Campaign Best Practices Growth+This feature requires the Growth+ plan or higher
A well-crafted email campaign can bring customers back, fill empty time slots, and grow your revenue. Here are practical tips to help you get the most out of every campaign you send.
Writing Effective Subject Lines
The subject line is the single most important factor in whether your email gets opened.
- Keep it short. Aim for 40-50 characters. Longer subject lines get cut off on mobile devices.
- Be specific. "20% off kayak rentals this weekend" is better than "Special offer inside!"
- Create urgency (when genuine). "Last 3 spots on Saturday's sunset tour" encourages immediate action — but only use urgency when it is real.
- Avoid spammy language. Words like "FREE!!!", "ACT NOW", and excessive punctuation can trigger spam filters.
- Use the AI Generate button. Let EquipDash suggest subject lines based on your campaign content — you can use the suggestion as-is or tweak it.
Crafting the Email Body
Keep It Focused
Each campaign should have one clear purpose and one main call-to-action. Ask yourself: "What is the one thing I want the reader to do?" Then build the email around that.
Use Personalisation
Use the {customer_name} placeholder to address each customer by name. Personalised emails feel more relevant and tend to get better engagement.
If you have attached a promo code, use the {promo_code} placeholder to insert it directly into the email body so customers can easily copy and use it.
Structure for Scanning
Most people scan emails rather than read every word. Structure your email with:
- A clear opening — Get to the point quickly.
- The offer or message — Explain clearly in one or two sentences.
- A call to action — Tell the reader what to do next (e.g., "Use code SUMMER20 at checkout").
- Any conditions (optional) — Expiry dates, minimum spend, etc.
Use AI Generate
The AI Generate button on both the subject line and email body fields can save you significant time. It generates content based on your campaign name and description, which you can then edit to your liking.
Choosing the Right Audience
Sending the right message to the right people matters more than sending to everyone.
| Goal | Who to Target | How |
|---|---|---|
| Promote a specific product | Customers who booked similar items | Filter by Criteria → Product |
| Promote an experience | Customers who booked related experiences | Filter by Criteria → Experience |
| Reward VIP customers | Your best customers | Select Specific → pick them manually |
| Broad announcement | Everyone | All Customers |
See Selecting Recipients for details on how to configure your audience.
Timing Your Campaigns
When you send matters almost as much as what you send.
- Mid-week, mid-morning tends to work well for most small businesses (Tuesday-Thursday, 9-11am).
- Avoid weekends unless your audience is particularly active then.
- Send seasonal promotions early. Give customers time to plan — a summer sale email in mid-spring performs better than one sent the week before summer starts.
Using Promo Codes Effectively
Including a promo code in your campaign gives customers a clear reason to act:
- Keep the code simple. "SUMMER20" is better than "XJ8K2PLM".
- Use the
{promo_code}placeholder in the email body so the code is displayed clearly. - Set a deadline. "Use code SUMMER20 before 30 June" creates urgency and gives you a clear end point.
- Match the offer to the audience. A percentage discount works well for higher-value bookings; a flat amount works well for lower-value ones.
Common Mistakes to Avoid
| Mistake | Why It Hurts | What to Do Instead |
|---|---|---|
| Sending to everyone, every time | Leads to unsubscribes and low engagement | Target specific customer groups |
| No call-to-action | Readers do not know what to do next | Include a clear next step |
| Too much text | People stop reading | Keep it short and scannable |
| No promo code or incentive | No reason to act now | Attach a code with a deadline |
| Sending too frequently | Causes email fatigue | Limit to 2-4 campaigns per month |
| Never checking stats | You do not learn what works | Review every campaign's results |
Campaign Frequency Guidelines
| Business Type | Suggested Frequency |
|---|---|
| Seasonal rental shops | 2-3 campaigns per month during peak season, 1 per month off-season |
| Year-round activity operators | 2-4 per month |
| Multi-location businesses | 1-2 per location per month (targeted by location) |
The right frequency depends on your business and audience. Start conservative and adjust from there.