Connect to Customers With E-Mail Marketing

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Create a Custom Message

The Personalize menu translates your placeholder into the mail recipient's first name.
Any good campaign service should be able to send mailings to a targeted audience with personalization features in each message, such as greeting recipients by name. To do this in Emma, click Campaigns, and then Get Started.

Enter the basic details in the About this Mailing box at the top of the screen: Add a name for your organization and a subject line, and pick one of your templates and layouts.

Next, choose click to edit within the Your Mailing section. You can enter the text for your e-mail, but you'll probably be better organized if you write that in a word processor and then copy the text over. Click either the T or W icon (depending on if you copied from a plain-text editor or from Microsoft Word), and paste. Afterward, if you want to create or modify formatting, use the options on the right.

Within the e-mail, select any area to customize for a recipient. For example, maybe you wrote Dear Customer, as the generic heading; double-click Customer. In the formatting area on the right, click the Personalize menu, and select the correct field. In this case, choose first name. By managing custom fields when importing contacts, you could have the e-mail reference the recipients' favorite sports teams, job title, company, or anything else.

Click save. Many of your recipients will view HTML messages as plain text, so be sure that the text layout looks okay, too. Select the Plain Text tab, and click Update to make changes.

In the Personalize Your Mailing section, enter text options for cases where you're missing data in the customization field. For example, enter Customer to greet someone for whom your list has an e-mail address but no first name. Click Update Placeholders.

Click the Save & Preview tab at the top of the screen to verify everything. Select the Proof tab to run Emma's automated quality check, which looks for links or words that are likely to trigger junk mail filters.

Choose the Send tab and click Continue. Pick your audience group from the pop-up menu, and click Continue. On the final screen, choose Send Now or select Schedule It to have the message delivered later.

Send to a Targeted Audience

Click Add again (before clicking Done) to repeat the process and expand your regional list.
You can send to a specific audience, increasing the likelihood of a reader's reply. For example, if you have a retail business that operates online and in a single physical location, you could send a store-specific mailing only to local customers.

Click Audience, Searches, and choose Create a New Search. Pick Member Information from the menu. Click Add. Select City and click Add. Enter your city name, and click Done. Enter your city name again, and click Save. Depending on the data you have available, you could set this search based on phone number area code, zip code, state, or other regional details.

The next time you send a mailing, choose the Searches tab when applicable, and pick the saved item.

Track Results

Click the tabs at the top of the screen to see which specific recipients interacted with the e-mail.
You can track your e-mail to see how well it performed, viewing data about how many people opened it, how many of them clicked the links, and other details. Note that while this information can give you a sense of results, it will never be fully accurate. Mail-campaign services track messages by embedding links to graphics; if the recipient has their e-mail client set to avoid such downloads, Emma won't know the message was opened. Additionally, Emma knows about forwarded mail only if the recipient forwarded the message with the embedded link, not with their application's Forward button.

Even with those limitations, the service's tracking features can give you a good general picture. Click the Response button at the top of the screen to see how your campaign performed; you can choose a single mailing name, or select more than one and click Compare Mailings.

If people aren't opening your messages, maybe the subject line is too confusing or uninteresting. Or maybe you're just sending to the wrong audience. If you want to scrutinize the data in your own spreadsheet or database, click Export Responses in the upper-right.

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