> For the complete documentation index, see [llms.txt](https://docs.exoclick.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.exoclick.com/tutorials/tutorials/advertiser-tutorials/email-clicks-ad-format.md).
# Email Clicks: How to create an Email Clicks campaign
Email Clicks traffic is traffic coming from emails sent to users subscribed to the publisher's website. The email contains a call to action that directs the user to the advertiser’s landing page or pre-lander.
Advertisers can buy Email Clicks via Bidding or via Traffic Share flat deals (for this option, please contact your account manager or [reach out to the Customer Success team](https://www.exoclick.com/contact/)).
## How to create an Email Clicks campaign
In order to create an Email Clicks campaign, simply [follow the same steps you would do for a normal campaign](/advertisers/campaigns/creating-a-campaign/create-campaign-step1.md). Just make sure you select **"Email Clicks"** as your ad format:
The format is available to bid on **CPC** and **Smart CPC**. In order to save costs, we strongly recommend you to select **Smart CPC**. This way, you can save costs if there is not much competition for the traffic you are looking for.
Also, consider enabling a frequency capping of **1 or 2 clicks per 24 hours**. This way, you can throttle the initial flow of traffic to better assess the quality of the traffic.
Lastly, make sure to enable [**conversion tracking**](/advertisers/conversion-tracking.md) in your campaign in order to measure the profits from your campaign. This will also allow you to enable advanced optimization features, such as [**Bidder**](/advertisers/campaigns/bidder.md) in order to optimize their bidding prices.
## Email Passing
The biggest potential from Email Clicks resides on **Email Passing**. By default, advertisers cannot get a user’s email, however there are parameters within the URL that allow advertisers to use that information and **auto-fill a signup form to increase their offer’s signup rate**.
To enable this feature, contact your account manager or [reach out to the Customer Success team](https://www.exoclick.com/contact/).
{% hint style="info" %}
**Note**: Email Passing is enabled based on the Account Manager/Customer Success's acceptance criteria.
{% endhint %}
## Best practices
An important macro used often in Email Clicks sites is **{sub}**. This token will let you receive the **Sub ID**, which is related to each database used by the website. You can also use some of the other macros listed [here](/advertisers/campaigns/macros.md)
Once you have collected the sub IDs, you can target or exclude them using the **Sub ID** targeting section within Zone targeting:
We strongly recommended you to carry out **A/B testing** between a landing page, pre-landing page and signup page to see which converts the best.
Lastly, we recommend you to have a look at our [**blog**](https://www.exoclick.com/blog) to find some case studies that could match the product you promote.
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