E-mail marketing in Kentico CMS 6.0
New version Kentico CMS 6.0 will bring several new features and enhancements of the Newsletters module. In this blog post, I would like to introduce some of them.
The main focus of Kentico CMS 6.0 is on Online Marketing. A part of Online Marketing is also E-mail marketing. To let you start using Kentico CMS as a pure E-mail marketing tool, we will add several new features focused on this type of marketing activities.
1) Subscription double opt-in
Double opt-in is a feature which provides activation/confirmation of a subscription. Using this feature, you can set that all subscribers have to confirm their subscription prior to becoming ordinary newsletter subscribers and you can very easily filter out possible “robots”.
This feature is configurable per each newsletter.
2) Open e-mail tracking
Using this feature, you will be able to track how many subscribers have already opened the e-mail, including a list of subscribers.
This feature is also configurable per each newsletter.
3) Click-through tracking
This feature monitors clicking on the links that are included in your newsletters. After that, you will see how many subscribers clicked at least one link in the newsletter, number of clicks per each link, including a list of clicking subscribers.
This feature is configurable per each newsletter as well.
4) Bounced e-mails
Using Bounced e-mails, you can recognize invalid subscriber email addresses. This features is configurable in the settings per website and server.
5) Multiple SMTP servers
To support really huge mass e-mailing, it is necessary to provide you with an option how to send more e-mails in a time. So, in version 6.0, you will find support for multiple SMTP servers. These servers will be used in a “”round-robin circle” to deliver e-mails more quickly.
6) External Services
The current e-mail delivering method uses working process of ASP.NET. This is fairly fine in the hosting environment, but to be honest, if we would like to deliver more e-mails independently on ASP.NET life-cycle, it’s necessary to use another approach.
With version 6.0, you will be able to install and start to use an external windows service, which will be running outside ASP.NET and thus will not have any impact on the website itself. This external service will provide e.g. e-mails/newsletters delivering, staging, synchronization and other services. And of course, these services are not running on the hosting environment as you need direct access to the server where you would like to use and configure these services.
These external services are not any replacement for the current services! It’s an option for you if you want to increase the performance of your website.
The last but not least are new reports showing you the performance of your e-mail activities. You can use them to better measure efficiency of your e-mail marketing. This feature is under development, so I can’t provide you with any picture. But our plans are to provide reports that show the following information in a given time period:
- No. of sent e-mails
- No. of subscriptions/un-subscriptions
- No. of opened e-mails
- No. of bounced e-mails
- No. of clicked e-mails
And you can choose from seeing values:
- per whole server or
- per particular newsletter or
- per particular issue
The issue report will also provide side-by-side comparison of all measured values. So, you will see all measures in one chart and you can better recognize how efficient your e-mail marketing is.
The release date of version 6.0 is planned for late Q3/2011.
Please, let us know your thoughts about these new features. Especially recommendations for new reports are welcome!