Marketing

Marketing Dashboard

The Marketing dashboard serves as your centralized hub for monitoring the health and performance of your outreach efforts. It provides a comprehensive view of how your audience is engaging with your email campaigns, allowing you to optimize your strategy based on real-time data.
 

Sends: The total number of successfully sent emails.

Opens: The total number of delivered emails that were opened. 

Clicks: The total count of all clicks on any link within your emails.

Click Through Rate: The percentage of delivered emails that received at least one click.

Bounces: Emails that failed to deliver due to permanent (e.g., an invalid or non-existent email address) or temporary reasons (e.g., a full inbox or temporary server issue).

Unsubscribes: The total number of email recipients that unsubscribed from your email campaign.

Spam Complaints: The total number of spam complaints received from your email recipients.

Reputation pressure: Reputation Pressure represents the current "strain" or risk level placed on your sender reputation based on recent activity. This metric is a real-time indicator of how close you are to triggering spam filters or receiving penalties from Mailbox Providers like Gmail or Outlook. The following is taken into account when calculating your ‘reputation pressure’:

• Spam Complaint Rate
• Hard Bounce Rate
• Volume Spikes
• Unsubscribe Rate

Marketing Campaigns

With the segments you have defined, set up marketing campaigns to target your audience. You can use any of the email templates you have created to either send now, or schedule a campaign for a specified date. Monitor campaign success metrics such as open and click rates.

Creating a campaign

• Go to Marketing > Campaigns.
• Click Create.

Select your email template

• On the right hand side within the email preview, select the email template you wish to send for your campaign.

• You can preview how the email template will be received across different devices by toggling the device preview selector.

Campaign details 

• Enter a campaign name. It’s important you name it something that you can easily identify, e.g. ‘Winback campaign - January 2026’
• Choose a subject line. This is what your recipients will see when the campaign lands in their inbox.

From

• We recommend using a name that recipients will instantly recognize, like your company name.
• Enter the email address you wish to send the campaign from.

To

• Next, pick the segment or segments you wish to send this campaign to.

Please note, the total number of customers is not the number of people who will receive the email campaign.

Send time

• You can either choose to send your campaign now, or schedule it for a later date using the campaign calendar.
• To prevent the same recipients receiving the same email campaign over and over again, set a cooldown limit.

Tracking

• Ensure that all tracking settings are enabled if you wish to monitor metrics like open and link clicks.

Sending your campaign

• Hit Send campaign to begin sending it out to your audience.

Please note, to avoid mass sending of emails at one time and potential sender reputation pressure, Purple will stagger the sending of your email campaigns.

• Alternatively, you can click Save draft and come back to send it later.

Marketing Templates

Our comprehensive yet user-friendly email template builder allows you to craft modern, sleek email templates in minutes. Whether you want to use a Purple-crafted template, or start from scratch, the builder offers more than enough customization to create a professional email.

Create

• Go to Marketing > Templates > Email templates.
• Select Create new template, or duplicate an existing template. We have provided a standard set of templates to help you get started.

• You are now in our drag and drop email template builder.
• On the left hand side of the builder, you have four pages: Content, Theme, and Variables.

Content

• Content is where you can customise the layout of your email template. You have 6 elements to pick from: Title, Paragraph, List, Image, Button and Divider.
• Clicking on each element will add it into the live preview in the middle of your screen, as well as open a side bar on the right hand side called Properties.

• When hovering over each element within the preview, click the 6 dots icon to drag and drop each element to your choosing, the copy icon to duplicate or the delete icon to delete it.

Properties

• Properties allows you to edit every detail of your element, specifically the content and style.
• If you want to use the font defined in your brand kit, select Font styles and select your brand kit from the drop down.

• This will automatically determine your style, size and weight for that specific element.
• If you want to use the colours defined in your brand kit for the text and background, select your brand kit from the drop down and the colour you want to apply.

• You can also adjust the text alignment, padding and margin if necessary.

Theme

• This is where you can quickly and easily define a background colour from your brand kit, as well as a default font for all of your elements.
• To select a colour from your brand kit, hit the ‘palette’ icon, choose your brand kit from the dropdown and select a colour.

Variables

• Variables are the properties you have defined in your CRM. They will appear in the variables list.
   

• To use variables, select and click on the variable you wish to add to your email template. It will now be copied to your clipboard.
• Select the element you wish to include the variable, and paste it into the text box in the properties sidebar on the right hand side of the page.

Please note, if some of your contacts in your segment have missing data for properties you are including in your email template, they will appear blank in the email received by your customer.

• To preview your email template, click Preview at the top right of the page.

• You can view how your template would be received across different devices by selecting the device modal in the top right of the preview pop-up.
• Want to see how it would look if you were receiving it? Send a test email to your chosen email address.

• If you are happy with your email template, click Save template.
   

• You can preview or edit your email template at any time, by hovering over the template thumbnail and selecting the preview or edit icons.
• You can also edit the name of your template, duplicate it, or delete it by clicking your chosen action at the bottom of the tile.
   

Marketing Analytics

The Marketing analytics tab is your comprehensive suite for tracking performance metrics and gaining actionable insights across all your marketing campaigns. Divided into four specialized views: Overview, Delivery, Engagement, and Audience. This tab allows you to drill down into the specific data points that matter most to your business.

Overview:

• Emails sent: The number of successfully delivered emails.
• Open rate: The percentage of delivered emails that were opened. 
• Click rate (CTR): The percentage of delivered emails that received at least one click.

Delivery:

• Delivery Rate: The percentage of sent emails that did not bounce.
• Hard Bounces: Emails that failed to deliver due to permanent reasons (e.g., an invalid or non-existent email address).
• Soft Bounces: Emails that failed to deliver due to temporary reasons (e.g., a full inbox or temporary server issue).
• Active Subscribers: The total number of unique contacts in your list who are eligible to receive marketing (excludes unsubscribed or blacklisted addresses).
• List Hygiene: A qualitative rating based on your ratio of active subscribers vs. bounces and complaints.
• Spam Complaint Rate: The percentage of recipients who marked your email as spam.

Engagement:

• Total Opens: The total number of times an email was opened (includes multiple opens by the same recipient).
• Unique Opens: The number of individual recipients who opened the email at least once. 
• Open Rate: The percentage of delivered emails that were opened. 
• Click-to-Open Rate (CTOR): Measures the effectiveness of your content among those who opened the email. 
• Total Clicks: The total count of all clicks on any link within your emails.
• Unique Clicks: The number of individual recipients who clicked at least one link.
• Click Rate (CTR): The percentage of delivered emails that received at least one click.
• Top Locations: A ranking of engagement (opens/clicks) categorized by the IP-based geographical location of the recipient.

Audience:

Subject Line Performance: A comparative view showing the Open and Click rates specifically attributed to different subject line variations.

Marketing Settings

Brand kits

A brand kit allows you to upload your company colours, font styles and assets (e.g. Images, logos) that can be reused over and over again. Instead of defining your colours in an email template each time you create one, use your pre-defined brand styles to speed yourself along.

Creating a brand kit

• Go to Marketing > Settings > Brand Kits.
• Click Create Brand Kit.
   

Enter a name and a description for your brand kit and hit Create Brand Kit.

Add Colours

• Click Add colour.

• Either select a colour from our palette, or define a colour using a hex code.
• Select a name for your colour.
• Choose what type your colour will be e.g. Primary.
• Add usage notes if necessary.
• Click Add colour.

Add font styles

• Navigate to the fonts tab within the brand kit page.
• Click Add font style.

• Name the font style.
• Select a font from our list of supported styles.
• Enter a font size and weight.
• Check the preview to make sure you’re happy with your selected font. 
• Click Add font style.

Upload brand assets

• Navigate to the assets tab within the brand kit page.
• Click Upload asset.

• Ensure the file is formatted in the correct file type (Images, PDF, AI and PSD).
• Enter a name for the asset.
• Then select what type of asset you’d like it to be, e.g. Logo.
• Finally, click Upload asset.

Editing a brand kit

• Go to Marketing > Settings > Brand Kits.
• Select the brand kit you’d like to edit and click the 3 dots > Open Kit.

Deleting a brand kit

• Go to Marketing > Settings > Brand Kits.
• Select the brand kit you’d like to delete and click the 3 dots > Delete.

DNS Setup

This guide walks you through the steps required to verify your domain identity with our email service. This step is essential to confirm that you own the domain and to ensure your emails reliably reach recipients' inboxes.

Who Should Complete This Task?

Making these changes requires access to your domain's DNS Management settings. Depending on your business, this may be you, or it may be someone else.

If you don't know your login details, you'll need to contact:

• The person who set up your company’s website.
• Your IT support team or website administrator.
• The owner of your domain name registration account.

Step 1: Identify Your Domain’s DNS Provider 

Before continuing, you need to know where your DNS records are managed. This is almost always one of the following three places:
 

Depending on the structure of your organisation, the person who can identify where your domain is managed could be a third party (e.g. Outsourced IT Support) or it could be internal (e.g. Your web team). Once you have identified the DNS provider, you will need to log in to a control panel and look for terms like "DNS Management," or "Configure DNS”
 

Important: How Long Will This Process Take?

Please understand that making the changes outlined in the next step can be very quick (5 - 30 minutes), the process of verifying them is not always instant.

When you save the new records, they need to be distributed across the entire global network of Domain Name System (DNS) servers—a process called propagation.

• We don't know how long this will take. It can be as fast as a few minutes or take up to 48 hours depending on your specific DNS provider and internet conditions.
• What you can do now: You can continue to set up the rest of our product and prepare your first campaign.

What you can't do yet: Until verification is complete, you will be unable to send full email campaigns. We will notify you immediately when your domain is successfully verified.

Step 2: Adding the CNAME Records

Go to Marketing > Settings > DNS Setup. Our system’s setup journey will provide you with three new records that need to be added to your DNS provider’s system.

If you’re comfortable managing DNS, make the changes and then our system will continually check for the updates to verify your accounts. You can check up on the DNS Setup page to confirm when verification has completed, and you will also receive a verification confirmation email.

If you’re not comfortable, we’ve provided guidance below. Unfortunately, we can’t provide guidance for every single DNS provider, so the instructions below are generalised. You may need to ask your provider for help if you get stuck.

You should have our DNS Setup page open so you can copy the text values provided, rather than try and re-type them. 

Detailed Instructions

1. Select the Record Type: When adding a new record, choose CNAME.
2. Enter the Host/Name: This is the first column from the table above (e.g., em001.yourdomain.com).
   • Pro Tip: Some systems only want the subdomain part (e.g., just em001). If entering the full name doesn't work, try just entering the part before your actual domain.
3. Enter the Value/Target: This is the second column in our DNS Setup table (e.g., u12345678.wl00.email.net). This must be entered exactly as provided. Please use the copy button to ensure you’re getting the right information. 
4. Time to Live (TTL): If your provider asks for this, you can safely leave it on the default setting.
5. 🚨 IMPORTANT: DO NOT DELETE ANY EXISTING RECORDS 🚨 Be extremely careful not to accidentally delete any existing records. Deleting these could break your existing website or email service.

Repeat: You’ll need to complete the process for all three records. Some providers only let you add one record at a time, whereas others might let you do all three at once. Our advice would be to do one at a time to be extra cautious.