With Intercom Messages, you can send targeted emails to your customers and leads. Whether you customize a pre-made template, or import your own HTML, the emails you send will look great. A/B testing and goals let you optimize your email performance and ensure effectiveness.

Create and send an email

First, go to Outbound > Emails and click “New email” in the top right corner:

Note: You can also create an email from the “All” tab by clicking "New message" and then selecting "New email" or choosing a pre-made email template.

Next, you can start from scratch, or choose a pre-made template. For this example we’ll start from scratch, but the following steps also apply if you customize a template.

Tip: You’ll find email templates for many use cases, like re-enaging inactive users, reminding people about items in their cart, and they’re all completely customizable.

Before composing your email, you’ll see these options on the left to define who it’s sent from, and which Inbox you’d like replies assigned to:

You can also choose which email list you want to send this email to based on your customer's subscription type:

Then you can customize the style of your email, including:

  • Email template - choose from Plain, Personal, Company, or Announcement.

  • Body Background - Select the background for the body or border of your email.

  • Content Background - Select the background color that will appear behind your email content or text.

  • Links - Select the colour and style (italic and/or bold) of any links in your email content.

If you need a more customized layout, you can import your own HTML email:

Now, it’s time to write your message content

The simple composer lets you create personalised messages that look great, with speed and confidence. It’s quick to style your text, insert images, and easy to add a call-to-action — all with a few simple clicks.

To format text, add links and HTML simply select some text and the options will display:

Change the text formatting

Use the options on the left to change the text style (Paragraph, Heading 1, etc.):

Select from 4 font options:

Center text alignment or keep it on the left:

And customise the text color using the colour picker or enter the hex color code:

Add rich content to your messages

Insert rich content into your email using the + icon on the left, including:

  • Dynamic content

  • Image

  • Layout

  • Button

  • HTML

  • File

  • Code

  • Emoji

  • Bulleted list

  • Numbered list


Once you’ve drafted the message, you can preview how it'll look on mobile by clicking on "Mobile preview":

Or send yourself a test by clicking on "Preview" and sending it to your own inbox:

Note: You must give your email a Subject before you can send a test to yourself.

A/B testing your message

To ensure that your content is performing as well as it can be, you should A/B test your message. Intercom makes it easy to create and send two versions of a message to see which is the most effective. Read all about A/B testing here.

Set up Rules

First, decide if if you want your email to be triggered automatically and target the audience.

For example, if you wanted to re-engage customers by sending an ongoing email any time a customer is inactive for more than 90 days, you could add a trigger for "Last seen if it's 1 day after the date" and then add an audience rule for "Last seen more than 90 days ago":

Note: To use event or date rules, the audience must be Dynamic and not Fixed. Learn the difference between these audience types and when to use them here.

You can also send one-off messages that will only send to customers who match your audience rules right now, by selecting a "Fixed" audience:

Choose frequency and scheduling

When you've finished setting up who will receive your message, you can choose to start sending the email as soon as you set it live, or on a custom date and time you decide.

Read this article to find out more about message scheduling.

Setting a goal and tracking with Google Analytics

Every message you send should have a goal, but open and click rates will only tell you so much. Goals are the true measure of how a message is performing. 

To add a goal, choose the attribute or event for the result you want to measure from the dropdown under “Goal and UTM tracking”: 

Example: if your goal is to get people to log in to your app, you could use the goal “Web sessions is increased” and any user who logs in after receiving it, will contribute to this goal's total.

You can set a goal using any data you track in Intercom, whether it's an event or a user/company attribute.

Read this article to learn more about goals.

And that’s it. Your message is ready to send!

Note: This button will change depending on your Rules and Frequency and scheduling.

  • "Schedule to set live" - will appear if you've chosen to schedule it for a time in the future. This means the email will automatically send on the date and time you selected.

  • "Set live" - will appear if you have added event or date based rules for the audience. This means the email will send automatically only when those rules are matched.

What’s next?

💡 Tip

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