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What are Campaigns?

Campaigns are one-time emails sent to your audience—perfect for announcements, newsletters, and promotions. With Brew, you can generate, personalize, and send high-converting campaigns in seconds. Brew’s AI handles the heavy lifting, ensuring every campaign is on-brand, uses your brand voice and design system, and follows best practices for high conversion.

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Common Campaign Examples

  • Product Announcements
  • Newsletters
  • Event Invitations
  • Promotions & Offers
  • Educational Content
Share important news about new features, launches, or updates.Sample prompts:
Announce our new integration with Salesforce, including key benefits and a link to the setup guide. Create a product launch email for our new analytics dashboard, highlighting three main features and a call to action to try it now. Draft an announcement for our upcoming mobile app, with download instructions and user testimonials.

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Creating a Campaign

Brew’s AI makes campaign creation fast and easy. Just follow these steps:
1

Describe your campaign

In the prompt field, describe the campaign you want to create. The more specific you are about purpose, content, and desired outcomes, the better your results will be.
“Create a newsletter announcing our new mobile app with key features, download instructions, and user benefits”
Need inspiration? Try Remix to transform existing emails into new campaigns, or check out the Common Campaign Examples section above for detailed prompts.
Brew writes and designs your email to be best-in-class:
Brew automatically creates emails that drive results by leveraging your complete brand system:
  • Uses your brand voice to ensure consistent, on-brand messaging that resonates with your audience
  • Applies your design system including colors, fonts, logos, and visual hierarchy for brand consistency
  • Incorporates your brand knowledge about products, services, and messaging to create relevant content
  • Optimizes email structure and content flow to guide recipients toward your desired action
  • Includes strategic merge tags for personalization using your contact properties with automatic fallback values
Brew automatically generates subject lines that cut through inbox noise:
  • Stays under 50 characters for better mobile display and readability
  • Avoids spam triggers like ALL CAPS, excessive punctuation, or suspicious phrases
  • Creates value, urgency, or curiosity without misleading recipients
  • Follows proven patterns from high-performing emails across industries
  • Crafts preview text that complements the subject line and provides additional context
  • Tests different approaches based on your audience and campaign type
Brew analyzes your past email performance to identify what resonates with your audience, then crafts subject lines and preview text that drive higher open rates while maintaining your brand voice.
Your emails are structured for maximum engagement and quick consumption:
  • Mobile-first responsive design that looks perfect on all devices and email clients
  • Clear visual hierarchy with strategic headings, subheadings, and content sections
  • Optimal spacing and white space to reduce cognitive load and highlight key elements
  • Strategic CTA placement with buttons sized appropriately for touch interactions
  • Scannable content structure using short paragraphs (2-3 sentences) and bullet points
  • Professional layouts that guide the eye naturally from header to CTA
  • Above-the-fold optimization placing critical content where it’s immediately visible
Brew follows technical standards to help your emails reach inboxes, not spam folders:
  • Includes both HTML and plain text versions of every email for maximum client compatibility
  • Keeps email body size optimized staying under Gmail’s 102KB clipping threshold
  • Uses proper email coding standards with clean HTML structure and tested formatting
  • Avoids spam-triggering patterns in content, formatting, and technical implementation
  • Implements responsive design that works consistently across all major email clients
  • Maintains proper text-to-image ratios to avoid triggering spam filters
  • Uses semantic HTML structure for better accessibility and deliverability
  • Sometimes adds reply prompts to encourage responses, which signals to email providers that your content is valuable and wanted
Boost your reputation: Send a test email to yourself, open it, and reply to it. This simple action signals to email providers that your content is valuable and engaging, which can positively impact your sender reputation and deliverability.
For complete deliverability guidance including domain setup and sender best practices, see our DNS Records setup guide.
Brew’s AI incorporates accessibility best practices to help you create emails that work better for everyone. While users maintain full control over final content, Brew’s initial designs apply accessibility features aligned with standards like the European Accessibility Act:Text and Typography
  • Starts with minimum 14px font size for body text to improve readability
  • Suggests color combinations with appropriate contrast ratios
  • Avoids using color alone to convey meaning
  • Defaults to legible fonts that render well across email clients
Structure and Layout
  • Generates semantic HTML with proper heading hierarchy
  • Creates responsive designs that adapt to different screen sizes
  • Structures content in a logical reading order for screen readers
  • Builds layouts that support text resizing
Images and Media
  • Includes fields for adding descriptive alt text to images
  • Provides text alternatives alongside important visual content
  • Considers dark mode compatibility in design choices
Interactive Elements
  • Designs buttons at appropriate sizes (44×44px+) for easier tapping
  • Suggests descriptive link text instead of vague phrases
  • Adds adequate spacing between clickable elements
  • Supports keyboard navigation for users who can’t use a mouse
Research shows over 99% of email campaigns contain accessibility issues that could exclude potential customers. Brew gives you a head start on creating more inclusive emails.
Brew incorporates specific, actionable best practices from world-class email marketers:
  • Conversion copywriting techniques like benefit-focused headlines, social proof placement, and urgency without pressure tactics
  • Psychological triggers including scarcity, reciprocity, and authority positioning that drive action without manipulation
  • CTA optimization with action-oriented language (“Get instant access” vs. “Submit”), contrasting colors, and strategic button placement
  • Content structure patterns like problem-agitation-solution frameworks and the inverted pyramid for scannable content
  • Trust signals including customer testimonials, security badges, money-back guarantees, and social media follower counts
  • Mobile optimization with thumb-friendly button sizes (44px minimum), single-column layouts, and condensed subject lines
  • Email timing insights based on industry benchmarks for optimal send times and frequency to maximize engagement
  • Personalization beyond names including location-based content, behavioral triggers, and purchase history references
  • Visual hierarchy techniques using F-pattern layouts, contrast ratios, and white space to guide reader attention
  • A/B testing principles built into content generation for subject lines, CTAs, and email structures that historically perform best
2

Configure settings

Choose your campaign settings to ensure it reaches the right audience with the right voice:Select your audience: Choose which segment should receive your campaign. This helps Brew tailor the content appropriately.Choose voice: Your default voice will be pre-selected, but you can change it for each campaign to ensure consistent, on-brand messaging.Select image style: Choose the visual aesthetic for any AI-generated images, and toggle on Align image colors with design system (recommended).

Create Audiences

Manage audience segments

Brand Voices

Train your brand voice

Image Styles

Define AI image styles
3

Review and edit

Brew generates complete, ready-to-send campaigns, but the real power comes from editing with AI. Master these techniques to get exactly what you want.

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Prompt guide: Mastering AI Editing

Use the chat interface on the left to make changes with natural language. Brew’s AI understands email design and marketing best practices, so you can describe what you want and it handles the implementation.Brew enhances your edits with knowledge: When you request changes, Brew automatically searches your knowledge base to make edits more accurate and on-brand. This means requests like “add pricing information” or “include a customer success story” pull real details from your uploaded materials.Additionally, Brew might search the web for relevant, up-to-date information related to your email content. Any valuable information discovered will be added to your knowledge base and incorporated into your campaign, ensuring your emails contain the most current and relevant content.

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🎯 Target Your Edits with Selection

Select any part of your email to focus your AI edits on specific sections. This ensures changes happen exactly where you want them.
  • Click to select a section → Then prompt: “Make this header more compelling”
  • Select a button → Then ask: “Change this CTA to be more urgent”
  • Highlight text → Then request: “Rewrite this paragraph to be shorter and more benefit-focused”
  • Select an image → Then prompt: “Replace this with a customer testimonial photo”
Why targeting works better:
  • Precise changes - AI knows exactly what element to modify
  • Faster results - No guessing which section you mean
  • Better context - AI understands the specific element’s role in your email

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🔥 Pro Tip: Use Screenshots of Email Components

The most powerful technique: Upload images of email sections you want to recreate. This works extremely well for copying layouts, styles, and components from other successful emails.
  • Screenshot a header design you love → “Recreate this header style for our email”
  • Upload an image of a CTA section → “Make our CTA section look like this”
  • Show a testimonial layout → “Apply this testimonial design to our email”

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General Tips for Best Results

Be specific as possible - The AI can’t read your mind, so describe exactly what you want:✅ Good: “Change the main CTA button to be larger, use our primary brand color (#c44925), and make the text say ‘Get Early Access’”❌ Bad: “Make the button better”Use email terminology - Mention specific email components by name:
  • Header, hero section, CTA button, footer
  • Above/below the fold, sidebar, testimonial block
  • Subject line, preview text, unsubscribe link
Break down complex changes - Don’t ask for 10 changes at once. Make 2-3 changes, review, then continue.

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Prompting Dos and Don’ts

✅ Do: Be specific about tone and length
  • “Make the headline more urgent and under 40 characters”
  • “Add a customer testimonial quote between the features and CTA sections”
  • “Rewrite the intro paragraph to be more conversational and benefit-focused”
❌ Don’t: Use vague instructions
  • “Make it better”
  • “Fix the copy”
  • “Make it more engaging”
✅ Do: Specify exact placement and context
  • “Add social proof above the main CTA with 3 customer logos”
  • “Insert an FAQ section with 4 questions before the footer”
✅ Do: Use specific design terms and measurements
  • “Add 40px of white space above and below the CTA button”
  • “Make the hero image 300px wide and center-aligned”
  • “Use a two-column layout for the benefits section”
❌ Don’t: Use subjective terms
  • “Make it prettier”
  • “Add more space”
  • “Make it look professional”
✅ Do: Reference your brand system
  • “Use our secondary brand color for the CTA”
  • “Apply our standard button style with rounded corners”
  • “Match the spacing from our design system”
✅ Do: Upload images and be specific about what to copy
  • Upload screenshot → “Recreate this exact header layout but with our content”
  • Upload image → “Copy this testimonial design but use our customer quote”
  • Upload section → “Apply this pricing table style to our features section”
✅ Do: Reference specific elements in the image
  • “Copy the button style from this image - notice the gradient and shadow”
  • “Recreate this card layout with the rounded corners and subtle border”
❌ Don’t: Upload images without context
  • Just uploading an image without explanation
  • “Make it look like this” (without specifying what aspect)
If changes aren’t showing:
  • Ask the AI to reflect: “Why might I not be seeing the changes you made?”
  • Be specific about what you expected: “I wanted the button to be red, but it’s still blue”
  • Check if changes were made in a different section than expected
If results become inconsistent:
  • Start a new chat thread for complex changes
  • Reference the current state: “Looking at the current email, I want to…”
  • Ask for clarification: “Can you list what changes you just made?”
If stuck:
  • Ask for alternatives: “What are 3 different ways to improve this CTA section?”
  • Request explanation: “Explain what design principles would work best here”
✅ Do: Fine-tune accessibility features
  • “Add descriptive alt text to this image”
  • “Make sure links have meaningful text instead of ‘click here’”
  • “Check the color contrast of this text against its background”
❌ Don’t: Compromise accessibility for aesthetics
  • “Make the text lighter gray on white background” (may reduce contrast)
  • “Remove the alt text to make the code cleaner”
  • “Just use ‘Learn More’ for all links”
Brew’s AI incorporates accessibility best practices to help you create emails aligned with standards like the European Accessibility Act, making your messages more inclusive.

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Manual Editing for Precision

Use the right panel for pixel-perfect control when you need exact measurements, colors, or technical adjustments that require precision.When to use manual editing:
  • Fine-tuning exact spacing, borders, and corner radius
  • Precise color adjustments with hex codes
  • Technical elements like HTML attributes
  • Small tweaks after AI has done the heavy lifting
Best workflow: Use AI for major changes and creative direction, then manual editing for precision tweaks. AI understands intent and context better, while manual editing gives you exact control.
4

Test and send

Before sending, preview your campaign on desktop and mobile, send test emails to yourself and team members, and verify all links and personalization work correctly.Then schedule your campaign for a specific time or send immediately—Brew handles delivery and tracking automatically.

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Personalization with Contact Properties

Brew automatically personalizes your campaigns using merge tags from your contact properties:
Brew’s AI automatically includes merge tags for personalization:
  • {{firstName}} - Recipient’s first name
  • {{lastName}} - Recipient’s last name
  • {{company}} - Company name
  • {{email}} - Recipient’s email address
  • {{customProperty}} - Any custom contact property you’ve created
How it works:
  • Brew suggests relevant merge tags based on your audience
  • Merge tags are replaced with actual contact data when emails are sent
  • Fallback values ensure emails send even when data is missing
  • You can add more merge tags manually in the editor
Effective personalization strategies:
  • Use first names in subject lines and greetings for higher open rates
  • Reference company names in B2B campaigns for relevance
  • Segment by custom properties for targeted messaging
  • Include location-based content when appropriate
  • Test different personalization approaches to see what works best
Avoid over-personalization:
  • Don’t use personal data that feels invasive
  • Ensure merge tags make sense in context
  • Always test with different contact data scenarios

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Managing and Analyzing Campaigns

Track, group, and analyze your campaigns for better results:
Each Campaign has a status indicator showing its current state:
  • Draft (Gray): Campaign is created but not yet sent
  • Scheduled (Blue): Campaign is scheduled to send at a specific date/time
  • Sent (Green): Campaign has been sent successfully, with the date and time displayed You can filter campaigns by status to focus on specific campaign stages.
Organize your campaigns into logical groups to better manage your email strategy:
  1. Click “Add a new group” in the top left corner
  2. Provide a descriptive name (e.g., “Promotional,” “Newsletter,” “Product Announcements”)
  3. Drag and drop campaigns into the appropriate groups Groups allow you to analyze performance across campaign categories and identify which types generate the best results.
The dashboard shows key performance metrics for each campaign:
  • Sends: Number of recipients who received the email
  • Opens: Percentage of recipients who opened the email
  • Clicks: Percentage of recipients who clicked at least one link (click-through rate) Group headers display aggregate metrics, showing average open and click rates across all campaigns in that group.

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Need Help?

Our team is ready to support you at every step of your journey with Brew. Choose the option that works best for you:
  • Self-Service Tools
  • Talk to Our Team

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