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Integrate Marketing Module With Professional Email Service

Description of functions that Professional Email offers, a short setup wizard describing integration with the marketing module of eWay-CRM system.

What Is Professional Email?

This marketing service is specialized in creating and sending mass emails, email campaigns - your newsletters, Christmas cards or special announcements. Thanks to a sophisticated campaign editor you can easily create professional-looking emails. Professional Email allows you to create and reuse templates, insert attachments and inline images, and it also has a system for monitoring reactions and campaign evaluation.

When creating a new marketing campaign in eWay-CRM, choose the Type Professional Email, and you will be able to use the Professional Email tools instead of a mail merge in MS Word.

Activate Professional Email in eWay-CRM

To start deriving benefits from Professional Email, it is necessary to activate it. Straight from the eWay-CRM settings you can login to your existing account (if you have previously used Professional Email) or to register as a new user. The activation procedure differs according to the version of the system you use - when having Basic version, visit the article Global Settings Tab to learn more, in case of Premium version visit the article about Professional Email Account in the Global Settings section in the Administration Application.

Important: If you Create eWay-CRM Account and Connect to Database on eWay-CRM Premium Trial or eWay-CRM Free, you automatically get you professional email account with starting credit and you can use all described functions immediately.

Create Marketing Campaign

Once the connection to Professional Email is active, choose the Type Professional Email when creating new Marketing Campaign and then you can work with the campaign as you are used to.

First you need to create a marketing list using the Edit Marketing List button (it gets activated when the campaign is saved). Although the campaign type Professional Email has its workflow defined, statuses cannot be manually changed, the transition between them is automated and dependent on the actions you perform on the campaign or the progress during processing campaign on the server of the service provider. After sending campaign marketing list cannot be edited anymore.

Most Important Is Your Data

Before launching the campaign, the user needs to select the addressees the campaign should be directed to. With the amount of data about communication history, inquiries and records of the underlying contracts with your contacts, you can create quite complex queries for selecting recipients. It is always necessary in this step, to proceed it with maximum caution, you certainly will not want to offer a 20% discount on a new model of Ford Mustang, which the customer bought just last week without any discount. On the contrary, interesting offers from additional services may please him. Of course, in some cases your message should reach all your contacts - whether existing ones, kept in the Contacts module and Companies, or even the potential, led in module Deals. We can filter contacts and the final condition for selection may look for example as following:

eWay-CRM provides a function for saving filters, so you need to create such a complicated query just once and then you can save it for next time using the Save Filter button. To learn working with Filter editor and data sources, see the separate article Create and Edit Marketing List.

Fields on Contact Used in Marketing Campaigns

Professional email uses these fields on contact for marketing campaigns and their correct results:

  • Name
  • Surname
  • Email address
  • Company
  • Phone
  • Street
  • ZIP
  • City

Message Preparation

The message can be created in a simple wizard that appears when you press the Action button and select Send Bulk Email. This option is active only if you have Marketing List already defined and simultaneously, the marketing campaign has not been sent yet.

In the first window, alter the subject of email, if necessary, fill in the sender's email and name. It is also possible to fill fields for personalized salutation. Recognition mechanism figures out gender according to recipient's name.

The most important part is the message. There is an HTML editor, which allows you to build professional message. Using the drop-down Use text from: you can reuse texts from your previous campaigns. There is also several pre-built templates to choose from in case you decide not to waste time with making your own and better entrust it to professionals. It definitely pays off to use a professional template rather than to create your own one. To set up the formatting so it looks well in Outlook, Gmail, Yahoo, Mozilla and smartphone is usually not an easy task.

You can also use templates marked as Easy Editor. If you select one of those templates, the WYSIWYG editor will open and you will be able to create modern marketing email by moving and rewriting displayed elements.

Now, there are substitute symbols that are kind of variables. They allow you to put specific value by inserting a general symbol. When you click Substitute symbol in the toolbar you will see default substitute symbols that are available. The general string will be substitute by a specific value when the email is sent based on the recipient and his or her specifics - example will salute recipient and write his or her name like: "Dear John Smith".

Below the HTML editor you can find Plain text box to create a message in text form. This format will be used if the recipient's mail client cannot work with HTML format, or user banned it. In this case any graphics or formatting is not supported, but you can also use substitute symbols here.

Once you are satisfied with appearance of your message and want to continue in sending campaign, use one of the buttons Save and continue that are displayed both at the top and bottom of the page.

If you currently don't have enough time to complete a subsequently distribute the campaign, you can save the draft by clicking on Save and continue button and then you can safely leave the wizard. From now on, you will be always able to return to the draft from window of the marketing campaign via the Actions > Send Bulk Email.

If you are moving to next step, you can experience this warning:

If so, email was sent to email address you filled in the Sender Email field. This email is sent because the service needs to verify that email address is existing and is yours. Just click a link in the verification email and go on with creating your campaign. When you confirm your email address once, there is no need to do it again.

Campaign Settings

Attachments

If attachments other than images (that can be inserted directly into the body of email) are needed, you can do so here via Select file. Select any attachment you wish. Just remember that the executable attachment types (.exe,. reg and similar) can be detected as spam and for this reason email may not be delivered to the recipient.

Link Tracking

If you have inserted some links that the user is allowed to click, it is advisable to turn Click tracking option on. Among responses to the campaign will then be clear who viewed what link from the message.

Google Analytics

By checking the box Use Google Analytics and filling in the appropriate fields you get a tool to collect more information about your referral traffic. The following table provides description of the parameters that Professional Email allows. Description of all parameters and recommendations for use of Custom campaign is to be found in Help for Google Analytics.

Name in Professional EmailParameter name in Google AnalyticsRequiredDescription
Source Campaign Source (utm_source) Yes Identify the advertiser, site, publication, etc. that is sending traffic to your property, e.g. google, citysearch, newsletter4, billboard.
Example: utm_source=professional_email
Campaign Campaign Name (utm_campaign) Recommended

Used for keyword analysis. The individual campaign name, slogan, promo code, etc. for a product.
Example: utm_campaign=Valentine2016

Medium Campaign Medium (utm_medium) Yes Used to identify a medium such as email or cost-per- click.
Example: utm_medium=email

Scheduled Sending

It may happen that the campaign is being prepared in advance and its distribution should happen somewhere in the future. Box Send date allows you to adjust the date and time of dispatch. Last few digits (-0400 on the picture above) indicates time zone in UTC / GMT that is set by time zone setting of user's computer.

Smart Delivery

On the basis of vast amount of data such as days and hours when emails are opened, clicks, holidays and other data that are not primarily related to marketing campaigns (e.g. current weather or time zone) Professional email will decide when emails will be sent to users for its best efficiency. You just set time period when emails should be sent. For the best function of Smart Delivery, it is best to set longer range then just a few hours, best results are in days.

Unsubscribe Reasons

We definitely recommend to activate unsubscribe reasons. They can provide you with an insight in how users behave or what could be improved on your side. You define unsubscribe reasons by yourself, and users if they choose to sign off, may select one of the options you set for them.

Campaign Summary

We all know the saying “Better safe than sorry” and that is why the last window summarizes the campaign data.

The Target group is a contact list that has been imported from a Marketing List from eWay-CRM. In our example, the number 23/26 means that the message won't be sent to all of the addressees but only to 5 of them - usually it is because of duplicate email addresses of individual recipients. Less often happens that the addressee has been contacted formerly as a part of another campaign and the Professional Email service found out that the message cannot be delivered (e.g. due to a non-existing email address). In this case, 23 emails will be sent, even thou marketing list contains 26 receivers.

The Summary window also gives you an overview of your credit. You can buy some more in a case of low balance.

If you would like to have a look at your message before sending you can use the Preview button (displays the content in HTML editor) or send it to your mailbox by Send Test Email button.

Link Checker

If you click link in the Link Checker row, you will see this table:

You can see whether links in your email campaign are valid - Status is green or red. You can also see the information if there is no sense in the tracking clicks of this link.

Spam Assassin

If you click link in the Spam Assassin row, you will see this table:

Table shows whether your campaign does not contain some parts that can possibly be evaluate as spam. If everything is in order, you can send your campaign.

Once everything seems all right, click Save and finish button and the campaign will be loaded to the message queue in the Professional Email service. Sending takes a while depending on the size of your target list. Meanwhile, you can turn off your computer or do anything else – the campaign will be processed automatically.

As the campaign is sent, the workflow status changes from Waiting to be sent to Sent. To obtain responses, it is needed to press the Refresh button each time you open the marketing campaign, only this way you will always work with current data.

Collecting Feedback and Reporting

From our experience, it pays off to wait for the feedback for 2-3 workdays. After that, new information shows up slowly and it has no impact on final statistics.

The important information is displayed on the Campaign window in eWay-CRM, where the marketer finds quite a range of details represented as the aggregate statistics, as shown in the preview below. For detailed explanation of each field see the article Marketing Module Introduction.

According to these statistics, the campaign aimed at 4 respondents and email was sent to all of them. System automatically eliminates duplicates in addresses or incorrect format. So far, 4 people read it and 2 of them checked out. Additional details on these summarized statistics can be found in the Journal tab of the campaign, where the responses are the basis for calculation of grossed statistics. Using Professional Email Response Types, you can set what type of responses will be downloaded.

Responses are automatically downloaded every five minutes. Due to the fact that first feedback can be enormous, it is recommended not to download responses manually, but let it run automatically - this option is not such burden for synchronization. The interval is gradually prolonged and is set to stop automatic responses download when the week after the campaign start is reached. The intervals are set to the marketing specialists' statement that receivers would decide to respond in a week or less. You will not experience the long waiting while a lot of data is downloaded because the process is sequential. And in the need, you are always able to download new responses manually.

Working with journals of Responses type is like with any other list in the eWay-CRM. The data can be grouped and filtered as needed. As you can see in the picture below, the Subject takes different values:

Types of reactions

  • Email Sent is created just as you send a campaign.
  • Email Delivered will be created for all recipients from whom didn't come any other answer (such as Mailbox not found).
  • Mailbox Not Found / Domain Not Found / Mailbox Full / Antispam / Message Size Limit Exceeded
  • Temporary Error / Permanent Problem With Delivery - one of these errors occurred while delivering the message.
  • Email Viewed - when email is viewed.
  • Email Link Opened - created when addressee clicks on any of the links that the message contains. In column Note is specified which of the links is the information related to.
  • Marked as SPAM - when the recipient moves your email to the SPAM folder
  • Unsubscribed - if you have filled Logout reasons, the respondent may choose one of the options. Reason will be specified after a hyphen in the title of a reaction.

 

There is also a report Marketing Results that displays data from the Professional Email in an attractive and lucid form. Marketing managers will learn, for example, why most people log out or on what days people read your messages the most.

Synchronize Custom Fields

Important: Fields of Relation and Multi Select Drop Down type are not supported for this function.

Professional Email allows you to share custom fields that you created in eWay-CRM and you can have them in your campaign contacts. For this purpose, you need to have custom field created for the Marketing List module. This custom field can be added in Administration Application > Custom Fields section.  You need to click Marketing List module and add field you want to share in your marketing campaigns.

For next steps, you need to know the database name of your custom field - it is highlighted in the picture above. In this case, the name is af_947 (your custom field would have different number but it will start with "af_" prefix).

If you want to connect modules, so values from custom fields on Contact will be inserted into fields of new Marketing List, there is need to have same Field Name and Type of the field on both modules - Marketing List and Contacts (or Companies or Deals or Projects). For example, if the field name of custom field on Marketing List is "Customer Login Date" and the type is Date, name of the field on contacts module must be "Customer Login Date" and type must be Date too. If you want to put the value from default field to the custom field on Marketing List, there is need to edit the data source and return the value under the column that is named Result_af_XXX where XXX is the number of custom field in the Marketing List module.

If you want to add this field to Professional Email, you need to go to Emailkampane.cz (provider of the service) where you login to administration using same credentials as you used for your Professional Email service - see Professional Email Account.

If you successfully login to web administration, you will see page where you click Contacts:

Select Attribute settings on a new page:

Then, click Create new Contact attribute button:

You need to fill in values for Name and Import name fields. Important field i Import name where you need to insert database name of your custom field, e.g. af_947 as in our case.

Custom fields can be seen and filled when you create new contact in web administration on Emailkampane.cz or when you edit contact. The value will be displayed like this in the contact detail: