Campaign reference

This page gathers, in tables, all the reference information for the campaigns area: campaign types, available channels, statuses, creation-wizard fields and report metric definitions. It isn’t a step-by-step guide; for that, check the how-tos in this area.

Campaign types

Type	Description	Includes unsubscribe link	Respects user preferences
Marketing	Promotions, newsletters and commercial communications	Yes, automatically	Yes
Transactional	Confirmations, reminders and important notifications	Not required	No

The type is detected automatically based on the content of the selected template.

Available channels

Channel	Available by default	Activation required
Email	Yes	No
Push	Yes	No
SMS	No	Yes, from Settings > Channels
WhatsApp	No	Yes, from Settings > Channels

Campaign statuses

Status	Description	Available actions
Draft	The campaign is incomplete and hasn’t been launched.	Edit draft, Copy ID, Archive
Scheduled	The campaign has a fixed send date and time and is ready.	View details, Reschedule, Edit, Pause, Cancel, Clone, Copy ID, Archive
Queued	The send process has started; the campaign is waiting to be processed.	No documented actions
Sending	The send is currently in progress.	No documented actions
Sent	The send has finished. Metrics are available.	View details, Clone, Copy ID, Archive
Paused	An ongoing campaign has been paused manually.	No documented actions
Stopped	The send was interrupted before completing.	No documented actions
Failed	The send couldn’t complete due to an error.	No documented actions

Cancelling a scheduled campaign is irreversible. The platform asks for confirmation before running it.

Creation wizard fields (8 steps)

Step	Name	Fields or data	Required
1	Basic information	Campaign name	Yes
2	Channel	Send channel (Email, Push, SMS, WhatsApp)	Yes
3	Content	Template to use	Yes
4	Send type	Campaign type (detected automatically)	No action required
5	Audience	Recipient segment or segments	Yes
6	Subject and UTMs	Sender, Subject, Preview text	Subject required; sender and preview text optional
7	Send scheduling	Send now / Schedule (date and time)	Yes
8	Review	Full summary, estimated cost in credits	Read-only; no input required

You can use several segments at once in the audience step. The draft is saved automatically when you exit the wizard.

Creation wizard fields: Subject and UTMs step (detail)

Field	Description	Required
Sender	Sender name and email. Can use the account’s global settings or be customised for the campaign.	No (uses the global setting by default)
Subject	Text the recipient sees in the inbox.	Yes
Preview text	Secondary text visible next to the subject in many email clients.	No

The subject field supports personalisation variables (for example, the recipient’s first name).

Campaign list columns

Column	Description
Channel	Icon of the send channel (email, push, SMS, WhatsApp)
Name	Campaign name
Goal	Campaign’s goal type
Status	Current status (see status table)
Date	Send or scheduling date
Audience	Number of recipients in the selected segment
Sent	Emails that went out
Opens	Emails opened by recipients
Clicks	Clicks on links in the email
Revenue	Revenue attributed to the campaign

You can sort by any column by clicking its header.

Report metrics: summary block

Metric	Definition	Calculation base
Sent	Total emails Nevent attempted to deliver.	-
Delivered	Emails the recipient’s server accepted.	Over sent
Opened	Recipients who opened the email at least once.	Over sent
Clicks	Number of times someone clicked a link in the email.	Over sent

A “delivered” email is not a guarantee it reached the inbox: it may have ended up in the spam folder.

Report metrics: Deliverability section

Metric	Definition
Sent	Emails Nevent attempted to deliver.
Delivered	Emails the recipient’s server accepted.
Delivery rate	Percentage of sent emails that were delivered successfully.
Soft bounces	Temporary failures: full inbox, server momentarily down. Nevent may retry the send.
Hard bounces	Permanent failures: an address that doesn’t exist. Nevent automatically flags these addresses to exclude them from future sends.

Report metrics: Unsubscribes section

Metric	Definition	Calculation base
Unsubscribes	Number of contacts who clicked the unsubscribe link.	-
Unsubscribe rate	Percentage of unsubscribes.	Over delivered emails
Spam complaints	Contacts who marked the email as unwanted in their email client.	-
Complaint rate	Percentage of spam complaints.	Over delivered emails

When a contact unsubscribes, Nevent automatically excludes them from all future sends across the organisation. No manual action is needed.

The unsubscribe reasons table gathers the reasons contacts gave when unsubscribing, if they provided any.

Interaction filters by recipient

The Interaction section of the report lets you filter the list of recipients by the following statuses:

Filter	Description
All	Shows all recipients of the send.
Queued	Those left in queue but not yet processed.
Delivered	Those who received the email correctly.
Opened	Those who opened the email at least once.
Clicked	Those who clicked a link in the email.
Bounced	Those who didn’t receive the email due to a delivery error.
Unsubscribed	Those who unsubscribed as a result of this send.

Rough benchmark ranges

The following values are benchmarks for live event campaigns. They aren’t guaranteed thresholds or platform commitments.

Metric	Healthy result	Warning sign
Delivery rate	Above 95%	Below 90%
Open rate	Above 25%	Below 15%
Click rate	Above 5%	Below 2%
Unsubscribe rate	Below 0.5%	Above 1%
Spam complaint rate	Below 0.1%	Above 0.1%
Hard bounce rate	Below 2%	Above 2%

Campaign report sections

Section	What it contains
Summary	An overview of the campaign, its configuration data and the four-metric summary block.
Deliverability	Sent, delivered, delivery rate, soft bounces and hard bounces.
Unsubscribes	Number of unsubscribes, unsubscribe rate, spam complaints, complaint rate and the unsubscribe reasons table.
Segments	Segments the campaign was sent to, with their filter criteria and current status.
Interaction	List of recipients with their individual status, filterable by interaction type.

Email templates: available content blocks

Block	What it’s for
Text	Editable paragraph of text.
Button	Button with a link (for tickets, bookings, etc.).
Image	Photo or image of the poster, artist or venue.
Divider	Separator line between sections.
Social	Social media icons.
Spacer	Empty space to separate blocks.
Hero	Large image block with text on top.
Navbar	Navigation menu.
HTML block	Custom HTML code.

Layout blocks let you organise content into columns (1 column, 2 columns 50/50, 2 columns 25/75, etc.).

WhatsApp templates: categories

Category	When to use it
Marketing	Promotions, offers, line-up announcements, early birds.
Utility	Purchase confirmations, account updates, access notices.

WhatsApp templates: header types

Type	Description
None	The message starts directly with the body text.
Text	A highlighted line of text above the body.
Image	The event’s photo or poster.
Video	A short clip.
PDF	An attached document.

WhatsApp templates: button types

Type	Description
Quick replies	Button with predefined text the user taps to respond.
Call to action (URL)	Button that leads to an external URL.
Call to action (Phone)	Button that dials a phone number directly.

You can add up to 10 buttons in total per template.

WhatsApp templates: statuses

Status	Description
Draft	Template saved but not yet submitted to Meta. Can still be edited.
In review	Submitted to Meta for approval. The main fields can’t be edited.
Active	Approved by Meta. Available to use in campaigns.
Rejected	Rejected by Meta. A new, corrected version must be created.

Meta’s review time can range from a few minutes to 24 hours.

WhatsApp template limits and restrictions

Field	Limit
Message body	1,024 characters
Footer	60 characters
Template name	Lowercase letters, numbers and underscores only; must be unique per language
Number of buttons	Up to 10 in total
Variables	Format: {{1}}, {{2}}, etc. Each one requires an example for Meta