Guide Books


We regularly publish guides which take a deeper look at email creation, strategy, and other email-related topics. These guides are intended to give you a broader understanding of email as a tool. We hope you enjoy them. Check back regularly for new guides.

Guide to Inbound Marketing


You’ve probably heard of inbound marketing, and you’ve certainly been affected by the shift from “traditional” marketing, which focused on pushing adverts at customers, to inbound's more subtle approach to gradually winning them over. In this guide we will lift the hood and get all up inside the mechanics of what Inbound Marketing is, how it works, and even give you some ideas of how you might apply inbound marketing techniques into your marketing strategy.

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Guide to Building an SMS List

Gathering a list of contacts for your marketing campaigns can be a daunting task. While an email list is easier to build, it’s quite difficult to get SMS contacts. Nonetheless, statistics prove that it’s worth the time and effort.

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Fundamentals of Email Marketing

Email has proven itself a reliable method of reaching customers. Nastasya Koumaras spoke at the recent Marketing and Design Expo (MADEX) on the topic of Email Marketing Essentials - The Fundamentals of Email Marketing.

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Guide to Marketing Automation

Whether you have a hundred subscribers or a hundred thousand, you can benefit from streamlining and automating your marketing campaigns. Marketing automation allows you to streamline your email and SMS marketing processes. Everlytic allows you to automate your marketing campaigns, from when your subscribers first sign up for your newsletter, through your entire relationship with them.

Automation lightens the workload on your marketing team by allowing them to set up default reply emails (e.g. for new subscribers and unsubscribers), drip-campaigns, and automated messages (e.g birthday messages). In this guide, we will go through all the aspects of marketing automation available to you in Everlytic.

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Sender Policy Framework

A Sender Policy Framework (SPF) is an email validation system. It allows receiving email servers to check that incoming mail from a domain is authorised by the sending domain’s administrators. In other words, an SPF verifies that the email you receive is from the sender and is genuine. Everlytic has a number of SPFs set up to ensure all sent emails are authentic.

This guide is to help you understand how SPFs work in email validation.

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Improving Email Delivery

When you send your marketing emails, you’d like to believe that every mail reaches the intended recipient. Achieving and maintaining a high delivery rate is a team effort, and Everlytic works hand-in-hand with you to achieve the best results possible.

Each email goes through a series of checks between when you send it and when it is delivered to your subscribers (or not), and there are a number of actions that you can take before sending the email which will help improve your chances of a successful email campaign.

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Increasing ROI With Engagement Reporting

Email marketing is the granddaddy of digital marketing, and it still consistently delivers the best ROI of any digital marketing channel. According to the Direct Marketing Association (DMA) in Europe, the ROI for email is 3800%. You read that right. For every $1 spent, email marketing generates $38.

Those kinds of returns don’t happen automatically though, and if you aren’t seeing enough of an ROI from your email marketing Campaigns, you might need to spend some time looking at how your contacts are engaging with your emails. Senderguide’s email reports give you deep insight to help you improve engagement and boost ROI.

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Profiling: Effective Personalisation

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Much like the About Me section, every piece of information you collect about your subscribers forms a profile that allows you to distinctly personalise their emails. We take a look at how you can build a customer profile on your subscribers for effective personalisation.

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Guide to Custom Fields

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Custom fields are an effective way of getting unique information about your contacts. The default fields provided by the system don’t cater for every situation, so you can create custom fields that meet your needs. Custom fields are useful when you need a user ID, account number, client code, or other specialised field that is not in the system. You can also use them to gather useful information about your contacts, such as their likes and dislikes.

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Integration With Google Forms

As a business, you are always looking to find the best way to communicate effectively with your subscribers. Gaining insights about what they would like from you, and communicating to them what you offer.

There are times when you need your subscribers to fill out an RSVP form for an event, or perhaps you’re running a poll or survey. While there are plenty of tools online to help you do this, pulling all of this information into each contact on your list may be a long, tedious process. We recommend you use Google Forms for this.

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Guide to Email List Segmentation

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Email list segmentation is exactly what it sounds like; filtering the contacts in your list into distinct groups so that you can send them targeted emails.

From the moment a contact subscribes to your mailing list, you can start gathering data on them. Where they are located, what their interests are, whether or not they are interested in buying your products. You can use this information to better understand your contacts, and create content which caters to their interests. If your subscribers feel like you value them, they are more likely to open your emails, and click on your Calls-To-Action (CTAs).

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How to Run a Successful SMS Campaign

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Mobile phones have infiltrated every facet of our day-to-day lives. South Africans are using their mobile phones (both feature phones and smart phones) while watching TV, when at school or work, and even when they go to the bathroom. This guide offers insight into how to harness this powerful marketing tool.

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How to Guide: Multi-Value Custom Fields

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Custom fields hold subscriber info specific to your organisation in unique database fields. Multiple values allow subscribers to select more than one response for certain options. These multi-value custom fields can now be implemented across the product, wherever custom fields are used.

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Advanced A/B Split Testing

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Everlytic’s A/B Split Testing tool is a powerful way for you to try different email design and content strategies. The tool allows you to send two versions of the same email to two groups of contacts. Everlytic then tracks all the contact engagement statistics, and shows you which of the two emails elicited the best response from your subscribers.

In this guide we are going to take an in-depth look at a variety of A/B tests you can send.

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How to Guide: Dynamic Statements

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Dynamic statements are now included in the Builder's composition tools.

As the name suggests, you can now add conditional statements to content, without having to write your own "if" statements. Dynamic Statements allow emails to either show or hide content according a condition you have set up beforehand.

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How to Guide: The Builder

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Creating emails that are visually appealing and professional, without any form of design training, may seem like an impossible task. Everlytic brings the solution to you in the form of the Builder.

The Builder is an easy-to-use email creation tool. Its simple drag-and-drop interface gives you all the tools you need to create the perfect email.

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Guide to List Hygiene

list-hygiene Good email list hygiene is essential. Simply put, list hygiene is the practice of keeping your email lists clean and making sure subscribers are active. By removing invalid and duplicate email addresses, and setting unresponsive contacts so they no longer receive emails, you will improve your chances of successfully reaching the inbox. We recommend that you clean your data on a quarterly basis. Data errors can creep into your mailing lists at any stage during a list-building campaign.

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Email Marketing Basics

Drip_image_helpguide700x430 Setting up an email marketing list, and getting started with sending newsletters can be intimidating. But it is also a great resource for any B2B or B2C company. While social media gets a lot of attention, filtering algorithms have made it increasingly difficult to connect with followers on social media platforms.

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Supercharge Your Mailing List With Social Media

social-media-newsletter-subscribeAs a business which uses emails to connect with existing and prospective customers, you should develop a plan for growing your subscriber list. Social media presents a wonderful opportunity to connect with people, to get them interested in your brand, or deepen an existing relationship. In this guide we will take a look at how you can use social media to grow your list.

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Best Practices In Email Design

best-practice-email-design1Despite the popularity of social media, email remains one of the most effective communication tools available to marketers. In South Africa, 88% of people check their email first when going online in the morning. People are bombarded by dozens, sometimes hundreds, of emails every day and your email must cut through the noise if it stands a chance of communicating your message. This guide will help you design your email so that it stands out, visually and in terms of usability, to ensure that your customers open, read and engage with it.

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Effective A/B Split Testing

AB_image_helpguide_700Email is one of the most powerful tools you have when communicating with prospective customers. The problem is, it’s very difficult to know how the design of your email might impact customer behaviour. Will a larger “Buy Now” button increase conversions or should you try it in a different colour? How does the subject of the email influence open rates? A well-designed email campaign can have a significant impact on your bottom line, so how do you know that you’re using the best possible design? You test!

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How to Make Your Newsletter a Success

Drip_image_helpguide700x430Running a successful company newsletter takes a lot of hard work, and there are many ways in which you can go wrong. People are becoming more internet-savvy, and have become wary of giving their email addresses out, especially if they think they might get spammed.

Whether you're starting your first company newsletter, or looking for ways to improve your current one, these tips will help you navigate the minefield and build a successful newsletter.

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Responsive Design: Beautiful Email Everywhere

responsive700If you use a mobile phone to read email, you know how inconsistent the experience can be. If emails aren’t optimised for mobile screens, they can come out looking terrible; tiny fonts, un-clickable buttons and images that force everything into weird places. Luckily, there are a number of ways that you can make sure your email looks good on mobile devices. You can take the easy route, designing one email that looks good in all environments, or you can take the harder route: creating truly responsive email templates that serve the right version for the specific device your subscriber uses to open your email.

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Seamless Integration With APIs

API-intergrationAn Application Programming Interface (API) is a computer-readable set of programming instructions, used to access a Web-based application. Software companies release their APIs to the public so that other developers can create products based on their code, while others allow you to integrate with their systems.

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Spam Guide

spamWhat is spam? Seems like an easy question to answer, right? Spam is email about pills and Nigerian princes with unlikely troves of money they need to deposit into yourbank account. We've all experienced it. We all hate spam.

The official definition of spam, the one you should worry about if you are sending email to large groups of people, is a little more refined than that. Read more to find out.

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Understanding Drip Campaigns

Drip_image_helpguide700x430Drip campaigns are a marketing strategy that sends messages to contacts over time. These are automated campaigns that send pre-written messages based on specific actions by the contacts. Emails are typically used in drip campaigns, but other media can also be used. Drip marketing is different from other database marketing, read more to find out how to optimise your drip campaigns.

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Why Do Emails Bounce?

Bounced_emails_image700x430A bounced email is an undelivered email that you sent to a recipient, but was returned to you by the recipient’s email server. The email is returned with a message, called an 'SMTP reply', which should give a reason for why the email bounced. Your email server will scan this reply and try to classify the bounce based on the reason supplied. Unfortunately, there's no standard format for these replies and sometimes the server will classify the bounce incorrectly.

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Understanding Unsubscribes

Spam700x430You've worked really hard on creating an interesting website, you have cultivated a substantial list of subscribers, and you send content on a regular basis, yet still you lose subscribers with every email. Unfortunately, you can't completely stop unsubscribes, but if you understand why they are happening, you can reduce the number of valuable contacts you lose.

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