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Automations are useful for when you want a sequence of events to be followed. This could involve pre-sale nurturing of a contact, post-sale up-sell emails, and touchpoints, etc. 



Email campaigns are one-off messages sent to a list of opted-in contacts from the Campaigns Overview page. Common use cases would be:

  • Sending out product updates
  • Newsletters
  • One-time promotions


One-to-one emails

One-to-one emails are personal emails sent to a single contact from an account user. These emails can be sent from a Deal record, an Automation, Contacts Overview page, or a Contact Profile page. You may want to use this feature in order to send a single, direct email to a contact without using an automation or campaign. Doing so will create and store your communications in one place.  

Other common use cases include:

  • Send a follow-up email to a lead on a Deal
  • Send a one-to-one email from an Automation
  • Reach out directly to your most engaged contacts with coupon codes or other special offers

Businesses often need to send files, such as whitepapers or checklists, to their contacts. With Nurturelabs CXP, you can easily send this content to your contacts and keep one of your most important metrics. 

While it’s possible to directly attach files to emails created using either the “Build from Scratch> Custom HTML” or the “Build from Scratch>Text only” option, it is not recommended because it will often get flagged as spam.

Here is what we recommend for adding files to your emails.

Adding a file to your email

To send files to your contacts, it’s recommended that you host the file using a 3rd party platform such as Dropbox or on your website, then link to that file from your email. Doing so has several benefits:

  • You can track subscriber engagement.
    By adding a link to your file from your email, you can track who clicked your link. If the file is hosted on your website, you can also track page visits using our Site Tracking feature. You can use this engagement data to create segments, tag contacts, add contacts to automations, adjust contact scores, and more. When you attach a file to an email instead, you won’t be able to track this data.
  • It can help you avoid the spam filter.
    Marketing emails that directly attach files are almost always flagged as spam by Internet Service Providers (ISPs) because of the rise of attachment-based email viruses. And even if they do make it through an ISP spam filter, your contact may still think it’s spam and mark it as such. This can harm your deliverability, domain, and sender reputation. 
  • It can help you avoid slow deliverability times.
    Attaching files directly to emails can increase the size of your message. When this happens, you can expect delays with contacts receiving your messages. Since you are only linking to the file from your email, your message size will not increase and contacts will get the information they need safely and quickly.
  • Your email is less likely to bounce.
    Files attached to emails are more likely to bounce due to mailbox storage and file size limits. By linking to a file instead, you can avoid this issue and contacts will receive your message.

Add a file by hosting it on your website

Another method you can use is to host the file on your website, then include the link in your email. 

To add a link to your email:

  1. Copy the URL of where your file is hosted online. 
  2. In a separate window or tab, log into your Nurturelabs CXP account.
  3. Locate the email you wish to add a file to.
    • If you wish to add a file to a campaign, navigate to the Campaigns Overview page and click “Continue” for that campaign.
    • If you wish to add a file to an automation email, navigate to the Automations Overview page, click “Edit” for the automation the email is in > click the email Click “Edit.”
  4. Locate the text you wish to add the link to and highlight it. 
  1. Click the link icon and paste the URL of your file into the field provided. Then click “OK.”
  1. Click “Save & Exit.”

Add a file using the Nurturelabs CXP Dropbox integration

Dropbox is a cloud storage service that you can use to upload and host files. Our integration will let you directly link to a file stored in Dropbox from your campaign or automation email.

How to directly attach a file to your email

If you created an email using either the “Build from Scratch> Custom HTML” or the “Build from Scratch>Text only” option, you can attach one .DOC, .DOCX, .JPG, or .PDF file that is no larger than 1 megabyte to your message. As a reminder, directly attaching files to your email is not recommended as a best practice.

Note that it’s not possible to directly attach files to one-to-one emails or campaigns and automation emails that were created using the drag-and-drop email designer.

To directly attach a file to your email:

  1. Create a campaign or automation email that uses either the “Build from Scratch > Custom HTML” or “Build from Scratch > Text Only” option.
  1. From the message builder of your campaign or automation email, click the paper clip on the top right of your screen.
  1. Click the “Choose file” button to select your file. You can only attach one file per email. Your file can be no larger than 1 megabyte and must be one of the following file types: .DOC, .DOCS, .JPG, or .PDF.
  1. Click “Close” then “Save & Exit.”

Labels are keywords that you can apply to campaigns in order group them by topic, audience, purpose, and more. For example, if you have a few campaigns used for re-engaging your contacts, you can add a “Re-engagement” label to them. Once a label is applied to a campaign, you can filter the Campaigns overview page by that label to quickly find what you need. While similar to folders, labels offer more flexibility as you can assign more than one to a single campaign.

The Campaigns, Automations, and Forms overview pages share the same labels. Any labels created on the Campaigns page will also be reflected on the Automations and Campaigns overview pages.

This article will cover:
How to create a campaign label
How to add a label to a campaign
How to remove a label from a campaign
How to filter campaigns by label

How to create a new campaign label

You can create a new label to apply to one or more campaigns.

From the Campaigns Overview page:

1. Click the checkbox next to each campaign you wish to create a new label for:

2. Click the “Add Label” dropdown that appears:

3. Scroll through the list of labels until you see the “Create New Label” button. Then click it:

4. Type the label into the field provided and select a label color by clicking it:

5. Click “Add Label”:

The new label will be applied to the selected campaign(s):

In addition, the new label will be available for future use and will appear in the Label dropdown located at the top of the page:

How to add a label to a campaign

To add an existing label to a campaign:

1. From the Campaigns Overview page, click the checkbox next to each campaign(s) you wish to apply an existing label to:

2. Click the label dropdown that appears:

3. Click the label to wish to apply to the selected campaign(s):

The label will be applied to the selected campaign(s):

How to remove a label from a campaign

To remove a label from a campaign, click the “x” for the label you wish to remove:

How to filter campaigns by label

Any labels you create will appear in the “Label” dropdown menu in alphabetical order.

To filter campaigns by label:

1. Click the “Label” dropdown:

2. The click the label you wish to sort by.

Note that only one label can be selected for the filter.

The page will reload and display all campaigns with that label:


Learn more about the Apple iOS 15 Mail Privacy Protection update and what it means for you.

In this article:

What is Mail Privacy Protection?

Mail Privacy Protection (MPP) is one of the privacy settings available to all Apple Mail users who use iOS 15, iPadOS 15, macOS Monterey, and watchOS8.

Users who launch the Mail app on their device can choose to opt in to this privacy setting. Once opted in, the Mail app on their device will mask their IP address and block third parties from tracking email opens and other IP data. This privacy setting is per device.

What is the impact of Mail Privacy Protection?

The Apple Mail app will report 100% open rates on emails for contacts who have MPP enabled. This is because MPP opens every single email a contact receives regardless of their behavior.

Since every email is automatically opened, you can no longer confidently rely on email opens as a key performance indicator (KPI). It also means that any action you use in your Nurturelabs CXP account that relies on opens tracking can be affected.

Email opens

Industry-wide and across any platform that tracks open rate, all marketers will receive a 100% open rate report on any emails for contacts using their Apple Mail app with MPP enabled. These are considered “false” opens.

Our platform knows the difference between MPP false opens and real customer behavior. To help ensure data integrity, we are filtering out these false opens. As a result, you should only see opens that are still considered valid in your account. This includes opens from other devices, older iOS systems, those who do not have MPP enabled, etc.

In other words, we are not tracking any email opens from the Apple Mail app with MPP enabled. This includes Campaigns, Automation emails, One-to-one emails, and emails sent using the Google Chrome Extension. 

However, if a contact using the Apple Mail app with MPP enabled clicks a link in your email, we’ll track that link click, and record an open. The reason being, if a contact clicked a link in the email, then they also opened it.


If a contact opens your email from their Apple Mail app with MPP enabled, they will not be added to any automation that uses the “Opens/reads email” trigger. In addition, they will not correctly meet any “Has opened” or “Has not opened” segment conditions for the following:

  • Advanced segmentation within a start trigger
  • Goals
  • If/Else forks
  • Conditional waits
  • Split actions

However, if a contact using the Apple Mail app with MPP enabled clicks a link in your email, we’ll track that link click and record an open. They will then meet the automation trigger and/or action criteria.

  • Create a new campaign based on this campaign
  • Send to new contacts since the email was originally sent
  • Send to contacts who have not read/opened this campaign

For the “Send to contacts who have not read/opened this campaign” option, any contacts using the Apple Mail app with MPP enabled will be excluded from the campaign resend.

Engagement Management tool

The Engagement Management tool lets you remove all “Unengaged” contacts ever or all “Unengaged” contacts from a specific point in time. Unengaged contacts are those who do not open or click a link in your email.

This tool will not remove any contacts using the Apple Mail app with MPP enabled.

Predictive sending

Predictive sending uses a machine-learning algorithm to calculate when to send an email to a specific contact based on their previous engagements. Most engagements rely on email opens in addition to link clicks, to identify the optimal time to send an email.

Opens coming from Apple Mail traffic with MPP enabled will be excluded in the dataset for machine learning. This means that predictive sending will be less accurate for contacts if all of their email interactions are on an MPP-enabled device. When this happens, we’ll select a random send window based on our model’s known peak engagement times.


Email opens made by contacts with their Apple Mail app with MPP enabled will be excluded from all reporting.

However, if a contact clicks a link in your email from their Apple Mail app with MPP enabled, we’ll track that link click and record an open.

Best practices moving forward

Email is still a valuable and lucrative part of your overall customer lifecycle. And the best path forward to measure engagement is to rely on email link clicks, first-party data, and to have an end-goal in mind. Having the right data will help you make better decisions, will help you understand what your customers care about, and will help you build stronger customer relationships.

Create new baselines – focus on email link clicks

Email link clicks are a meaningful metric because they are actionable, measure engagement, and can lead to more conversions. Emails with high clicks can signify that your email was engaging and valuable. You’ll want to make sure your emails contain clear, enticing calls-to-action (CTA) that gets contacts to take the next action in their customer journey.

Collect and store first-party data

You can collect and store first-party data in your Nurturelabs CXP account. Some of this data can include:

  • Identifying website visits with Site Tracking
  • Collecting email addresses or additional data a contact provides when they submit a form
  • A purchase made on your site

You’ll want to identify as many opportunities as you can for tracking first-party data. Then use this data, along with link clicks, to better understand what drives engagement and how your marketing strategy is performing overall. 

Track towards your end goal

What do you want to achieve with your email marketing? Do you want to convert a lead to a customer? Do you want a contact to take a specific action on your site?

Successful engagement doesn’t end with an email open. It happens at the point of conversion. If you have multiple conversion points, identify what they are, learn how to measure them, and measure them over time.

Will Mail Privacy Protection affect other email clients such as Outlook or Gmail?

No, it will not. This only applies to contacts who use an Apple device with iOS 15 with MPP enabled. Contacts who use an Apple device with iOS 15 need to actively opt in to MPP.


Information on this page does not constitute as legal advice.

When a contact opts into your list, they are giving you permission to send them emails. Getting this permission is essential and it ensures that you’ll only send emails to contacts who want to hear from you.  This has many benefits, including higher click and open rates, good sender reputation, and compliance with the CAN-SPAM Act, General Data Protection Regulation (GDPR), and Canada’s Anti-Spam Legislation (CASL).

This article will guide you through the most common types of opt-ins: 

Double opt-in

A double opt-in is a great way to grow your list. This opt-in method is a two-step process that a contact must complete in order to receive your marketing communications. In Nurturelabs CXP, all list subscription forms have the double opt-in setting enabled by default.

Double opt-in step 1: An individual submits a form you created in Nurturelabs CXP. 

The individual is added to your list as an  “Unconfirmed” contact. Contacts with an “Unconfirmed” status are automatically excluded from marketing email sends and do not count against your contact limit.

Double opt-in step 2: Contact confirms their email address.

Once a subscriber submits your form, they are sent an email with a confirmation link. If they click the confirmation link, their status is changed from “Unconfirmed” to “Active” and can receive marketing emails from you. 

There are several benefits to grow your list using the double opt-in method:

  • Works with the following regulations:
    • CAN-SPAM
    • CASL
    • GDPR
  • Email addresses collected using this method are correct and have been verified.
    Individuals who complete the double opt-in process are real people and their email addresses are correct and free of typos. This means that you should experience lower bounce rates when sending them marketing emails. 
  • Prevents spam contacts from being added to your account as “Active” contacts.
    The double opt-in process helps prevent spam contacts being added as “Active” contacts to your account. Instead, spam contacts are added as “Unconfirmed” contacts and do not count against your contact limit. Contacts with an “Unconfirmed” status are automatically excluded from marketing email sends. You can add a Captcha field to your form to help prevent spam contacts from being added to your account as “Unconfirmed” contacts. 
  • All contacts who completed the double opt-in process want to hear from you. 
    These individuals have actively confirmed their consent to be contacted and are engaged with your brand, which means they are more likely to be engaged with your communications. 

Single opt-in

The single opt-in is another great way to grow your list. This method uses fewer steps than the double opt-in; when a contact submits your form, they will be added to your list right away. They do not need to go through a confirmation process. Single opt-in is supported on all Nurturelabs CXP forms. In addition, it’s compliant with CAN-SPAM, CASL, and GDPR. 

While this opt-in method is an easy way to grow your lists, there are some things to keep in mind when you’re using it:

  • Your bounce and spam rates might increase.
    Individuals may have provided an incorrect email address or may end up on your email marketing list by mistake. Sending emails to incorrect email addresses or to individuals who don’t want to hear from you can harm your deliverability rate. 
  • You may see an increase in fake or “spam” contacts with an “Active” status in your account.
    Since no confirmation email is sent, spam contacts may be added to your account as “Active” contacts. 

If you start seeing an increase in bounce or spam rates, or an increase in fake contacts in your account, you can switch to double opt-in forms to collect contacts and add a Captcha field to your form. This field prevents unwanted, spammy contacts from being added to your account which can harm your deliverability. 

Soft opt-in

A soft opt-in is temporary consent to send marketing communications to current customers. This temporary consent is given by individuals when their email addresses are collected during the sale of a product or service. In addition, the soft opt-in is compliant with the CAN-SPAM Act and CASL. Note that for CASL, consent to send marketing communications after a purchase is valid for two years.

However, there are some risks we’d like you to consider if you choose to use this method: 

  • Your engagement rate may decrease.
    Contacts may not be aware that they opted into your communications and may ignore your messages in their inbox. This can lead to less connection with your brand.
  • Your spam rates may increase.
    Contacts may consider your communications as junk mail and mark your messages as Spam. Or contacts may not understand the connection between your marketing emails and the service/product they purchased. This can harm your domain and sender health and even get you blocklisted. 
  • Not valid under GDPR.
    A soft opt-in is not considered explicit consent, which GDPR requires.

If you see any issues with engagement or spam rates, or if you need to comply with GDPR, we recommend asking individuals to subscribe to your list by submitting a form that uses either a double or single opt-in. 

Forced opt-in

A forced opt-in uses a pre-checked “Accepts Marketing” box. This box is usually found on an e-commerce checkout page. If an “Accepts Marketing” box is pre-checked, it assumes the individual’s consent to be contacted through their own inaction. If they do not want to receive your marketing emails, they need to actively uncheck that box.

While this is okay under the CAN-SPAM act, there are some downsides to this method that one should keep in mind:

  • Not compliant with Nurturelabs CXP’s policies.
    With Nurturelabs CXP, subscribers must provide express consent in order to receive your messaging; pre-checked boxes do not suffice. 
  • Not valid under GDPR or CASL.
    Prechecked boxes that use the inaction of individuals to assume consent is not valid under GDPR or CASL. In order for consent to be valid under either privacy regulations, individuals must actively confirm their consent. 
  • It may compromise your brand’s reputation and the trust the recipient has with your brand.
    This type of opt-in does not allow individuals to actively provide their consent to receive emails from you. In addition, this type of opt-in does not set any expectations with individuals about the type and cadence of emails being sent. 
  • Your spam rates may increase.
    Individuals who submit this form may not be aware that they are signing up to receive marketing emails from you. This can lead to unsubscribes and spam complaints, which can get you bl0cklisted.

Instead of using this method to grow your list, we recommend leaving this checkbox blank and allow individuals to check it themselves.

Forced co-registration

Forced co-registration is when an individual’s information is shared across multiple brands after they request further information/marketing materials from one specific brand. Forced co-registration is barely acceptable for the brand collecting information and does not count as opt-in consent for the other brands. This method of email collection is essentially spam or spam-enabling as the original opt-in is only applicable to the original brand that received the consent.

There are several reasons why forced co-registration should not be used. We listed some of those reasons below: 

  • Not compliant with Nurturelabs CXP’s policies.
    With Nurturelabs CXP, subscribers must provide express consent in order to receive your messaging. 
  • Not valid under GDPR, CASL or CAN-SPAM.
    Sharing private user data with other brands or companies is a direct violation of GDPR and a fineable offense. CASL and CAN-SPAM also do not recognize this as opt-in consent.
  • It may compromise your brand’s reputation and the trust the recipient has with your brand.
    Recipients will be wary of providing you with information or business if doing so fills their inbox with unrelated spam from your shared list associates.
  • Your spam rates may increase.
    Individuals who submit this form may not be aware that they are signing up to receive marketing emails from other brands that you are associated with. 
  • Deliverability for your domain will be compromised.
    Sharing and sending to shared addresses will compromise the deliverability of your domain reputation. Contacts obtained in this way generally perform poorly and will quickly ruin your sending reputation and will affect inboxing to your properly opted-in contacts.

Instead of using this method, it’s best for each brand to have their own subscription form that individuals can submit their information to. In addition, you can also allow individuals to select which brands to subscribe to when they submit your form. 

Unsolicited Sending, Rented Lists, and Purchased Lists

Email addresses that appear on rented or purchased lists are generally acquired through third parties. Contacts on these lists are often touted as “opted-in,” “targeted,” and “GDPR-compliant,” however, this is never the case. Sending marketing emails to these individuals is called unsolicited sending, or Spam, which is illegal and against Nurturelabs CXP’s Terms and Policies. Unfortunately, this can be a common mistake for marketers, especially those who are new. 

Instead of using rented or purchased lists, it’s best to grow your subscriber base by asking individuals to opt into your communications. The most common way is through a form that you can publish on your website or Facebook page. While this method may take longer than a rented or purchased list, you’ll reap several benefits, such as good sender reputation, high engagement rates, and a great experience with your brand.


Adding value to your emails means creating personalized content for a targeted group of contacts and sending it to them at the right time. Creating and sending valuable emails will not only help you stand out in a crowded inbox, but can also increase your engagement rates and positively impact both your sender health and domain reputation.

In this article, you’ll learn best practices for creating and sending emails that provide value to your contacts. 

Send emails at the right time

Let’s start with timing. Timing is when you send emails to your contacts. When you send emails greatly depends on the type of email you’re sending because it will have a large impact on the value it provides. For example, a series of onboarding emails will be impactful and valuable if they’re sent shortly after a customer signs up for your services. If it’s sent a month later, then they may have forgotten about you or moved on. Or let’s say you have a series of abandoned cart emails in your automation—you’d want to send those to each customer who abandons their cart at their own habitual open time to make the message meaningful and have them follow through on their purchase.

Nurturelabs CXP makes it easy to send your messages at the right time to your contacts with automation. Contacts can enter an automated series once they meet specific conditions to do so. Once a contact is in an automated workflow, you can send emails after a specific period of time (timed wait), until further conditions are met (conditional wait), or reach customers at the perfect moment with predictive sending (Professional and Enterprise plans). These options allow you to engage with contacts at the right time so you can provide the most value to your messaging.

What types of content will you send to contacts?

Take a step back and really think through the types of content you will be emailing to your subscribers.

For example, are you going to onboard new clients? If so, you’ll probably want a Welcome email series with tips to get started. Will you be notifying contacts of a new product, feature, or whitepaper? If so, you may want to have a dedicated email message type that tells them about your new release and tell them how it can help them solve a problem or do their jobs better. Will you send emails to contacts if they abandon their cart in your ecommerce store? If so, you’ll want an Abandoned Cart email series and remind contacts to complete their purchase.

Knowing what types of messages you’ll be sending will help you with your email marketing strategy and determine what information you should collect and store about your contacts. This information can be used to create segments, personalized content, and help you determine when to send these emails.

Gather data about your contacts

With Nurturelabs CXP, you can gather and store different types of data about your contacts. Gathering information about your contacts helps you better understand them, what they need, how you can meet their needs, and how they can be segmented.

One way to collect information from contacts is to ask them for it by having them submit a form. With this form, you offer a discount or a free resource for subscribing. Contact information can be collected on your form using custom fields and stored in contact records. You can also set up site tracking, and track which web pages contacts visit on your site. 

Segment your contacts

A segment is a subgroup of contacts that you can send highly targeted email campaigns to. Creating segments lets you send the right message to the right contacts based on information available to you in your account. You can create segments based on tags, standard and custom field information, website visits, actions a contact took, contact or deal score, and more.

Sending targeted email campaigns to a segment is a quick win for creating and sending value-added emails. When contacts receive messages that are relevant to them, they’re more likely to pay attention to your campaigns. This will create a positive feedback loop where your campaigns are opened more and receive more clicks.

Get personal

Using personalization and conditional content is another great way to add value to your emails. With Nurturelabs CXP, we make it easy to create content tailored to individual contacts. When a contact sees that you took the time to thoughtfully address them and their needs with an email specific to them, they’re more likely to engage with you.


We automatically generate personalization tags for every custom contact field you create. In addition, your account comes with a list of standard personalization tags. Each of these tags can be inserted into your communications.

When a personalization tag is used in either the subject line or body of a campaign or automation email, the value of that tag will automatically be inserted once the communication is sent to a contact. When the contact opens the communication, they will see the value for that tag and not the tag itself.

Conditional Content (Plus, Professional, and Enterprise plans)

Conditional Content allows you to send different content to different contacts using a single campaign. For instance, you could:

  • Display a different product image depending on what a contact is interested in.
  • Insert a different offer depending on what stage of the customer lifecycle your contact is in.
  • Send a different informative article based on what problem a contact is trying to solve with your product.

This type of personalization is a way to increase the relevance of your messages for each individual contact. This type of personalization will improve your relationship with your contacts, increase your open rates, improve your conversion rate, and improve deliverability.

Focus on the needs of your contacts

Focusing on the needs of your contacts and staying away from language that is “salesy” is a sure way to add value to your emails. Tailoring content to meet your contacts’ needs will help you nurture a meaningful relationship with them and build trust with your brand. When creating content, you’ll want to make sure you’re sending content that the contact is expecting to receive and consider the following questions:

  • What is important to my contacts?
  • How can this email help meet their needs?
  • How will my content benefit my contacts/solve a problem?

Share stories and resources

Sharing success stories from customers can go a long way in continuing to provide value with your marketing emails; it is proof that your product or service benefits others and doesn’t ask for anything in return. Success stories demonstrate why and how a customer used your product or service to solve a problem, and may inspire others with similar issues or questions to purchase. 

Offering resources for free also demonstrates value and can differentiate your brand. Resources you can offer via email include guides, PDFs, or e-books that are relevant to your audience.