Advanced Features Guide

Site analytics

BrotherMailer can automatically add Google tracking code to your email link URLs.

To access Site analytics, select Campaigns from the left-hand navigation pane and then Advanced Features from the sub-menu that appears.


Select the Site analytics tab


To enable Google friendly links, click the checkbox.


 
The Query string is generated for you. Now click on .

Using public address books and contact data fields in your campaigns

Your contacts access public address books and contact data fields by using the “Want to unsubscribe or change your details?” link that you should put in your email campaigns.

Create or edit your campaign in the normal manner, using the button to insert the unsubscribe link into your template. The default text inserted is “Want to unsubscribe or change your details”? as shown below.


 
This default text lets your contacts know that this link can be used not only for unsubscribing from your campaigns but can also be used to change their details.

Proceed with your campaign creation, testing and sending in the normal manner.

When your recipients clink on the link they are presented with the following screen.


The contact enters the email address that the email was sent to and clicks on the Submit button.
 
The following screen is now displayed to the contact.


 
If the recipient does not want to receive any more emails from you then they simply click the button.

Within the “Your details” section, the contact can edit not only their email address and preferred email format but also any custom data fields you have set as public.


 
Within the “Your address books” section, the contact can see the campaigns they are subscribed to. They can subscribe or unsubscribe to a campaign by using the checkboxes alongside each address book:


If they check a box they are not currently subscribed to, i.e. Monthly Newsletter, then BrotherMailer will automatically update the relevant address book with the recipient’s email address.

The contact clicks on the button to save any changes and leave this screen.

Suppression lists

The Suppression Lists functionality within BrotherMailer allows you to manage both suppressed contacts and domains, manage your bounce thresholds and even process your contacts against the BrotherMailer Global Suppression List.

Select Contacts from the left-hand navigation pane and then Suppression Lists from the sub-menu that appears. The Manage suppression lists screen is displayed which consist of five tabs.


 

Suppressed contacts

The Suppressed contacts tab displays a list of all your contacts who have unsubscribed from your communications plus those who have been automatically unsubscribed by reaching their bounce threshold or registering as an ISP Spam complainant.

You can manually add a contact to this list by clicking on the button. See Add suppressions section for more detail.

Suppressed domains

The Suppressed domains tab displays a list of all domains that have been suppressed. By adding suppression at a domain level, all email addresses in your address books for that domain are automatically suppressed. This saves you a lot of time when a company asks to be removed as a whole from your lists.


 
To add a new domain to this list, click on the   button. See Add suppressions section for more detail.

Add suppressions

The Add suppressions tab enables you to upload or manually add any email or domain addresses you would NOT like included in your campaign sends.



To manually add new addresses simply type the email address into the area provided ensuring you enter only one email address per line as shown in the example. Each of these email addresses will be added to your Suppressed contacts list and excluded from any future email sends.

If you wish to suppress all email addresses at one company then simply add the domain instead as shown here. Again, make sure there is only entry per line.

If you have a lot of email addresses and/or domains, you may prefer to upload a .txt or .csv file.

Use the Browse button to select the file on your computer.

You can enter an email address to be notified once the import has finished – this is particularly useful if you are uploading a large list.

Once you have entered your addresses or selected your file, click on the button. Your entries are processed and a summary report is displayed.

 

Regardless of the method you choose; manually entering, pasting text or uploading a file, email addresses suppressed will appear on the Suppressed contacts tab. Domains will appear on your Suppressed domains tab and any email addresses relating to those domains will appear on the Suppressed contacts tab.

Bounce thresholds

Selecting the Bounce thresholds tab displays the following screen.


 
A bounce threshold represents the number of consecutive times an email campaign delivery is allowed to fail due to soft bouncing, before that email address becomes unsubscribed.

A hard bounce is an email message that has been returned to you because the recipient's address is invalid. A hard bounce might occur because the domain name doesn't exist, the recipient is unknown, or there's some type of network problem on the recipient's end. The default setting is 1 and we do not recommend this setting being altered as this can affect your deliverability.

A soft bounce is an email message that gets as far as the recipient's mail server, but is bounced back before it reaches the recipient. One of the most common causes for a soft bounce is a full mailbox. This may happen with your subscribers who use free e-mail services like Yahoo and HotMail, because they allow for very little email storage. The default setting is 3 and this can be changed by either entering a new number or using the slider control. If you never wish to unsubscribe soft-bouncers then check the box next to “Never suppress soft-bouncers”.

Once you have set your thresholds, click on the button.
 

Global suppression list.

This function enables you to cleanse your entire contact list against the Global Suppression List. The BrotherMailer Global Suppression List is made up of hard bounces, complainants to ISPs (Hotmail and Yahoo etc.) and inbound (ie telephone) complaints, from across the BrotherMailer client accounts.

Selecting the Global suppression list tab displays the following screen.


To execute this function, click on . Your contacts are compared and the following report screen is displayed.

Segmentation queries

The Segmentation Data Query Builder enables you to query and segment your data by – for example - key demographic variables, e.g. send a targeted campaign to all your contacts who: are male, aged 21-30 and have expressed an interest in sports equipment. If you have the data in your address books then BrotherMailer will enable you to segment by it.

To create a segmentation query, select “Contacts” from the left-hand navigation menu. The first tab displays your current address books:


Click on the “Segmentation queries” tab:



To create a new segmentation query, click on and the “Create segmentation query” screen is displayed:



Give your query a name and a description so it is easily recognisable. You may want to describe the attributes of the contacts you are grouping or describe the mailings you plan to use the list for.

The “Data sources” are your address books and the default selected is “All contacts”. To select another address book, uncheck “All contacts” first and then select the address book(s) you wish to use for this query.


To build your query using the address books selected, click on the Add filter link. Filters enable you to easily apply rules, conditions and define the criteria and database attributes you want to build your query with. In our example this will be “Males aged 21-30 who have a product interest of Sports Equipment”.

When the Add filter link is clicked, you are presented with a list of all the Contact data fields that exist in your address books:



Select your first filter by clicking on the appropriate field. This will appear as part of the first condition. In our example below, we have selected “Gender”:


Click on the [operator] link to display a list of operators. Click the appropriate radio button and your condition is updated.



Finally, click on the [value] link. Enter the value in the input box that appears and click on . Typing the first 3 letters into the value box will automatically prefil the box with a matching value if BrotherMailer finds one in your contacts list.


Your completed filter is displayed.



Click on the icon to save this first line of your query. If you are creating a multiple line query (i.e. with more than one set of criteria), you must save each line before adding the next filter.



In this instance you can now add the next filter, click on the Add filter link and select the next contact data field to be used for the second set of criteria, in our example below we have selected “Age-Group”:


The condition And has automatically between applied between the two sets of criteria. To change this, e.g. to perhaps “Or”, click on the And link to display a list of possible options.


Make your selection and continue to set the [operator] and the [value] as previously described, making sure you click on the icon when finished.



In this instance you can now add our final filter; in our example below we have selected “Product-Interest”. Select your condition, filter and values as described previously.


Once all your criteria have been completed, click on .

Your segmentation query is processed and your query now appears under the “Segmentation queries” tab. It contains 169 contacts.

Using your segmentation query with a Campaign.

To send a campaign to the segmentation query you have created, move back to your Campaigns list and click the send icon alongside the required campaign. You are prompted to select the required data source and the default view will be your “Address Books” tab.


Select the “Segmentation queries” tab and any queries created will appear in the list. Check the box next to the segment you want to send to. You may select more than one:


Click on and process your campaign as usual.

Using split line testing

BrotherMailer includes a split-testing tool which enables you to test more than one subject line in a campaign. BrotherMailer will analyse which line is performing the best and send the rest of your email sends using that subject line. This lets you test and maximise your open rates using the best performing subject line.

To use split testing, open your campaign in My Campaigns by clicking on the edit pencil. Next, click the ‘edit settings’ link towards the top right of your screen – this will open your campaign settings window, as shown below:


Enter the first Subject line you want to test and then click on the button. A second subject line box will appear as shown below:


 
You can now enter your second subject line. You can continue to add further subject lines by using the button. To delete a subject line, click on the button.


 
Complete the remainder of your campaign settings in the normal manner.

Sending your Campaign using split testing

Sending a campaign using split testing is the same process as sending  a single subject line campaign. Select the Send option alongside the campaign and specify the address book and/or segmentation query to use for the campaign. The Campaign Send Options screen is displayed:


When multiple subject lines have been entered, an additional section is shown on this screen under the heading Split-Testing.


 
Specify how many contacts you wish to send the split to, using either the slider bar or by typing in a percentage, i.e. 5%.

Specify how many hours delay you require between the split testing and the remainder of your campaign being released.

Finally, specify which metric you wish to measure when recording responses. This is a drop-down field and there are two options: Opens or Clicks.

A Summary at the bottom of the screen displays the options you have selected:


 
Click on the Next Step button and continue to process your campaign in the normal manner.
Your campaign will appear in the “Outbox” tab of the Campaigns Screen:


 
If you wish to cancel your split testing, click on the Split Testing icon   in the Status column.

Once your split testing has been completed, the campaign will appear on the Sent tab. You can then review your results in the reporting area in the normal manner. An example is shown below:


 
In this particular campaign, three subject lines have been split-tested. The subject line that performed the best is marked with  

BrotherMailer will send the balance of your campaign after the time gap you entered has elapsed. The campaign will be sent using the subject line with the most success. If both subject lines return exactly the same results, then BrotherMailer will choose the first subject line by default.
 

Creating dynamic content

Dynamic Content enables you to tailor your campaign so different groups of your audience receive different content, different offers, images, copy or calls to action. This means you can send one campaign with multiple targeted messages for different groups of customers. Which message each group receives is dependent on the rules you set when you create the Dynamic Content.

To create Dynamic Content, select Campaigns from the left-hand navigation menu.

From the sub-menu displayed, select Advanced Features.





The Advanced Features screen is displayed which has a series of tabs:


 
The first tab is Dynamic Content. Click on the button and the “Triggered content rules” screen is displayed:

The first step is to give your Dynamic content a unique name – we have called our example “Company Type”.

Dynamic content is triggered by creating different rules. The first tab displayed is the Default rule – whatever you enter in the content area here will be displayed in your campaign, if none of the other rules apply.

The Content area contains the same editor you use to create your email campaigns. In this area you create the message you wish to appear for your default rule. You can insert Links, Actions and Images just as you would when creating your campaign.


 
Enter the content you wish to apply to your Default rule as shown in our example below:


 
When you have completed your default rule, you can now create your other rules. Click on the Create New tab at the top of the screen. A new tab appears called “New Rule”.

Type in a Rule Name. In our example, we’re going to change the content of our email dependent on whether the company type is “Agency” or “Charity” so our first rule is for the “Agency” element.

We now need to add the filter that will select the email addresses that will be displayed the Agency Content. Click on the Add filter link and all the available data fields within your contact address books are displayed:


 
Select the data field your filter will be based on and it will appear as part of the first condition, in our example, we have selected the data field “Company-Type”:


 
Click on the [operator] link and a list of possible options are displayed:


Select the required operator and click on the [value] link. An input box is displayed:


 
Enter the value required and click on the button.
Your completed filter is displayed. Click on the button before continuing.


Now move to the Content part of the screen and enter the text, graphics and links etc. that are going to apply to this rule. In the example below, we have entered the content for the “Agency” element of our dynamic content:


 
Next you would follow the same steps to create your content for Charities. You can create as many pieces of dynamic content as you wish.

Now we have finished entering the rules and content, we click on before leaving this screen. The dynamic content created will appear on the Dynamic Content Advanced Features tab.


 

Using Dynamic Content in your Campaigns.

Once your Dynamic Content has been created, you can link it to your email campaign. Select Campaigns from the left-hand navigation pane and open your email campaign in the editor window. Move your cursor to the area of the email template where you wish the dynamic content to appear:


 
Click on the button and the Insert Actions window is displayed.


Select the Dynamic Content tab and a list of your dynamic content is shown. Click on Insert next to the dynamic content you wish to insert.


 A placeholder is inserted into your template where the dynamic content will appear.

Previewing your Dynamic Content

You can test your dynamic content by using the button. If you completed the default rule when setting up your dynamic content, you will see this information displayed in your preview screen, as shown below:


To view dynamic content for the specific rules you created, use the Search function at the top of the preview window. In the example below, we have searched for all BrotherMailer email addresses and clicked the “Search Contacts” button. You can also use “Show Recent” which will show contacts you recently uploaded/added.



To view dynamic content for the Charity rule, we would use the contact “Kevin White” as his Company-Type is shown as ‘Charity’.

Click on the   button on the right-hand side of the window and the content for the Charity rule is displayed:-


When you have finished previewing, close the window and don’t forget to save your template.

Adding custom fields to address books

Custom data fields can be added to address books to capture and/or contain additional information about your contacts. The more useful data you can collect on your contacts, the more you can segment, target and personalise your campaigns and generate better response rates.

There is no limit on the number of custom data fields you can create and when you create a custom data field it is added to all the address books in your account. This way, all your address books maintain the same structure.

To add a custom field to an address book, select the option Contacts from the left-hand navigation pane.

From the sub-menu displayed, select the option Contact Data Fields.



A list of the Contact data fields already created are displayed in a list. The data fields FIRSTNAME, FULLNAME and LASTNAME are created automatically by BrotherMailer.

To create a new field, click on the button and the Create data label window is displayed:



Follow these steps to set-up your new data field:

  1. Name: Enter a unique name for this new data field. You cannot use spaces between words when creating a Name for a new field. See example below, our Name is “Purchased Before” but we have entered this as “Purchased-Before”.
  2. Data Type: This is a drop-down box, you have the choice of “Text,” “Numeric”, “Date/Time” and “Yes/No”. Make your selection as appropriate.
  3. Default Value: You can enter a default value for the data field in the event that it is not populated as a result of the uploading of your data. For example, if this was a “Yes/No” data type, you might default the value to “No”.
  4. Access: These radio buttons determine who has access to updating this field.
    a. This data label is public – this will allow your contacts to view/amend data you hold on them in this field.
    b. This data label is private – this will allow only users of your BrotherMailer account to view/amend data held in this field.


When you have completed the screen, click on . The newly created field now appears on your Contacts: Data fields screen. You can view the details of the field by clicking on the icon.