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Setting up the [EM] Email Marketing Application


Priorities in getting your email marketing campaign underway are:

* Check your settings - that your name and "from" address are all as you want them You can enter your own web domain as the sending domain under "smtp" - this can help your deliverability. It defaults to otherwise.

* Set up the custom fields you need: Contact Lists > View Custom Fields > Create a Custom Field. These are data fields for the information you collect about your contacts. If you are importing a list, base them on the fields in the list - you can give them new names and map the import to the custom fields you set up. I will set up a few for you, including first name, last name, business name and title. When you create a sign up form you can choose which of these a visitor must enter to sign up. Also, when you create a message, make sure your placeholders (eg. %%First_Name%%) correspond with your custom fields so that each contact's name (or whatever) is flowed in correctly.

* Leave the "Default Customization" and "Sales Rep" custom fields as is - they are important for correctly loading your customization details with the dynamic tags feature:

* When your account is set up we create a basic selection of Dynamic Tags for you, with information from your signup and from your website. You should find them activated within 24 hours of signing up, and you will be able to edit them should you wish to change any of the code/information in them.

  • To use them, you replace tags in email templates that look like this - %%[Customization-BIZ- Logo]%% - with your own tag.
  • When editing an email, at bottom left is a button: "Dynamic Content", which reveals a pick list, from which you select "Insert a Dynamic Content Tag...".
  • This brings up a list of the tags available to you. When you send your message, the tag is replaced with the block of code associated with it. The default is your standard customization data, but you can add additional blocks of code conditional on the settings of particular fields in your list. This allows you to swap in different contact info for trade vs. retail customers, or for different sales reps, etc, etc.

* Import your list of email addresses into your contact list. You can upload a csv file. I will set up a customer list and a test list with only your own email address in it. When you create a new message, send to your test list first to see that personalization details and Dynamic Content are working correctly.

* Create a new campaign. Email Campaign > Create An Email Campaign When you create a new message you can choose to base it on one of the custom templates, eg. "Inklings 11-09-1", and you will see a small preview when you select it. The custom templates contain a selection of ready to send content, but this will all move to "Built in Templates" going forward. Give the campaign a unique name so you can keep track of which is which.

* Send the new message to yourself to check layout - toward the bottom of the editing area is a place to enter your email address to "Preview Your Email Campaign". As detailed above, you must send to your test list to check personalization and Dynamic content.

* Set up a form on your website to catch new signups. Tools menu at the top right of the screen: Forms > Create a Website Form. You select which contact list the form associates with, and which custom fields to collect. You can also send thank you messages, confirm email addresses / require double opt-in. When finished, you copy the code and paste into your web page.

Those are the very bare basics. You will want to look into autoresponders as well - a very important tool to keep contacts engaged and automate the process.

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Related articles How to use the Dynamic Content Tags feature in your email messages
How to set up a drip (autoresponder) campaign
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Article ID: 7
Category: Email [EM]
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