Skip to main content

[Classic design] Creating an email campaign

In this article, we will see how to create, design, and schedule your email campaign. If this is your first email campaign, you will find information here on how to have your account validated so that you can start sending campaigns.

Before we start

  • Your first campaign will not be sent until your account is validated. If this is your first campaign, you will find steps on how to have your account validated to start sending campaigns in the article How to validate my Sendinblue account? 
  • The third step of your campaign creation will be selecting your lists of contacts. Make sure your lists are ready and that you've imported all your contacts. Check our article Importing your contacts into Sendinblue to learn more about this.
  • If you wish to use/create your own template, we advise you to have it ready before you start setting up your campaign from Campaign > Templates.
  • Make sure you're on the classic version of the campaign creation flow:



    ✅ Classic Campaign creation flow
    (you're here)

    ❌ New Campaign creation flow
    (check this article)
  • Before we go over each step in more detail, you can watch this video on how to create and schedule your campaign:

⚙️ Set up your campaign

  1. Go to the Campaigns tab
  2. Choose Email from the left bar
  3. Click on Create an email campaign
  4. Fill in all the details:
  • Campaign Name
    Give your campaign a name; it will only be visible to you and is only used for organizing your campaigns. It will not be visible to your recipients.
  • Subject Line
    The single line of text that email recipients see when they receive your email in their inbox. This will determine whether your contacts decide to open your email so be a little creative with it.
  • Preview Text
    This text appears below the subject line in the recipient's inbox before opening the email. This will give a summary of the context of your email and will determine if the recipient is interested enough to open them.
  • From Email & From Name
    These allow your recipient to quickly identify you. They need to inspire confidence to encourage recipients to open your email. The From Name appears in your recipient's inbox to identify you as the message sender. Its purpose is to build trust with recipients and generate more openings. The default value is the company name provided in your Sendinblue profile [DEFAULT_FROM_NAME].
💡 Good to know
To change the [DEFAULT_FROM_NAME], go to the Settings tab inside Campaigns and modify it in Default Settings.

Advanced Options

Thanks to advanced options, you can go further and add an attachment to your campaign, embed images, or customize the mirror link. We explain all these options below.

Click on Show Advanced Options just below the From Name field:


  • Customize the Reply-To Email address
    The default value is [DEFAULT_REPLY_TO]. You can override this reply-to address by putting a new one in this field. If you want to change the Default Reply-to, go to Campaigns > Settings > Default Settings > Default campaign Settings.
  • Customize the 'To' Field
    You may personalize the 'To' field with contact attributes, e.g. {{ contact.FIRSTNAME }} {{ contact.LASTNAME }} will populate the first and last name of the recipient so that instead of receiving an email addressed to '', your contact will receive an email addressed to 'John Smith'.
  • Activate Google Analytics Tracking
    From there you can activate Google Analytics tracking for your campaign and Customize UTM Campaign Value.
  • Header, Footer, and Mirror link 
    The page header and footer contain the mirror link (to display the email in a web browser) and the unsubscribe link (it is essential that your recipients can easily unsubscribe), respectively. 
    Update this field to override your default header/footer with a custom one. Or, you may update your default header for all campaigns by going to Campaigns > Settings > Default Settings and modifying it under ''Default Settings''. For more information, click here.
  • Unsubscribe page (Default or Custom)
    When recipients click on the unsubscribe link, they will land on a page where they will be asked to confirm their email address and their unsubscription. You can use the SendinBlue default unsubscribe page or customize it. For more information, click here.
  • Add a Tag
    You can add a descriptive tag to your campaign to enable quick searches on your campaign listing. For more information, click here.
  • Add an attachment
    You can add one attachment to your email. The attachment may not exceed 4 MB.
  • Embed images
    Some email systems, particularly company email systems, do not display images by default. In these cases, the recipient has to click on Display images to see them. To avoid this, you can embed your images directly into the email.
💡 Good to know
The challenge with embedding images is that it creates much larger emails, which are not always supported by email systems. Therefore, the maximum total size of your newsletter must be less than 5 MB (attachment + email).
❗️ Important
If you check the box for the embedded images they will also be attached in the emails as "attachments". So to avoid this you would want to uncheck the box.

🖌️ Design your campaign

The second step is the one that requires the most work and has the biggest payoff! This is where you are going to design the email's content.
You can easily create a new design from scratch using the Drag & Drop Editor. The email is rendered using responsive design, so the display can automatically adapt to any platform: smartphone, tablet, or computer. We highly recommend this editor to non-HTML experts who want to produce an email with a professional finish.

💡 Good to know
We suggest you watch this series of tutorials on how to use the Drag & Drop Editor to design your email templates from scratch.

Design tools

We offer 3 options to create your campaign from scratch:


  • [Recommended] Drag & Drop Editor
    You can easily drag and drop pre-defined blocks (text, images, buttons) to create a wonderful email campaign that will automatically adapt to any device!
  • Rich text editor 
    Use this option to create a text-only email with plain text or text styled with WYSIWYG tools. This tool does not require HTML knowledge and the design result is very basic.
  • Pasting your code 
    If your HTML code is already available, you can simply paste it into this editor. We only recommend this option if your code was created by a design professional.

Use a template or a recent message

You can also use an existing template or import a new one that aligns with your branding using other tabs in the design stage: My templates, Template Gallery, and Import a template.

To reuse a message you previously sent and change the content, go to the Recent Messages tab. 


👥 Select your Recipients

Choose your contact list

Now that you have designed your email, it's time to choose who to send it to! You can filter them by folder or use the search bar:


If you haven't created your list already, you can do it from Contacts > Lists and go back to this step later by clicking Edit on the campaign in Campaigns > Emails. Here's our tutorial: Importing your contacts into Sendinblue.

Exclude a list

You can Exclude a list. The campaign will be sent to all selected contacts except those in the list marked with the ❌  symbol. 


❗️ Important
If a contact in your recipient list is also in your exclusion list, they will not be sent the campaign.

Create a Segment

To go even further, you can create a segment. Segmenting your contact list into smaller groups of contacts with similar characteristics lets you tailor email content more effectively. Segmentation can be done based on many different dimensions and you can further create filters to make the segment more accurate. The campaign will be sent only to the contacts in the selected list that meet the filter criteria.

  • Don't send to unengaged contacts: you can simply exclude contacts that have not opened your emails in X days. By default, X is 1 year, but you can change the settings here. 
  • Apply filters on the selected lists: you can further apply filters such as the contact's behavior, type of campaign, dates, etc.
💡 Good to know
To know how to use filters to apply advanced segmentation click here and to learn about how to optimize your contacts lists click here.


🚀 Confirmation & Schedule

From the Confirmation tab, you have the opportunity to review your entire campaign before planning to send it.

If the platform shows an error like in the image below, it will not allow you to schedule/send it. You need to go back to the previous steps and filled in all the mandatory fields.


After having reviewed your campaign details one last time, you are ready to send your email campaign! To see the sending options click on Schedule in the top right corner. You will see three options:


  • Send it now
    You can choose to send a campaign immediately.
  • Schedule for a specific time
    You can schedule your campaign at a precise date and time.
  • Send it at the best time
    Select a date and Sendinblue will use data science to determine when your contacts are most likely to engage and will send your emails at that time. For more information, click here.

Once scheduled, your email campaign will appear on the Scheduled tab before moving to Run and finally to Sent.

⏭️ What's next?

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.