email campaign – Mautic https://mautic.org World's Largest Open Source Marketing Automation Project Wed, 18 Dec 2024 11:56:58 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.1 https://mautic.org/wp-content/uploads/2024/10/iTunesArtwork2x-150x150.png email campaign – Mautic https://mautic.org 32 32 Mautic 2.11.0: Simplifying the Customer Relationship https://mautic.org/blog/mautic-2-11-0-simplifying-customer-relationships Thu, 26 Oct 2017 15:46:23 +0000 https://www.mautic.org/mautic-2-11-0-simplifying-customer-relationships/ How often do we discover challenges in our organizations? If we’re being honest, all organizations deal with challenges each and every day. What is our reaction? Do we take steps to truly discover the underlying issues, or are we quick to take broad sweeping actions to course correct?

Many times we see knee-jerk reactions in an effort to solve situations that simply require reflection, time and precision. Consider our marketing. We all want to gather greater levels of information and foster deeper connections with our audience. So we do more, add more, give more. We certainly mean well. But if our desire is to develop more meaningful relationships with our customers, should we?

“If you look at everything Apple does, it’s constantly reducing the steps. Steve Jobs used to say technology can either be beautiful – and he was a fanatic about making products that could be as beautiful as possible – or technology should be invisible, which means simplifying.” – John Scully, Former CEO, Apple

At Mautic, we are always seeking to simplify the complex. Your customer should not see clunky steps and processes as engagement, those should be largely invisible. We’re constantly evaluating each feature and finding ways to eliminate steps as you develop your communication. Our goal is to help you create simple, seamless interactions with your audience. To help you accomplish this, here are just a few of the updates in the latest release of Mautic;

Enhancements:

  • Update Contact Owner: The relationship an organization has with it’s customers is vital. That’s why when there are multiple owners, it’s important to adjust ownership throughout the customer journey. Now, users can update contact owner as part of a campaign so they can assign these to different reps to own the relationship with that contact. This is accomplished by a new campaign action called: “Update contact owner”.
  • Merged Contact Tracking: Don’t use Mautic forms? No problem. Now you can merge activity for unknown contacts by passing the mtc_id cookie value to Mautic when using a non-Mautic form. This feature merges activity for unknown contacts that become known contacts and enables all activity to be tracked on the same contact.
  • Customize Preference Center: Users now have the ability to build a custom preference center page that can be referenced as part of an email. Admin users have access to create this page from the landing page area and mark this as a preference center page. A new section has been added in the permission area to manage access to this page. (*The Channel Frequency feature must be used.)
  • Internal Notifications Using Forms: Information sharing in your business is critical to keeping the customer journey moving. That’s why Mautic now allows you to trigger emails to internal team members when a contact timeline event is recorded through a standalone form.
  • Campaign Previews: We’ve added a “preview” tab to the details view in the Campaign Builder. The preview will update in real time during any campaign builder update, however, modification to the campaign assets cannot happen from the preview.
  • Dynamic Content For Visitors: Dynamic content continues to be an important part of user engagement. Now you can show dynamic content to anonymous visitors based on their IP to improve the conversion of unknown visitors to known contacts. This can be done for anyone coming to a Mautic or non-Mautic landing page. New filters have been added to the dynamic content creation area to enable this. Dynamic content can also be shown to known contacts based on segment membership.
  • Files in Forms: Want to include document uploads in your Mautic form? Done. Contacts now have the ability to upload attachments/files as part of forms and store these in Mautic.
  • Frequency Rules: Visibility into which communications have been delayed by frequency rules has arrived. See which communications are delayed due to a contact hitting a frequency rule. You also have access to cancel or reschedule the email directly from the contact timeline.

Integrations

  • Filter Activities to Push to Salesforce: You can now configure which events from Mautic get written to the custom activity object in Salesforce. The benefit of writing the data to Salesforce is; 1. Visibility for the sales rep to marketing activities responded to by the contact and 2. The ability to create reports and dashboards in Salesforce to report on marketing activities.
  • Improvements to Connectwise: You can now generate a task in Connectwise based on a campaign action in Mautic. You can also bring marketing groups from Connectwise into Mautic to create segments in Mautic.

Simplification takes a careful attention to the things that will help make what you are trying to achieve, easier. With each release, we’re working toward that goal.

A huge thank you to those in the community who made the effort to load the beta release of 2.11.0 and test these features, functionality, and fixes that were part of this release.

For more detailed information, you can find the release notes here. If you have any questions, please be sure to reach out to us via the Community Forums, Slack or our social channels (Facebook & Twitter) and we will do our best to help.

If you’re not a community member, we would encourage you to join us! Download Mautic today and start growing your business.

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Why Isn’t My Email Marketing Campaign Being Delivered? https://mautic.org/blog/why-isnt-my-email-marketing-campaign-being-delivered Wed, 30 Mar 2016 12:00:23 +0000 https://www.mautic.org/why-isnt-my-email-marketing-campaign-being-delivered/ As we survey the digital marketing landscape, it seems there are more platforms that are vying for our time and attention. It also means more places for us to deliver value to our audience. However, behind your website, email marketing continues to be the primary channel to deliver your targeted messages. This means that your email marketing campaign is one of the most important tools in your marketing and communications strategy.

email marketing campaign

Undeliverable Email

But is our email marketing campaign being received? So many articles (like this) have been written to help us get our emails where they need to go. Unfortunately reaching the inbox is now more challenging than it has ever been. According to Return Path;

Regardless of the reason, declining inbox placement rates represent a serious concern for marketers. With one out of every five emails failing to land in the inbox, brands are missing out on a full 20% of their opportunities to connect with customers and earn their business.

There are many factors that impact whether our information/offer will get to our intended audience. SendGrid outlines four key components to determine if your email marketing campaign will be delivered. They are;

  • Message Infrastructure Health
  • Message Content
  • Sender History and Filtering
  • Receiving System’s Availability

Interestingly enough, you can impact 3/4 of these factors. Can you guess which ones? The only item that is truly out of your control is the receiving system’s availability. All other elements you have the ability to impact or control. It’s not by manipulating spam filters or blasting out 5 times as many emails in one week to gain a better return.

Greater Email Marketing Campaign Returns

So how do we capitalize on the missing 20% and maximize the existing 80%? I’m glad you asked. There are many tactics that will help you achieve this end. But this post is not your typical how-to. I’d like to step back a moment and look at an approach that will guide your email marketing strategy.

The 2015 Deliverability Benchmark Report produced by Return Path, states that the greatest email delivery rate was achieved by industries that relied the heaviest on customer relationships. Think about that for a moment. The greatest returns are not achieved by the best technology, the most creative campaigns, or the highest budget. These results were due to the development of deep customer relationships.

So if the key to getting your email marketing campaign delivered is deep customer relationships, how do we foster them? As we connect with our customers and influence our buyers via email, we must consider the following elements to effectively reach them.

  • Trust: We know that all relationships are built on trust. Why is it so difficult to realize? Because trust is developed over time and requires many interactions. It requires patience. Industries like retail, health & beauty and apparel achieve stronger placement because they are typically high-touch environments. Real interactions with real people provide greater levels of trust. If you want to connect with your audience, humanize your interactions. Make it personal. Understand the need in the context of their environment, and deliver value in a meaningful way. John Kottcamp says it best;

    Companies that excel at delivering rich, personalized online experiences not only produce more loyal customers but also outperform their competition on the stock market, according to a recent five-year study conducted by Forrester Research. (source: MarketingProfs)

    Personalized means more than tagging a first name in the greeting. It means gaining a deeper understanding of where they have visited, what their interests are, and connecting your value to that information in an authentic, meaningful way.

  • Analysis: Developing trust in a relationship is like strengthening a bridge between you and your customer. It starts on shaky ground and then begins to gain strength as you continue to provide value according to their need in the moment. As you interact with your customer, it is important that you never stop listening. Listening or analyzing the feedback they provide in the form of interactions with you and your brand. This requires time and talent. The proper analysis of traffic and customer data will further ensure that you are a trusted provider. Data is a double-edged sword. It can make you a relevant star, or it can make your brand feel disconnected and irrelevant. Which leads us to our final point.
  • Relevance: I was at the local coffee shop the other day, chatting with a friend. We were having a discussion about how many vacationers were stopping in. A gentleman overheard our conversation and tried to make a joke, but it turned out to be an awkward moment as we didn’t understand what he was referring to. This was not about his joke, but about the fact that in that moment we could not relate what he was saying to our conversation. This made his joke awkward and irrelevant. The point is, if you want to develop trust with your audience, you must be able to relate to them in the proper context.

    “Achieving such personalization requires knowing deep context: not just a customer’s demographic data but also the time and location she accessed content, the search terms she used to find it, the referring site that directed her toward it, and—most important—her behavior before, during, and after consuming it…” (source: John Kottenkamp)

This approach works. Maximizing each email marketing campaign begins with content that builds trust, is built on proper analysis and is relevant to the customer.

Relevancy is the marketer’s secret weapon, and the fastest path to revenue. Emails with personalized subject lines are 26% more likely to be opened and marketers have found a 760% increase in email revenue from segmented campaigns. (source: Campaign Source)

In summary, the ability to deliver your email marketing campaign is not based on whether you can sidestep spam filters. It is in your ability to develop trust with your customers. If you can not do this with confidence, take the time you need to develop your marketing and communication strategy with these important elements at the helm.

These recommendations are simply the tip of the iceberg. What are other ways you’ve discovered help your email marketing campaign get delivered? Share them in the comments below!

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Creating a Double Opt-In Email Campaign https://mautic.org/blog/creating-a-double-opt-in-email-campaign Tue, 04 Aug 2015 10:52:02 +0000 https://www.mautic.org/creating-a-double-opt-in-email-campaign/ One of the first things every marketing expert knows is the importance of creating an email double opt-in structure where leads can choose to receive emails from you. This protects you as the marketing person from sending a bunch of emails to people who are not interested and mark your message as spam. Get too many emails marked as spam and you have a tough road ahead of you to get a clean email sender again. So, how do you create some way to protect yourself from getting marked as spam?

The answer is to create a double opt-in email list. In simplest terms a double opt-in email list means that those users who subscribe to your emails must first click a link you send them confirming their desire to receive emails from you. Creating a double opt-in email campaign is a common task for a marketing integrator. Below you’ll find the five pieces of a double opt-in email campaign.

1. Create a pending lead list and a confirmed lead list. These are the lists where you will organize your leads. Before they have completed the opt-in process they will be stored on the pending lead list. Eventually these leads will be moved to the confirmed lead list.

Email list for double-opt in

 

Double opt-in confirmed email list

2. Create a landing page to serve as the opt-in confirmation page. This is the page the user will land on if they click the confirmation link in the initial email you send.

Simple email marketing ladnign page double-opt iin

3. Create a new template email to serve as the opt-in message and include a link to the above landing page. You can either note the ID of the landing page and use in the token {pagelink=ID} as the URL or start typing “{page” in the editor, and a list of landing pages will appear. Click on it and it’ll insert a link for you. This is where you prepare the email you’re going to send to your potential leads. This email will direct them to click a link to confirm their subscription.

Template email marketing automation list opt-in

 

Opt-in eamil for marketing automation

4. Now create a Campaign form to be used to sign your users up. This is the very first step in the process. Creating this form as a campaign form means you’ll be able to select it as a source when you build your campaign (next step). You can collect whatever details you wish (remember to keep it simple) and be sure you include their email address as one of your fields.

Campaign form for email marketing dobule opt-in

5. Finally build your campaign to tie it all together. You’ll add your form as the source where you are collecting leads, then you’ll build out the email to send to them, and the landing page you want them to land on when they opt-in. Your campaign flow might look something like below:

Campaign structure for double opt-in email

Here’s a step-by-step breakdown of a double opt-in email campaign:

The Sign Up (yellow) lead source is simply our form created in step 4. Any lead who submits the form will be automatically added to the campaign.

lead source signup for emails

Add to pending is a “Modify lead’s lists” action that will immediately add the lead to the Pending lead list created in step 1.

Email marketing add lead to list

Send in Opt-in Email is a “Send Email” action selecting the email created in step 3.

Senc email to confirm opt-in to list

Add a “Visits a page” decision and choose the landing page created in step 2 then connect the bottom of the “Send email” action into the top of the “Visits a page” decision.

Double opt-in visits landing page

And finally, add another “Modify lead’s lists” and choose to remove the lead from the Pending and add to the Confirmed list. Connect the bottom green anchor, or the direct action decision path, of the “Visits a page” decision to the top of the newly created “Modify lead’s list” action.

Modify lead lists based on email

Now you have a double opt in campaign. You can base all of the mailings, or other campaigns, on lead’s that belong to the Confirmed list. When a lead signs up, they’ll be added to the Pending list and sent the opt-in email. When they click the link to confirm, they will be removed from the Pending list and added to the Confirmed.

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