CREATING, VERIFYING & SENDING EMAIL

ObjectivesIn this session we will: • Get an overview of the Email Content tab.• Learn about the Email Content area, Templates, Portfolio and Shared Items.• Walk through how to build an email.• Verify an email prior to sending.• Learn how to send an email.

Email Content Tab

Email Content Tab Folders• My emails: where emails are created• My templates: Email templates are created• Portfolio: where email assets and images can be uploaded and stored• My contents: where email content areas can be created

Content Locations• There are two locations for content:

Local Items: Accessible by that Business Unit only.

Shared Items: Accessible to all Business Units in the Enterprise by default.

Manage Permissions• Permissions can be edited to:

– Limit access to the item.– Remove access from Business Unit(s).

Make no selections to remove access to the item.

Select specific permissions, such as preview and send, to

limit access to the item.

Email Creation Options

Email• There are a number of methods available to create an email:

– Build New Email from Existing Template– Build New Email from HTML– Build New Email from Text– Revise Existing Email

Portfolio

Portfolio• Portfolio allows you to manage your email send assets online.• Can include image, document, and media files.

Supported File TypesImages & Graphics• .bmp• .gif• .jpeg• .jpg• .png• .tif• .tiff

Documents, Text & Office• .css• .csv• .doc• .docx• .dot• .htm• .ics• .js• .mdb• .pdf• .pps

• .mdb• .pdf• .pps• .ppsx• .ppt• .pptx• .rtf• .sxc• .sxi

• .sxw• .txt• Vsd• .xls• .xlsx• .xml• .xsl• .xslt

Audio & Video• .avi• .mov• .mpeg• .mpg• .swf• .gpg• .zip

Document and multimedia files up to 1MB each can be uploaded into Portfolio. Images can be up to 200KB each.

Portfolio Upload Options • There are two upload options:

1. Single Upload2. Batch Upload

Portfolio Single Upload1. Create/highlight the folder you are uploading to and click the Single Upload button.2. Choose the file to upload.

Portfolio Single Upload3. The file selected will be displayed.

– File name and external key will default to the original file name.

4. Click the OK button.5. Notification of upload is displayed.

Portfolio Single Upload6. Confirmation the file successfully upload will be displayed.

What happens if my file exceeds the size limit?

You will receive a dialogue box indicating your file is greater than the allowable limit. You may then select a different item to upload.

Portfolio Batch Upload1. Create/highlight the folder you would like to add images to and click the Batch

Upload button.2. Select the zip folder you would like to upload and click open.

Zip a folder Windows:1. Right click on the folder.2. Hover cursor over Send to.3. Select Compress (zipped) Folder.

Zip a folder Mac:1. Right click on the folder.2. Select Compress “[foldername]”

Portfolio Batch Upload3. All items will be listed under Files to Upload.

– Modify file names, external keys, and descriptions if needed.

4. Click the OK button.5. All items will upload and be displayed in the

folder selected.– Note: You may see placeholders for as

items as it may take a few moments for all items to upload.

Portfolio Management• Portfolio Items can be deleted, moved to another folder, properties reviewed /

updated, and previewed.

Portfolio Recommendations• Prepare contents for portfolio:

– Utilize folders to organize Portfolio.– Provide each file a unique name using letters, numbers and spaces. – Optimize images by resizing to desired pixel width and height prior to importing

into portfolio.– Headers should be image only (size: 600 pixels x 150 pixels, 72 dpi)– When uploading multiple files, place all files in a folder and zip it to optimize

upload time.– Refer to the Template Size Guidelines on 3sixty for additional template best

practices and recommended pixels.

See it

Templates

Templates• Templates control the header, background color, borders and content layout of an

email.• Brand and layout information.• Advantages of using templates:

– Consistent look and feel.– Consistent branding and layout.– Easy for non-technical users to utilize.– Template administration and content creation can be completed by different

users.

Templates• Templates are accessed under Content > my templates.

Template Creation• Two options for creating templates:

1. Using the Template Editor: Leverage one of seven predefined layout options.2. Pasting HTML: the power of HTML while still providing users the graphical

user interface and content boxes.

Template Editor 1. In my templates, click Create.2. Enter a Name, specify the location and click Save.

Template Editor 3. The template has been created and can now be configured:

– Add a Header.– Modify layout, border width and color and background.

Template Editor - Header• Click the Create Header button, then follow the prompts.

– Best Practice: headers should be image only (maximum width 600 pixels).

Template Editor - Layout• Seven layouts have been predefined in the application. • To change the layout, select a radio button from the list (Layout A-G) and click the

Select button to apply.– Template previews are displayed on the right.

Template Editor – Border and Background• The border width can be between 1 and 5 pixels (select from the dropdown box.• The border color can be selected from the dropdown box, or you may enter the

hexidecimal value.• The background color can be selected from the dropdown box, or you may enter the

hexidecimal value.

Paste HTML

Create the HTML in a third party

editor.

Copy and Paste the

HTML code into

ExactTarget

Insert the email open

tracking and Save.

Preview/Test

template as needed.

Create the HTML• Using the HTML editor of your choice (Dreamweaver, Notepad, etc.) create the code

for your template.• There are a few items you will want to ensure are included in your code.

Email Open Tracking <custom name = "opencounter" type = "tracking"> • This inserts the tracking pixel into the email template.

– The pixel is a 1x1 transparent GIF. – When loaded with all other images in the email, the open is captured.

• Where should I place the tracking pixel?– The pixel can be placed anywhere in the email.– As certain email clients do not render all images in the email until the

subscriber scrolls, you may want to include it towards the top of the email.– Below the <body> tag.

• This can be inserted when copied into ExactTarget. If it is not included you will see prompts upon saving that the open tracking code is missing.

Content Areas<custom type="content" name="[Content Name]"> • Content Areas provide editable regions in the email.• Users can populate with images, text or both. • Content Areas should be included within <td> or <div> tags• Each Content Area requires a unique name.

– Use the content area names to indicate what content or creative should be included.

– Examples: Hero Image, Header, Preheader, Main Article, etc.

Tracking Alias<a href = “www.exacttarget.com” alias = “ET Homepage Top”> • If you are including the same link multiple times in the email, provide an Alias.• When not set, the Alias defaults to the link (ex: www.exacttarget.com/register)• Some benefits of setting the alias:

– Click tracking is at the alias level, allowing you to differentiate which subscribers clicked in different locations in the email when the same links is used.

– Easier to read tracking by having a descriptive name (ex: ET Register top vs. www.exacttarget.com/webinar/052014/register.htm)

CAN-SPAM Compliance & Validate in ExactTarget

• When sending an email, ExactTarget validates the email to ensure CAN-SPAM compliance via the presence of the unsubscribe link and physical mailing address.

• This is accomplished via inclusion of the personalization strings.– Physical Mailing Address:

• %%member_busname%% • %%member_addr%%• %%member_city%%• %%member_state%%• %%member_postalcode%%• %%member_country%%

– Profile Center: %%profile_center_url%%

Other Personalization Strings• There are a number of standard personalization strings.

– View as Web Page (VAWP): %%view_email_url%%– Subscription Center: %%subscription_center_url%%– Unsubscribe link: %%unsub_center_url%%

Pasting HTML1. Select Create, provide a name and select the Paste HTML radio button, then

select Save.2. Paste the HTML and click Save.

Sample HTML for content box: <custom type="content" name="Content Area 1">

Pasting HTML3. Preview the template.

Testing Options• Once you have created your template, test!• Testing is important to ensure the template render how you expect them to render.• If you have tools such as Litmus or Return Path available, these are ideal for

understanding how the email will render across multiple browsers/clients.• You may also do some test sends with sample content to verify the template.

Template Management• Templates can be modified, copied, moved and deleted.

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Create an Email

Defining the Email Elements• ExactTarget allows you to define each

element of your email.• When creating an email you will define an

email name which is visible in ExactTarget only.

• The Subject is visible to all subscribers. Symbols are supported.

• Preheader are visible to subscribers who are viewing the email on a mobile device.

• Character type: defaults to US ASCII but can be modified.

Create an Email Using HTML Paste

Create a HTML Paste Email1. Select my emails from the menu, then click Create and choose HTML Paste.2. Configure properties:

a) Email Name is visible in ExactTarget only, used to identify the email.

b) Subject Line: max 80 characters. Best practice is less than 49 characters, less for mobile devices.

c) Preheader: 85-100 charactersd) Target Language: Character

encoding. e) Associate with a Campaign for

enhanced reporting in ExactTarget.

Add Code into Email3. Copy and Paste the

HTML from you third party editor.

Insert Options4. Insert the following:

Email Open Tracking CAN-SPAM requirements

• Physical Mailing Address & Profile Center

• Presence verified in Validate

Personalization

• Required to track opens.

• Inserts transparent tracking GIF into email. • Can be typed directly

into email.

Save & Preview5. Click Save. 6. Preview the email to ensure it

is displaying as intended.

Create an Email from a Template

Email from Existing Template1. Select my emails from the menu, then click Create.2. Select Template Based from the dropdown menu.

Email from Existing Template3. Under template, click the Select button.4. Select the template you wish to use and click OK.

Email from Existing Template5. Enter an Email Name, Subject, Preheader and location and click Save.

a) Template used to create the emailb) Email Name is visible in ExactTarget only,

used to identify the email.c) Subject Line: max 80 characters. Best practice

is less than 49 characters, less for mobile devices.

d) Preheader: 85-100 characterse) Target Language: Character encoding. f) Associate with a Campaign for enhanced

reporting in ExactTarget.

Adding Content

Email Content• Click the content box you would like to populate and select Create Content.

Smart OrientationsSmart Orientation allows you to easily configure the content area. Choose from: • Text Only• Image Only• Image Top• Image Bottom• Image Left• Image Right• Free Form: can include a mixture of image, text and tables.• HTML Only: paste HTML created outside the application (no formatting is applied).

Personalization• Personalization allows you to create customized content for subscribers based on

attributes.• Personalization can be entered into content areas or the email subject.

To add to a content area select the Personalization drop down and select

an attribute.

To add to the email subject click the Personalization icon and select the

attribute.

Personalization• Personalization can be typed directly into the email subject or content area:

– Include two sets of percent-percent signs. Example: %%First_Name%%– Personalization strings are space sensitive.

Important Notes:• Always remember to include a space before and after the string.• If a value for the attribute is missing, a null (blank value) will appear in the email.

Use a default value when creating the field or attribute to avoid.

Hyperlink• Text and images can be linked a website or a landing page.

– Highlight the text/image and click the link icon or select Hyperlink from the Insert drop down menu.

– Insert Link window will open.

Hyperlink• Enter the Link URL.• Enter Link Display information

– Tooltip is the text which appears when the mouse cursor hovers over the link.

– The tracking alias can be used to track performance when the same link is used multiple times in an email.

Images• Images can be inserted in Free Form

content areas.• Go to Insert > Image or click the Insert

Image icon in the toolbar.• Select an image from Portfolio.

Tables• Tables can be inserted via the Insert

Menu or the table icon in the toolbar.• Drag and drop the corner to resize.• Cells can be merged.

What is Social Forward?•  Enables subscribers to share email content with their friends via their

preferred social network. • You configure which areas of the email you want to enable Social Forward for and

the networks your subscribers can share to.• Clicks from then email to a social network and resulting page views from the URL

shared by the subscriber are tracked in the application.• Share a direct link or content listing.

What Social Networks are Available?• Supports direct linking to a social network.• Social Forward currently supports sharing via:

– Facebook– Delicious– Digg– MySpace– StumbleUpon

Social Forward images are found in Portfolio in the Social folder.

– Google+– Microsoft– Yahoo– LinkedIn– Twitter– ShareThis (requires additional configuration)

Create Shared Content Using the Editor1. Configure Social Properties for content areas you would like to make available for

Social Forward.– Go to Edit > Social Properties.– Enter a Shared Content Slot name.– Enter a title and description.

Create Shared Content Using the Editor2. Go to Insert > Social Forward.3. Select the social networks you would like to enable sharing to.4. Select a content area from Associate with Shared Content Slot. 5. Click OK.

Create Shared Content Using the Editor• Icons will be displayed in the content area for selected social networks.

First StepsBefore we can add Dynamic Content into our emails: • Required field/attribute configured and populated.• Create stored content in my contents.

Dynamic Subject Line• When a dynamic subject line is configured, the subject line that a subscriber sees is

based on the their attributes according to the rules you define. • Can be based on attributes or a field from a sendable data extension.• Allows you to create targeted subject lines.

Create a Dynamic Email Subject Line1. Enter an email subject. This will serve as the

default subject.2. Click the Dynamic Subject icon.3. Select source.4. Add up to 20 rules:

– Attribute/field.– Operator– Value– Content

5. Click OK.

Create a Dynamic Content Box• Dynamic Content Boxes allows us to display content to a subscriber based on their

attributes/fields.

• Allow us to create tailored content for our subscribers.

Create a Dynamic Content Box1. In the content box you wish to add dynamic content to, click the dynamic content

icon.2. Select Stored Content to display by default.3. Configure rule and select Stored Content. 4. Repeat as needed.5. Click OK.

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Verify Prior to Sending

Verify Prior to Sending

Preview / Modify Text

Version

Content Detective Validate Send

Preview Test Send

Email Content – Content Detective• Content Detective helps you identify spam triggers in your email content.

– One trigger should not effect deliverability.– When two or more triggers are found, it is recommended you edit content as

recommended by Content Detective.

Email Content – Content Detective• When all content has been created in your email, click Content Detective.• Content Detective will scan your email.

Email Content – Content Detective• Any triggers found will be listed.

– Print or Save the results.– Edit content, validate, send preview, or send the email.

Email Content – Validate• Validate will check your email for common issues that could prevent your email from

being sent.• Checks for:

– Presence of an unsubscribe link.– Presence of a physical mailing address.– Correct syntax for attributes.

• If included in the email, it also checks personalization strings.• Use validate to improve your delivery rate and help ensure that the email you send

appears to the subscriber the way you intended it to

Email Content – Validate• Click Validate.• By default, the Subscribers List/Groups will be the target of email send. Click the

Validate button.• Results will display on screen.

Email Content – Send Preview• Send Preview is a rendering of an email as it will be sent to a recipient. • After the initial preview, you can proceed through the rest of the recipients on the list

to see the preview for each.

Email Content – Send Preview• Select the List, then recipient, and click the Generate Preview button.• Navigate through the list using the arrow keys to preview.

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Sending Email

Sending Email• There are three options for sending email:

1. Test Send:  sent in order to test content appearance.2. Simple Send: send process that allows you to send an email by selecting a

list and clicking send.3. Guided Send: send process that uses the Email Send Wizard.

Before You Send Review the deliverability tips to ensure that your email reaches as many subscribers

as possible.

Run the Spell Check in the content areas in your email.

Verify your email.

Perform a test delivery of your email.

Test Send

Test SendA test send allows you to preview the email; ensure the email displays as intended.1. From the send menu, select Test Send.2. Enter up to five email addresses to

receive the test send. 3. Click Send4. Confirmation is displayed on

screen.

Test Send• The test send email will display formatting.

– Personalization strings will not be populated.– Default content will display in dynamic content fields.

Simple Send

Simple Send• Chooses default options for your send, such as sending immediately instead of

scheduling, and provides a quick send option for you.1. From the send menu, select

Simple Send.2. Review Subject and From

Name, select a List for sending, and send date and time.

3. Click Send.4. Confirm Send.

Guided Send

Guided Send• When you select Guided Send, the Send Wizard allows you to:

– Select a list or group to send to.– Create rules based on that list or group.– Specify a From Email and subject line.– Create a dynamic subject line– Send your email immediately or schedule it for later.

Guided Send1. From the send menu, select Guided Send.2. Click Next on the first screen of the wizard.3. Select the list(s) or group(s) to send to.

Guided Send4. Select Exclusion Lists (if required).5. Modify the subject, From Options, Send Options, and Test Options (if required).

Guided Send6. Select to send the email immediately, or schedule for a specific data and time.7. Review and confirm the configuration. 8. Click Send.

Guided Send9. Confirmation is displayed in the wizard when your email has been sent/scheduled.

Click Finish.

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Cancelling SendsHow do you cancel a send?1. Navigate to my emails.2. Click Pending Sends. All scheduled and current sends are displayed.3. Select the send you wish to cancel. 4. Click Cancel Send.

If a send in progress is cancelled, pending

emails will not be sent. Emails already sent cannot be recalled.

Summary

Workflow

Portfolio•Import email send assets(images, documents, etc).

Templates

•Design a template.•Build the branding for your email.

Email

•Create content using text and images.•Personalize the email.•Include links for additional information.•Verify content prior to send.

Questions?