Marketing

The Marketing page is where you talk to your guests at scale — email or SMS, one-off blasts or always-on automations. You build a list of guests (an audience), draft a message (often from a template), pick when it goes out, and track how it performed.

It lives at Marketing in the left sidebar. The header reads “Marketing” with the subtitle “Manage campaigns, audiences and email outreach”, and two buttons sit top-right:

• Create Audience — opens the audience editor (covered under Audiences)
• Create Campaign — opens the four-step campaign wizard (covered under Campaigns)

The seven tabs

Across the top of the page:

• Overview — KPIs and shortcuts to recent campaigns and active automations
• Audiences — segmented guest lists you send to
• Campaigns — one-off sends (email or SMS), draft / scheduled / sent
• Automations — always-on triggered messages (birthday, post-visit, win-back…)
• Performance — analytics with date-range filtering and best/worst campaign lists
• Templates — pre-built starter templates plus the ones you’ve saved
• Settings — sender names, sender email, reply-to, and SMS / compliance previews

Overview tab

A snapshot of how marketing is performing right now.

The five metric cards

Across the top, last 30 days at a glance:

• Emails Sent (30d) — total emails the system sent
• SMS Sent (30d) — total text messages sent
• Open Rate — share of emails that were opened
• Click Rate — share that had a link clicked
• Revenue Attributed — money tied back to bookings or visits triggered by a campaign

Recent Campaigns

A short table — your last five campaigns with Campaign / Type / Audience / Status / Opens / Clicks / Revenue. View All in the top-right jumps to the full Campaigns tab.

Statuses are colour-coded:

• Sent (emerald) — already gone out
• Scheduled (blue) — queued for a future date
• Draft (grey) — being worked on, not yet sent

Active Automations

A short table — your top five automations with Automation / Trigger / Type / Status / Last Run / Total Sent. View All opens the full Automations tab.

Each automation has a trigger icon next to the name (cake for birthday, heart for win-back, clock for post-visit, sparkles for first-time, star for reservation confirmations).

Audiences tab

An audience is a saved filter on your guest database — VIP Guests, Frequent Diners, Lapsed in 60 days, Has email opt-in. Audiences feed every campaign and (optionally) every automation. Build them once, reuse them anywhere.

The audiences table

Each row shows:

• Audience Name
• Description — your own explanation
• Guest Count — how many guests currently match the filters (recalculated as your guest list changes)
• Filters — pills for the first two filters with a +N chip when there are more
• Created date
• ⋮ menu — Edit, Duplicate, Delete

Above the table: a search box and a blue Create Audience button.

Creating or editing an audience

Click Create Audience (or Edit on a row). The full-page editor opens with three areas:

Audience Details (left)

• Audience Name — required, e.g. VIP Guests
• Description — free text

Filters (middle)

Tap Add Filter to start a row. Each row has three dropdowns: Field → Operator → Value.

Available fields:

• VIP Status (yes / no)
• First Time Visitor, Regular Customer, Returning Customer (yes / no)
• Email Opt-In, SMS Opt-In (yes / no)
• Total Visits (number)
• Last Visit, Birthday, Customer Since (date)
• Tags (comma-separated)

The operator dropdown adapts to the field type. The full set of operators:

• Yes/No fields — is, is not
• Numbers — greater than, less than, equal to, not equal to, greater or equal, less or equal
• Dates — before, after, exactly, older than, newer than
• Tags (multi-select) — includes, does not include
• Text — contains, does not contain, starts with, ends with, exactly

The value input also adapts (number box, date picker, yes/no dropdown, multi-select for tags, free text for text fields).

Multiple filters are combined with AND — every filter has to match. Use the X on the right of a row to remove it.

Guest Preview (bottom, full width)

Click Preview Audience to run the filters against your guest database. The card shows:

• A count badge (e.g. 342 guests)
• A table with Name, Email, Visits, Last Visit, VIP — first page of matching guests
• Pagination controls if the result spans multiple pages

The buttons at the top of the editor: Back (top-left), Cancel and Save Audience (top-right). Save is disabled until you’ve filled in a name and added at least one filter.

Campaigns tab

A campaign is a one-off message (email or SMS) sent to one audience. Use it for promotions, announcements, seasonal menus, holiday hours — anything you wouldn’t put on autopilot.

Filters and search

Across the top of the table:

• Search box — campaign name (case-insensitive)
• Status dropdown — All / Sent / Scheduled / Draft
• Type dropdown — All / Email / SMS

Top-right: a blue Create Campaign button.

The campaigns table

Each row shows:

• Campaign — the name
• Type — Email (envelope icon) or SMS (chat icon)
• Audience — which audience receives it
• Status — Sent (emerald) / Scheduled (blue) / Draft (grey)
• Sent Date — actual send date (Sent) or scheduled date (Scheduled)
• Opens / Clicks / Revenue — performance numbers (right-aligned)
• ⋮ menu — actions:
  • View — read-only details
  • Send Now — only on Drafts, fires the campaign immediately
  • Edit — only on Drafts
  • Duplicate — copy as a new draft (handy for monthly newsletters)
  • Delete

Banners appear above the table when a send succeeds (green) or fails (red), with an X button to dismiss.

Creating a campaign — the four-step wizard

Click Create Campaign. The wizard takes you through four steps with a progress bar across the top, Previous / Continue buttons, and a Send Campaign or Schedule Campaign button on the last step.

Step 1 — Choose Campaign Type

Two big cards:

• Email Campaign — rich emails with images, buttons and styling
• SMS Campaign — short text messages for quick announcements

Click one to highlight it, then Continue.

Step 2 — Select Audience

• Campaign Name — what you’ll see in the table later (e.g. December Holiday Special)
• Target Locations — checkboxes for every location on your account, with a Select All / Deselect All link. Only guests of those locations will receive the campaign.
• Audience — dropdown of every audience, with the live guest count shown next to each name. Below the dropdown: a + Create New Audience shortcut to jump out and back.
• A summary card appears showing the selected audience and how many guests will get the campaign.

Step 3 — Compose Message

The screen splits in two: editor on the left, live preview on the right (sticky as you scroll).

For Email campaigns:

• Start with a template (optional) — dropdown of your saved email templates; selecting one pre-fills subject and content. Picking None clears it. Empty state has a Create Template shortcut.
• Subject Line — what the guest sees in their inbox
• Preheader — the small grey preview text after the subject in most email clients
• Email Content — multi-line text with personalization
• Personalization — quick-insert pills for all available merge tags: {{first_name}}, {{last_name}}, {{full_name}}, {{email}}, {{restaurant_name}}. Click to drop one into the cursor position.

For SMS campaigns:

• Same template dropdown, but for SMS templates only
• Message — capped at 160 characters with a live counter; goes amber if you go over (each 160 characters counts as another SMS segment, which costs more)
• Personalization pills: {{first_name}}, {{last_name}}, {{restaurant_name}}
• A phone-style preview chat bubble on the right

Step 4 — Review & Schedule

Two columns of cards:

• Campaign Details — Name, Type, Audience, Recipient count, Target Locations
• Schedule — two big buttons:
  • Send Now — gets sent the instant you click the action button at the top
  • Schedule — date picker plus a 24-hour time picker
• Message Preview — what the campaign will look like

If anything goes wrong on send, a red error banner appears at the bottom — fix and try again.

The action button at the top-right changes to:

• Send Campaign when Send Now is selected
• Schedule Campaign when a future date/time is set

Automations tab

An automation is an always-on rule that sends a message whenever something happens — a guest’s birthday is approaching, they haven’t visited in 60 days, they just dined, they made a reservation. Set it up once and it runs forever.

The automations table

• Automation — name with a small trigger icon (cake for birthday, repeat for win-back, person-plus for first-time, cart for post-visit, calendar tick for reservation)
• Trigger — the rule in plain English (e.g. 7 days before birthday, No visit in 60 days)
• Type — Email or SMS pill
• Status — a green switch that flips between Active and Paused with one tap
• Last Run — when it last sent something (or Never)
• Total Sent — lifetime sends
• ⋮ menu — Edit, Duplicate, Delete

A search box top-left and a blue Create Automation button top-right.

Creating or editing an automation

Click Create Automation (or Edit on a row). The full-page editor has five sections.

Automation Details

• Automation Name — e.g. Birthday Celebration

Trigger

A grid of five trigger cards — pick one:

• Birthday — runs in the days before each guest’s birthday
• Lapsed Guest — runs when a guest hasn’t visited in X days
• Post-Visit — runs after a guest dines with you
• First Visit — runs after a guest’s first reservation
• Reservation Confirmation — runs when a reservation is created

Below the cards, trigger-specific options appear:

• Birthday → Days before birthday: 1 / 3 / 7 / 14
• Lapsed Guest → Days since last visit: 30 / 60 / 90 / 180
• Post-Visit → Hours after visit: 1 / 2 / 24 / 48
• Reservation Confirmation → Send confirmation: Immediately / 1 hour before / 24 hours before (reminder)
• First Visit has no extra options.

Conditions (Optional)

Add filters to narrow further — only run for VIPs, only for guests with 5+ visits, etc. Same field/operator/value pattern as audience filters, all combined with AND. Skip this section to send to anyone who hits the trigger.

Message

Pick Email or SMS, then:

• Email — choose a template from your saved email templates, with a preview card showing subject and content underneath. A Create a custom template link jumps to the Templates tab if you don’t have one yet.
• SMS — write the message inline. Has the same character counter (over-160 counts segments) plus an Insert Variable dropdown with all available personalization tags (first name, last name, restaurant name, etc.).

Scheduling

• Send Window — From and To hours (24-hour clock). Messages will only be sent inside this window — useful so an automated SMS doesn’t fire at 3 AM.

The buttons at the top: Back (top-left), Cancel and Save Automation / Update Automation (top-right).

Performance tab

A deeper analytics view — same numbers you saw on the Overview tab, but with a date range, period-over-period comparisons, charts, and best/worst campaign lists.

Date range picker

Top-right of the tab. Pick a custom range or use a preset — Last 7 days, Last 30 days, This month, etc. Every chart and number on the tab refilters live.

The four metric cards

For the chosen range:

• Total Emails Sent
• Total SMS Sent
• Open Rate
• Revenue Influenced

Each card has a small vs previous period chip — green up-arrow for an improvement, red down-arrow for a drop, with the percentage difference.

Charts

• Performance Over Time — area chart with two lines (Emails in blue, SMS in green) over the date range.
• Channel Breakdown — donut chart showing the email / SMS split by share.
• Engagement Metrics — bar chart pairing Opens (purple) and Clicks (amber) per period.

Empty periods say “No data available for the selected period” in place of the chart.

Top / Lowest Performing Campaigns

Two side-by-side cards — your top five by revenue and your bottom five. Each row shows the campaign name, type pill, opens count, and revenue.

Templates tab

Templates are the reusable bodies of your messages — write them once, plug them into campaigns and automations every time.

Filters

Top-left:

• Search box
• Type dropdown — All / Email / SMS
• Category dropdown — All / Promotional / Occasion / Re-engagement / Post-Visit / VIP / Transactional

Top-right: a blue Create Template button.

Two sections

Your Templates

Templates you’ve created or customized — each shown as a card with:

• Icon + category colour stripe
• Type pill (email / SMS)
• Name, category and a one-line preview of the subject (or first line)
• Preview, ✏ Edit, Use and a ⋮ menu (Duplicate / Delete)

If you don’t have any yet, you’ll see an empty-state card with a Create Template button.

Starter Templates

A library of pre-built templates we’ve prepared:

• Birthday Celebration (email) — for use with the birthday automation
• Win-Back (Lapsed Guest) (email)
• Welcome (First Visit) (email)
• Post-Visit Thank You (email and SMS)
• Reservation Confirmation (email)

These are read-only — you Preview to look, then Customize to copy them into your own templates and edit freely.

Creating or customizing a template

Whether you’re building from scratch or customizing a starter, the editor dialog has the same fields:

A grey Merge tags panel at the bottom of the dialog reminds you which placeholders you can drop in — they use double-brace syntax: {{first_name}}, {{last_name}}, {{full_name}}, {{email}}, {{restaurant_name}}. Starter templates also support Handlebars-style conditionals — {{#if offer_code}}…{{/if}} blocks — so the email only shows a section when a value is filled in (e.g. an offer code).

Previewing a template

Click Preview on any card. A dialog opens with:

• The template name, type and category pills
• The subject (email)
• An HTML preview for email (rendered with sample data — names, dates, etc., are filled in for you to see what the guest will actually see) or the message text (SMS)
• Buttons at the bottom: Customize for starter templates; Duplicate and Use Template for your own.

Deleting a template

⋮ → Delete on one of your templates pops a confirmation dialog with the template name. Confirm to remove. Starter templates can’t be deleted (they reset for everyone).

Settings tab

Sender defaults for emails and SMS, plus compliance preferences. The tab shows the same screen you’d reach from the standalone Marketing Settings page.

A Save Changes button sits in the top-right — blue once you’ve edited anything, greyed out otherwise.

Email Sender Defaults

• Sender Name — the “From” name guests see in their inbox (e.g. your restaurant name).
• Sender Email — the prefix for the email address. The bit after the @ is fixed (the Zavo sending domain). Contact support if you’d like to use a custom domain.
• Reply-To Email — where replies go when guests hit Reply on a campaign. Optional, can be any address. Validated as you type — turns red if it doesn’t look like an email.
• Send Test Email — type any address, click Send Test. The button shows a spinner, then turns into a green Sent! badge or a red Failed! badge. Use this every time you change the sender defaults so you know they look right.

SMS Sender Defaults

• Sender Name — up to 11 characters, alphanumeric only — the sender ID guests see.
• Include Opt-Out Message — toggle to automatically append opt-out instructions.
• Opt-Out Message — the exact wording to add (defaults to “Reply STOP to unsubscribe”).
• Send Test SMS — same shape as the email tester.

Compliance Settings

• GDPR Compliance Mode — extra data-protection features.
• Double Opt-In — require email confirmation before adding a guest to your list.
• Auto-Unsubscribe on Bounces — automatically remove invalid addresses, with a after N bounces sub-setting (1 / 2 / 3 / 5).
• Data Retention Period — 90 days / 180 days / 1 year / 2 years / 3 years.

A blue Compliance Information info panel reminds you to consult your legal team for specific requirements.

How statuses, types and triggers are colour-coded

Same conventions across the Overview, Campaigns and Automations tables.

Campaign statuses

• Sent — emerald — already gone out
• Scheduled — blue — queued for a future date
• Draft — grey — not yet sent

Message types

• Email — blue envelope icon
• SMS — green chat icon

Automation triggers

• 🎂 Birthday — pink cake
• ❤️ Lapsed — red repeat / heart
• 🕐 Post-Visit — blue clock / cart
• ✨ First Visit — emerald sparkles / person-plus
• ⭐ Reservation Created — amber star / calendar tick

Template categories

Each template card uses the category as a colour cue: Occasion, Re-engagement, Post-Visit, Transactional, Promotional, VIP.

Quick recap — common tasks

• Check today’s marketing health — Marketing → Overview → glance at the five metric cards and the recent campaigns list.
• Build a new audience — Audiences → Create Audience → add filters → Preview Audience to sanity-check the count → Save Audience.
• Send a one-off promo email — Create Campaign (top-right) → Email → pick audience → write subject and content (or pick a template) → Send Now or Schedule.
• Send the same campaign next month — Campaigns → ⋮ → Duplicate on last month’s send → tweak and send.
• Set up an automated birthday email — Templates → Customize the Birthday Celebration starter → save → Automations → Create Automation → Birthday trigger → 7 days before → email + new template → save.
• Pause an automation without deleting it — Automations → flick the green Status switch off.
• See how a single campaign performed — Campaigns → ⋮ → View on that row, or Performance for trends across the whole period.
• Fix the sender name on emails — Settings → change Sender Name → click Send Test Email → confirm it looks right → Save Changes.
• Check whether reply-to is set — Settings → look at Reply-To Email.

Next steps

• Reservations — bookings that the Reservation Confirmation automation can send for
• Guest List — the customer database the audience filters run against
• Reports — sales and visit data that performance numbers tie back to