Emailing Your Audience

Write a short message and pick who it goes to. If the email is about an event, Esora adds the event’s poster, date, venue, price and a button to the event page, in each reader’s own language. The email goes out under your name.

You do not build a list or learn a mailing tool. Your audience grows by itself from what happens on Esora.

Where to find it

On the web, at esora.app/manage, open Emails in the left sidebar and press New email. The web has everything on this page: emails about several events or none, scheduling, and thank-you emails after an event.
In the Esora Organizer app, open an event, go to the Promote tab, and tap New email in the Emails group. Or open the Audience tab, tap Emails to see every email you sent, and tap New email to pick the upcoming event it is about. An email from the app is about one event and goes out right away.

Emailing is switched on for you by Esora. If you do not see it, get in touch.

What the email is about

On the web, the Event field decides what the email carries:

One event. The email is a full card for that event: poster, date, venue, price and a button.
Several events. Pick the main one, then add up to three more under Also mention. They appear under the main card as “Also coming up”. Four events in total at most.
No event. Leave the field empty and the email is only your words, sent to everyone in your audience. With no event, the email needs a subject.

The card always comes from your event page. To change what it shows, edit the event.

An event that is over can still be picked for 30 days after its last date, but only on its own. What is left to say then is a thank-you to the people who came.

Who gets it

The To row shows who the email goes to and how many people that is. Which choices you see depends on what the email is about.

People without tickets

Your audience, minus everyone who already has a ticket to this event. They are left out because this email asks people to come, and they are already coming. This is the choice for selling tickets.

Ticket holders are left out only when the email is about exactly one event. An email about several events goes to your whole audience.

Under the choice, the screen says where the missing people went: how many already have tickets, how many unsubscribed, and how many already got two of your emails this week.

Ticket buyers

Everyone holding a ticket to this event, one email per buyer however many tickets they bought. Use it for what they need to know: doors moved, venue changed, a weather call. The screen shows both numbers, for example “84 buyers · 112 tickets”.

It reaches them even if they unsubscribed from your marketing emails, because it is news about a ticket they hold, not advertising. For the same reason it carries no unsubscribe link.

This choice exists only for an email about one event, and only until the event is over.

Everyone who had a ticket

After an event ends, its buyers become the people you thank. Write to say thank you and point at what comes next. This replaces Ticket buyers once the event is over, and it is the only choice for an email about a finished event.

Because it may advertise your next event, it counts as a marketing email: it has an unsubscribe link, people who unsubscribed do not get it, and the weekly limit applies. You can send it up to 30 days after the event’s last date, and the screen shows the last day.

Everyone

An email with no event goes to everyone in your audience. Nobody is left out for holding a ticket, because there is no ticket to hold.

What if the event has no tickets and no registration?

If the event has no tickets and no registration, nobody holds a ticket to it, so there is only one choice: everyone in your audience.

What if another organizer shared the event with me?

If another organizer shared an event with you, you can email your own audience about it under your own name. You cannot write to its ticket buyers; they are the other organizer’s.

Who is in your audience

People who bought a ticket or registered for one of your events on Esora.
People who follow you on Esora.
People who signed up with your sign-up link, with the sign-up box on your Esora page, or by saying yes on their order confirmation page. A typed-in address joins only after its owner confirms it from their inbox.
A list you already have, if you send it to us. There is no upload button: get in touch and we load it into your audience for you.

Everyone who unsubscribed from your emails, whose address bounced, or who marked your email as spam is left out of every marketing email.

Nothing else adds anyone: not tickets sold at your door or on another platform, not free tickets you gave away yourself, not events listed on Esora but sold elsewhere.

The Audience page, on the web and in the app, lists everyone and how they joined. You see the email address of everyone who gave it to you: buyers, people who registered, people who signed up, and lists we loaded for you. People who only follow you on Esora show by name, and their contact details stay private.

The limits

Each person gets at most two of your marketing emails every seven days. Marketing emails are the ones to People without tickets, Everyone who had a ticket and Everyone. Anyone already at two is skipped, and the count you see before sending has already left them out.
One email to Everyone every 30 days. Once you have sent one, the choice shows the date the next one becomes possible.
Three emails to Ticket buyers per event, while the event is still ahead. The screen tells you how many are left once you have used one.
Two emails to Everyone who had a ticket per event, within 30 days of its last date.

Languages

Write in whichever language you like: one message, no versions to keep in step.

Translate into Armenian and Russian (or the two languages you did not write in) translates your subject and message for you. The translation lands in fields you can read and edit before anything is sent. It goes out under your name, so give it a read. Each person gets the version in their language.

Either way, the event’s own details (the date, the venue, the price, the button) reach every reader in their own language. See Content in Three Languages for how that works elsewhere.

Before you send

Preview. On the web the preview sits next to what you write. In the app, Preview email opens it in your browser exactly as people will receive it.
Test copy. Send me a test copy puts the current version in your own inbox first.
Drafts. Press Save draft on the web to come back later; drafts stay in your Emails list until you send or delete them. In the app, leaving an email you have started asks whether to save or delete the draft.
Confirm. Before it goes out you confirm the number of people it reaches.

Scheduling

On the web, press Schedule instead of Send email and pick a date and time.

It has to be at least 5 minutes from now.
It has to be before the moment the email stops making sense: before the event starts for an email about an event, before the 30-day window closes for Everyone who had a ticket, and within 30 days for an email with no event.
Recipients are counted again when it sends, so people who bought a ticket or unsubscribed in the meantime are handled correctly.
To change a scheduled email, press Cancel schedule. It goes back to being a draft and nothing is sent.
If the event is canceled, or Esora sells its tickets and they are sold out by then, the email is not sent. It shows as Not sent with the reason.

Sending

Sending cannot be recalled. While it is still going out, Stop sending stops everyone still waiting. Emails already sent stay sent.
Replies come to you. When someone answers, the reply lands in the inbox of the team member who wrote the email. If that person is no longer on your team, it goes to another member.

What if my sending gets paused?

If too many of your emails bounce or get marked as spam, we pause your sending and look at it. While sending is paused, nothing goes out, scheduled emails included. Write to support@esora.app if you need it back sooner.

Send from your own address

Emails go out under your name from an Esora address. If you own a domain, you can send from your own address instead, for example events@yourdomain.am. See Send From Your Own Address.

What happened

Open the email from the list and you see:

Sent: how many people it went out to
Still to go: while it is still going out
Bounced: addresses the mail server refused
Marked as spam: people who reported it
Unsubscribed: people who left your list after this email
Skipped: people it was not sent to: they unsubscribed or bounced before, they already hold a ticket, or they had two of your emails in the last seven days
Didn’t arrive and Unknown: shown only when it happened to somebody
Sales from this email: orders, registrations, and revenue

Sales are counted where this email was the last place the buyer came from, the same rule as tracking links. We do not track opens or clicks. The measure of an email is the tickets it sold.

Tips

Send when tickets go on sale. Your audience already came to something of yours, so a new date is news to them.
One email per event to People without tickets. With a limit of two per person per week, spending both on the same event trains people to ignore you.
Schedule for when people read email, not for when you finished writing.
Put the thing itself in the subject, not “Newsletter #4”.
Say the one thing they do not already know. The poster, date, venue and price are in the email already. Your words are for the reason to come.
Say thank you after the event. Within 30 days, an email to Everyone who had a ticket is the best moment to point at what is next.

Questions

Why is my count lower than my audience?

People who unsubscribed, bounced or reported spam are left out. People who already hold a ticket to this event are left out. Anyone who got two of your emails in the last seven days waits for the next one. The line under the choice gives the number for each.

Can I email people who bought tickets elsewhere?

Yes, if they are on a list you already have. Send it to us and we load it into your audience. There is no way to upload addresses yourself.

Can I edit or recall an email after sending?

No. If it is still going out you can stop it, which stops everyone who has not received it yet. A scheduled email can still be changed: cancel the schedule and it is a draft again.

Can someone unsubscribe?

Yes, from the link in the footer of every marketing email. It takes effect immediately. A new ticket purchase does not put them back on your list; only the person can, by signing up again or from the link in an earlier email.

Can I see who opened it?

No. You see whether it arrived, and the orders and revenue it produced.

Questions? Get in touch.