Process: Create e-mail activity
Flow
Objective
The objective of an e-mail activity is to convey one or more marketing e-mail messages to the right customer segment at the right time.
Description
In order to generate targeted e-mail messages for a customer segment, the Marketing Manager will create an e-mail activity. Prior to this process, the Marketing Manager is expected to have created the customer segment and may use the e-mail template editor tool to create the e-mail body content. For more complex and rich e-mail content, a Web designer is expected to have created the e-mail template. The e-mail content may contain a coupon, an advertisement for a particular product, or any marketing message as appropriate.
Once the e-mail is sent, information about each e-mail message is tracked. Metrics for e-mail responses include: number received, number bounced back, number opened, and number clicked.
Note that in the business models which include hosted stores, namely Hosting, Demand Chain, and Supply Chain, special care is needed for managing e-mail activity templates. If the hosted merchants or suppliers want to supply their own JSP-based e-mail templates, then these templates must be reviewed to ensure they do not contain unsafe code. This review is not necessary if the email templates are created using the WebSphere Commerce Accelerator tool.
Customization
For more information, refer to the WebSphere Commerce Information Center.
Edition
Professional, Enterprise, Express
Tasks
| Task | Description | Role |
|---|---|---|
| Edit e-mail template |
The marketing manager can use the e-mail template editor to compose the e-mail body without the assistance of a web designer. The marketer may enter plain text, HTML, links to other web pages, and images. In addition, the marketer may personalize the e-mail content by selecting tags representing the e-mail recipient's first name, last name, and/or an e-marketing spot with targeted content. |
Marketing Manager |
| Review e-mail template |
If the e-mail template was provided by hosted merchants or suppliers, the web designer must review the JSP-based e-mail template to ensure they do not contain unsafe code. |
Web designer |
| Select customer segment |
Select the customer segment targeted for this activity. |
Marketing Manager |
| Select e-mail template |
Select template representing e-mail body. |
Marketing Manager |
| Set delivery date |
Set date for the processing and sending of e-mail to the target customers. |
Marketing Manager |
| Set e-mail properties |
Name and description of e-mail activity can be set by the creator of this activity. |
Marketing Manager |
Business artifacts
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