Create a Mailing
To create a new mailing, click on the "Create a Mailing" link from the Mailings main page. This will bring you to step 1 of the mailing workflow. Whether you use a template or not, you must ensure that your mailing includes the items required to comply with CAN-SPAM legislation and the terms and conditions of your agreement with Fishbowl.
Step 1 is where you define all of your mailing details.
- Mailing Name: This is a short description of the mailing for your own purposes, to help you differentiate it from other mailings.
- Campaign: The Campaign to which this mailing should be assigned, or "Unassigned" (the default value) if the Mailing should not be assigned to any Campaign. This is the only property on this screen which can be changed for both Sent and Unsent mailings (in the case of Sent mailings, an additional button labeled "Change Campaign" will appear next to the Campaign drop-down).
- List Name: This is the List to which the mailing will be deployed. General Mailings is chosen by default. All Members who have subscribed to the List you choose will receive the mailing. If you defined default values for From Name, From Address, Subject or Reply-To address when you created your List, then these values will be added when you select your List.
- Subject: This is what guests will see as the subject line. The Subject can include Mail Merge Fields, Predefined Links, and Dynamic Content. If you wish to run an automated A/B split test on your mailing, click A/B Test next to the subject line and follow the steps outlined below. (A/B Subject Line testing is only available on non-Triggered mailings.)
- Preview Text: This is what will be used for inbox preview text in desktop or mobile inboxes. In addition to a compelling subject line, the preview text can help encourage your recipients to open your email.
- From Name: This is typically the name that a recipient will see in the "From" field in their e-mail program. The From Name is sometimes called the "Friendly From Name" because it usually identifies the sender and is displayed instead of the sender's e-mail address. You may want to use the name of your company as the From Name. The From Name can include Mail Merge Fields, Predefined Links, and Dynamic Content.
- From Address: This is the address associated with the sender of the e-mail. In some e-mail programs, both the From Name and the From Address are displayed. Your From Address always ends in a domain name associated with your Enterprise account. So your From address might be, for example, "firstname.lastname@example.org." The domain name must end in fbmta.com because e-mail servers receiving your e-mail from Fishbowl will check to make sure that the domain name in the From Address is actually affiliated with the server sending the e-mail. If you used a From Address like email@example.com, the receiving e-mail server would detect that the domain yourcompany.com does not point to the Fishbowl mail server, and would likely flag your message as spam. By using a From Address with a domain name that points back to the Fishbowl mail server (such as fbmta.com), you ensure that your e-mail will be recognized as legitimate. The From Address can include Mail Merge Fields, Predefined Links, and Dynamic Content.
- Reply-To Address: This is the address to which messages will be sent if a recipient clicks "reply" in his or her e-mail program. This should be a working e-mail address at your organization that is checked on a regular basis by your customer service team or someone associated with your e-mail marketing programs. The Reply-To Address can include Mail Merge Fields, Predefined Links, and Dynamic Content.
- Triggering: To specify that your mailing will be triggered, check the box marked "Triggered." To specify the maximum number of messages (from this mailing) that any given Member will receive, enter a number between 1 and 99 (inclusive). Some triggered mailings (such as a promotional offer for new subscribers) should be sent only once to any single recipient, in which case you should enter "1." Other triggered mailings, such as birthday greetings, might conceivably be sent to a single recipient multiple times (e.g., each year on the recipient's birthday), in which case you should enter a higher number, such as "99." Whether or not a mailing is Triggered can be changed right up until the time that the first non-test message has been sent to the first recipient. You can learn more about using triggered mailings in Automations.
Automated A/B Subject Line Testing
Automated A/B Subject Line Testing can be done on any non-triggered Mailing. Here is how it works:
- Click A/B Test next to the Subject Line field of any non-Triggered mailing.
- Add up to four different subject lines.
- Select your test size. You can send the tests to a minimum of 10% and a maximum of 50% of the total audience of your mailing. Each test subject line will be sent to the same percentage of your total audience, but sample sizes may vary slightly due to segmentation nuances. Enterprise will take care of determining who will be in each of your test segments, as well as who will be in the winning version of the mailing, and will add segmentation to each accordingly.
- Designate your Test Duration. The delay day(s) and hour(s) will be from the time that the Test mailing completes sending. Minimum Test Duration is one hour, Maximum is 7 days + 23 hours from the time that the test mailing completes sending (Finish Time).
- Review the details of your A/B test on the Preview & Send page of the mailing.
- Schedule your mailing or Send Now. Enterprise will split your mailing into the sample sizes and each sample size will get one of the subject lines specified.
- After the test mailing has finished sending, the Test Duration will begin. You can view the status of the test campaign on the Mailing Status page at any time during or after the Test Duration.
- Once the Test Duration has completed, the winning subject line will be selected based on Open Rate (only unique opens are counted when selecting a winner). A copy of the test mailing will be automatically created with the winning subject line and sent to anyone in your selected audience who did not receive one of the versions of your subject line test.
NOTE: You will be able to easily identify test campaigns on the Mailing Grids as the subject line will show as “first subject line (+ X more)”, example, “Our NEW summer menu is here! (+2 more)”. Winning campaigns will have a description of “Winner of A/B Test for MailingID [Y]”, where Y is the MailingID of the test mailing.
Step 2 is where you can further narrow down who your mailing will go to using Segmentation. You can type the name of a saved segment in the Include or Exclude members boxes to choose from your list of saved segments, or click the Ad Hoc Segment button to build a segment just to use in this mailing.
- Inclusionary Segments: If you do not select any Inclusionary Segments, the mailing will be deployed to all Members subscribed to the List you select. If you wish to deploy your mailing to a subset of the List, however, you can either select one or more Saved Segments (i.e., Segments that have previously defined and saved in the Segments section), or you can create "ad hoc" segmentation (i.e., segmentation that is built on this screen for use by this mailing only, rather than being saved for reuse).
- By default, members who are in any of the segments selected will be included in the mailing. If you choose to include multiple saved segments, and have "Any of these" chosen in the drop down - your mailing will be sent to members who fall into ANY of those segments. If you choose the "All of these" option from the drop down - your mailing will be sent to members who fall into ALL of the segments. Be mindful when using Any of these vs All of these. Selecting "All of these" will result in more conditions members must meet in order to receive this mailing, and the mailing will be sent to fewer members. members.
- Multiple Segments can be selected for inclusion. Ad hoc segmentation can be combined with Saved Segments or used on its own.
- To test your ad hoc segmentation, click the "Recipient Count" button.
- Exclusionary Segments: By default, members who belong in any of the selected exclusionary Segments, or who meet the exclusionary ad hoc segmentation criteria, will not receive the mailing, even if they also belong to one or more selected Inclusionary Segments. In other words, exclusionary segmentation trumps inclusionary segmentation. Optionally, you may select to exclude only members who are in all of the selected segments. Selecting all will typically result in a smaller number of matching members being excluded from a mailing since a member must be in all segments selected for exclusion, including any ad hoc segmentation, in order to be excluded from the mailing.
Once you are done with segmentation, be sure to click the Recipient Count button to double check how many members will receive your mailing. Then click Save and Continue to move on to step 3.