Getting Started With E-mail Marketing

Video Fast Forward Points

> Getting Started
> Editing Your Email
> Personalising a Message / Mail Merge
> Basic Email Marketing Strategy
> Plain Text and Attachments
> Testing Your Email
> Spam Analysis
> Sending Your Email
> Email Statistics

Introduction to E-mail Marketing

E-mail marketing is a great way to maintain a constant connection with customers and prospects. It also keeps your brand front of mind and builds relationships with clientele. Synergy 8 allows you to easily create and send campaigns, and then analyse their results. This tutorial will walk you through setting up your first email marketing campaign and help you to perform successful e-mail marketing.

This tutorial video assumes that you have already imported a subscriber database. If you have not done this, please refer to the contact import tutorial.

To get started, navigate to the dashboard and click the link to 'E-mail Marketing' in the left hand menu.

If this is your first time, you will be prompted to enter a 'Sender Name' and a 'From Address'. After entering these details click the 'Continue >' button.

Editing Your E-mail

Click the 'New Message' button at the top of the page.  You will experience an environment similar to when you edit page content on your website.

It is beneficial to have an e-mail marketing design to give your campaigns a standard look and feel. If you do not have one, please ask your web designer to create one for you.

First, type your subject in the in the 'Subject' box at the top of the screen. It is important to use a subject which is short, interesting and not misleading. This will appear in your customers inboxes as the title of the email.

The area below is the body of your e-mail, where you can enter the content of your message.  The first thing you should do is address the recipient.  Such as writing "Dear" or "Hello". You can personalise the email to the recipient by expanding the 'Personalisation' tab on the right hand side of the page. Simply drag and drop information such as their first name. Some people may refer to this as a 'mail merge'.

You also need to include an unsubscribe link as required by law. This may be already included in your email design, otherwise you can drag and drop an unsubscribe link from the personialisation tab.

Strategy - Include a Call to Action

The most successful email marketing campaigns feature interesting content such as articles and news updates, which is then followed by a call to action. A call to action is something you want the user to do.  For example it could be a link to further information, a link to buy a product, or a link to a contact form. 

Here are a few examples:
- A guitar teacher sending an article about tuning guitars, followed by a call to action of  'Our favourite tuner'
- An accountant sending reminder information about end of financial year. The call to action being to 'contact us'
- An architect exhibiting their latest work; most people love seeing beautiful photos
- A framing shop promoting a fathers day special.

E-mail marketing is applicable to every business!

Plain Text and Attachments  

At the top of the page, you can edit the plain text version of the email. It is not often that you will need to access this feature as it is automatically generated by default.

You can also upload attachments to your email. It is important to consider the size of your attachment - a large file will use a large amount of bandwidth and your recipients may not appreciate this. Instead, a link within the body of your email can be more effective. Adding an attachment may be useful when sending a small group of recipients a PDF document, such as a print catalogue, an event invitation or registration form.

The additional attributes tab allows technical modifications to be made to the email. For most occasions, it is best to leave these on their default settings.

Under the Changes tab, as with other areas of the system, you will see a log of every edit to the email and the option to rollback to previous versions.

Testing Your E-mail

When you are happy with your email, click the 'save and prepare' button. Because there is no way to edit a message after sending it, you should perform a 'Send to Test Recipients' e-mail to proof read and test it. On the right hand side, you will see a quick link to your own name and any other test recipients. Click to add these contacts. After sending to your test message, check your inbox.

You now need to run through a checklist:

  1. Does the e-mail have the correct name and subject?
  2. Does it display OK in your mail client, such as outlook?
  3. Proof the spelling and punctuation
  4. Check the phone numbers and contact details are correct
  5. Click on every link to ensure they work
  6. Is there an unsubscribe facility?

If there are any issues with the email, click 'back to edit' and make the desired changes.

Spam Analysis

If your email was diverted to your junk inbox, you can conduct a 'Spam Analysis' on your email, which will look at every word in the message and score it as to its likelihood to be considered as spam. The red and green scores represent how likely a word is to be recognised as spam.

Sending Your E-mail

When your email is ready to send, you can choose recipients through groups and filter by fields, allowing a great amount of control with the ability to both include and exclude.

You also have an option to schedule a specific time and date for the email to send by clicking the 'Schedule Send Later' link.

If you want to send the email immediately, click the 'Send Now' button. You will see a progress bar of the send. You can close this or navigate away - this won't affect the send.

Email Statistics

After sending your message, our platform includes features which allow you to analyse certain statistics. Click on the 'View Bounces' link. Here, you can see how many emails have bounced and why.  You also have access to phone numbers so you can call customers to update their email addresses.  If the "Resend last sent message on update" button is ticked, your latest newsletter will be sent to this recipient.  After 3 hard bounces, or numerous soft bounces, our platform will automatically stop sending emails to addresses.

You can also access Unsubscriber statistics by clicking on the unsubscribers tab.  Synergy 8 always ask for a reason as to why the user is unsubscribing. This gives you feedback as to why recipients are opting out and allows you to improve email marketing you send in the future.

Another feature accessible through the main statistics page is the 'Click Statistics'. Here, you can see a visual overlay of click statistics over every link in the e-mail. You can then drill down to see exactly who those people were. People who have clicked a link in your message have effectively qualified themselves as being interested in your product or service. You can use the phone numbers on the right to call the people who didn't convert, to try to get an offline conversion.