Newsletter and email marketing

Back office → Email campaigns. You need the Compose and send email campaigns permission. Everything on these screens belongs to the firm open in the toolbar: its subscribers, mail design, sequences and campaigns. Other firms never see them.

The rule behind all of it: nobody gets marketing mail without a legal basis. Normally the basis is consent the person confirmed by mail (double opt-in). A firm can also switch on the existing-customer exception (see Legal basis). Nothing tracks opens: there is no pixel in any mail.

Signup on the web

Place the Newsletter signup block in a region, for example the footer or a download page. The block has these settings:

When a visitor submits the form:

1. They see Check your inbox in their language. The page is the same whatever happened, so nobody can find out who is already on your list.
2. A confirmation mail in your design asks them to click a link. The link works for 7 days.
3. When they click it, the address is confirmed. They become a contact (a person), get the marketing consent with the source newsletter, and get the block's tag. Matching welcome sequences start.

An address that never confirms receives nothing and expires after 7 days.

The form also protects itself from abuse:

• a hidden field that only robots fill in;
• at most 5 signups per client address per 10 minutes;
• at most 3 confirmation mails per address per day.

The form is plain HTML. It works without JavaScript and on cached pages.

Subscribers

Email campaigns → Subscribers lists every address with its state: pending, confirmed, unsubscribed or expired. It also shows the tag, the source (newsletter, form:<form>, backoffice, claudia) and the language. From this screen you can:

• export the list (or one state) as CSV;
• resend the confirmation to a pending or expired address;
• unsubscribe a confirmed address.

Send a confirmation mail adds an address by hand. It still has to confirm before it receives anything. Nobody can be added without consent.

Unsubscribe

Every mail carries an Unsubscribe link in the footer and a one-click List-Unsubscribe header. Unsubscribing does three things at once:

• withdraws the marketing consent;
• marks the subscription unsubscribed;
• stops every running sequence.

The confirmation page uses the subscriber's language. If the address signs up again and confirms, the earlier opt-out is lifted.

Consent in web forms

Any web form can ask for the newsletter. Add a checkbox element and tick Checkbox: newsletter consent when you create it. When a visitor ticks that checkbox and the form also has an e-mail element, the same double opt-in mail goes out. The source is recorded as form:<machine name>. The form submission is stored either way; the newsletter request never blocks it.

The firm's mail design

Email campaigns → Mail design and domain check. Every newsletter mail uses one template: the confirmation, the sequence steps and the campaigns. The template has:

• a header with the logo, or the firm's name, in the accent colour;
• your message;
• a footer with the firm's name, its address (or your own footer text), the reason the person gets the mail, and the Unsubscribe link.

Fields you leave empty fall back to the firm's branding and site settings. The logo must be an https:// address; PNG or JPG works in the most mail clients. The page shows a preview of the template.

Welcome and onboarding sequences

Email campaigns → Sequences. A sequence is an ordered list of steps. Each step has a subject, a message, and a delay in days after the previous step. The first step's delay counts from the confirmation.

• Only for tag – leave it empty to start the sequence for every new subscriber, or enter a tag such as download to start it only for people who signed up with that tag.
• Active – only active sequences start, and only for subscribers who confirm after you switch it on.

Each subscriber gets each step once. Before every step the system checks the consent and the opt-out again. An unsubscribe stops the sequence.

One mail in several languages

A campaign and every sequence step have a base subject and message. The base goes to everyone whose language has no translation of its own. Above the subject and message there is a row of language tabs: Base (all languages) and one tab for each language of the firm's site. A tick shows the languages that already have a translation. On a sequence the tick also shows how many steps have one.

Open a language tab, write the subject and the message in that language and save. You see the preview of that language right below, with the blocks and the footer in that language. If you leave the subject empty, the base subject is used, and the same goes for the message. Delete translation removes the language, and its recipients get the base again. You can only add the languages that the firm's site offers.

Which language a person gets:

1. The language of the page they signed up on (stored with the subscription).
2. Otherwise the language stored on the contact.
3. Otherwise the default language of the firm's site.

If that language has no translation, the person gets the base. The system records which language each person got. Claudia shows it with campaign_recipients, and an empty language means the base.

Scheduled campaigns

On a draft campaign, Send later takes a date and time in the firm's time zone. The time zone comes from the site settings. When the time comes, the campaign starts on its own. Cancel the schedule turns it back into a draft. A campaign without any recipient cannot be scheduled.

B2B: companies, segments, sender

The B2B features are for firms that sell to companies. Every one of them is optional, and a firm that sells to consumers can ignore them all.

What the signup asks

Under Signup form and legal basis you choose which extra fields the block asks for:

• Company;
• Company ID or VAT number (optional);
• Role;
• Interests. The block shows a multi-select of the interests you offer. An interest is a contact tag. You can pick existing tags or create a new one by name.

On confirmation, the person is linked to their company. The system looks for the company in your firm, in this order:

1. by IČO, DIČ or IČ DPH;
2. by the exact company name (upper or lower case does not matter);
3. if neither matches, it creates the company.

A company of another firm is never matched. The person's empty job position gets the role, and their chosen interests are added as tags.

Segments

A campaign's audience can be narrowed by company:

The campaign screen shows how many contacts the campaign reaches and how many of them on each legal basis.

Legal basis

• Consent only (double opt-in). This is the default.
• Customers — similar products (soft opt-in). Use this only for offers of products similar to what the customer bought. It works only when the firm switched on Existing customers: soft opt-in for similar products (Slovak act 452/2021 §116(15), ePrivacy art. 13(2)). The switch is off by default. With it on, contacts of customers receive such a campaign even without consent. Their footer says they get the mail as a customer, and the opt-out is in every mail.

The legal basis is recorded on every recipient of the send log (consent or soft_opt_in) and checked again just before each mail leaves. A company address is never exempt: without consent or the soft opt-in, nobody gets the mail. Offering the opt-out when you collect the address (at checkout, in a quotation) is up to your own wording.

Sender

A campaign can come from a named person, such as an account manager. The address must be at the firm's sending domain; any other domain would fail SPF, DKIM and DMARC and end up in spam. Replies go to that person, or to the Replies to address if you fill it in.

Blocks in the message

Write these codes into a campaign or sequence message. They are filled in when the mail is sent, so prices are always current.

Can the domain send?

Check now on the design page reads the DNS records of the firm's sending domain. It only reads; it never changes DNS.

Claudia (MCP)

Claudia can do everything the screens do, for the firm open in the workspace: