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Once your data is ready, the next step is prepping the email platform to send it out.
Generally you’ll have two options: bulk upload and syncing.
Regardless of which method you choose, you will still need to set up fields in the CRM for each data field you upload, which you will then add to the email as a merge tag. Merge tags are placeholders (aka variables) that you’ll type into the email to let the platform know where it should insert the field value for a customer.
The goal here is to optimize for engagement. Use previous email sends to optimize for engagement.
Pick a day and time that is deemed optimal based on previous email sends. Many email platforms offer the option to send in the recipient’s time zone. For example, if you pick 7 am, it’ll send at 7 am PT to those who live in that time zone.
Decide who the email will come from. Ideally, it should come from your front line, i.e. customer success managers. But if you are unable to set it up this way with your email platform, then a general email address will work. Make sure to edit the From Name field to something that highlights it’s from your company (ex. Matik Team instead of just Support).
If your designer is HTML savvy, then lean on them to convert the email design into the platform. If not, there are many vendors who’ll convert your email design to HTML for a reasonable fee. You would then take the file they created and upload it to the email platform.
Get the playbook on creating an end of year email, with step-by-step breakdown.