SugarCRM User Group ONLINE: Email Campaigns Part I

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Learn best practices around building email campaigns and watch how to configure your email in SugarCRM. Epicom’s President, Bill Harrison will give insights for how to avoid the spam folder and important things you shouldn’t forget when setting up your email. A Sugar Training session on configuring your email and sending email campaigns in SugarCRM will follow. The User Group will wrap up with open discussion and an Epicom engineer will moderate a Q&A session among attendees.

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  • Keep sender addresses as short as possible. Avoid continuous sending of messages to full or invalid mailboxes. You can do this by tweaking your bounce handling settings for each subscriber list. Minimize the use of these words and phrases in the subject line, message body, sender address, and reply-to address: Use of the word Free (although "free" tends to have more leeway than most other trigger words), $$, XXX, sex or !!! (any excessive punctuation) Subject contains "Double Your", "?", "For Only" or "Free Instant". TOO MANY CAPS IN THE SUBJECT LINE Email contains at least 70 percent blank lines The from field appears to not contain a real name, ends in numbers or contains the word friend. The reply-to field is empty The email claims not to be spam The email contains excessive images without much text Monitor new subscribers in your lists. Set suspicious "spamflag" addresses such as "abuse@" or "marketerspam@" as Inactive subscribers. Most of the popular and more advanced spam filters out there use these and a whole bunch of other criteria to score your campaign. For example, check out the range of filtering rules for SpamAssassin, one of the most popular spam filters on the web.Ultimately, the most important thing you can do is adhere to best practices for email marketing. Gain permission, compose relevant content, and deliver messages according to the customer's needs, wants, and preferences.
  • Keep sender addresses as short as possible. Avoid continuous sending of messages to full or invalid mailboxes. You can do this by tweaking your bounce handling settings for each subscriber list. Minimize the use of these words and phrases in the subject line, message body, sender address, and reply-to address: Use of the word Free (although "free" tends to have more leeway than most other trigger words), $$, XXX, sex or !!! (any excessive punctuation) Subject contains "Double Your", "?", "For Only" or "Free Instant". TOO MANY CAPS IN THE SUBJECT LINE Email contains at least 70 percent blank lines The from field appears to not contain a real name, ends in numbers or contains the word friend. The reply-to field is empty The email claims not to be spam The email contains excessive images without much text Monitor new subscribers in your lists. Set suspicious "spamflag" addresses such as "abuse@" or "marketerspam@" as Inactive subscribers. Most of the popular and more advanced spam filters out there use these and a whole bunch of other criteria to score your campaign. For example, check out the range of filtering rules for SpamAssassin, one of the most popular spam filters on the web.Ultimately, the most important thing you can do is adhere to best practices for email marketing. Gain permission, compose relevant content, and deliver messages according to the customer's needs, wants, and preferences.
  • SugarCRM User Group ONLINE: Email Campaigns Part I

    1. 1. SugarCRM User Group February 28th Topic: Email Campaigns Part I
    2. 2. Today’s SpeakersBill Harrison Eric WikmanCEO & Founder Engineering ManagerEpicom Corporation Epicom Corporationbill@epicom.com eric@epicom.comTwitter:@follow_bill@epicomcorp
    3. 3. Agenda• Learn best practices for configuring and setting up email in Sugar. – Why it’s important!• SugarCRM training on: – Email setup and management (Admin) – Schedulers and Workflows as it pertains to email – Bounce mail and SMTP – Email settings• Q&A with presenters and Epicom engineers
    4. 4. Upcoming User Groups• Tuesday, March 6th: Email Campaigns Part II – Campaign Management Training in Sugar • How to create email templates and newsletters, embed tracker links, and create target, suppression, test, and seed lists in Sugar.• Tuesday, March 13th: Email Campaigns Part III – Advanced campaign management and reporting • View status of your campaign and tracked links • Learn about integrated solutions for extending your email marketing
    5. 5. Steps toward Better Campaign ManagementConfigure email Update user’sand work with IT email settings Email Campaign ManagementCreate target lists Train and increase and content user acceptance
    6. 6. The first, and often biggest,challenge of email marketing isgetting your message delivered successfully
    7. 7. Steps in Email Delivery Internet SMTP ReceivingSugarCRM Mail Client Server Mail Server
    8. 8. Some popular methods for filtering andrefusing spam include email filtering based on the content of the email, DNS-based blackhole lists (DNSBL), greylisting, spamtraps
    9. 9. In recent years, mainly due to concerns over spam and a general trend towards centralization, problems have arisen for small organizations and home users wishing to run their own email server. As of 2011 many ISPs pre-emptively block outgoing connections to TCP port 25 on domestic connections, and larger email providers have increasingly stringent requirements for other servers that wish to transfer emails to them. For example:reverse PTR records of the sending mail server are often checked before accepting mail. The PTR record must be set up by the ISP, which may refuse this request to a small-business or domestic user.
    10. 10. Other problems encountered by small mail- servers include zealous use of blacklisting and a presumption of guilt by blacklisting services and large email providers, which classify "new" servers as spammers by default. Such measures have inevitablyreduced the overall number of small email-servers, and some end-users have opted to outsource to paid services instead, exacerbating[citation needed] the problem for those not wishing to outsource.
    11. 11. CAN-SPAM Act of 2003• Unsubscribe compliance – A visible and operable unsubscribe mechanism is present in all emails. – Consumer opt-out requests are honored within 10 days. – Opt-out lists also known as Suppression lists are only used for compliance purposes.• Content compliance – Accurate from lines (including "friendly froms") – Relevant subject lines (relative to offer in body content and not deceptive) – A legitimate physical address of the publisher and/or advertiser is present. – A label is present if the content is adult.• Sending behavior compliance – A message cannot be sent through an open relay – A message cannot contain a false header
    12. 12. Conclusion:Regardless of your delivery method Don’t Send Spam!
    13. 13. One Option: Use a Commercial MTA• Amazon SES – very affordable, but little customer service• InBox 25 – Has an integration with SugarCRM
    14. 14. Determine Your… Campaign Campaign Campaign Type Targets Content1. Newsletter, Email, or non-email based campaigns in Sugar2. Define campaign targets and build lists using Sugar3. Create content that will both engage your targets and won’t end up in the spam folder
    15. 15. Why worry about this stuff…• Schedulers and workflow triggers depend on it• Controlling and understanding batch email quantities and send times can keep you out of the spam folder• Campaign management done effectively and consistently will lead to better metrics
    16. 16. SugarCRM TrainingTopic: Email Campaigns Part I • Email setup and management (Admin) • Schedulers and Workflows as it pertains to email • Email Que, Bounce mail and SMTP setup • Navigating and overview of the Campaign module
    17. 17. DEMO in Sugar
    18. 18. Questions?Join the LinkedIn Group:SugarCRM User Group - ONLINEor email: info@epicom.com

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