Feathr offers a number of useful and flexible options for engaging with and advertising to your email lists. This article will chronicle those options and provide links to additional resources for learning to launch your Feathr email campaigns according to best practices.
Email Marketing vs. Email Mapping
The first key distinction to learn is between email marketing campaigns and email mapping display campaigns. Email marketing campaigns involve sending emails to your email list based on behavioral triggers that you choose. This article focuses on those campaign types.
Email mapping campaigns use your email lists to generate audience segments and display your ads to the people on your email lists as they browse the web. In short, your prospects see email marketing campaigns in their inboxes and they see email mapping campaigns on websites they browse.
For more on Email Mapping, read this article.
Below are the three variations on email marketing campaigns Feathr offers.
Single Send Campaigns
Single Send Campaigns are similar to what you might already be familiar with as "traditional" email marketing, in that you upload your email list, design an email, and schedule it to send to the list.
With Feathr Single Send campaigns, you can do all of that in one place, using Feathr's design and audience building tools, plus track real conversion activities such as registrations and donations. Feathr's template builder helps you design your email, and Segment and import tools help you build and manage your email audiences.
Single Send Campaigns are best for regular email correspondence to a subscribed audience. Some recommended use cases are email newsletters, brand announcements, and sponsored content.
Read this article to learn step-by-step instructions for launching a Single Send Campaign in Feathr.
Smart Send Campaigns
Smart Send Campaigns provide the same functionality as Single Send Campaigns and add a useful "smart" feature, allowing you to do your email marketing with perfect timing.
Feathr's Smart Send campaign offers the option to send a prepared email early to any prospect that completes a trigger activity within the time frame you choose. For example, if you are promoting a membership drive and planning to send a big announcement on a Friday, you can set the email to send ahead of schedule to anyone who clicks on membership-related pages any time between the campaign's publish date and the scheduled wide send.
This accomplishes two goals: communicating to interested parties at the very moment of their interest, as well as communicating to your broader email audience regardless of their recent activity on your website.
This is only one example, and Smart Send Campaigns have many uses that are limited only by your creativity in using them.
Read this article to learn how to launch a Smart Send Campaign.
Auto Send Campaigns
Auto Send Email Campaigns are highly targeted, highly timing-specific campaigns that can be set to deliver an email message right when a trigger activity on your website is completed.
They are similar to Smart Send Campaigns, but consist only of one-at-a-time emails that are sent to individual prospects within minutes of the prospect performing a trackable activity of your choosing. Unlike Smart Send, Auto Send Campaigns will not send your message to a full segment at the end of the campaign window. Use cases might include (but certainly aren't limited to) cart abandonment emails, a call-to-action relevant to specific web content, and timely reminder emails when prospects view certain pages.
Reachability and Auto-Exclusion
Feathr email marketing campaigns rely on both your own email list uploads as well as emails in our ad exchange's database. It isn't possible to collect email addresses for every visitor to your website. Please ensure that your email list uploads consist only of people who have consented to be emailed by your organization and adhere to any data privacy laws regulating email marketing. For more information on how Feathr handles data privacy, visit privacy.feathr.co.
Email campaigns sent through Feathr will also automatically exclude certain groups of contacts. These are people who have:
- Previously hard bounced (couldn't receive a previous email from the Feathr user because of a permanent issue, like their email address being invalid or expired, or because of the email recipient's server blocking the message)
- Marked any previous email as spam
- Soft bounced 5 times (couldn't receive a previous email because of some temporary issue like the recipient's mailbox being full, improperly configured, or not able to process the email because of it being too large)
This will improve the deliverability and long term-performance of email campaigns by ensuring that "low quality" contacts do not get sent emails.
The three Feathr Email campaign types can be used in coordination to achieve any number of marketing goals. Be sure to talk to your Customer Success Manager for ideas and strategies on your email marketing efforts.