The newsletter module

Shoporama's built-in newsletter module gives you everything you need to send professional newsletters to your customers. You can create campaigns with a visual block editor, segment your recipients, run A/B tests and set up automatic triggers - all directly from your Shoporama admin.

How to get started

You'll find the newsletter module under Newsletter in the administration menu. The first time you open the module, you need to activate the internal newsletter system. You will then have access to campaigns, lists, segments, subscribers and popups.

The price for the newsletter module is DKK 1 per 100 mails (excl. VAT), which is paid monthly in arrears.

Campaigns

A campaign is a newsletter that you send to a group of recipients. You create campaigns under Newsletter → Campaigns.

Each campaign has the following steps:

1. Subject - Set subject line, sender name and sender email
2. Content - Build your newsletter with the visual block editor
3. Settings - Select recipient lists, segments and optionally A/B test
4. Send - Send immediately or schedule sending for a specific time

The block editor

Newsletters are built up from blocks that you can add, move and edit with drag and drop. The available block types are:

• Text - Free text with headline and HTML formatting via the TinyMCE editor
• Products - Display products from a category or landing page (2-4 per row)
• Image - Upload an image with optional link
• Button - Call-to-action button with text and URL
• Divider - Visual separation between sections
• Header - Display store logo and/or name
• HTML - Pure HTML for full control over the layout

Personalization with shortcodes

You can personalize your newsletters with shortcodes that are automatically replaced with the recipient's information:

• [firstname] - Customer's first name
• [lastname] - Customer's last name
• [name] - Full name
• [email] - Email address
• [order_count] - Number of orders the customer has placed
• [last_order_date] - Date of last purchase
• [total_spent] - Total spend in the store
• [days_since_order] - Number of days since last purchase
• [shop_name], [shop_url], [shop_phone], [shop_email] - Shop details
• [unsubscribe_url] - Link to unsubscribe (GDPR requirements)

Lists and subscribers

Subscribers are organized in lists. You can create multiple lists for different purposes, such as "General newsletter", "Offers" or "Product news". Subscribers can belong to multiple lists at the same time.

Under Newsletter → Subscribers you can:

• Search and filter subscribers
• Add or remove subscribers from lists
• Import and export subscribers via CSV
• View the status of each subscriber (active, pending, unsubscribed, bounced)
• Handle bulk actions like unsubscribing or deleting

You can also merge or clone lists to reorganize your subscribers.

Segmentation

Segments allow you to target campaigns to specific customer groups based on their behavior. Segments are dynamic - they update automatically based on the rules you define.

Available segmentation rules:

• Number of orders - Customers with a certain number of purchases
• Total spend - Customers who have spent over a certain amount
• Last order - Customers whose last purchase was X days ago
• Subscription date - Customers who have been subscribed for X days
• Category purchases - Customers who have purchased from specific categories
• Product purchases - Customers who purchased specific products
• Label purchases - Customers who bought products with specific labels
• List membership - Customers who are members of specific lists

Rules can be combined with either AND (all rules must match) or OR (at least one rule must match). You can see the current number of matching subscribers in real-time as you build the segment.

A/B testing

With A/B testing, you can test two different subject lines against each other to find the one that performs best. Here's how it works:

1. Enable A/B testing in the campaign settings
2. Set a test size (e.g. 10% of recipients)
3. Write an alternative subject line (variant B)
4. Choose what determines the winner: open rate, click-through rate or conversion rate
5. Set the waiting time (number of hours) before the winner is sent to the rest

The test group is automatically split 50/50 between variant A and B. After the waiting period, the winning variant is sent to the remaining recipients.

Automatic triggers

Triggers are automatic campaigns that are sent based on customer behavior. You can create the following trigger types:

• After purchase - Automatically send X days after a customer's purchase. You can filter by minimum amount, number of orders and specific products/categories. Ideal for follow-up, review calls or upselling
• Low activity - Target customers who have shopped X times but haven't bought in Y days. Perfect for win-back campaigns
• After signup - Automatically send X days after a new newsletter signup. Good for welcome series or introductory offers

Triggers run automatically and keep track of which customers have already received the email, so no one gets the same trigger email twice.

Pop-up sign-up forms

With popup forms, you can collect new newsletter subscriptions directly on your webshop. You can find the feature under Newsletter → Popups.

Available popup types:

• Modal - Centered popup with dark background
• Slide bottom - Slides up from the bottom of the page
• Slide left/right - Slides in from the side

You can set when the popup appears:

• Time delay - Show after X seconds
• Scroll depth - Show when the user has scrolled X% down
• Exit intent - Show when the user is about to leave the page

The popup can be customized with header, description, button color, image and consent checkbox. When a user closes the popup, it will not appear again for a configurable number of days (default 30 days). You can follow conversions and impressions in the statistics.

Double opt-in

To comply with GDPR, you can enable double opt-in in the newsletter settings. When active, new subscribers will receive a confirmation email that they need to click on to confirm their subscription. Subscribers who do not confirm will remain in "pending" status and will not receive campaigns.

You can customize the subject line and content of the confirmation email. Use the shortcode [confirm_url] to insert the confirmation link.

Welcome email

You can enable an automatic welcome email to be sent to new subscribers. The welcome email allows you to welcome new subscribers with, for example, a discount code, an introduction to the store or information about what they can expect.

The welcome email is sent at different times depending on your setup:

• Without double opt-in - Sent immediately when the subscriber signs up
• With double opt-in - Sent after the subscriber has confirmed their email address

You can customize the subject line and body text in the newsletter settings. In the body, you can use shortcodes like [firstname], [email], [shop_name] and [shop_url].

Statistics

For each campaign you can view detailed statistics:

• Sent - Number of emails sent
• Open rate - Percentage that opened the email
• Click rate - Percentage that clicked on a link
• Orders - Number of orders generated from the campaign
• Revenue - Total revenue from the campaign orders
• Failed/bounced - Number of emails that could not be delivered

For A/B test campaigns, the statistics are broken down per variant, so you can see exactly which variant performed best.

If you have any questions about the newsletter module, please contact us at support@shoporama.dk.