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The email marketing process part 2 - Setting up the campaign

Blog post written by Dave Henson | 07 September 2013 | Category: Email marketing

Once we have designed the email piece we can then set up the campaign. This involves various steps and settings within the email campaign application that we use.

Some of the most important are settings that our client has to supply such as:

  • The From Name
  • The From Address
  • The Reply-To address
  • The message subject

I won't blabber on about the importance of the From Name mainly because I have already written a blog post on this very subject. The From Address will typically be the email address of the person in the From Name but it doesn't have to be. The Reply-To address can be different to the From Address if you wish. Then when the recipient clicks Reply in their email application their reply will go back to this person instead.

The message subject is important and I have written a separate blog post about this which you can read here. Suffice to say at this stage that the subject line should trigger some sort of recognition within your recipient so that they don't look at it and immediately dismiss it as spam.

We also set up all of the click-throughs so that these can be recorded in our system and reported back to you.

One of the things we can do is to add an attachment but we hardly ever do this unless we are sending the email to a very small number of people and the attachment is a very small file size. Adding a large attachment to an email can massively increase the amount of time it takes to send and also runs a higher risk of being rejected as spam. What we recommend instead is that the attachment is uploaded to a web server and then we add a link to it within the body of the email. This gets round the two issues mentioned and has the added benefit that we can track clicks on this slink to see who has downloaded the attachment.

Related blog posts

The email marketing process part 1 - Producing the email piece

The email marketing process part 3 - The distribution list

The email marketing process part 4 - Testing, sending and reporting