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2.3 overview this is how the modules interact

2.3 Overview: This is how the modules interact

The E-Marketing Manager consists of various individual functional areas and modules. All the modules are interlinked and work together to enable you to achieve your aim: to create and evaluate marketing campaigns quickly and effectively. This is why in this sub-chapter, we give you an overview of the functional areas and explain how they interact.

Three areas are paramount for sending out a newsletter. As soon as you have entered the relevant data, the E-Marketing Manager is ready to send out your first e-mail.

  • Mailing: The mailing module is used to send a specific mailing text by e-mail to all recipients listed on a specific mailing list. You enter the text of the mailing using text modules from your system, insert trackable links if you wish, or attach a file. You then start sending out the mail shot and evaluate the result using the statistics function. Further information can be found in chapter Mailings - Sending out newsletters.

  • Mailing List: Here, you determinewhich different newsletter distributors (e.g. B2BNewsletter and B2C-Newsletter) or where you need separate consent for the same addressee (e.g. advertising mailings and service mailings). For each independent newsletter you will create an individual mailing list. Details can be found in chapter Mailing lists - Managing list subscription.

  • Campaigns: the E-Marketing Manager Campaign Manager allows you to create even wide-spread E-mail campaigns and helps you to keep an overview by imposing a practical graphical display. Campaign templates allow you to have easy access to oftenused campaigning types. For further information on how to create campaigns, go to chapter Campaigns – Multi-stage mailing actions.

  • Recipient: The most important item for e-mail marketing is a database with customers and prospects and their e-mail addresses. The E-Marketing Manager calls them recipients. For each recipient there is a so-called profile, in which in addition to the name and the e-mail address, above all the newsletter (more precisely: Mailinglists) the recipient has subscribed to. The profile contains various predefined fields, for instance for the recipient’s sex. It is possible to create customized fields in order to save individual data like, for instance, hometown or age of the recipient (see chapter Extending recipient's profiles). Further information on maintaining the recipient database can be found in chapters Recipients - Managing customer data and Extending recipient's profiles.

  • Archive (in Mailing): An archive functions a bit like a box file in your office: All letters referring to a particular marketing mailing are kept together in a file. If you want to find a particular letter at a later stage, all you need to do is search that file. Mailings can be shifted from one archive to another – just as you would re-file them – or managed individually without an archive assignment. It is up to you to decide how to attribute mailings to an archive and how many archives you want to create. Further information on archives is contained in chapter Archives - Grouping mailings.

Other areas are used to make mailing creation easier, control mailing campaigns more precisely and more flexibly, evaluate responses and make database management easier.

  • Target group: Sometimes it makes sense not to send a newsletter to all recipients on a mailing list, rather to a small part. A target group can filter recipients, for instance selecting all women with a particular post code. You can then test whether a mailing is successful; if it is, you can send it to all other women on the mailing list. A target group is dynamic. As soon as you add recipients to your database, the target group will select them if the criteria match. Further information on target groups is contained in chapter Target groups - Dynamic filters.

  • Template (in Mailing): Many regular mailings follow the same pattern. For instance, you start with a heading, followed by current news, special offers, ending with a contact address and a link to unsubscribe from that particular newsletter. Templates define which parts of the mailing are always the same. You then create a mailing using a template and text modules for variable text. This will reduce the amount of work needed to create weekly newsletters and the potential for errors to a minimum.

  • Actions: The recipient triggers an action for example by clicking on a link in the e-mail. The action could be to activate a numeric field in the recipient’s profile or to send a followup e-mail containing additional information requested. This will tell you who is interested in a particular topic and will automatically provide you with additional information for your customer profiles.

  • Forms: These forms let you create web pages where a customer is able to subscribe to a newsletter or to amend or cancel a subscription using a web-based form. If you want to create a new web page for self administration of the recipients, you should use one of these forms. Further information on forms is contained in chapter Pages & Forms.

  • Statistics: In order to check on a mailing’s success and plan subsequent mailings, you need information on your customers’ reaction patterns and particular interests. It is also interesting to be able to directly compare the results of various mailings. Statistics are the answer to this and other questions. Further information can be found in chapter Statistics - To gain a broad view.

  • Client and user management (in Administration): Sometimes it is essential for several employees to be allowed access to the E-Marketing Manager. One employee is responsible for creating the weekly newsletter; another one manages special offers; a third one has to evaluate responses. You can then create a user account for each employee and assign various user rights. The employee who only evaluates will only be allowed access to the statistics function.

A client is at a higher level than a user. If you are an agency, for instance, you could create a client account for one of your customers. This account will allow your customer to create mailings, but will not grant him access to the recipient database.