Email marketing is a powerful tool for any eCommerce, but not all emails are created equal. You will find several newsletter scenarios in your Mission Control, each with a specific purpose.

Here, you'll learn all about Dynamic, Custom and Category Newsletters.

They are quite similar in how they work. What sets these types of Newsletter apart is the way your audience will be segmented. In short:

  • Dynamic Newsletters use your CRM's pre-existing segmentation by behavior (how much a client spends, how often they buy, etc) or tags.

  • Custom Newsletters allow you to create a special segmentation based on many possibilities.

  • Newsletter Categories allow to segment your customers based on their interaction (e.g. viewing a product or adding it to cart) with one or more of your store's product categories

If you're looking for something specific, click on the links below to jump straight to what you need.


Setting up your Newsletter

Apart from the audience segmentation, their setup is largely the same. Let's take a look at how to set up your newsletters.

Step 1: Get Started

To begin, select what kind of newsletter you want to send. They are all inside the ENGAGEMENTS section.

The first step is choosing whether you want to create a new campaign or edit a current one. After making your choice, click the NEXT: LANGUAGE button or select LANGUAGE from the progress bar on the top of the screen.

Step 2: Language

NOTE: This step will not appear when creating a Custom or Category Newsletter.

On the LANGUAGE section, you will see on 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.

NOTE: 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 3: Sender

Here, you will set up who is sending the email: Name, E-mail, and Reply-to E-mail. You can input new data, or choose from a predefined sender (for example, the same sender you have previously used in for other newsletters).

Click on the NEXT: DESIGN button, or choose DESIGN from the progress bar.

Step 4: Design

On this section, you will design your email. Click here to learn how to use the new Drag 'n' Drop Editor.

To continue, select COUPONS from the progress bar.

Step 5: Coupons (optional)

It is possible to add coupons to any email. 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.

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.

To continue, click on the NEXT: AUDIENCE button or choose AUDIENCE from the progress bar.

Step 6: Audience

This is where each Newsletter type differs. Click on the links below to learn more about them.

After choosing your audience, click on the NEXT: DATES button or select DATES from the progress bar.

Step 7: Dates

Here you will determine when your newsletters will be sent. You can choose to send them immediately, or schedule to another day and time.

NOTE: In edrone, times are in CET timezone.

We're almost done! Click the NEXT: REVIEW button or select REVIEW from the progress bar.

Step 8: Review

Send a test email to double-check if everything is working properly. When you're ready, click on the RUN or SCHEDULE button, and you're done!

Step 9: Reports

To view your Newsletter's performance, 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.


Dynamic Newsletters

With Dynamic Newsletters, you can target the pre-existing segmentations available on your CRM:

  • Low spenders: 80% of customers with the lowest total purchase value

  • Medium spenders: 19% of customers with the average total purchase value

  • Bid spenders: 1% of customers with the highest total purchase value

  • Frequent spenders: customers in the top 25% highest number of orders

  • Prospect customers: visitors who haven't placed an order yet

  • Trend setters: customers who are active on social media

  • Now online: visitors who are currently on your website

  • Tagged: You can choose from one or more tags which you created. Click here to learn more about tags.

  • Gender: Male, Female, Refused to pass, Unknown, Other. Click here to learn more about gender segmentation.

Each option can be further segmented by subscription status:

  • SUBSCRIBED: Users who are subscribed to your mailing list.

  • SUBSCRIPTION STATUS UNKNOWN: Users who informed their email addresses (e.g. creating an account or making a purchase) but are not subscribed to your mailing list.

  • SUBSCRIBED or SUBSCRIPTION STATUS UNKNOWN: Both of the above.

If you have RFM segmentation, you will also be able to target each of the 10 groups. Click here to learn more about RFM segmentation.

Custom Newsletters

With Custom Newsletters, you can create a special segmentation based on many possibilities.

STATIC LIST

This is the option you would select if you want to send your newsletter to a specific contact database. Every database you upload will be available on the Static List drop-down menu. Click here to learn how to upload a contact database.

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DYNAMIC LIST

Using a Dynamic List, you can target customers based on their interactions with your website or previous newsletters:

  • Cart abandoners yesterday

  • Customers with order

  • Customers who visited your website in the past two weeks

  • Customers who have not bought in the last 3 days / 10 days / month / 4 months

  • Medium or big customers

  • Customers who have opened your emails in last 30 / 60 / 90 / 120 days

CUSTOM ANY CUSTOMER FIELDS

With this option, you can create a segmentation based on several properties, which can be used individually or combined: Country, City, First name, Language, Gender, Number of orders, and Total order value.

Each option can be further segmented by subscription status:

  • SUBSCRIBED: Users who are subscribed to your mailing list.

  • SUBSCRIPTION STATUS UNKNOWN: Users who informed their email addresses (e.g. creating an account or making a purchase) but are not subscribed to your mailing list.

  • SUBSCRIBED or SUBSCRIPTION STATUS UNKNOWN: Both of the above.

Newsletter Categories

Newsletter Categories allow to segment your customers based on their interaction with one or more of your store's product categories:

  • PRODUCT VIEW

  • ADD TO CART

  • ORDER

You can choose one of these interactions from the Event type drop-down menu, and select one or more categories. These categories are based on your store's product feed. Click here to learn more about the product feed.

Each option can be filtered by month (from the current month up to last 6 months) and city. It is also possible to segment further by subscription status:

  • SUBSCRIBED: Users who are subscribed to your mailing list.

  • SUBSCRIPTION STATUS UNKNOWN: Users who informed their email addresses (e.g. creating an account or making a purchase) but are not subscribed to your mailing list.

  • SUBSCRIBED or SUBSCRIPTION STATUS UNKNOWN: Both of the above.


Need more help?

If you have any further questions about Dynamic, Custom or Category Newsletters, please do not hesitate to contact us at hello@edrone.me


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