How to create and send an email Campaign in Hotmart Send?
Hotmart Send Campaigns allow you to send one-time communications to your contacts, with a defined date and time. This type of sending is ideal when you need to reach a specific audience at a specific moment, without the message being resent to new leads in the future.
In this article, you’ll learn what Campaigns are in Hotmart Send, when to use them, what to consider before creating a send, and how to set up a Campaign step by step within the platform.
What is a Campaign in Hotmart Send and when should you use it?
A Campaign is a one-time email send to a specific group of contacts in your database. The send takes place at the defined date and time and is not automatically resent to new contacts who join after that moment.
For example: if you schedule a Campaign for today at 8PM using a specific tag as a criterion, only contacts who have that tag at the time of sending will receive the message. This type of send is ideal for one-time communications such as:
Cart opening or closing
Invitations to live sessions, webinars, or events
Announcements of launches, new groups, or products
Informational, promotional, or celebratory messages
What is important to know before creating a Campaign?
Creating a Campaign in Hotmart Send happens in three main steps: Sender and audience, Content, and Sending.
Understanding what is defined in each step helps prevent errors and ensures the send happens as expected. See below what to consider in each one:
❯ Sender and audience: who sends and who receives the email
In this step, you define the email identification details and configure who will receive the Campaign. These settings are defined in two main areas: sender details and audience details.
Sender information: here you configure the data that will be shown to recipients:
Sender name: the name that appears in the contact’s inbox
Reply-to email: must be a valid address with an active inbox. By default, this field is filled with your login email, but it can be changed
Email signature (optional): adds information at the end of the message, such as name, role, or social media links. Learn more about email signatures in this article
If you haven’t set up a custom sender yet, Hotmart Send automatically uses an address in the format contato@mail.hotmart.host. Learn more in this article.
Audience definition: in this step, you also choose which contacts will receive the send. By clicking Edit audience, you can select based on:
Tags and segments
Behavior in previous sends, such as emails sent, opened, or clicked
Contact engagement
You can combine filters and define the selection logic:
All filters: the contact must meet all defined criteria
At least one filter: the contact only needs to meet one of the criteria
By default, frozen leads (no interaction for more than 30 days) do not receive Campaigns. To include them, you need to enable this option in Edit audience > Advanced options.
❯ Content: what will be sent in the email
In this step, you define the information and content of the message that will be sent to contacts. The main fields are:
Subject: can be simple or include personalization, such as the contact’s name
Preview text: a short message displayed after the subject in the inbox
Email content: can be written manually, reused from a previous send, or created with the help of AI
Language: defines the language of the unsubscribe footer, displayed only in actual sends
Before finishing, you can send test emails, with a daily limit of 20 tests. These tests are used to review the content, but personalization parameters are only applied in the actual send.
❯ Sent: when the Campaign will be sent
In the final step, you choose when the Campaign will be sent. The available options are:
Send now: the email is sent immediately after confirmation
Schedule send: allows you to define the date, time, and time zone
Before finalizing, Hotmart Send displays a Campaign summary, where you can review all the settings configured in the previous steps. After reviewing, you can confirm the send, schedule it, or save the Campaign as a draft to finish later.
In the side menu, click Marketing and then Email marketing
Inside Hotmart Send, select Campaigns in the left-hand menu
Click the New campaign button
Set a name for your campaign (used only for internal organization and not visible to leads)
On the next screen, complete the Sender and audience step by defining sender and audience details. Then click Continue
Next, complete the Content step by creating an engaging email. Then click Continue again
Finally, in the Sent step, define whether the send will be immediate or scheduled
Click Review and confirm to check the summary of settings
After reviewing, finish with Confirm and send or Confirm and schedule. If you prefer to keep it as a draft, click Save draft and exit
If you have any questions while completing any of the three steps, refer to the previous section for detailed guidance.
Frequently asked questions
❯ What is the difference between campaigns and automations in Hotmart Send?
Campaigns are one-time sends, manually created for a specific list or segment. Automations remain active and send messages automatically whenever a lead meets defined criteria, such as receiving a tag or interacting with a previous email. To learn more about automations, check this article.
❯ What should I consider when comparing the total contact base with the leads reached in a Campaign?
In some cases, the number of leads reached by a Campaign may differ from the total shown in All contacts. This happens because not all contacts are eligible to receive the send. Common reasons include:
Frozen leads (no interaction for more than 30 days)
Unsubscribed contacts
Contacts with hard bounce
These leads remain visible in your database, but only those eligible to receive emails are counted when creating the Campaign. Frozen leads can be manually included in Advanced options, while contacts with hard bounce are permanently excluded from sends
❯ How do I send a Campaign only to leads who opened a previous email?
In the Sender and audience step, use the Opened emails filter and select the desired Campaign. This way, only contacts who opened that email will receive the new send.
❯ How do I send a Campaign only to leads who did not open a previous email?
In this case, you need to combine filters:
In Sender and audience, click Edit audience
Add the Emails sent filter and select the desired Campaign
Click Add filters to whom no to send
Select Opened emails and choose the same Campaign
This way, the send will target only contacts who received the previous email but did not open it.
❯ Can I send Campaigns based on lead engagement levels?
Yes. During Campaign creation, you can use engagement ranges as audience criteria, such as:
80–100%
60–79%
40–59%
0–39%
When you need to send the same content to more than one range, it’s recommended to create separate Campaigns and exclude leads who have already received the email using filters or tags. This helps avoid duplicate sends.
❯ How do sends work when frozen leads are enabled?
When the frozen leads option is enabled in a Campaign, Hotmart Send prioritizes sending to contacts with recent interaction.
First, the email is sent to active leads. Then, frozen leads receive the same message with an approximate one-hour delay, for both immediate and scheduled sends. This allows you to include frozen leads without removing them from your database and helps distribute sends more evenly.
❯ Can I share an e-book or downloadable material in a Campaign?
Yes. The file must be hosted on an external storage service, such as Google Drive, with access enabled via link.
When setting up the email content, simply insert the link into the email body, either as a hyperlink or a call-to-action (CTA) button, so leads can access the material. To learn how to add a link or CTA to your email, check this article.
❯ Do new leads receive a Campaign that has already been sent or scheduled?
No. Campaigns are one-time sends. Only contacts who are part of the audience at the time of sending receive the email.
Leads who join the database after the send or after the scheduled date and time will not receive that Campaign. For automated communication with new contacts, it’s recommended to use Automations. Learn more about Automations in this article.
