Search

How to send an Integrated Email Campaign

Rachael Norris
Rachael Norris
  • Updated

This article will guide you through the process of sending an Integrated Email campaign in Spektrix and Dotdigital.

Before starting, you might want to be familiar with:

 

What is an Integrated Email Campaign?

In Dotdigital, an email campaign is a singular email which you can send to multiple recipients.

An integrated email is an email which is created in Dotdigital and sent through Spektrix.

The process starts by building a Customer List in Spektrix. You then design the email in Dotdigital and schedule or send the email to the Customer List through Spektrix.

When you send an Integrated email through Spektrix, you can then track the ROI (Return on Investment) based on how many customers then go on to purchase tickets for targeted events.

 

How to send an Integrated Email

There are three steps to sending an integrated email:

  1. Build a Customer List
    You can learn how to build a Customer list in the article How to Build Customer Lists. We recommend using Segmentation to target your Customers with information that is relevant to them. For example, emailing Customers who have previously attended a musical at your venue with information about a new upcoming musical. Open rates on segmented emails outperform unsegmented emails by 56%.

    REMINDER: When you’re creating a Customer List to send an Integrated Email Campaign to, don’t forget to exclude people you do not have permission to email. Read more in our article about Contact Preferences.

  2. Create an email campaign in Dotdigital
    Follow the steps in Setting up a Dotdigital Email Campaign and Designing a Dotdigital Email Campaign to create your email.

  3. Send or schedule the Integrated Email Campaign
    Follow the steps below to send or schedule your Integrated Email Campaign.

 

Sending an Integrated email Campaign in Spektrix

Firstly, navigate to the Insights & Mailings interface.

TIP: You’ll need the Insights & Mailings user role to access the Insights & Mailings Interface.  If you don’t have this, ask the Administrator in your organisation.

Click the New integrated email button to start.

 



Basic Details

Complete the following information about your Mailing:

  • Name: Give your email campaign a memorable and descriptive name that fits with your organisation’s naming conventions.

TIP: A clear and memorable name can also be useful when it comes to Reporting on Email Campaigns.

  • Mailing Category: Choosing a Mailing Category will let you group your Mailings by type. Read more about Mailing Categories.
  • Fulfilment Method: The Fulfilment Method will show the cost per email of sending an Integrated Email. The total fulfilment cost is used to calculate the return on investment (ROI) of your emails. Even if you have email sends included in your Spektrix contract, there is still a cost associated with sending emails (for example, the time it takes you to create your email).
  • Send: Choose the date and time you’d like to send the Integrated Email. Alternatively, you can check the box marked Immediately to send the email as soon as you complete the details.

TIP: Your Customer List generates at the point you schedule or send your Email Campaign. Therefore, do not make changes to your Customer List until you have sent your email. Any changes to your Customer List after you have sent or scheduled your email will not update who receives the email. To change a Customer List after you have sent or scheduled an email, you will need to delete the email from the outbox in Dotdigital and reschedule the integrated email campaign.

  • Send to: Choose to send the Integrated Email to all of the Customers in your Customer List or a Random Sample.

  • If you choose to send your Mailing to a Random Sample you can choose from two options.

    1. Send the Mailing to a random percentage of your Customer List.
    2. Send the Mailing to a random fixed number of people from the Customer List.

  • Customer List: Choose the Customer List you’d like to send your Integrated Email to from the dropdown.

REMINDER: Don’t forget to double check the segments in your Customer List. To do this, go back to your Customer List and click update count to make sure the number is what you expect. You could also choose to export your Customer List as a CSV and spot check that the customers on the list match what you were looking for.

  • Email Campaign: Choose the name of the Dotdigital Email Campaign you want to send from the dropdown.

REMINDER: If you choose to Split Test your email, you’ll also need to complete Test Percentage, Test Period and Test Metric.

  • Target Events: Click the Edit button to assign Target Events to this Integrated Mailing. You can use Target Events to assign Events to this Integrated Email. You should add all of your Events which are promoted in the email so that you can measure the success of the email. You can then report on Target Events using the Email ROI Report.

TIP: You can add Target Events after an Integrated Email has been sent.

  • To assign Target Events, follow these steps:
    • First, select the Event you want to add from the pane on the left. Once selected it will be highlighted.
    • You can search for other Events in the Filter by Name box. 
    • Uncheck the box marked Only show live events to make draft and past Events visible.

     

    • Click the > arrow pointing to the right to move the Event over into the pane on the right.
    • Repeat until all of your Target Events are in the Selected Events pane on the right.
    • You can choose to include or exclude your selected Events from your Targeted Events.

    • To include the Events you have chosen, leave the dropdown box set to include the following events:
    • Click Ok to confirm.

Once you have completed the required information, click the Send button. The email will either send immediately or when you set the schedule to send. 

WARNING: If you are scheduling several mailings with similar segments within a short space of time, use a separate customer list for each mailing. Scheduling multiple mailings from the same list in a short time frame can cause conflicts which may result in mailings sending incorrectly. The 'copy' function in the Customer List Explorer will help save you time if you need to just make small changes to an existing list.

 

Further Reading

Next, you might want to learn more about Setting Up a Dotdigital Email Campaign or Reporting on Email Campaigns. You can find more information in the Communicate with your Customers section of the Support Centre.