Marketing

Send email campaigns and newsletters, build audience segments, automate welcome and abandoned-basket emails with flows, run the sign-up popup (including the spin-to-win wheel), send push notifications, and build UTM-tagged campaign links.

Where to find it: Admin → Marketing (/admin/marketing).

The Marketing area is split into tabs along the top: Email Campaigns, Push Notifications, Audience Segments, Flows, Sign-up Popup, and URL Builder. If you use Klaviyo for email marketing, the Audience Segments and Sign-up Popup tabs are hidden and several other controls are disabled — see Using Klaviyo instead.

The wording of your automated (transactional and flow) emails is edited separately — see Email Templates.

Understand your audience numbers

The Email Campaigns Send tab opens with five stat cards:

• Total Verified Users — customers with a verified account.
• Opted In — verified customers who have opted in to marketing email. If people have subscribed through the sign-up popup without creating an account, an "+ N anonymous subscribers" line appears under this card — those anonymous subscribers also receive your broadcasts.
• Opted Out — the number of customers who have unsubscribed or never opted in.
• Opt-in Rate — opted-in customers as a percentage of verified users.
• Contact Usage — how much of your email plan's contact allowance you're using, shown as a percentage with the used/limit figures and plan name underneath. When usage gets high the percentage turns amber and an Approaching contact limit warning banner appears above the stats; consider upgrading your plan before you hit the limit, or your sends may be interrupted.

Create and send an email campaign

1. On the Email Campaigns → Send tab, click Create Email Campaign. (The button is disabled with a "Disabled while Klaviyo is connected" note if you use Klaviyo.)
2. Choose a Send Mode: Send Now or Schedule for Later.
3. Choose a Campaign Type:
   • Feature Competitions — showcases up to 5 active competitions with images, prices, and direct entry links. Tick the competitions to include from the list.
   • General Message — a free-form announcement built from content blocks (see Build a General Message with content blocks).
4. Fill in the copy fields:
   • Campaign Name (optional) — an internal label used for tracking; auto-generated if left blank.
   • Subject Line — what appears in the recipient's inbox.
   • Email Heading — the headline at the top of the email itself.
   • Preview Text (optional) — the snippet shown next to the subject in most inboxes; keep it short.
   • Introduction Text — the opening paragraph. Use {firstName} anywhere in it to personalise, e.g. "Hi {firstName}, we've got exciting new competitions for you!".
   • Footer Text (optional) — a sign-off line, e.g. "Good luck and happy entering!".
5. Optionally pick a Target Audience segment (see Target the right people with segments). Leave it on All opted-in subscribers to send to everyone, including anonymous popup subscribers. When you pick a segment, a blue box confirms exactly how many people will receive the campaign, notes anyone who matches but has no email on file, and shows when the audience was last refreshed.
6. Click Send Test Email, enter any address, and check the result in a real inbox before committing. The test button only enables once the form is complete.
7. Click the submit button — it reads Send to N Subscribers (with the live recipient count) for immediate sends, or Schedule Campaign if you chose Schedule for Later. A confirmation dialog restates the recipient count or scheduled time before anything goes out.

What happens next: for immediate sends, a blue "Sending campaign…" banner shows with the recipient count while the broadcast goes out, then a success message confirms how many recipients it reached. The campaign appears on the History tab as Sending, then Sent (or Failed if something went wrong). Scheduled campaigns appear in the Scheduled list on the Send tab until they fire.

Build a General Message with content blocks

General Message campaigns are assembled from stacked content blocks instead of a single text box. Click Add Block and choose:

• Text — a paragraph of text content.
• Image — an image from the media library.
• Button — a call-to-action button with a label and link.
• Divider — a horizontal separator line.
• Competition Cards — embed competition cards inside a general email.
• Two Column — an image and text side by side.

Each block has its own small editor. Use the up/down arrows on a block's header to reorder it, and the bin icon to remove it. You can add up to 20 blocks, and every block must be filled in before the campaign can be sent.

Schedule a campaign for later

Choose Schedule for Later as the Send Mode and pick a Scheduled Send Time — it must be at least 5 minutes in the future. After confirming, the campaign sits in the Scheduled list on the Send tab (and shows as Scheduled in History) until it fires automatically at that time.

Edit a scheduled campaign

You can change a scheduled campaign's content, audience, and send time right up until it fires — no need to cancel and recreate it:

1. Find the campaign in the Scheduled list on the Send tab (or filter History to Scheduled).
2. Click the pencil (Edit campaign) icon. The composer reopens with everything pre-filled, including the scheduled time.
3. Make your changes and click Save changes. The new send time must still be at least 5 minutes ahead.

Edited rows show an "Edited" note under their status; hover it to see who edited the campaign and when. If the campaign sends or is cancelled while you're editing, the save is rejected and the list refreshes so you can see what happened.

Test, cancel, or clear from the queue

Scheduled rows carry extra action icons alongside View:

• Send test email (paper aeroplane) — sends a test version of the scheduled campaign to a single inbox. The recipient field is pre-filled with your own address but you can send it to anyone.
• Cancel campaign (cross) — stops the campaign before it fires. The confirmation dialog restates the campaign (with the subject shown separately if the campaign has its own name), the scheduled time, and the audience — a rough subscriber count, or a note that it targets a segment. Cancelled campaigns stay visible in History with a Cancelled status.
• Clear (bin, on Failed rows only) — permanently deletes a failed campaign from the history after a confirmation. Use Redo first if you want to resend it; clearing is just tidy-up.

Resend a past campaign (Redo)

Every sent, failed, or cancelled campaign has a Redo (circular arrow) action in History and in the campaign detail panel. Redo loads the original content into the composer as a brand-new campaign — review it, adjust anything, and send or schedule as normal.

For Feature Competitions campaigns, any competitions that have since ended or been archived are automatically removed, with a warning telling you how many were dropped. Redo is disabled while a campaign is still Sending or Scheduled.

Review campaign history

Open the History tab on the Email Campaigns page to see every campaign, paginated with the newest first. Two filters sit above the table:

• Type — All Types, Competition Feature, or General Message.
• Status — All Statuses, Scheduled, Sending, Sent, Failed, or Cancelled.

The table columns are:

• Campaign — the campaign name with the subject line underneath.
• Type — Competition or General badge.
• Status — Scheduled, Sending, Sent, Failed, or Cancelled, plus an "Edited" note where relevant.
• Recipients — how many people the campaign was sent to. Scheduled rows show "All subscribers" or "Targeted" instead, since the final count isn't fixed until send time.
• Sent — how many emails went out, with a red "/ N failed" count if any deliveries failed.
• Date — when the campaign sent, or when a scheduled campaign will fire.
• Actions — View, plus the status-dependent actions described above (Send test, Edit, Cancel, Clear, Redo).

Click the eye (View campaign details) icon to open the full campaign: name, subject, heading, introduction, body, footer, the featured competitions as they were at send time, the Recipients / Sent / Failed counts, and who sent it. A Redo Campaign button sits in the panel footer.

The built-in history reports recipient, sent, and failed counts — it does not track opens or clicks. If you need engagement analytics at that level, that's one of the reasons to connect Klaviyo.

Target the right people with segments

Saved audience segments let you send campaigns to a slice of your list — big spenders, lapsed players, recent winners — instead of everyone. Manage them on the Audience Segments tab (/admin/marketing/segments). This tab is hidden while Klaviyo is connected; segmentation lives in Klaviyo in that case.

Create a segment

1. Click Create Segment.
2. Give it a Segment Name (name it for the audience, e.g. "Active Purchasers") and an optional description.
3. Tick one or more criteria and configure each:
   • Purchase History — has purchased / never purchased / purchased specific competitions (pick from a list).
   • Last Activity — active in the last N days, or inactive for N days (based on orders and entries).
   • Account Age — account created in the last N days, or older than N days.
   • Campaign Engagement — has received campaigns / never received campaigns.
   • Spend — lifetime spend or spend in the last N days, with an optional minimum and/or maximum in pounds. Counts gross spend on completed orders; set both bounds to 0 to target customers who haven't spent.
   • Win History — has won / never won / won in the last N days, scoped to any prize, main prize only, or instant win only.
   • Entry Depth — entered at least N distinct competitions and/or bought at least N total tickets (purchased tickets only).
   • Last Login — logged in within the last N days, or hasn't logged in for N days. Distinct from Last Activity; "hasn't logged in" includes customers who have never logged in.
   • Price Tier — average ticket price in a £ range, or has entered competitions priced in a £ range.
   • Lapsing / Recovery — a win-back window: active within an outer window of days but silent for at least a smaller number of days (e.g. 60/30 = "active 30–60 days ago, nothing since"). The outer window must be larger than the silence window.
4. Choose how to combine criteria: AND (all must match) or OR (any can match).
5. Click Create Segment.

Segment statuses and counts

After you save a segment (or change its criteria), it goes through a short preparation phase while the recipient list is built:

• Preparing… (amber) — the list is being built. You can leave the page; it finishes in the background.
• Ready (green) — the segment is up to date and selectable in the campaign composer. The Recipients column shows the authoritative deliverable count.
• Couldn't prepare (red) — the last build failed. Hover the chip for a plain-English reason. Most failures can be retried with the refresh icon; if the reason says the segment was removed externally, delete the segment and recreate it.

While a segment is Preparing or failed, the Recipients column shows an estimated ~N count from the last preview instead. A yellow "N unreachable" chip on a Ready segment means those customers match the criteria but aren't yet contactable by email — they're skipped from broadcasts.

Use the refresh icon (Refresh now) to rebuild a segment on demand — worth doing just before a time-sensitive send so the audience is current.

Edit or delete a segment

Use the pencil icon to edit a segment's name, description, or criteria — changing criteria sends it back through the Preparing phase. Use the bin icon to delete a segment; a confirmation warns that this can't be undone. Deleting a segment doesn't affect campaigns that already sent to it.

Use a segment in a campaign

In the campaign composer, pick the segment from the Target Audience dropdown. Only Ready segments are selectable; preparing or failed segments appear greyed out with a status suffix so you know why. The blue confirmation box (and the send button itself) shows the segment's actual deliverable count.

Automate emails with Flows

Flows are predefined automated email sequences that fire on customer events — no manual sending required. Manage them on the Flows tab (/admin/marketing/flows). Flows are seeded by the platform; you enable them, tune the timing, and edit the copy. While Klaviyo is connected, flow toggles are disabled — build your automations in Klaviyo instead.

The list shows each flow's trigger, step count, 30-day performance (runs started, runs recovered, and revenue recovered), and an on/off toggle. Triggers include:

• Customer's checkout timed out without completing payment (abandoned checkout).
• Customer added tickets to their basket but did not start checkout (abandoned basket).
• Customer opted in to marketing emails — via signup, checkout, or their account toggle (welcome series).

Enable and configure a flow

1. Click the cog (Configure) icon on a flow to open its configuration panel.
2. Check the Last 30 days stats at the top before changing anything: runs started, recovered (with recovery rate), revenue recovered, and emails sent (with delivered rate). A Recently recovered table lists the latest orders won back by the flow — click a row to open the order.
3. Adjust the Trigger settings:
   • Cooldown (days) — the same customer can't enter the flow again within this window.
   • Delay before first email (minutes) — abandoned-checkout flows only; a buffer so customers who immediately retry and pay never hear from the flow (default 60).
4. Build the Email steps (up to 6 per flow). For each step:
   • Delay — minutes after the trigger delay (first step) or after the previous step. The hint under the field translates minutes into hours/days for you. 0 = sent immediately.
   • Email template — the wording of each step is edited on its template page; click Preview & edit → to open it in Email Templates.
   • Discount code (optional) — type a code to surface inside that step's email. The code itself must already exist — create and manage codes in Promo Codes.
   • Send condition — Always send, Only if the customer has bought, or Only if the customer hasn't bought. "Bought" means a paid order placed since entering this flow, not lifetime history, checked at the moment the email is due.
5. Flip the enable toggle at the top and click Save changes.

Steps that have sent at least once show their own line of figures — sent, delivered, and unsubscribed — so you can spot which message is driving opt-outs. Closing the panel with unsaved changes prompts you to confirm before discarding.

Branch a flow on purchase behaviour

To send different emails to buyers and non-buyers at the same point in the sequence, pair two steps: give the second a 0-minute delay so both are due at the same moment, then set one to "Only if the customer has bought" and the other to "Only if the customer hasn't bought". Each customer matches exactly one side — for example, a thank-you with a repeat-purchase code down one path and a "haven't tried us yet?" nudge with a first-order code down the other.

Capture sign-ups with the popup

The sign-up popup invites site visitors to join your marketing list. Configure it on the Sign-up Popup tab (/admin/marketing/popup). This tab is hidden while Klaviyo is connected — use Klaviyo's signup forms instead; the form is also disabled with a notice if you land on the page directly.

Choose a Style:

• Standard — a plain email opt-in card.
• Wheel spin — a gamified spin-to-win wheel: the visitor enters their email (and optionally a first name) and spins for a discount code. The popup tells them "By spinning, you'll join our marketing list. Unsubscribe any time." — spinning is the opt-in, win or lose. Winners see the winning wedge's label on screen (for example "20% off") and are told to check their inbox — the actual discount code is delivered by email, not shown in the popup.

Settings shared by both styles

• Popup enabled — the master toggle. When off, the popup never renders for any visitor.
• Title and Body copy (labelled Subhead in Wheel mode).
• Show after (seconds) — how long a visitor browses before the popup appears (0–600).
• Re-show after (days) — how long a visitor who dismissed the popup waits before seeing it again (1–365).

Standard-only settings

• Button label — the subscribe button text.
• Success message — shown after a successful sign-up.

Wheel-only settings

• Lose message — shown when a visitor lands on a no-win wedge.
• Re-spin window (days) — how long a losing visitor must wait before spinning again. Wins are permanent — a winner can't spin again.

Set up the wheel's wedges

In Wheel mode, build the wheel from up to 12 wedges. For each wedge set:

• Label — the text on the wedge, e.g. "20% off".
• Weight — an integer (1–1000) controlling how likely the wedge is to be hit. The implied probability (≈ %) is shown under the field, based on the sum of all weights.
• Promotion code — pick an existing code from the dropdown, or leave it as — No win — for a losing wedge (e.g. "Better luck next time"). You can't create codes here; set them up first in Promo Codes — there's a "Need a new code?" link right on the page.

A warning appears under any wedge whose linked code is inactive, expired, has reached its maximum uses, or has been deleted — fix the code or pick another before relying on that wedge. The popup can't be enabled in Wheel mode until at least one wedge exists, and removing the last wedge switches the popup off.

Click Save changes to publish, or Reset to reload the last saved configuration.

Send push notifications

Push notifications reach customers who have enabled browser notifications for your site. Manage them on the Push Notifications tab (/admin/marketing/push-notifications), which has its own Send and History tabs.

The Send tab opens with four stats: Active Subscriptions (devices that will receive your next broadcast), Total Sent, Delivered, and Failed.

Send or schedule a push notification

1. Click Create Push Campaign.
2. Choose a Send Mode: Send Now or Schedule for Later.
3. Fill in:
   • Notification Title — the bold headline.
   • Message — the notification body text.
   • Link URL (optional) — where customers land when they click the notification.
   • Notification Type — Marketing or Competition Ending; this is the label the notification is filed under in history.
4. If scheduling, set the Scheduled Date & Time (at least 5 minutes ahead).
5. The panel footer confirms "Will be sent to N subscribers" — broadcasts always go to all active subscriptions; there's no per-segment targeting for push. Click Send Now or Schedule Notification.

Scheduled push notifications appear in the Scheduled list on the Send tab with their fire time. Click Cancel on one to stop it; the confirmation restates the title, message, scheduled time, and audience size.

Review push history and failures

The History tab lists everything sent, filterable by type (All Types / Marketing / Competition Ending). Broadcasts you sent carry a purple Broadcast badge with delivered and failed counts; if any deliveries failed, click View Failures to expand a per-recipient list of the errors recorded.

The history also includes the automatic one-to-one notifications the platform sends on your behalf — competition ending reminders, main prize wins, instant wins, and order confirmations — each with a Delivered or Failed badge. These need no action from you; they fire automatically for customers who have push enabled.

Build trackable links with the URL Builder

The URL Builder tab (/admin/marketing/url-builder) generates campaign URLs with UTM parameters so you can tell which ads, posts, and emails actually drive traffic and sales. The platform automatically records utm_source, utm_medium, utm_campaign, utm_term, and utm_content on visits — see Website Analytics for where the results show up.

1. Pick a Destination: Homepage, or Specific Competition (then choose the competition from the dropdown — the link goes straight to its entry page).
2. Fill in the UTM parameters:
   • Campaign Source (required) — where the traffic comes from, e.g. facebook, google, newsletter.
   • Campaign Medium (required) — the marketing channel, e.g. social, email, cpc, banner.
   • Campaign Name (required) — the specific campaign, e.g. summer_sale, black_friday.
   • Campaign Term (optional) — paid search keywords.
   • Campaign Content (optional) — distinguishes similar links, e.g. header_link vs sidebar_ad; useful for A/B testing.
3. Click Generate URL. The finished link appears with a breakdown of each parameter.
4. Click Copy URL to copy it to the clipboard, or Test URL in new tab to check it lands in the right place. Reset clears the form.

The page includes ready-made examples for common cases — Facebook paid ads, Instagram stories, email newsletters, and Google Ads — showing sensible source/medium/campaign combinations to copy.

Using Klaviyo instead

If you prefer to run email marketing from Klaviyo, connect it from Admin → Settings → Integrations. The Klaviyo tab on the Email Campaigns page shows your connection status at any time: while connected, it lists what's being synced to Klaviyo — user profiles and email preferences, order and purchase history, and competition entry events — with a Manage in Settings button; while disconnected, it summarises what Klaviyo adds (advanced analytics, automation flows, behaviour-based segmentation, template editor) with a Connect Klaviyo in Settings button.

While Klaviyo is connected, the built-in tools step aside so customers never receive duplicate emails:

• Create Email Campaign is disabled ("Disabled while Klaviyo is connected") — run broadcasts from Klaviyo.
• The Audience Segments and Sign-up Popup tabs disappear; segmentation and sign-up forms are managed in Klaviyo.
• Flow toggles are greyed out — build welcome and abandoned-cart automations in Klaviyo.
• The Target Audience dropdown is hidden from the campaign composer.

Disconnect Klaviyo in Settings and everything returns, including any segments and popup configuration you had saved before.

Troubleshooting

A campaign shows Failed, or some recipients failed. Open the campaign with the View icon to see the Recipients / Sent / Failed split. Use Redo to load the content into the composer and resend, and Clear (bin icon on Failed rows) to delete the dead row once you're done with it.

A segment is greyed out in the Target Audience dropdown. Only Ready segments can be selected. The suffix tells you why — "Preparing…" resolves itself shortly; "Couldn't prepare" needs attention on the Audience Segments tab.

A segment says "Couldn't prepare". Hover the red chip for the reason. Most failures (rate limits, timeouts) are fixed by clicking the refresh icon to retry. If the reason says the segment was removed externally, delete the segment and recreate it — refresh won't help.

A segment shows "N unreachable". Those customers match your criteria but aren't yet contactable by email, so they're skipped from broadcasts. The number usually falls as background syncs catch up.

I changed the popup but nothing happens on the site. Check, in order: is Klaviyo connected (the popup never renders and the form shows a notice)? Is the Popup enabled toggle on? In Wheel mode, is there at least one wedge? Remember the Show after delay, and that a visitor who recently dismissed the popup won't see it again until the Re-show after window passes — test in a private browsing window.

A wheel wedge shows a code warning. The linked promotion code is inactive, expired, out of uses, or deleted. Fix it in Promo Codes or point the wedge at a different code.

A scheduled campaign needs changing. Don't cancel and rebuild — click the pencil icon on the scheduled row to edit content, audience, and send time in one go.

Push deliveries are failing. Expand View Failures on the broadcast in push history to see the error recorded against each recipient. The Active Subscriptions stat on the Send tab shows how many devices can currently be reached, so compare it against the delivered count to gauge overall health.

A customer says they aren't getting marketing emails. They may have opted out (they count in the Opted Out stat) — customers can rejoin from their account settings or your sign-up popup. If they're opted in but still not receiving, check the email delivery logs in System Logs for bounces or suppressions.

Marketing buttons are disabled everywhere. Look for the "Disabled while Klaviyo is connected" notes — while Klaviyo is your email platform, broadcasts, segments, flows, and the popup are managed there. See Using Klaviyo instead.