Workflow for creation and planning of an automated email campaign

Abstract

Workflow to create highly customizable messages and make them both personal and relevant to your customers.

Unlike a regular email campaign, with an automated email campaign, there are no recipient lists and an email is sent to each contact one at a time when delivery is triggered as part of a marketing automation campaign, when a contact submits a form, or as part of a custom implementation. The following workflow offers a high-level view of the steps involved in setting up an email campaign. It is not meant to be definitive or exhaustive but instead to provide a general idea of how to proceed. You do not have to follow the steps in order. For example, you can create an email campaign and then decide to edit the content and add recipients at a later stage.

  1. In the Email Experience Manager, create an email campaign.

  2. In the Email Experience Manager, on the Message tab define the content and how it renders in the email message.

    The Message tab
  3. Personalize the email message for the recipient. You can also use tokens to personalize the message.

  4. Preview and send a test email message.

  5. Activate the email campaign.

  6. Review the email campaign performance and recipient behavior.

  7. Test and optimize the email campaign.

  8. Trigger delivery of the email message through a:

In addition to the EXM documentation, you might need to consult:

  • the developer documentation if you want to customize templates, personalize email messages, or change delivery options.

  • the Architecture and Roles documentation including the EXM Dispatch and EXM Database roles, which provide an overview of the roles that are important in EXM.

  • the Data Flows and Processes documentation, which lays out the process of email marketing.

  • the List Manager documentation, which is used to create recipient lists and opt-out lists.

  • the Marketing Automation documentation, which is used to create a workflow that automatically triggers email delivery.