Naming campaigns, and why the name cannot be changed later

When you create a draft you get two fields that look like the same thing: campaign name and subject. The name is internal, only you see it, in the list and in reports. The subject is what the subscriber reads in their inbox.

The name is set once

The subject, on the other hand, can be rewritten any time before sending, and tested in variants. If you use the subject as the name, the link to the draft breaks on the first rewrite.

A format that holds

YYYY-MM-DD-type-topic, for example 2026-08-21-promo-list-winback.

• The date: the day you send, not the day you write. That way the list sorts itself chronologically; move the send, rename it
• The type: one word from a short, fixed list of your own, so you can compare campaigns of the same kind
• The topic: two or three words with hyphens, enough to recognise the campaign at a glance

No special characters and no spaces. The name often ends up in tracking parameters and from there in Google Analytics, where special characters and spaces break when encoded.

Three things that do not belong in the name

• The issue number: it becomes fiction the moment you skip a week. The date cannot lie
• The account name: each client is separate in the platform, so a prefix with their name only makes it longer
• The subject: it changes, and the name must stay fixed

The same applies to tags

A badly named tag shows its cost months later, when you no longer know what it meant. Keep a small vocabulary, write down where the person came from, and use the same shape everywhere: two tags meaning the same thing split your list in two without telling you.