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Mail2: Business Rules for Promoting Campaigns

Charles Buchanan
$organization

We just launched Mail2 and I’m curious what others have established as business rules for promoting to appeals.   We currently have 20 eNews subscription lists that deploy on a regular basis of weekly, bi-weekly, etc. for each list.  In the past I promoted to the appeal once for each list on a monthly basis  i.e. 20 extractions.  Now that we are in Mail2 the lists update in real-time as patrons join or leave the lists so the list extractions would simply be to put a promotion on the patron records.  Do others still extract lists just to promote to an appeal and if so, how often?  Or do you find the record of email campaigns in the Mail2 custom screen in Tessitura to be sufficient as a full listing of email campaign history? We are considering consolidating all 20 lists as one extraction and doing one promotion called “October eNews” (for example) or eliminating doing any list pulls all together.  We do intend to still pull and promote lists for those one-time campaigns since a list pull has to be created in these cases anyway. 

It would be great to hear how others have used Mail2 to remove redundant steps or taken advantage of the Mail2 reporting vs. relying on the promotions or source codes.  

Much thanks!

Chuck Buchanan
Manager, Direct Marketing and List Management
92nd Street Y
1395 Lexington Ave | New York, NY 10128
(212) 415-5451 | http://www.92Y.org

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  • $organization

    Just saw this one from 4 years ago! Chuck, did you ever arrive at a method of dealing with this?

  • $organization in reply to Matthew Hodge

    Hi Matt,

    You're really making me dig back in my memory on this one.  Since I wrote that post four years ago I've used Mail2 or Wordfly at a number of organizations.  

    What I've found is with Mail2 it's much easier to use the list function within Mail2 and have that be the source of truth, at some of the places (including here at the NY Phil when we were on Mail2) we didn't even create appeals or sources for most emails.  This does present a training issue for box office staff as they need to know to look at the custom tab for history of email communications instead of the connections/promotions tab.  

    And with Wordfly their system is more old school and very dependent on appeals and sources in Tessitura so in using that I've kept the old way of doing things with an appeal and source(s) for each email campaign.  

    Under both email products there are downsides using appeals and sources to track email because an appeal or source is the constituent level and the email campaign only goes to one or more email addresses for that constituent.  So when you see the source response open/click/unsubscribe/or transact you still need to drill down into the Mail2/or Wordfly custom screen to know which email address it relates to for that constituent.  

    In choosing to promote/or not promote to appeals for email communications I considered the following 1.) what are the appeals really used for and can saving time by eliminating creating these have a benefit? If it's just for box office reps to see a record they can learn to look at the custom screen instead and 2.) what are the long term implicaitons i.e. since the email marketing products come/and go when you might leave for a new product will it be a problem if the record of who got what emails only lived in that email system and not as a promotion in Tessitura?  (this may or may not be a problem depending on how/if you ever use this data years down the track). 

    Cheers,

    Chuck

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  • $organization in reply to Matthew Hodge

    Hi Matt,

    You're really making me dig back in my memory on this one.  Since I wrote that post four years ago I've used Mail2 or Wordfly at a number of organizations.  

    What I've found is with Mail2 it's much easier to use the list function within Mail2 and have that be the source of truth, at some of the places (including here at the NY Phil when we were on Mail2) we didn't even create appeals or sources for most emails.  This does present a training issue for box office staff as they need to know to look at the custom tab for history of email communications instead of the connections/promotions tab.  

    And with Wordfly their system is more old school and very dependent on appeals and sources in Tessitura so in using that I've kept the old way of doing things with an appeal and source(s) for each email campaign.  

    Under both email products there are downsides using appeals and sources to track email because an appeal or source is the constituent level and the email campaign only goes to one or more email addresses for that constituent.  So when you see the source response open/click/unsubscribe/or transact you still need to drill down into the Mail2/or Wordfly custom screen to know which email address it relates to for that constituent.  

    In choosing to promote/or not promote to appeals for email communications I considered the following 1.) what are the appeals really used for and can saving time by eliminating creating these have a benefit? If it's just for box office reps to see a record they can learn to look at the custom screen instead and 2.) what are the long term implicaitons i.e. since the email marketing products come/and go when you might leave for a new product will it be a problem if the record of who got what emails only lived in that email system and not as a promotion in Tessitura?  (this may or may not be a problem depending on how/if you ever use this data years down the track). 

    Cheers,

    Chuck

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