Stay in touch with the people who found you

Find your way around

Open Email in the navigation. Overview shows what went out over the period every Insights report shares, chosen with the date button, and what it did: Sent, Delivered, Opened and Clicked, each against the period of equal length before it. Anything that needs attention, such as a bounced address, is listed under them. Read performance honestly explains every figure.

Overview

Sent, Delivered, Opened and Clicked for the period, anything that needs attention, the newest emails and deliverability.

Audience

Everyone on record for the website, with their status, lists, source and last engagement.

Lists

Groups of people who agreed to hear from you. A list can ask for a confirmation email and can start a sequence when someone joins.

Nurture sequences

A series of emails sent on a schedule to each person who enters, such as a welcome series for new subscribers.

Templates

System emails such as confirmations and receipts, newsletters, and sequence emails, each with a live version and an optional draft.

Insights, then Email

The full report: emails each day, how each kind of email did, deliverability, and every email with a search by address.

Website settings, then Email

The Amazon SES connection, the checks Mirin runs before sending, and a test send.

Build your audience

Anyone who signs up for your newsletter on your website joins a list called Newsletter, which Mirin makes on the first sign up. Other forms add people when you connect them to a list in the page editor, and you can import people or use Add person. Each person has one status that decides what they receive. Use Show to see Subscribed, Everyone, Active clients, Unsubscribed or Suppressed.

Subscribed

Agreed to receive email and not suppressed. Newsletters and sequences only go to subscribed people.

Awaiting confirmation

Joined a list that asks for a confirmation email and has not confirmed yet.

Unsubscribed

Opted out of marketing email. System emails such as confirmations and receipts still reach them.

Suppressed

The address bounced hard, complained, or was blocked by you. Nothing is sent to it, not even system emails.

Add a person by hand

1. 1
   Choose Add person in the header.
2. 2
   Enter their email and, if you like, their first and last name. Pick the lists they should join.
3. 3
   Choose Add person, or Save and add another to keep the same lists selected for the next person. People you add are subscribed, with Manual as their source.

Organize people into lists

A list is a group of people who agreed to hear from you about one thing, such as newsletter readers, a waitlist or past members. Newsletters go to a list, and a sequence can start the moment someone joins one. Select a list’s name to edit it in place.

The Newsletter list is an ordinary list. Rename it, ask for a confirmation email, or pick the sequence that welcomes each new reader. Archive it to stop adding people; sign ups still arrive in Leads.

What it is for

A note about who joins and what they can expect. It is shown only to you.

Ask people to confirm by email before they join

Double opt-in keeps the list clean and is required in some regions. The Joining column then reads Confirm by email.

When someone joins, start

Pick a sequence, and it begins the moment someone subscribes to the list.

Archive list

Keeps the list’s people and history, and hides it from every picker until you choose Restore.

Send a series with a nurture sequence

Create a sequence, add its emails, then connect it to a list. From then on, every new subscriber receives the series on schedule, and nobody has to press send.

1. 1
   Choose New sequence. Give it a name and what it is for, then choose Create sequence.
2. 2
   Add its emails. Each email shows its delay, such as Immediately or Day 2, counted from the moment a person enters.
3. 3
   Connect a list. Under Entry trigger, select an audience list and choose Connect.
4. 4
   Check what stops it, then turn the sequence on in Sequence info.

Starts when

Someone joins a connected list. You can also pick the sequence on the list itself, under When someone joins, start.

Stop and pause rules

Unsubscribes always ends a sequence. Turn on others such as Becomes a customer, or let Replies or starts a conversation pause it for a human conversation.

Pause

A paused sequence keeps its people where they are and sends nothing until it is active again. A switched off email is skipped.

The numbers

Entered counts everyone who ever started. In progress is who is partway through now. Became clients is who left because they became a client.

Write and manage templates

Templates come in three kinds. System emails go out on their own when something happens, such as a booking confirmation. Newsletters go to a list when you send them. Sequence emails are the steps of a nurture sequence.

Published

The live version, and read only. Choose Create draft to edit a copy.

Draft

A copy you can edit. Publish draft makes it the version that sends.

Off

A system email that is not sent at all, until you choose Turn on.

Restore the default email

Puts a system email back to Mirin’s default wording. Your edits stay in version history where versions are kept.

Open a template to edit it in the email builder, where its panel also holds Template name and Send test email. Order and shipping emails for a store are covered in Store emails.

Read performance honestly

How your email did lives with the other reports under Insights, then Email. It reads the period and reporting time zone every report shares, which Read insights explains. Each figure says what it is a share of, and changes are measured against the period of equal length before it: a count in percent, a rate in points.

Sent

Emails sent to your customers in the period. Alerts to your own team are listed under By email, not counted here.

Delivered

Emails the customer’s mail server accepted, as a share of sent. Bounces are most of the difference.

Opened

Delivered emails a person opened, as a share of delivered. An estimate, because some mail apps load an email without anyone reading it.

Clicked

Delivered emails where a person clicked a link, as a share of delivered. The surest sign an email did its job.

The cards below

Needs attention

Appears only when something does: emails marked as spam, bounced, not sent or still waiting, worst first, each with its reason, such as No such address.

Emails each day

Each day’s emails split by how far they got: opened, delivered but not opened, waiting, bounced or marked as spam.

By email

Each kind of email, such as Booking confirmation, with its opened bar against a tick at your average. Choose one to list its emails.

Deliverability

Your bounce and spam rates against the lines mail providers draw, and your sending setup in plain words.

Recent emails

The newest emails in the period, each with its track: Sent, Delivered, Opened, Clicked. Search an address to see every email to that person, from any date.

The words the report uses

Opened instantly

Opened within a minute of arriving, the way mail apps and security scanners open email by themselves. Not counted as opened.

Waiting

Their mail server hasn’t confirmed it arrived yet. Usually clears within the hour. After seven days with nothing, it reads No delivery report.

Not tracked

Sent before delivery reports began for your website. It counts as sent, and stays out of every rate.

Why is my open rate lower than other tools show?

Opens a mail app or security scanner made by itself, within a minute of arriving, are counted apart as instant opens and left out of Opened. Each card says how many it left out.

Can an order confirmation be opened instantly?

No. Emails a customer is waiting for, such as a sign in code or an order confirmation, are never counted as instant, because people open those right away.

Why does a row say 1 of 2 opened?

Under ten sends a percent says more than it knows, so the row counts emails instead, and its bar is drawn as an outline.

Does a rate mix emails from two different periods?

No. Rates count the emails sent in the period, whenever they were opened, so a rate never mixes two groups of emails.

Connect Amazon SES

Nothing sends until Amazon SES is connected. Open Website settings, then Email, and the setup walks you through it. Until then, Overview, Nurture sequences and Templates say Email is not connected yet, so nothing sends, and offer Connect Amazon SES.

1. 1
   Choose sender. Pick a sending region and the domain customers will see, ideally a subdomain such as mail.yourbrand.com. It does not need to match your website domain.
2. 2
   Approve AWS setup. Open the AWS setup, sign in and choose Create stack, which takes about a minute. It creates a sending role in your own AWS account. Then paste the Role ARN back into Mirin.
3. 3
   Check connection. Mirin confirms AWS and DNS are ready. Add the DNS records it shows at your domain registrar, and Mirin keeps checking until every check passes.
4. 4
   Send test email. Finish with a real inbox test, and sending is on.

Mirin assumes the sending role in your AWS account and never stores AWS keys. Every message carries your own domain and builds your own sender reputation.

Your store's emails to customers go through the same account once the checks pass. That covers order confirmations, shipping and pickup emails, refunds, cart reminders, club emails and customers' sign in codes, plus the new order and low stock alerts sent to you. They come from your support email, or the same mailbox on your sending subdomain, and replies come back to your support email. If your account ever refuses one, Mirin sends that email from its own address instead, so no order email is lost.

Connection

The provider, your sending domain and region, when Mirin last checked the connection, and when email last went out.

Checks

What Mirin confirms before it sends anything, such as the AWS role and your sender identity.

Check connection

Runs the checks again now, instead of waiting for the next automatic check.

Send a test email

Sends a short message from your sending domain to an inbox you choose, so you can see it arrive where your customers will.