At edrone, we are big fans of Email Marketing, because we see everyday the positive impact it has on our clients’ bottom lines.
In order to implement an Email Marketing strategy, you need two elements:
A way to convert visitors into subscribers, which can be a regular form in a Landing Page, Web Layers or Pop-ups; and
A way to effectively engage them with your messages.
The best way to do this is through automation — more specifically, with edrone’s Newsletter Subscription scenario.
Let's learn how to set it up!
How to set up Newsletter Subscription
To get started, log into your Mission Control and go to ENGAGEMENTS > NEWSLETTER SUBSCRIPTION.
Step 1: Opt-in
The first step involves selecting what kinds of messages you'd like to send – whether only email or email + SMS –, and the subscription model. Click here to learn more about each subscription model.
You might notice that there is a Pop-up section on the progress bar. We will consider that you already have a pop-up with a subscription form. If not, create a Pop-up before you continue. Click here to learn more about Pop-ups.
To continue, select ADJUST from the progress bar on the top of the page.
Step 2: Adjust
At the top of this section you will see Active tags and Available tags.
Available tags section will list all the tags that have been created in the system. In the Active tags section you will see the tags that are associated with the newsletter sign-up forms and are supposed to activate the outbound sequence to the customer after signing up for the newsletter.
For example: if we collect data from a sign-up form in the footer on your website and it is tagged with the tag "Footer", the tag "Footer" must be moved to the Active tags section.
The naming of the tags is not imposed in advance. It is individually determined during the integration process. Usually, the standard names of form plug-ins are "Footer", "Register", "Order" or implicitly "From PopUp".
Remember to activate every tag that is assigned to a tagged signup location. To do this, drag the tag from the Available Tags field to Active Tags.
For each active tag, create a creative in the Design section.
If you have 3 active tags (e.g. "Footer", "Register", "Order") in the Double opt in model, you need to create 6 message creatives in the Customize section:
Step 3: Multiple messages (optional)
In the ADJUST section, under the section related to tags, you will find Multiple Messages. This is a sequence of messages that you can send to users after they confirm their subscription. This is a good way to introduce your customers to the story, mission or vision of your shop.
If you set Multiple Messages, they will only be sent to the customer after they have received the Confirmation Message and Welcome Message (this depends on which subscription model you are using). If you are using the Double Opt in model and the customer does not confirm their subscription - they will not receive the Multiple Messages. Multiple emails are an additional option that allows you to send up to 6 automatic emails to new subscribers.
Here you can specify how many messages you want to send (max. 4 messages). You can also specify the dates on which you want to send them. This is optional. If you decide to do so, you must bear in mind that the sending time will depend on when the new subscribers confirmed the subscription to your newsletter.
For example, a customer confirmed their newsletter subscription on May 15 at 8:00 a.m. In this case, we will have the following messages:
So, for example, let's say a customer has signed up to your newsletter on May 15th at 08 AM. In the example above, we would have the following sequence:
First message will be sent on May 18th at 08 AM
Second message will be sent on May 22nd at 2 PM
Third message will be sent on May 29th at 08 PM
Fourth message will be sent on June 5th at 11 AM
the Confirmation (Double Opt-in) and Welcome Messages are not considered within these automatic messages. This means you can actually have up to 6 automated messages after a new subscriber signs up to your newsletter.
To move forward, click on the NEXT: LANGUAGE button or choose LANGUAGE from the progress bar.
Step 4: Language
On the LANGUAGE section, you will see one the left side an overview of your customers (audience size, number of languages, and most popular language).
Based on this information, you can choose whether you want to send your Newsletter in only one language (Single language), or more than one (Multi language). You can choose as many languages as you want.
Language information is collected automatically by edrone from your customer's browser language settings. This means that it is not linked to a specific location. For example, if a customer lives in France but their browser is set up in English, they will be considered an english-speaking customer.
Click on the NEXT: SENDER button, or choose SENDER from the progress bar.
Step 5: Sender
Here, you will set up who is sending the SMS and email messages.
When sending emails, you will be able to determine Name, Email, and Reply-to Email. You can input new data, or choose from a predefined sender (for example, the same sender you have previously used in for other newsletters).
When sending SMS messages, the sender information will be pulled from your SMSAPI integration. Click here to learn more about the SMSAPI integration.
Click on the NEXT: DESIGN button, or choose DESIGN from the progress bar to move forward.
Step 6: Design
Time to craft your messages! You will see our Drag 'n' Drop Editor.
Depending on the settings you chose on steps 1, 2 and 3, you will be able to select different languages, message types and communication channels on each tab on the top of the screen.
If you chose to send e-mails in multiple languages on Step 3, each language will be shown in a tab on the top left of your screen. In that case, you will need to design different e-mails for each language. We recommend you work on one language first, and when you're happy with that version, just click COPY and then select another language and click PASTE. That way, you can easily translate your content while keeping everything else the same.
We advise you start designing the first message, and once you're happy with that, click SAVE and then start working on the next ones. Don't forget to save every once in a while to make sure you don't lose your progress!
When you select "SMS" from the COMMUNICATION CHANNEL drop-down menu, you will see a simple text box.
the text limit for one SMS message is 160 characters. If you use special characters (such as ñ, ä or ç), this limit will be shortened to 70 characters.
Step 7: Coupons (optional)
You might want to add discount coupons to your emails. To do that, use the *|COUPON|* merge tag when creating them. Click here to learn more about coupons.
Please note that this won't work for SMS messages. The only way to add a discount coupon to an SMS message is to write the coupon in the message. Bear in mind that it will be same coupon for each customer – effectively working the same way as a static coupon (see below).
You can choose between Static (same coupon for all customers) and Dynamic (each customer gets a unique coupon). We recommend using Dynamic coupons whenever possible.
Remember that discount codes are activated in your shop platform. If you choose the option of dynamic discount codes, they shall be uploaded to the system in this section in a file in CSV format, UTF-8 encoding.
Regardless of your choice, you will need to upload a CSV file with your coupons. If you need help with creating them, there are several free online coupon generators.
Once your files are ready, click on UPLOAD (CSV). Select which column contains the coupons, check the box if you wish to ignore the first line of your file (column titles, for example). If everything is OK, click on CONFIRM COLUMN. A green confirmation message should appear at the top right corner of your screen.
When you're ready, click on the NEXT: REVIEW button or select REVIEW from the progress bar.
Step 8: Review
In the REVIEW section, you can send a test message to see if everything is OK. Please note that, for SMS, your test messages will also use your SMSAPI points.
If everything is working the way you want, click on the RUN button, and you're done! Enjoy your Newsletter Subscription automation.
Step 9: Reports
Ah, but we're not completely done. You need to see how your automation is performing! To do that, go to the REPORTS section on the progress bar. Here you will find the main metrics such as Engagement revenue, Sent, Opened, Clicked, Orders, Orders with Coupon, Unsubscribed, and CTR. It is possible to filter the results by date, message and message type.
Make sure to select each message from the drop-down menu right above the graph. You might be surprised by the differences in each message type's performance! This is completely normal and is a rich source of information about how you can improve each one based on what's working and what's not.
Need more help?
If you have any further questions about the Newsletter Subscription scenario, please do not hesitate to contact us at firstname.lastname@example.org