About this process

  • Department: Marketing
  • Responsible: All
  • Accountable:
  • Consult: Vaughn
  • Inform: All
  • Date created: 01/08/19
  • Date last updated: 01/08/19

Following this process will help you to draft and send emails which need to be SMART and work for more than one audience, smoothly. 

Note: Before starting this process, considering whether you really do need to do a SMART email, or whether you should have 2 separate emails. If you use a SMART email your analytics will be merged and can make it harder to spot trends.

Step 1 of the process

Define the lists which are going to be receiving your emails. For example, if you want to send an email to everyone who has opted in, but would like to change the wording for those who have downloaded your ebook already make sure you have:

  • A list of those who are opted in 
  • A list of those who have downloaded the ebook

Step 2 of the process

Choose an email template that is appropriate for the broadcast you need to send. For a newsletter there will already be a template (if there isn’t, follow the process for its creation here), for other emails the client will have a preference for either branded headers or a plain text email.

Step 3 of the process

Once you are in the email editor, hover over the rich text module which you would like to make SMART and select the icon. Follow the steps. For example, if using the example from step 1, at this point you would select the list of those who have downloaded the ebook. 

A video explains this here.

Now you have your two versions. 

Step 4 of the process

Draft the copy for both versions created in step 3, including a personalisation token for at least the opening salutation and other relevant points.


  • ‘From’ address (ideally a real person)
  • ‘From’ name  (ideally a real person)
  • Preview text (unless the template says this isn’t necessary)

Remember that for the subject line you will need to follow the process for adding SMART content again, by clicking ‘add a smart rule’.

If this email needs to come from the contact owner, select this option in the from name and address, as well as using the personalisation token in the sign-off. See a video explaining this here

If you are using images, make sure that you use the same size as those in the template already so that it works on mobile.

Step 5 of the process

Set the email to a relevant campaign and select the type of email (typically marketing email, unless the portal has different types based on events vs. general marketing for example) in the settings tab.

Step 6 of the process

Decide whether you are going to run an A/B test for this email send. This can only be done if you are not using Seventh Sense for the send. Remember, if the list you are sending to is below 1000 contacts the A/B function will naturally send 50/50, but over 1000 you can choose the test proportion before the winning version is sent to the remainder. Where possible, send 15% A, 15% B and then 70% winning.

Step 7 of the process

Go to the recipients tab and either select ‘publish for automation’ or select your recipients using the lists feature. 

When you select recipients, the email will then recognise how the SMART sections should work within that. So in the example from step one, you would set your recipient list to be the list of people who have opted in and then the SMART content would pick up the fact that those who have downloaded the ebook should get the different variation.

Decide whether you want to send to unengaged contacts - if you do, uncheck the box.

Step 8 of the process

Review the email, checking for links, defaults on the personalisation tokens and the recipient lists.

Step 9 of the process

Test the email using the testing tool on the left hand side of the email editor screen. If the email is using imagery or a styled template, also remember to test different email clients as appearance can vary. 

To test the different variations, choose a contact which meets the different criteria and test using them as the test contact (but sending the email to yourself) - example:

Step 10 of the process

Send to the client for review. Explain to them how to see the different variations by clicking on the SMART icon in the module. 

Step 11 of the process

Make any required amends following the client review.

Step 12 of the process

Send the email. If sending via Seventh Sense, follow that process here. If not, either send now or schedule for later as appropriate.

Topics: Marketing Services Processes