How to create an email marketing message

Now you’ve got the data bit in place, you need to create your message. Websand allows you to create mobile optimised email marketing using a drag and drop editor or if you prefer simply drop in your existing HTML. This page also contains hints and tips to help you create the perfect email marketing message for your audience.

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How to create an email marketing message or email template in Websand

Websand gives you two simple ways of creating your email marketing messages.

1/ Create an email marketing message using our Email Editor.

2/ or, Paste in or create your own HTML code

To see how easy it is to create your own messages.  Before you start, please watch this short video.

To create your first message is really easy, and it get’s even easier from that point.

  1. Click on ‘Message’ from the Websand header menu.
  2. Click on the ‘New Message’ button in the top right of the screen.
  3. Select your preference.  HTML / Raw Text or Beefree editor.

 

Screenshot 2015-12-15 16.31.37

 

Using your own email HTML code

Simply copy and paste your HTML into the editor.

Please use [unsubscribe] as within your message as the unsubscribe tag.

For any substitution tags, please use [ ]  and have the content as a single word lower case, for example [first].

Do not use words with upper case – e.g. [First]

Do not use words with spaces – e.g. [first name]

The data mapping of the [tags] you create will be applied when you create the campaign for your marketing message.

 

Using the email editor

Our email editor is responsive is really easy to use, and has even been described as ‘fun’ :).

The message you create will be configured to work on both mobile and desktop devices.  Important as Mobile is increasingly becoming the main device for viewing email.

When you start you can select from some existing templates, and edit those (see the editing a message tutorial for more on that).  Once you’ve edited, then save as a new message or even as a new template to make the messages you create in the future even easier.

 

Getting started within the email editor

Expand the screen by clicking on the blue double headed arrow next to the Subject line.  It makes life a bit easier when creating and editing messages.

Screenshot 2015-12-23 16.23.30

The right hand column is where you can make format changes.

The content of the column changes depending if you are editing the frame or content within the frame.

If editing the frame, you have three sections (in order right to left); Body, Structure and Content.

 

Body Tab

Screenshot 2015-12-15 16.32.58

Set the background colour, width and default font for message.

Creating the email message structure

Screenshot 2015-12-15 16.32.45

 

Select a row structure that meets your requirements and pull that across into the message – you can then add content from the content tab into the message.

 

Adding content to your message

email_editor_content_options

 

Select from Text, Image, Button, Divider or Social and pull the content across into the message.

 

Creating your message

When clicking into the content or structure, the column changes to allow you to edit specific functions related to the content.

To set the format or structure of the message, in the right hand column you can change the background colour, and add padding.

To add or amend images or media, you can add a new image, edit an existing image, add a hyperlink to the selected image, or give your image more space to breathe by add some padding around the image.

Screenshot 2015-12-15 16.36.24

 

To set the font or to edit a button, in the right hand column you can edit font colour and font family, you can also change line height and add padding.

Note for button changes – always use the default maximum line height on buttons. We’ve discovered that Outlook doesn’t like buttons that don’t have maximum line height.

 

Setting your subject line

Maybe you start with your subject line, or maybe you finish with it?  Anyway, whatever your preference, remember to add your subject line, and if you want to personalise it you can add your [tags].

 

Give your message a name (and be specific)

Once you’ve created your message, you need to give your message a name.

It’s advisable to be as specific as you can as you need to able to easily identify it in the future for campaigns and for future reference.

 

Don’t forget to save the message

Once you’ve created the message and you are happy with it, then hit the big save button on the right hand side of the screen.

If you want to save the message as a template, then click on the actions button and select ‘Save as template’.

 

Reviewing your message

Once you’ve saved the message, click on the Message menu and select the message to see the view.

You can view the message in Desktop or Mobile view.

Screenshot 2015-12-15 17.39.47

In the right column you will be able to see details about the message, the substitutions within the message and also which campaigns have used the message (it can be on more than one message).

Important Notes when creating messages

1. Attaching Messages to Tables

Email messages created within Websand need to be assigned to a table before they can be saved.  Please select the table that is relevant to your message before you press the Save button.

Screenshot 2015-12-23 16.24.11

 

2. Personalisation!  How to use substitutions within your Message

One of the reasons we make you assign a message to a table is to make substitution easier to apply and more accurate.

To create a substitution tag simply add square brackets to the relevant text, and make sure that the text you use is lower case.

So if we wanted to include first name and company name, we might use the following text.

Hello [first], we know that marketing automation isn’t for everyone but it can make a positive measurable difference to [company] revenues.

Do not use words with upper case – e.g. [First]

Do not use words with spaces – e.g. [first name]

The data mapping of the [tags] you create will be applied when you create the campaign for your marketing message.

 

3. Setting up Unsubscribe

Please use [unsubscribe] as within your message as the unsubscribe tag.  All those people that then unsubscribe will be collected back into Websand and Websand will then make sure that they are removed from future marketing activity.

This keeps you safe from unsubscribe issues, future data protection changes and respects the wishes of your audience –

Just because they’ve unsubscribed doesn’t mean that they aren’t still buying from you.  You’ll be able to track that using Websand search!

 

4. Using Call to Action Buttons

Always use the default maximum line height. We’ve discovered that Outlook doesn’t like buttons that don’t have maximum line height.

 

 

If you experience any problems when you create an email marketing messages in Websand, please email the details to [email protected]