Note: Please be aware that the guide below refers to Ometria's old Broadcast Campaigns function. For user help with the new UI, see Broadcast Campaign Builder.


Broadcast campaigns can be accessed by clicking on the "Campaigns" tab in the main navigation bar.

There are 3 main sections, "Draft", "Scheduled" and "Sent". In every section, you are also able to create a brand new campaign.

Important: Unless there is a valid sending domain for your account, you will not be able to proceed to create a draft / live template.

Draft tab

The draft tab contains all unscheduled and unsent campaigns. Each draft campaign can be edited, duplicated or deleted.

Scheduled tab

This tab contains all scheduled and active campaigns.

Before the campaign is sent out, you will be able to cancel it. Once cancelled, it will be moved back to the "Draft" tab.

Once the campaign is being sent out, you can still cancel the campaign and it will be moved to the "Sent" tab.

Sent tab

All campaigns that were sent and cancelled while being sent can be found in this tab. You have the option to resend the campaign using the exact same template and settings. You can also click "view" stats to be taken to the campaign performance page. 

Filtering campaigns

You can filter the Broadcast Campaigns listed in the Draft view by campaign title. 

Scheduled and Sent campaign views can be filtered by the campaign Title and the Date Scheduled.

Creating a new campaign

When creating a campaign, there are 5 stages without split testing, and 6 stages when choosing to split test your campaign. Please note that the campaign will save automatically after you pass each stage.

Creating a standard campaign without split testing 

The 5 stages are "Recipients", "Setup", "Template", "Delivery" and "Send".

1) Recipients

This is the very first screen of setting up your campaign. In addition to naming your campaign, you are able to use predefined segments or filter on the fly to target a specific segment of your contacts. You are also able to filter predefined segments. For creating a split test, please see below.

This logic also applies to the available selection of contacts to exclude: Exclude unengaged contacts (all contacts who have had no engagement over the last 180 days), Exclude contacts currently in automation campaigns (this includes both active and paused campaigns) and Exclude contacts in specific segments.

Important: A contacts engaged score is contact specific and is weighted with more recent email engagements having a higher weighting. Contacts need to have had the opportunity to engage for this to impact their engagement score.

The KPIs on the right-hand side represents the currently selected segment excluding members from the suppression list (if activated).

The final number of recipients is the orange KPI "Selected Recipients". It's important to note that sometimes this number might be less than that of the total number of contacts in the segment. Only contacts with an opted-in subscription status can be targeted.

Please note that you can send a campaign to multiples lists by selecting "customer that belongs to a segment, which is one of" in the filter.

Important: The final count of the segment will be updated on send time. Therefore, if you schedule a campaign in the future and are targeting a dynamic segment, the "selected recipients" number might be different.

Excluding unengaged contacts when scheduling broadcast campaigns

By default, the option to Exclude unengaged contacts is not selected when scheduling your broadcast campaign sends. If you would like to exclude unengaged contacts from your campaign you will need to select the Exclude unengaged contacts option.

Important - as previously, the final total number of contacts excluded is calculated at the point of sending.

For more details regarding the calculation of unengaged contacts please see our customer insights documentation.

Excluding contacts currently active in automation flows

Marketers can choose to exclude contacts currently active in any automation campaigns (this includes both paused and active campaigns) in the Recipients tab when scheduling a broadcast campaign.

To exclude contacts actives in any paused or active automation campaign from receiving broadcast campaigns you can select the ' active in any campaign' option when scheduling your broadcast campaign.

Similarly, to exclude contacts present in any individual campaign or set of campaigns you can use the active in the selected campaigns option and then select from any of the automation campaigns listed.

If you choose to exclude contacts currently in automation campaigns the metrics displayed in the  Recipients view will update to reflect the exclusion/s, with only those contacts who qualify included in the metrics.

2) Setup

This stage allows you to set the subject line, the preheader, from name, from email address and reply to address.

You do not have to fill the "reply to" address if you want the "reply to" email to be the same as the "from" email address.

You can also add custom UTM parameters - please note that Ometria automatically adds UTM parameters and this should only be used if you want to overwrite them. 

You can personalise the subject line and preheader using customer attributes from the "personalisation" drop-down.

Important: If you want to display an alternative subject line if the contact attribute is missing, you must use "if" conditions. For example: 

{% if profile.firstname %}Hello {{ profile.firstname }},{% else %}Hello,{% endif %}

This will display "Hello John," or "Hello," if the name attribute is missing from the profile.

You can use any merge tag that is available here.

3) Template

The first time you visit this page, you will have the option to choose from "saved templates" or "previously sent campaigns". When looking at "saved templates", all of the templates in the account will be displayed on this screen,  including automation templates. When selecting "previously sent campaigns" you will be shown the template and the configuration of the template that was used in a previous campaign. This will effectively recreate a previous campaign in case you don't want to start from scratch.

If you save and exit, or come back to a draft campaign, the template you have previously selected/edited will appear as "active" as shown below.

lease note that you can still choose a different template. When doing so you will be asked to keep or discard the existing configuration:

Important: once you change the template, your current configuration of the template (active template) will be deleted. Please see the guides on Templates and the Visual Editor if you have any questions.

4) Delivery

Once the template has been finalised, you will have several delivery options:

Send now

Will send the campaign as soon as everything has been processed.  Important: the campaign will not send immediately - it will appear as scheduled for a few minutes before the status is changed to "sending".


Schedule the campaign at a future point in time. This option also enables the user to send the email using customers local time zone. 

Batch sending

You can choose to send the campaign in multiple batches with a specific delay between each one. This is typically used to control the number of visitors from a campaign.

5) Send

The final step in the broadcast campaign workflow is a verification page. This is your last chance to verify all campaign and template details before sending the campaign.

Once you press "save & send" or "save & schedule" the campaign will appear in the "scheduled" tab.

Creating a split test campaign

When creating a standard split test campaign or a split test with a winner, there are several changes to the workflow:

  • additional options in the "recipients" panel
  • an additional "test" page
  • the "delivery" page will have different settings depending on the split test the user chooses
  • the "send" page will have additional information about the variations you are testing

All other options, settings and pages will be identical to creating a brand new campaign without a split test.

1) Recipients

In the "would you like to test your campaign" panel you have two options:

Split test campaign

This option enables you to run a split test with up to 5 variations. When selecting this option, the user will enter the same workflow as creating a standard campaign until they reach the "test" page.

When going through the stages, you are effectively creating the "A" variation of the test. Once you reach the "test" page, you will be able to add additional variations to test content, subject line, from name and send time.

Split test with a winner

This option enables you to run a split test with up to 5 variations and pick a winner based on open or click-through rate after x hours/days.

A slider will appear, enabling you to choose the split between how many recipients will receive the test, and how many will receive the winner. In the screenshot below, the orange bar represents the number of recipients that will receive the test and the grey bar represents the number of recipients that will receive the winning combination:

Just like with the basic split test, you will create the "A" variation of the test until you reach the "test" page.

2) Setup

Same as standard campaign

3) Template

Same as standard campaign

4) Delivery

Split test campaign

Same as standard campaign - all options are available.

Important: When selecting auto-follow-up, the auto-follow-up subject line will always be used.

Split test with a winner

When choosing this option, you will not be able to select auto follow-up.

5) Test

This page is only available when creating a test campaign.

Split test campaign

With the basic split test campaign you have the option to add up to 5 variations and test:

  • Content: you can modify variation A or choose a different template
  • Subject line: if you want to test a personalised subject line you will have to manually insert merge tags.
  • From name
  • Scheduled to start at: you can test the date and send time for each variation

The split for each variation will be equal, two tests = 50%, three tests = 33% etc.

Important: If you go back and modify the settings of any stage of the workflow, they will impact the A variation of the test on the "test" page. For example, if you go back and change the subject line on the "setup" page, the subject line for variation A will be updated. However, other variations will not be affected.

Split test with a winner

Testing options are identical to the basic split test - the only difference is that you will get an additional "winning combination" panel.

The split is based on the percentages you have selected at the "recipients" page using the slider. For example, if you selected to send the test to 20% of your contacts and the winning combination to 80%, adding a variation on this page will split the 20% in two (10%). If you add a third test the percentage will split in three (6.7%) etc. The 80% will not change by adding variations. 

Important: You can go back to the recipients' screen and change the percentage - this will be updated on the "test" screen.

6) Send

In addition to the information that is summarised for a standard campaign, Ometria will show all the variants which are being tested. In the example below, you can clearly see that two tests will be sent to 25% each and the winning combination will be sent to 50%. You can also toggle the A/B tabs to preview the template if you have changed the content.

There is not A / B indication for the delivery because for this particular test the user has not decided to test send time.

For further information, please contact your account manager or