content)

  • A/B Testing - send the better-performing version of an email. Test subject line, sender’s name, or content

  • Personalization (Dynamic Content) - different versions of a message for different audiences.

The Parts of a Communication

  • Audience - the recipients of a communication. This can be a segment (One-Time Communication) or defined by a workflow (Ongoing Communication)

  • Setup - basics about the message, including the type and channel

  • Templates - the design for an email. You can customize the layout of pre-built templates, add images, text areas, and buttons, as well as adjust colors, spacing, etc.


  • For emails: text, images, buttons, and other elements entered into a chosen template (attachments are not permitted)

  • For SMS: the text and any media included in the SMS (attachments are allowed)

  • Preview - how the communication will look on a desktop, tablet, or mobile screen

  • Test - check your message by sending to one or more people to make sure all is ready to go

  • Send - send the message immediately or schedule it to send on a specific date. Messages with a workflow audience send based on the workflow’s setup

  • Analyze - view details about the performance of a communication (e.g. open and click rates)

  • Settings (A/B Testing) - specify the variable you would like to test (e.g. subject line, content) is and the test strategy set-up

  • Personalization (Dynamic Content) - how different versions of the communication based on a more specific audience are set up

Get started by learning how to create a Campaign:

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