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 publish 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 send emails to your email list. This article focuses on those campaign types.
Email mapping campaigns use your email lists to generate audience Groups and show 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 email marketing campaign types Feathr offers: Single Send, Auto Send, and Drip.
Single Send Campaigns
Single Send Campaigns are similar to what you might already know as "traditional" email marketing: 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, and you can track real conversion activities like registrations and donations. Feathr's template builder helps you design your email, and Group 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 for step-by-step instructions on publishing a Single Send Campaign in Feathr.
Auto Send Campaigns
Auto Send Email Campaigns are highly targeted, timing-specific campaigns that deliver an email right when someone completes a trigger you choose. A trigger can be an activity on your website, a change to a person field, or a date.
Auto Send emails are sent one at a time, to individual prospects, shortly after they meet your trigger. You can limit an Auto Send to specific Groups. You can also turn on a Final Bulk Send to email everyone in those Groups who never met the trigger by the end of the campaign. Use cases include cart abandonment emails, a call-to-action relevant to specific web content, and timely reminder emails when prospects view certain pages.
Read more about publishing Auto Send campaigns here.
Drip Campaigns
Feathr's Email Drip Campaign lets you send a series of emails over time to a group of recipients. It starts automatically when someone performs an activity, has a person field change, or reaches a date. With a single published campaign, your recipients receive multiple emails in a series that you design and plan. This can improve engagement with your emails and make your marketing more efficient.
Note: Drip campaigns are only available in Feathr Essential and Advanced license levels.
Read more about Drip Campaigns in this article.
What Happened to Smart Send?
Smart Send is being retired. Smart Send was built to add two features that Auto Send didn't have: inclusion Groups and a final send to the rest of your audience when the campaign ends. Auto Send now supports both, so you can build the same kind of campaign with an Auto Send. Just add an inclusion Group and turn on the Final Bulk Send.
Your live Smart Send campaigns will keep running as they do today, and you don't need to do anything. Later, they'll be moved to Auto Send automatically, with the same settings, and will keep working the same way. To get started, see How to Publish an Auto Send Campaign.
Reachability and Auto-Exclusion
Feathr email marketing campaigns rely on both your own email list uploads and emails in our ad exchange's database. It isn't possible to collect email addresses for every visitor to your website. Please make sure your email list uploads include only people who have consented to be emailed by your organization, and follow any data privacy laws that regulate email marketing. For more information on how Feathr handles data privacy, visit privacy.feathr.co.
Email campaigns sent through Feathr also automatically exclude certain contacts. These are people who have:
- Previously hard bounced, meaning they couldn't receive an earlier email from you because of a permanent issue. For example, their email address is invalid or expired, or their email server blocked the message.
- Marked any previous email as spam.
- Soft bounced 5 times, meaning they couldn't receive earlier emails because of a temporary issue. For example, their mailbox was full or set up incorrectly, or the email was too large to process.
This improves the deliverability and long-term performance of your email campaigns by making sure "low quality" contacts aren't emailed.