E‑mail marketing can be one of the most effective ways to attract new customers to your website or keep in touch with existing clients. In Kentico CMS, you have the option to prepare and send out mass e‑mails via newsletters, which ensure delivery to the addresses of all subscribers. Subscriber management can either be done by importing a mailing list manually or by allowing visitors to opt‑in individually. Additionally, you may include any existing users registered on your site, or even subscribe entire Contact groups to a newsletter.

 

For detailed information about the functionality of the newsletter module and its configuration options, please see the Modules -> Newsletters chapter of the Kentico CMS Developer's Guide.

 

When using newsletters to carry out an e-mail marketing campaign, it is important to determine its overall effectiveness and optimize the issues according to the results. This can be achieved by tracking the sent e‑mails and monitoring the reactions of recipients. For this purpose, you may utilize several features that provide feedback and statistics about how successful your newsletters are and which actions subscribers take when reading issues, including the following:

 

•E-mail tracking - measures how many newsletter issues were actually opened by subscribers and the clickthrough rate of any links placed into the content of the e‑mails.

•Bounced e-mail monitoring - allows you to identify and block subscribers with invalid e‑mail addresses to which newsletter issues cannot be delivered.

•A/B testing - provides a way to create several different versions of each newsletter issue and evaluate them based on the e-mail tracking statistics measured for a test group of subscribers. This allows you to send the most successful variant to the remainder of the subscribers.

 

Please note that the on‑line marketing features of newsletters are only available if the Enable on-line marketing setting is enabled for the given website in Site Manager -> Settings -> On-line marketing.