How to Handle a Simple and Efficient Mailing Policy

1

A Cooking lesson with AcyMailing and some rules of propriety

Joomla Day San Francisco - Eliot Bendinelli

How to Handle a Simple
and Efficient Mailing
Policy

2

Who Am I?


3

The French cooking: a real way of life


4

Let’s open a restaurant!

YEP, LET’S DO THIS


5

What’s the plan?

I.

Find your customers (Define the target and get subscribers)

II.

Gather the ingredients and prepare the meal (Create your newsletter )

III.

Bring the plate the proper way (Send the newsletter)

IV.

Get the benefits and listen to the feedbacks (well… That’s it!)


6

I - Find your customers



Build and maintain your user database


Use your current base



Synchronization with your registered users



Import them trough your database (Magento,
Prestashop, CRM)



LDAP


7



Buying lists?


8




Induce your visitors to subscribe!



External subscription forms




Module on your website
Social Networks and other websites

9


Subscribe…


… your way

10




External subscription forms


Simple HTML code



Easy to implement



(and you can find this
sample in the AcyMailing
documentation)


11



Use your contact form!



Exploit your existing
registration forms
•

JomSocial

•

Community Builder

•

ccUsers

•

AlphaRegistration

•

OSE Membership

•

Hikashop

•

…


12



How does it work?

Users


Subscription

Lists

Sending

Newsletters

13

ASK FOR MORE!



Bring to your customers only what they like



Offer them a personalized service

Custom Fields and if statement


I would give all the
baguette in the world
to have a menu only
displaying what my
customers love…
- Bocuse

14



Custom Fields




Create filters according to
these fields





Use these information in your
newsletters

Add conditional display

If Statements


{if:VARIABLE} … text to display
or hide … {/if}


15

Time to go to the kitchen


II – Gather the ingredients and
prepare the meal


Plates are important:


Templates define the base of your newsletter



Reflect your graphic identity



Define your styles (using CSS rules)

“When a plate is beautiful, it’s already
good”
- Mario Côté


16

17

prepare the meal



iFrame



Flash



Videos



Standart HTML




JavaScript

Images with “play”
button



div float:left;
position:absolute



Background image



Use CSS to fake a
background image

prepare the meal
Create your own template …


… Or use an existing one

18

prepare the meal
What about the meal itself?
Of course, it has to be good… But not only.


19

prepare the meal


How your meal (mail) has to be:


It can be funny



It can shock the user



It can be surprise the user



It may be interesting (well, it has to be interesting)



Make it light



Make it personal


20

prepare the meal


What you should avoid:



DON’T YELL AT YOUR CUSTOMERS!!! (no uppercase and mutliple exclamation
marks)





Super loooooong meal

Don’t call them by their address (M. 2470 32nd Avenue doesn’t sound good, so
does mr john.doe@mail.com)

No special characters ( dahje )


21

prepare the meal


And obviously, give them what they want


Include your Joomla content



Give personalized and appropriate information


22

prepare the meal


You publish a lot of information? Create an auto-newsletter



Includes different types of content





Automatically send your recent articles
Notification system

Your customers are using different devices? Make sure your
meals fit it!


don’t give them soup if they have chopsticks



User responsive design


23

Time to bring the plate: You don’t
want to keep her waiting right?


24

25

III - Send the newsletter



Give the right plate to
the right person



Use the preview and
send a test to make
sure the delivery will
work


26



When does the plates leave the kitchen?


Meals are sent packed (together)



The queue handle the amount of meals





Try to spread the sending process
Automatic sending can be handled by a
cron task

27

Who brings
the plate to
the
customers?



Multiple options available (from the
cheapest to the most secure):


Dedicated server





External service with shared IP



An
external
company

Shared host



Your
own
waiters



External service with dedicated IP

What we suggest (with AcyMailing): Elastic
Email and SMTP.com (whitelisted, no
sending limit, clean service, well integrated)

28



29



How to avoid it?



Make nice newsletters:



Follow the rules



E-mail structure



Take your time to send



Server configuration



User DNS



Content



SPF



Reputation



Sender-ID



Keep your lists clean



DKIM


30




Give a try with mail-tester.com


Spot your weaknesses



Find solutions


31



Looks like your clients are full! But did
they enjoy it?


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33

IV - Handle the feedbacks


Your customer disappeared?
(Bounce handling)


Clean your lists



Handle feedback loops


34



35




Check what your customers do
and listen to them:


Use statistics to have an idea of
your newsletters’ success



Use click tracking



Check the bounces


36




Try to understand why they decided not
to come back (subscription)




Insert an unsubscribe link…
… and create an unsubscribe page

37



Enjoy a fully booked restaurant and
happy customers!


38

39

Thank you for your
attention and…
…Bon appétit!

How to Handle a Simple and Efficient Mailing Policy

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