Implement Smartfocus email marketing with dynamic email

SmartFocus email is an enterprise software which handles large volumes of e-mails. We can recommend SmartFocus Email, but it’s important to be aware of its pros and cons. This article focuses on the actual implementation with these pros and cons in mind.

If you need any help doing the implementation, or if you want to hear about experiences with SmartFocus, just contact us.

Can the marketing department implement SmartFocus without help from the IT department?

Part of it, but not everything.

Let’s assume there are three big parts of SmartFocus:

  1. Importing the actual data into the tool, including variables, segments and everything
  2. Creating and setup templates
  3. Create dynamic content for the newsletter

The first part requires an IT department. This makes it necessary to get all customer data and permissions into the SmartFocus database, which is technically difficult.

The second part involves creating the needed templates and graphics inside SmartFocus. This requires some basic HTML skills, but besides that, it isn’t a technical process.

Lastly, you need dynamic data to create exciting newsletters. This includes pictures, prices, titles, unique tracking and different layouts. This is usually done by loading external content (i.e. loading HTML from a URL) to make simple-to-use designs. This is also technically difficult.

We can of course help with all the technical implementations. Contact us to hear more.

Importing data into SmartFocus

This requires getting the production data (customers, variables and permissions) into the SmartFocus database.

This is done by generating a list of files, which is then imported into SmartFocus. This is usually done as a nightly job.

Templates and message

SmartFocus creates a range of templates when used. A template is a shell around a specific newsletter. This template is built in HTML and usually contains elements such as logos, normal designs, a header, a footer and an unsubscribe link.

The actual newsletters to be sent are created from a template. Then, a message is sent to a segment, which can be picked depending upon the imported data from step 1.

Dynamic content and marketing automation

To get actual content into newsletters – usually different products for customers – actual HTML needs to be written.

This can be avoided by creating a small, helpful tool, with which we have a great deal of experience.

With this tool, the steps are:

  1. The marketing department will use the tool to select which products to show
  2. This will generate a code
  3. This code can be put into Smartfocus
  4. When the message is sent, it calls the external link which renders the HTML needed

With a tool like this, it’s very easy to make beautiful newsletters.

To get help with any of the parts described in this guide, do not hesitate to contact us.