Odoo Email Marketing Campaign Guide: Design, Automate, and Measure

Email marketing remains the highest-ROI channel for B2B and B2C businesses, generating an average of 36 USD for every dollar spent. Odoo's Email Marketing module brings campaign management directly into your ERP, meaning your marketing emails can leverage real customer data, purchase history, and behavioral signals without external integrations. This guide covers campaign creation, template design, segmentation, automation, testing, and the deliverability practices that determine whether your emails reach inboxes.

Key Takeaways

• Odoo Email Marketing integrates with CRM contacts, providing segmentation based on purchase history, lead score, and any custom field
• The drag-and-drop email editor includes mobile-responsive templates, dynamic content blocks, and personalization variables
• A/B testing supports subject line, content, and send time variations with automatic winner selection
• Marketing automation creates multi-step drip campaigns triggered by opens, clicks, purchases, or time delays
• Deliverability depends on SPF, DKIM, and DMARC configuration plus list hygiene and engagement metrics

Campaign Setup

Creating a Campaign

Navigate to Email Marketing > Campaigns > Create:

1. Campaign name: Internal name for organization
2. Subject line: The email subject (supports personalization variables)
3. Preview text: The text displayed after the subject in inbox previews
4. Sender name: Who the email appears to come from
5. Sender email: The reply-to email address
6. Mailing list: The target audience

Audience Selection

Odoo provides multiple ways to define your audience:

Mailing lists: Static lists that contacts subscribe to or are added to manually. Manage at Email Marketing > Mailing Lists.

Dynamic filters: Select recipients based on record filters. Any field in the contacts model can be used:

CRM segments: Target contacts at specific pipeline stages (e.g., send case studies to leads in the "Proposal" stage).

Segmentation Best Practices

• Segment by engagement level (active, dormant, never-opened) and vary content accordingly
• Create segments based on purchase behavior for cross-sell and upsell campaigns
• Use progressive profiling to enrich contact data over time through survey links and preference centers
• Exclude recent purchasers from promotional campaigns to avoid discount cannibalization

Email Design

Template Editor

The drag-and-drop editor provides a visual canvas for email design:

Content blocks available in the editor:

Personalization Variables

Insert dynamic content using personalization variables:

• object.name --- Contact's full name
• object.email --- Contact's email
• object.company_name --- Contact's company
• object.title.name --- Contact's title (Mr., Ms., Dr.)
• Custom field references for any field in the contact model

Conditional content blocks show or hide sections based on contact data. For example, show a product recommendation block only for contacts who have purchased in the last 90 days.

Mobile Optimization

Odoo email templates are responsive by default. The editor previews both desktop and mobile layouts. Key mobile considerations:

• Single-column layouts on screens below 600px
• Minimum touch target size of 44x44 pixels for buttons
• Font size minimum of 14px for body text on mobile
• Images scale proportionally with max-width 100%

A/B Testing

Setting Up Tests

Enable A/B testing on any campaign:

1. Click A/B Test in the campaign toolbar
2. Choose the variable to test: subject line, content, sender name, or send time
3. Define variants (up to 4 variations)
4. Set the test audience percentage (typically 10-20% of the total list)
5. Choose the winning metric: open rate, click rate, or conversion rate
6. Set the evaluation period (4-24 hours)

Test Strategy

Automatic Winner Selection

After the test period, Odoo automatically sends the winning variant to the remaining audience. The campaign report shows performance metrics for each variant.

Marketing Automation

Drip Campaigns

Create multi-step automated sequences at Email Marketing > Automations:

Welcome series example:

Trigger Types

Automation Best Practices

• Limit automated emails to 2-3 per week to avoid fatigue
• Include clear unsubscribe options in every automated message
• Set up exit conditions (purchased, unsubscribed, reached sequence end)
• Monitor automation performance weekly and pause underperforming sequences

Deliverability Optimization

Authentication Setup

Configure email authentication to maximize inbox placement:

SPF (Sender Policy Framework): Add a TXT record to your domain's DNS that authorizes your mail server to send on behalf of your domain.

DKIM (DomainKeys Identified Mail): Generate a DKIM key pair in Odoo and add the public key as a DNS TXT record. Odoo signs outgoing emails with the private key.

DMARC (Domain-based Message Authentication): Add a DMARC policy that tells receiving servers how to handle emails that fail SPF or DKIM checks.

List Hygiene

Maintain list quality to protect sender reputation:

• Remove hard bounces immediately (Odoo does this automatically)
• Suppress contacts with 3+ soft bounces over 30 days
• Re-engage inactive subscribers (no opens in 90 days) with a dedicated campaign before removing
• Use double opt-in for new subscribers to verify email addresses

Engagement Metrics

Monitor these metrics to maintain healthy deliverability:

Campaign Analytics

Built-In Reporting

The campaign dashboard at Email Marketing > Reporting shows:

• Delivery metrics: Sent, delivered, bounced, opened, clicked
• Engagement funnel: Visual funnel from sent to converted
• Link performance: Click counts per link in the email
• Device breakdown: Opens by device type (desktop, mobile, tablet)
• Geographic data: Opens and clicks by country/region
• Time analysis: Engagement by hour and day of week

Revenue Attribution

When integrated with CRM and Sales, Odoo tracks:

• Leads generated from email clicks
• Opportunities influenced by email campaigns
• Revenue attributed to specific campaigns
• Customer lifetime value by acquisition source

ECOSIRE Email Marketing Services

Effective email marketing requires strategy, design, and technical expertise. ECOSIRE's Odoo implementation services include email marketing module setup with authentication configuration, template design, and automation workflows. For organizations seeking comprehensive marketing support, our team configures the complete marketing stack including email, SMS, and social media integration.

Related Reading

• Odoo CRM and Sales Pipeline Optimization
• Shopify Email Marketing and Automation
• GHL SMS and Email Marketing
• Odoo Website and eCommerce SEO Guide
• Odoo Custom Module Development Guide

Does Odoo Email Marketing include its own email sending infrastructure?

Odoo.sh includes built-in email sending with shared IP pools. For self-hosted instances, you need to configure an SMTP server (your own mail server, Amazon SES, SendGrid, Mailgun, etc.). Using a dedicated email service provider generally provides better deliverability than self-hosted SMTP.

What is the sending limit for Odoo Email Marketing?

Odoo.sh limits email sending based on your subscription tier, typically starting at 200 emails per day and scaling with plan level. Self-hosted instances are limited by your SMTP provider's sending limits. For large campaigns (10,000+ recipients), configure batch sending with delays between batches.

Can Odoo email campaigns target contacts from the CRM pipeline?

Yes. The audience filter supports any field from the CRM module. You can target leads at specific pipeline stages, with specific tags, from specific sources, or with custom field values. This enables highly targeted campaigns like sending case studies to leads in the proposal stage.