Managing campaigns

Using liquid to personalize subject lines and email content

Learn more about using Liquid to personalize email and SMS message content in Personalizing campaign content with Liquid.

Preview text

Preview text is an email pre-header. It’s a snippet of text that appears after the email subject line in most email clients.

You can use preview text to improve your open rates by making your email message look better in the subscribers inbox.

Adding the preview text to your campaign’s email message

  1. Create a new campaign or edit an existing campaign.
  2. Enter your preview text. You can use tags to personalize and emoji to add extra meaning.

Tips for your preview text

  • Keep it short so the entire message can be seen in the email client.
  • Get to the point early and sum up the content inside.
  • Try including a sense of urgency or a teaser to entice the subscriber to open the email.

View an email campaign

To view an email campaign:

  1. One the Campaigns page, click the email campaign to be viewed.
  2. On the email campaign’s page, click the appropriate option (DesignAudienceReport and Activity along the top-right) to view more information about the people and their relevant activities conducted through this email campaign:


IMPORTANT: Non-human interactions (or server opens/clicks) caused by mailbox providers (such as Apple) are not included in report totals. Learn more about Auto-filtering of inorganic engagement data.

The Report option presents an overview of performance-related aspects of your email campaign, which includes the following sections:

Performance — this section of the page shows the following information:

  • Open rate — The percentage of received emails that open an email. Formula: (Unique opens / emails received)*100
  • Click rate — The percentage of received emails where there is a click. Formula: (Unique clicks / emails received)*100
  • Conversions (conversion rate) — When an activity is set to attribute you will see the total amount of conversions and conversion rate attributed to the campaign.
  • Successful deliveries — The amount of successful deliveries for this campaign. This excludes invalid email addresses and bounces.
  • Clicks per unique open — The percentage of unique subscribers who opened a campaigned and clicked inside. Formula: (Unique clicks / Unique opens)*100
  • Total opens (Open rate) — The amount of opens (unique) for this campaign. The open rate is included in brackets for reference.
  • Total clicks (Click rate) — The amount of clicks (unique) for this campaign. The click rate is included in brackets for reference.
  • Last opened — The date and time the last subscriber opened the email.
  • Last clicked — The date and time the last subscriber clicked a link.
  • Unsubscribed (Unsubscribe rate) — The amount of subscribers who unsubscribed from all email
  • Spam complaints — The amount of people who lodged a spam complaint.
  • Forwarded — The amount of forwards of this email using the forward feature.
  • Viewed online (unique) — The amount of unique times this campaign was viewed using the view online link.
  • Reacted (Reaction rate) — The amount of subscribers who reacted to this campaign. This also includes the reaction rate. Formula: (Reactions / Emails received)*100
  • Sentiment — The overall sentiment of the campaign based on reactions.
  • Additional information that may be shown for an email campaign related of an e-commerce data source integration (like Shopify):
    • Orders (order rate) — the amount of orders attributed to this email campaign. This is the total amount of orders attributed and the percentage of subscribers who received the email and ordered.
    • Revenue — This is the total sum of revenue attributed to this email campaign based on attribution settings.

Auto-filtering of inorganic engagement data

Many of Ortto’s features like journeys and playbooks rely on subscriber activity to trigger specific experiences and future content. Because of this, Ortto by default filters out inorganic engagement data caused by security systems on the receiving side in an attempt to maintain as accurate an experience as possible for subscribers entering such features.

In the email industry, there are activities identified as non-human interactions (also called inorganic engagement or server opens/clicks) that are a part of many mailbox providers' systems as elements protecting their users' security and privacy.

Apple’s mail privacy protection (MPP) is an example of a security/privacy tool that operates in such a capacity, creating the illusion of false opens as it pre-loads emails before the user (recipient) opens it.

These actions often look like subscriber opens and clicks when, in fact, the subscribers themselves haven’t seen or interacted with the email yet.

Many email-sending providers do not actively filter out these metrics, but Ortto does so by default in order to maintain a reliable and accurate experience with our platform.

Because of this, you may see a drop in engagement data between platforms, as Apple MPP and other similar systems have been seen to skew data for senders pretty significantly, depending on the industry.

If you are seeing any unexpected shifts in engagement data, explore the Improving email deliverability section of the User guide to make sure you are following deliverability best practices and seeing accurate results for your email campaigns.

Organize campaigns with folders

As your list of campaigns grows, you can create folders to organize and group your individual campaigns together. When organizing campaigns with folders:

  • Different types of campaigns (i.e. emailplaybooksms) can be added to a single folder.
  • A campaign can only belong to a single folder at any given time.
  • Folders cannot be nested.