What Email Marketing Covers

The platform handles three distinct types of email, all through the same sending infrastructure:

Broadcast Campaigns — one-time sends to a static audience, at a time you control. Best for promotions, announcements, and newsletters.

Workflow/Automation Emails — triggered by an action or a date and sent automatically (a form submission, a tag being added, a pipeline stage change). Best for welcome sequences, nurture flows, and behavior-triggered follow-ups.

One-to-one Conversation Emails — direct emails sent from a contact's record, similar to a normal inbox reply.

All three depend on the same underlying setup, so getting the sending infrastructure right first is what determines whether any of these actually land in an inbox.

Step 1: Set Up Domain Authentication (Do This Before Anything Else)

Sending from a shared or default sending domain instead of your own significantly reduces deliverability. Setting up proper authentication takes about 15 minutes and meaningfully improves inbox placement.

Use a dedicated sending subdomain rather than your root domain (e.g., mail.yourdomain.com or send.yourdomain.com). This keeps your marketing sending reputation separate from your main website/company domain, so if a campaign takes a reputation hit, it doesn't affect your primary domain.

Add the required SPF, DKIM, and DMARC records to your domain's DNS settings. These records prove to email providers that you're authorized to send from that domain.

Confirm all three show as verified/green before sending any real volume.

Step 2: Warm Up a New Sending Domain

A brand-new domain should not send high volume immediately, this triggers spam filters. Start small and increase gradually, for example roughly 100 emails on day one, increasing daily over the following week or two. This is especially important when migrating from another email provider, since sending reputation does not automatically carry over.

Step 3: Build and Send a Broadcast Campaign

Go to Marketing → Email → Campaigns (naming may vary slightly depending on account layout).

Click Create Campaign.

Choose the audience: a saved list or a segment built from specific tags/filters.

Build the email using the drag-and-drop builder, which supports custom HTML, dynamic merge fields (first name, custom values, etc.), and mobile-responsive layouts out of the box.

Write a clear subject line, avoiding common spam triggers ("FREE," excessive punctuation, all caps, "URGENT").

Send a test to yourself first to confirm formatting and links render correctly.

Schedule the send time, or send immediately.

Step 4: Build an Automated Email Sequence

Go to Automation → Workflows.

Choose or create a trigger, common ones include a form submission, a tag added, or an opportunity stage change.

Add an Email action as a step in the workflow.

Build the email content the same way as a campaign (merge fields, responsive builder).

Add wait steps between emails to space out the sequence appropriately.

Save and publish.

Automated sequences can also branch based on behavior, for example, if a lead clicks a high-intent link (like a pricing page) but doesn't book, the workflow can trigger an internal sales notification or a follow-up SMS instead of just continuing the default path.

Monitoring Deliverability

Deliverability issues almost always trace back to one of three causes:

Missing or incorrect DNS authentication — SPF, DKIM, or DMARC records aren't set up correctly, so providers reject or filter the message.

Sending to a cold, unwarmed domain — high volume too soon on a new domain.

Poor list hygiene — a high rate of bounces, spam complaints, or unengaged contacts drags down sender reputation over time.

Ongoing monitoring:

Review built-in campaign reports for delivery rate, open rate, click rate, unsubscribe rate, and bounce rate.

A rising bounce rate (generally above 2%) is a signal to clean the list immediately, remove hard bounces and long-inactive contacts.

External tools like Google Postmaster Tools and MXToolbox can check domain/IP reputation and confirm DNS records are still correctly configured if issues persist.