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Other services

Other services

Other Services: Overview

There are optional components that can be switched on at a user’s request. These either have limited compatibility or require a greater technical understanding, so are therefore switched off by default for standard users.

API (Application Programming Interface)

The API service enables a user to link e-shot™ to another system, such as a CRM. Once setup the two systems can talk to one another, passing relevant information such as contacts, send history etc.

More advanced uses of the API include creation of messages (passing an HTML file), selecting groups of contacts to send, applying performance filters and queuing of campaigns.

Read our latest API Guide

In order to utilise the API, the support team would create a test environment and once successfully integrated, certain security measures (such as IP restriction) would need to be implemented to enable the live API link to your account.

Send Forensics

Send Forensics is an email deliverability service that provides useful information about your emails and email campaigns before and after sending them. It provides you with delivery stats, suggestions how you could optimise your content and sending infrastructure, as well as being able to preview emails before you hit send. It provides statistics on your campaign's results, tracks your reputation, and alerts you to any blacklist issues right away.

Once enabled, a Forensics button will display in quicklinks on the Dashboard or in the main menu beneath Analytics and clicking it will display a list of test sends, Single Send and Resend campaigns sent from that domain. This view is filtered by subaccount

After a message has been created and a test message sent, a new Forensics Report option will be available from the Design Studio message dropdown, enabling you to preview the deliverability score of your campaign before it has been sent. Once the Send Forensics page has loaded a carousel of each message will display.

Clicking on a message will display a snapshot of the deliverability information for that message.

Once a campaign has been sent, a link to Send Forensics is also available from the Reports page. Selecting the Forensics Report dropdown option will navigate to the snapshot for the specific campaign.

Preference Centre

The e-shot™ Preference Centre allows recipients to subscribe to topics of interest that control the types of emails they are sent by e-shot™ users. This service is customisable to suit your business, either offering a simple Preference list, or a more complicated setup involving multiple Channels and Preferences. Preferences and Channels can be renamed to meet your requirements, which will carry through to all parts of e-shot™.

The Preference Centre feature can only be enabled per subaccount by an e-shot™ support administrator.

Preferences and Channels once setup can be shared between subaccounts, but its use is only enforced/visible to a subaccount that has the Preference Centre feature enabled.

For existing customers to move towards using the Preference Centre, the functionality has two modes; on-boarding and fully-enabled.


Whilst in the on-boarding state, e-shot™ users will carry out the following actions:

  • Assign Preferences to all contacts within a subaccount,
  • Create new e-shot™ subscription forms that include the subscription to Preferences to use once the Preference Centre feature is fully enabled
  • Create a new Manage Profile form, as disabled, that users are to use to manage their held information and preference subscriptions, once the Preference Centre feature is fully enabled


Once all on-boarding tasks have been carried out, e-shot™ users carry out the following actions:

  • Make a request to the e-shot™ support team that the Preference Centre is fully enabled for the subaccount,
  • Put live the new e-shot™ subscription forms
  • Enable the new Manage Profile form

Once the Preference Centre is fully enabled, contacts will be able to manage their subscription to Preferences (and Channels), putting the contact in control of their received communication.

Preference Centre Management

The Preference Centre page can be reached by clicking the Preference Centre navigation button and has four tabs:

  • Channels
  • Preferences
  • Preference Mappings
  • Subaccount Mappings

The first step is to create a Channel. All Preferences must be associated with a Channel, but if only one Channel exists it will be hidden, essentially just leaving you with Preferences. Channels and Preferences can be set up to suit your business needs, but one way to do so would be to use Channels as your method of delivery and Preferences as the content you're delivering.

Once your Channel(s) and Preferences have been created, they need to be mapped to one another. This is done by selecting your Preference, ticking the checkbox for the Channels you would like to map it with, clicking Save mapping, then repeating for each of the other Preferences you would like to set up.

After setting up your Preference Mappings, the next step is to set up the Subaccount Mappings, which controls the subaccounts each Preference is usable within.

Once the Preference Centre page setup has been completed, Preferences are visible to subaccounts from the following locations:

  • Adding contacts
  • Importing contacts
  • Campaign creation 
  • Sign-up forms
  • Manage profile 

Adding contacts 

With the Preference Centre enabled, when adding a contact an addition section will display. 

Adding a Preference to a contact is optional. However, once Preference Centre is enabled, selecting a Preference to send your campaign to is mandatory, which means that each of your contacts will need to be associated with the relevant Preference. A contact can be added to as many Preferences as you require.

Importing contacts 

When importing contacts through the e-shot™ UI, if Preference Centre is enabled an additional page will be added to the process. 

The Preference Mappings page will allow you to select the Preference(s) each of your imported contacts will be added to.

Campaign creation 

An additional section is added to the Define Delivery step of the campaign creation process when Preference Centre is enabled. If more than one Channel has been created then both of the following boxes will display, if there is only one Channel then only the Preference box will be shown. Clicking into either of the boxes will open a dropdown list of the available options and typing will automatically filter the selection list.

The additional Preference and Channel selections allow you to filter the contacts to send to in conjunction with the standard e-shot™ groups.

Dynamic Content 

In addition to being able to send a traditional email to your contacts, e-shot™ now offers the ability to customise areas of your message based on your intended recipients. For example, you can create a message that displays specific images/text to present for Male recipients of your email and a separate set of images/text for Female recipients. This is done by setting up a rule, in this example, a Gender rule with custom field filter rules that map to specific values within a defined custom field. If the specified custom field associated with a rule does not have a value that maps to either the Male or Female rule filter, the default content you setup against an element will be used. Please speak with your account manager to activate this service.

Once activated, this featured is available from within Drag & Drop messages and is applied to individual Elements using a defined rule. During the message creation process, the first step is to add a Block to your message, add an Element to the Block, then click the dynamic content icon to select the Element.

This will result in the Element being highlighted and the Rules section displayed on the Dynamic Content tab. Rules are created against a message (in an upcoming release, rules will be able to be shared between messages). 

Once you select to create a new rule you are prompted to give it a name and create a number of filters. For example, a rule called 'Gender' can be created. This will then have filters setup for the rule, one for 'Male' and another for 'Female'. Each filter has 3 fields to complete, the e-shot™ contact field you would like to use, the operator (Is, Contains, Starts With, or Ends With) and your chosen value. 

In the following example a custom field named 'Gender' has been setup with a filter named 'Male' that will apply the filter setting logic to email recipients (contacts) with a 'Gender' custom field value equal to 'Male'. 

A number of filters can be created to suit your individual needs and the rule can then be saved.

Once the rule has been created it needs to be applied to your Element. To do so, simply click the 'Apply this rule to the selected element' (tick) icon. 

The dropdown within your Element will now allow switching between the different Dynamic Content filters and will display the rule name as a tooltip.

In this example we have already added the default content, the Male and Female versions of the message still need to be completed. To do this, click the rule dropdown and select an option. After selecting the rule filter named 'Male', you will drag and drop a new Element on top of the canvas and select the Element type. In this example I selected 'Male', dropped an Image Element onto the canvas and then selected the image I intend to be visible for the 'Male' recipients.

That part of the process needs to be repeated for each filter you have created, effectively adding content for each option. 

Once content has been added for each filter type you can switch between displayed content in a couple of different ways. Changing the dropdown option will display the Element content for the chosen filter. Additionally the content can be switched by clicking the eye symbol for a chosen filter on the Dynamic Content tab. If you have a number of Elements all using the same rule, then changing the viewed option will display for all Elements. 

While creating your Drag & Drop message the Desktop and Mobile previews will show the content from the currently selected filter. This allows you to add content for each filter type, then quickly preview how your message will look for different recipients. 

Once the message has been created, previewing the message from anywhere outside the message creation flow will display the Default content. 

Resubscribing Contacts 

In some situations clients desire the need to be able to re-subscribe contacts to Email or SMS. This is a feature controlled from the e-shot™ back office and is set against a subaccount. This ensures that the e-shot team are in control of who has this feature available to themselves so that we can ensure it is not abused by clients.

Once this feature is enabled, e-shot users will be able to re-subscribe a contact from the Rest API. For full details of what this entails please see our REST API Guide. 


in-leads™ enables users to track and identify visitors to your websites. Not only will you be able to follow a visitor’s journey through your website, but you will be able to setup URL rules that enable you to be able to score page visits. The scoring mechanism enables you to be able to:

  • segment contacts into Groups for use in, e.g. Automated Series, Email or SMS campaigns,
  • re-assign in-lead contacts of interest to other users to follow-up with,
  • generate scheduled reports and email to desired recipients 

As long as visitors have enabled cookie tracking, we will track both identified and unidentified visitors. When an unidentified visitor is identified as a contact within e-shot™, the visitors tracking history remains linked to the now identified contact. This means that any user journey or applicable scoring rules are taken into consideration.

 Unidentified website visitors can be identified by; 

  • Visiting a link within an e-shot™ campaign send
  • Subscribing to an e-shot™ preference or group


Once user permissions are granted and in-leads™ is enabled on your account, next you will need to add the in-leads™ JavaScript tracking-code to the website pages you wish to have visits tracked. Typically to a master page that is shared by all pages across your website.

Once the tracking code has been added to your desired websites, you will be able to setup Categories to group visitors together and Page Tracking rules that can be used to filter pages of interest. These Page Tracking rules can be applied to a URL that “starts with” or “contains” your desired URL search string, one at a time, or be applied as a bulk operation to all discovered pages. 

Page Tracking enables you to apply scoring rules and categories to visits that can be used as a further mechanism to identify contacts of interest. Page Tracking rules apply to both unidentified and identified visitors. Only once a visitor is identified can it be used in a Trigger or Report.

Each page (URL) visited can be given a Friendly Name, which defaults to the browser's page title. This can be overwritten by the user and enables you to more easily identify pages of interest.

Once you have setup Page Tracking; Triggers and Reports can be created which report on tracked pages that meet your desired criteria. 

Triggers enable you to be able to send an email or add contacts to a group with contacts that match your desired tracking criteria; categories, campaigns, page visits, scores, or any combination of these.

 Reports enable you to schedule an email containing a list of contacts that have visited your tracked websites.

Visitors List  

The in-leads™ Visitor List provides a list of known and unknown contacts that have been tracked. Information about their visits is listed and once a contact has been identified through campaign clicks their journey is tracked through cookies.

The list by default will only display information for known contacts, but unknown contacts can be included by ticking the checkbox shown above. The list can also be filtered or exported, as required, if you would like to analyse the data.

Clicking on a known contact's email address will navigate to their Transaction History page, where all their e-shot™ information is displayed. Additionally, the 'Actions' button allows you to quickly add the contact to a group, or you can navigate directly to their in-leads™ transaction history.    



Before Page Tracking can be added, first, at least one Category needs to be in place. This allows pages within your website to be segregated and organised in a way that suits your needs, offering easy reporting and a breakdown that's right for you. Further to which, categories can also be used to trigger events or activity e.g. as part of an Automated Series.

Each Category can be edited to change the name, or can be deleted using the Actions button option, as long as it has been removed from any existing tracked pages resulting in a 'Page Count' of 0.

Page Tracking 

At the core of the in-leads™ functionality is the ability to track pages and use that information to provide meaningful reports or on the fly notifications as a result of expected actions. The quickest way to add tracking to your website is to use the bulk page tracking feature, but tracking can also be added a page at a time.


After applying the tracking code to your website and adding at least one Category from the 'inleads™ Categories' page, simply visit each page you would like to be tracked, then navigate to the 'Bulk Page Tracking' page. Each page you have visited will be listed if there's not an existing tracked page for it, then simply choose a Category, overwrite the default score if required, repeat for each page and click 'Save Page Tracking' to save all of your new pages. 

Each page is given a Friendly Name, which defaults to the browser's page title, but can be overwritten during the bulk set up or after creation. The Page Tracking list can be filtered by URL using the text box at the top of the page, enabling you to locate a chosen page quickly if you desire.

Page Tracking can be added individually if you would prefer, which is a case of navigating to the eshot™ 'in-leads™ Page Tracking' page, clicking 'Add Page Tracking', selecting whether your URL 'Starts With' or 'Contains' your chosen value, selecting a Category, Friendly Name and Score, then clicking 'Add'. 

All of the Page Tracking records created through the bulk or individual methods are listed on the 'in-leads™ Page Tracking' page. From here each can be edited or deleted using the Actions button options.


If a Page Tracking record has been scored against a number of contacts or has been used in any Triggers then it can still be deleted, the associated records will also be removed as part of the process. When page tracking has been removed from a Trigger, because of the above, and the Trigger ends up with no Tracked Pages and no Score criteria, then the Trigger will be disabled.


In order to use the visitor data collected through the website tracking code and the Page Tracking, Triggers can be created to fire when specific events occur. Triggers can also generate actions, including sending an email, adding contacts to a group or assigning contact ownership.

 A Trigger is fired from either a visit to selected pages, a contact reaching a specific score, or both. 

Clicking into the 'Page Visit' box brings up a list of all your tracked pages, allowing you to select those you would like, using AND/OR operators. Once the Trigger event happens, an email will be sent to the specified address and can optionally be added to your chosen e-shot™ group. The resulting email will state the contact's Name, Company, the Trigger name and will provide a link to navigate to the in-leads™ transaction history.

The email link will stay active for 1 hour, after which time clicking the link will navigate to a Link Expired page, clicking the button from there will generate a new email and link.


Rather than the on-event nature of Triggers, Reports are normally a scheduled activity that provide contact information for a given period of time. An 'On Demand' option is also available if you would like the information straight away. 

At the selected point in time an email is generated that contains a link to a spreadsheet. The resulting document provides a summary of information for all contacts in the given timeframe, as well as new contacts within that period.  

The e-shot™ account overview section on the Dashboard will display a summary of in-leads™ activity at a subaccount level, for both known and unknown visitors. 

If an end user does not want to be tracked they can enable the Do Not Track feature all browsers have, which will stop the in-leads tracking from monitoring their journey through your website. 


Zapier is a tool that allows you to connect apps you use every day to automate tasks and save time. Integrating with Zapier is done through setting up Zaps through their website, which combine Triggers and Actions to perform the automation for you. For example, you could set up a Zap to automatically add a new row to a Google Sheets spreadsheet whenever a new contact is added to e-shot™, or automatically unsubscribe a contact from e-shot™ if they submit a form on your website.

While creating a Zap you will need to choose a Trigger app, which each contain different options that the developer has set up. If you select e-shot™ as the Trigger app then the following options will be available: 

New or updated contact 

  • Contact unsubscribed from SMS 
  • Contact unsubscribed from Email 
  • Contact clicked 
  • Contact subscribed to preference 
  • Contact unsubscribed from preference 
  • Contact displayed
  • Contact bounced
  • Contact deleted

Zapier will continually monitor the status through polling the REST API and as soon as a change is detected the Action app will fire. If you select e-shot™ as the Action app then the following options will be available: 

  • Save group
  • Save contact
  • Unsubscribe contact from SMS
  • Add a contact to an existing group
  • Delete contact
  • Subscribe contact to preference
  • Unsubscribe contact from email
  • Unsubscribe contact from preference
  • Remove a contact from an existing group 


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