1. Home
  2. Marketing Communications
  3. Understanding Edms Newsletters And Targeted Campaigns

Understanding Edms Newsletters And Targeted Campaigns

Updated on December 20, 2019

There's few things less fun than importing and exporting a list of contacts manually.

EDM (Electronic Direct Mail) integrations were created to save you time and spare you these headaches. They do several things:

  • automatically import your contacts from the EDM into your Troly account, and vice versa.
  • synchronise your list of customers between both systems, and keep the contacts up-to-date.
  • store information about your customers to help you create effective targeted campaigns. 

Using Troly to synchronise your users

Troly synchronises all customers from your account with the list connected to it. This includes customers that are not marked as "subscribed to newsletter" on their profile. However, their "unsubscribed" status will be reflected in the EDM.

Only one single list can be synced with Troly

Mailing lists best practice recommends that you have one, with several segments. Troly allows you to target different segments (even members vs non-members). If you try syncing more than one list, lists will be merged together.

Information coming from the EDM

The following details are brought from your EDM to Troly:

  • email
  • first name
  • last name

Your mailing list might contain more information about your customers. Because this varies from one mailing list to the next, the import of that information isn't automated. If that is the case, you need to manually import this information into Troly.

Information coming from Troly

Troly learns more about each customer with every transaction. This information is reflected on your mailing list, to help you create targeted campaigns that are more likely to perform well. Troly creates the following fields in your EDM:

  • Preferences: Your customers' preferences. This is generally a type of wine or beer (one of the built-in tags). This list gets updated as your customers place orders, based on the tags you added to your products. Customer's preferences can also be added manually on the customer's Account Details page.
  • Last Purchase Date: when was the last time a customer placed an order.
  • Last Purchase Value: the total value of a customer's last order.
  • Total Purchase Value: How much did a customer spend since they became a customer. It helps you find your best customers easily, so you can reward them.
  • Custom Tags : just like the Preferences, but only using the custom tags (created in your Business settings).
  • Membership: the name of the club a customer belongs to. If they do not belong to any club, the value is set to "-".
  • Membership number: the number automatically generated in the Membership Details section of their profile.
  • Troly ID: only used by Troly, to avoid duplicating contacts.
  • Troly Token: A unique token, used by Troly to sign in a customer on the Tasting Experience.
  • Region: Where are your customers (based on their delivery details).

When do things get synced?

On the one hand, changes are pushed to your EDM whenever you update a customer's information in Troly.

On the other hand, Troly retrieves the latest information from your EDM once every day. This means you might have to wait 24 hours for changes to appear in Troly.

As much as possible, you should update your customers' information in Troly directly. This helps ensure that information is up-to-date in other systems as well.

Things to Know

Sync Issues and Troubleshooting

If some customers are not synced with the EDM, the possible causes are:

  • your customer has no email address, or their email address is invalid.
  • the customer has unsubscribed, bounced or their email is in the "cleaned" contacts. Check if they are in either of those segments.

If you have an EDM Add-on (e.g. Mailchimp, Constant Contact, etc.) configured to Troly, you can email your members with a product "token" link that allows them to access your product in a single click. This link is available on the Product Information page. Please refer to the dedicated article for more information.

To test an email containing a product token, you need to create a fake customer profile with an email address different from the email address linked to your Troly account. You can find more information on testing here.

Mailchimp Lists: Best Practices

Keeping it clean

Mailchimp's free plan remains free as long as you have 2000 or fewer subscribers in your account. If you are starting your list from scratch, the below articles will help you make sure you're signing up people who'll engage with your content.

You might already have a list, which you put together over many years or inherited from someone else. These articles will help you sanitise this list and get rid of invalid emails or people who are simply no longer interested.

If your Mailchimp account incurs lots of unsubscribes, bounces or spam reports, it might be placed under review. Taking the proper steps to sign people up or import your list will help you prevent this, on top of increasing the effectiveness of your campaigns.

Importing an existing list

Make sure to reconfirm your list outside of Mailchimp if you have an old list. Old lists are usually full of emails that no longer exist, people who have forgotten about you and people who have already asked to be unsubscribed.

Reconfirming your list usually looks like this:

  • Create a signup form to your Mailchimp list.
  • Using a regular email service (Gmail, Outlook etc...), send a message with a link to your list's signup form.
  • People who receive your message will be reminded of your brand, and if they are still interested, they will sign up to your mailing list.

Once complete, you'll be sure every email in your list is valid, and that your list really wants to hear from you.

Further readings

No matter which provider you choose, there are many articles about keeping your lists healthy. Here are a few we find really useful:

Was this article helpful?

Related Articles