The campaign is a globally known industry term that in sales and marketing refers to content that is designed and executed to promote services/products.  In Ninja EMS, campaigns refer to email content that you design/create for a specific promotion, sales process, or funnel. In the later stage, execute this campaign for the recipients saved in the specific list(s) in the system.

In this Article

  • How do I create email content within Ninja EMS?
  • How do I manage HTML and Text content for an email?
  • How can I create a personalized email campaign?

Creating Campaigns

The page where you land after clicking Campaigns on the main navigation under “Campaigns” will show a table carrying already saved campaigns. If you are doing it for the first time and don’t have any campaign yet, then, the table appears empty and you’ll have to create some campaigns to populate the campaigns’ table. Click the “Create Campaign” button at the left-side corner of the page to start the process of creating the content for your campaign.

Campaign Group

Campaign groups are like list groups, you add a certain type of campaign to a specific group to better categorize your workflow. A small plus beside the group label enables the creation of a new campaign group by filling in just one field “Campaign Group”. If you already have created a group, select it from the dropdown, or create one to select for the process.


The recipient of the email campaign doesn’t see this name, although the field is mandatory to fill, it is just for the internal system reference. In this field, give a recognizable name to your campaign like Christmas Discount Offer, Winter Collection Off, etc. that you later can easily recognize and manage.

Email Subject

Email subject or subject line is the text area that the recipient first views when receiving an email in the inbox, it is the text reading which a recipient makes a further decision of open or discard the email. So it remains the most important part of your overall email content strategy. A catchy email subject drives more open rates and more open rates increase the chances of better conversions. The short and crisp subject line works better than the lengthy subject lines.

How do I create an email content body?

You have got an HTML editor to create and edit the HTML part of your email campaign. Using the editor you can add images, tables, and links in your email content. You can properly format the content using the elements like choosing a style, size, and font of your preference. If you’ve created your HMTL outside the Ninja EMS, you can simply copy and paste the HTML in the editor source to work. Before saving, you can always click Preview to see how it appears.

A text box below helps you create & manage the text area of your campaign. Mostly, you only need to just press “Copy HTML as Text” to copy the text from the HTML editor to the text area and save the campaign.

How can I Personalize Email Content? (Shortcodes)

Personalization is certainly a great idea to improve email engagement. The shortcodes and merge tags help you create dynamically driven personalized content. Name personalization is the most common and largely used example of personalization, in which every recipient is greeted with his/her name. In Ninja EMS, you would simply click “Shortcodes” to view the possibility of adding personalized tags to your content.  When you click “Shortcodes” from the left side of your HTML editor, a window pops up on your screen with different elements discussed in the following area.

  • System Variables

These are the variables that belong to the system and don’t have any link with the recipient data fields. Like clicking to add “Unsubscribe-Link” or adding “Todays-Date”. These work with the system's built-in structure and don’t need to fetch any data from recipients’ data fields. The structure of system variables appears within square brackets and dollar signs like [$confirm-link$].

  • Custom Fields

If you’ve read the Lists-Create article before, or have already created a few lists within the system, you should have a clear idea of part of the custom fields. These fields actually facilitate saving recipient information other than in the default email field, i.e. first name, company, gender, and other information like this. While creating content for a campaign, you can see which fields are available to create tags of. Custom field variables appear within two square brackets and the number sign like [#first-name#] and it always fetches data from the custom/data field of the recipient to translate the raw variable into real value. If the custom field of some recipients doesn’t have the First-Name value saved, the variable will not work for these recipients.

  • SpinTags

Spintags are the words or phrases that spin for every new recipient with alternative words/phrases saved. Spintag first needs to be created and saved, and how Spintags are created is discussed in a separate article. When you click shortcode beside the HTML editor, already saved spintags appear under the 3rd heading. In Ninja EMS, a spintag is defined within two square brackets and two percentage signs like [%hello%].

Click “Save” to save your preferences, “Exit” to leave the page without saving, and “Save and Add another” to save the current preference and reopen the page for a new entry.