Market Your Store Guide


  • In eMa7el you can use discounts to enable access to special offers. They can be applied to certain categories, products, to the total amount and so on.
  • Products in eMa7el can have any number of discounts attached. In case of several discounts applied, eMa7el will automatically calculate the best possible price for the customer based on all the available discounts and group memberships.
  • The most common way of using the discounts is a coupon code. The coupon code is entered by your customer on the shopping cart page just before checking out.
To see the list of discounts go to Administration →  Promotions → Discounts
The top area of the page enables you to search for a discounts by different search criteria:
  • Start date and End date for discounts created between these dates.
  • Discount type.
  • Coupon code.
  • Discount name is a full discount name or a part of the discount name.
By default, there are no discounts available in eMa7el, so you can create them from scratch and follow your own marketing strategy.

Adding new discount

To add a new discount go to Administration →  Promotions → Discounts → click Add new
Enter the Name of the discount.
From the Discount type dropdown list, assign the discount to the required option, as follows:
  • Assigned to order total: these discounts are applied to the entire customer order (order total).
  • Assigned to products: after this discount is created, the store owner can assign this discount to a product on the product details page or add products in the Applied to products panel which will be displayed below after you save the new discount.
  • Assigned to categories: after this discount is created, the store owner can assign this discount to a category on the category edit page or add categories in the Applied to categories panel which will be displayed below after you save the new discount. This enables the discount to be applied to all products in this category.
    • If selected the Apply to subcategories field will be displayed to allow applying this discount to subcategories.
  • Assigned to manufacturers: after this discount is created, the store owner can assign this discount to a manufacturer on the manufacturer edit page or add manufacturer in the Applied to manufacturer panel which will be displayed below after you save the new discount. This enables the discount to be applied to all products in this manufacturer.
  • Assigned to shipping: these discounts are applied to the shipping fee.
  • Assigned to order subtotal: these discounts are applied to the order subtotal value.
Tick the Use percentage checkbox if you want to apply a percentage discount.
  • If the previous checkbox is ticked the Discount percentage field will be displayed.
  • You can also set the Maximum discount amount. Leave this field empty to allow any discount amount. If you’re using Assigned to products discount type, then it’s applied to each product separately.
  • Or you can apply Discount amount to the order or SKU.
  • Tick the Requires coupon code checkbox, to enable a customer to supply a coupon code for the discount to be applied.
    • After ticking the checkbox the Coupon code option appears. You can enter the required coupon code in this field. This enables customers to enter this coupon code during checkout to apply the discount.
A customer can apply an unlimited number of coupon codes to one order if they fit it.
  • If you want to specify the Start date and the End date for your discount, select them in the calendar field in Coordinated Universal Time (UTC).
  • The Cumulative with other discounts option allows customers use several discounts at the same time. If checked, this discount can be used with other ones simultaneously.
This feature works only for discounts with the same discount type. Right now, discounts with distinct types are already cumulative.
  • You can also limit the number of times the discount will be used. From the Discount limitation dropdown list, select the required limitation regarding the discount:
    • Unlimited.
    • N times only: select this option and enter the number of times this discount will be available.
    • N times per customer: select this option and enter the number of times this discount will be available for one customer.
  • In the Maximum discounted quantity field (only visible when the Discount type is set to Assigned to products, categories or manufacturers) specify the maximum product quantity which could be discounted. It can be used for scenarios like “buy 2 get 1 free”.
  • Enter the Admin comment if needed. It is not visible for customers.
Click Save to save the changes or click Save and continue edit to proceed to editing other panels.

Adding discount requirements

After creating the discount it’s allowed to add discount requirements if you want some specific rules to be applied to the discount. Set up requirements if you want to limit the discount to certain user categories depending on a customer role, the amount spent, etc. You can use single requirement type, or group several types and apply them simultaneously.
To add discount requirements go to Requirements panel:
To add a new requirement select the Discount requirement type from the dropdown list.
  • There is one requirement type available in eMa7el out of the box: Must be assigned to a customer role. This allows you to configure discounts for certain customer groups (roles).

Gift cards

In eMa7el, you have an opportunity to sell gift cards among other types of products.
Gift cards is a good marketing tool, enabling you to reach more customers and stimulate additional purchases. Gift cards is a highly targeted instrument as the receivers are certainly motivated to use them, because it is like a personal proposal to them.

Add a new gift card

You can create gift card products, defining a product as a gift card by ticking the Is gift card checkbox when creating the product in the Catalog → Products → Add new → Gift card panel.
In this panel you also need to specify the Gift card type: Virtual or Physical.
It is not recommended to change the gift card type from one to another in a “live” store.

Activating a gift card

After customers complete purchases with the gift card products, you can then search and view the list of all the purchased gift cards in Sales → Gift cards.
To see the gift card details click the Edit button deside it. The Edit gift card details window will be displayed:
You should tick the Is gift card activated checkbox to activate the gift card. Then generate the Coupon code.
In order to active a gift card automatically after completing an order go to the Configuration → Settings → Order settings page. Find the Gift cards panel and tick the Activate gift cards after completing of an order checkbox. In this case the Coupon code will be generated automatically as well. Note that there are other settings related to gift card activation on this page.
You can also define the following gift card information:
  • From the Gift card type select whether it’s Virtual or Physical.
  • Beside Order field, click View to view the order in which the gift card was purchased.
  • In the Initial value field, edit the initial value of the card if needed.
  • If required, edit the Recipients name, Recipient’s email (if the gift card type is Virtual), Sender’s name and Sender’s email (if the gift card type is Virtual) in the relevant fields.
  • Enter an optional message in the Message area.
  • Click Notify recipient. An email containing the gift card details will be sent to the recipient’s email. This button is relevant only for virtual gift cards card and not physical gift cards.

Usage history

In the Usage history panel you can see the list of orders this gift card coupon was used for. After the gift card is activated and the sender received a coupon code, he can use it during checkout.

Using gift cards


A gift card is used in the public store by entering the serial number in the box on the shopping cart page.
You can disable the gift card box on the shopping cart page by unticking the Show gift card box checkbox on the Configuration → Settings → Shopping cart settings page (Common panel).

Reward Points


The “Reward points” functionality enables you to create and implement loyalty program for improving customer experience and increase customer loyalty. The “Reward points” program allows customers to earn points for certain actions they take on the site like registering and making purchases.
Reward points can be used as one of the payment methods. This option is displayed in the payment method area of the checkout. Exchangeable reward points can be used together with other payment options such as credit cards, gift cards and more.
The points can also be canceled if a customer canceled an order or sent a return request.

Managing reward points

To manage the reward points program go Configuration → Settings → Reward points. This page is available in two modes: basic and advanced.
This page enables multi-store configuration, it means that the same settings can be defined for all stores, or differ from store to store. If you want to manage settings for a certain store, choose its name from multi-store configuration drop-down list and tick all needed checkboxes at the left side to set custom value for them.

Email campaigns

Import list of subscribers from an external CSV file to eMa7el. As well as you can export the list of subscribers to an external CSV file from eMa7el.

You can export your customers to XML or Excel.

What the Facebook pixel is

Facebook pixel allows you to receive information about the actions taken on your store to make your Facebook ads more relevant to your audience. Facebook pixel can help you understand the behaviour of people who visit your store and which advertising strategy works best to reach your business goals.
Tracked conversions appear in the Facebook Ads Manager and in the Facebook Analytics dashboard, where they can be used to measure the effectiveness of your ads, to define custom audiences for ad targeting, for dynamic ads campaigns, and to analyze the effectiveness of your website’s conversion funnels.

What the Facebook pixel does

The Facebook pixel for eMa7el pasts a snippet of JavaScript code that allows you to track visitor activity on your website. It works by loading a small library of functions which are used whenever a customer takes an action.

How to configure

1. Click the Configure button. You will see the Configure – Facebook Pixel page window:


2. Click the Add new configuration button.
  • Tick the Enabled checkbox to enable this Facebook pixel configuration.
  • Enter your Pixel ID which you can find in the Ads Manager → Events Manager
  • Advanced Matching: if ticked some of the visitor’s data (in the hashed format) will be collected by the Facebook Pixel. If you automatically implement advanced matching using the Events Manager, uncheck this setting.
  • Include User properties: check to include User properties, data about the User, in a pixel. Then you can view User properties in the Facebook Analytics dashboard under People → User Properties.
Next you see the list of events. Standard events are predefined visitor actions that correspond to common, conversion-related activities, such as searching for a product, viewing a product, or purchasing a product.
  • Track “PageView” event: check to enable tracking standard event, when a person lands on the website pages.
  • Track “AddToCart” event: check to enable tracking standard event, when a product is added to the shopping cart.
  • Track “Purchase” event: check to enable tracking standard event, when an order is placed.
  • Track “ViewContent” event: check to enable tracking standard event, when a person lands on a product details page.
  • Track “AddToWishlist” event: check to enable tracking standard event, when a product is added to the wishlist.
  • Track “InitiateCheckout” event: check to enable tracking standard event, when a person enters the checkout flow prior to completing the checkout flow.
  • Track “Search” event: check to enable tracking standard event, when a search is made.
  • Track “Contact” event: check to enable tracking standard event, when a person person submits a question via contact us form.
  • Track “CompleteRegistration” event: check to enable tracking standard event, when a registration form is completed.
As an additional parameter, some events include product SKU or product combination SKU; make sure that they are filled out correctly in your catalog.
  • Disable for users not accepting Cookie Consent: check to disable the Facebook pixel for users not accepting Cookie Consent. You may want this if you conduct business in countries that are subject to General Data Protection Regulation (GDPR). You also need to activate the DisplayEuCookieLawWarning setting on the Configuration → Settings → General settings page in order to display Cookie Consent for users.

Search engine optimization (SEO)

SEO stands for search engine optimization, it is a process of getting traffic from “free”, “organic,” “editorial” or “natural” search results on search engines. All major search engines have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what a search engine considers most relevant for users.
eMa7el supports SEO techniques for different types of pages in your store.

SEO settings

There are some general SEO settings in eMa7el, that can be applied to the entire store.
To edit SEO settings, go to Configuration → Settings → General settings.
  • In the Default title field, enter the default title for the pages in your store.
  • From the Page title SEO adjustment field, select the required page title SEO adjustment, as follows:
    • A page name comes after a store name in the title: YOURSTORE.COM | PAGENAME
    • A store name comes after a page name in the title: PAGENAME | YOURSTORE.COM
  • Specify the Page title separator.
  • Enter the Default meta keywords for the pages in your store. This can be overridden for individual categories, manufacturers, products and some other pages.
  • Enter the Default meta description for the pages in your store. This can be overridden for individual categories, manufacturers, and products and some other pages.
  • Select the Generate product META description, to automatically generate the product META descriptions (if not specified on the product details page) based on the product’s short description.
  • Choose the WWW prefix requirement. For example, could be automatically redirected to Select one of the following options:
    • Doesn’t matter
    • Pages should have WWW prefix
    • Pages should not have WWW prefix
  • Select the Convert non-western chars checkbox, to remove the accent in SEO names. For example, convert é to e.
  • Select the Enable canonical URLs checkbox, to transform an URL into a canonical URL to enable determining whether two syntactically different URLs may lead to a page with the equivalent content.
  • Tick the Twitter META tags checkbox to generate Twitter META tags on the product details page.
  • Tick the Open Graph META tags checkbox to generate Open Graph META tags on the product details page.
  • Tick the Microdata tags checkbox to generate Microdata tags on the product details page.
  • Enter the Custom <head> tag. For example, some custom <meta> tag. Or leave empty if ignore this setting.

SEO panels

There are several types of pages in eMa7el for which you can set up individual SEO settings, including meta keywords, meta description, meta title and search engine friendly page names. This is done on SEO panels of the corresponding admin area sections.
  • In the Search engine friendly page name field, enter the name of the page used by search engines. If you enter nothing then the web page URL is formed using the page name. If you enter custom-seo-page-name, then the following custom URL will be used:
  • In the Meta title field, enter the required title. The title tag specifies the title of your web page. It is retrieved by web browsers and also used by search engines such as Google to display a web page in search results:
  • Enter the required Meta keywords. They describe the content of a web page shortly and concisely and are therefore important indicators of a website’s content to search engines. Meta keywords help tell search engines what the topic of the page is. The keywords are generally written in lower case.
  • In the Meta description field, enter a description of the page. The meta description provides a summary of a web page. Search engines such as Google often display the meta description in search results, which can influence click-through rates:
The meta description can be any length, but Google generally truncates snippets to ~155–160 characters. It’s best to keep meta descriptions long enough that they’re sufficiently descriptive, so it’s recommended to write descriptions between 50–160 characters. Note that the “optimal” length will vary depending on the situation, and your primary goal should be to provide value and drive clicks.

Search engine friendly page names

To see all search engine friendly page names used in store, go to System → Search engine friendly page names.
Here you can filter search engine friendly page names by NameLanguage or Is active property. You can also delete one or multiple selected filter search engine friendly page names using the Delete selected button. In the Edit page column you can see the button used to navigate to the appropriate page.

Google Analytics



Click Configure beside the Google Analytics. The Configure – Google Analytics window is displayed, as follows:
Perform the following steps to enable Google analytics integration:
  • Create a Google Analytics account at the following link and follow the wizard to add your website
  • Copy the Google Analytics ID into the ID box on the form.
  • Enter the Tracking code generated by Google analytics. {GOOGLEID} and {CUSTOMER_TRACKING} will be dynamically replaced.
  • Tick the Enable eCommerce checkbox to pass information about orders to Google eCommerce feature. If ticked the folloeing fields will be displayed:
    • Check Use JS to send eCommerce info to use JS code to send eCommerce info from the order completed page. But in case of redirection payment methods some customers may skip it. Otherwise, eCommerce information will be sent using HTTP request. Information is sent each time an order is paid but UTM is not supported in this mode.
    • Check Include tax to include tax when generating tracking code for eCommerce part.
  • Tick the Include customer ID checkbox to include customer identifier to script.
Click Save. Google Analytics will be integrated into your store.