Sarbacane 3, logiciel emailing professionnel
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Manual


Need help or details about the features of Sarbacane 3?
Here is its online manual below.




1 - Introduction


Welcome to the online help of Sarbacane 3, the most complete and most successful e-mailing software.
The purpose of this help file is to systematically guide you to use Sarbacane 3.

With an interface designed to work seamlessly with current office automation applications, this software was designed to be as intuitive and user-friendly as possible.
From managing contacts file to professional routing with tracking, including design and complete personalization of the message, its features will enable you to be more autonomous and more efficient in your e-marketing operations.

Enjoy discovering the product’s features!

1.1 - Specifications


About recipients file
- Import from the classic database formats (Access, Excel, dbase, text, SQL/MySQL...) as well as from Windows address book and Outlook address book
- Actions on the file data directly in the application (insertion, modification, deletion...)
- Contacts manager (CRM tool)
- Search toolbar
- Contact cards to display and edit data recipient by recipient
- Work out the titles automatically from the first names
- Possibility of indexing and marking on the domains or the sent status
- Functions of de-duplication, picking up address errors...
- Filtering based on blacklists of e-mail addresses or domains and bounces (undeliverable e-mails)

About the message
- Graphic Editor WYSYWIG (What you see is what you get) for composing the message in html format
- Integration of images, javascripts, animations, and even sound in the message body (not displayed in attached files)
- Management of the attached files to be added to the messages
- Spelling tools and tools for conversion of a html message to text mode
- Html file or web page import
- Message and header personalization from database fields and from dynamic substitutions
- Message header information configurable (Sender, recipient, subject, priority, message-id, characterset...)
- Display and checkout of hyperlinks
- Possibility of defining a Reply To address
- Display of message size while preparation in progress

About sending
- Sending Settings (SMTP or Professional Routing Service, delivery frequency...)
- Edition of footers
- Test Function
- Checklist of all the stages of preparation before sending
- Determination of the spamicity of the composed message (scale on which an anti-spam filter depends to define if an e-mail is spam or not)
- Possibility of sending the messages in batches (several identical messages sent simultaneously to the server)
- Management of the sending in multi-part mode (text and Html formats) with automatic use of one or the other depending on the messaging client software
- Pauses configurable in terms of duration after a fixed number of messages are sent
- Cold restart after suspension or interruption of the sending
- Professional Routing Service (as an option) for faster and more efficient sendings

About personalized tracking
- Definition of the links to be tracked and the unsubscribe link
- Automated unsubscription management
- Precise and personalized reports of openings, clicks and unsubscriptions of the recipients
- Segmentation Functions: indexing, marking and exporting of the recipients database
- Graphical Interpretation of the tracking results
- Tables and graphics that can be printed or manipulated in other page layouts


1.2 - System requirements


- PC Compatible
- Operating Systems: Windows 98, NT, Me, 2000, XP, Vista, 7 or 8
- Browser: Internet Explorer 5.0 or higher
- RAM: minimum 512 MB, recommended 1024 MB
- 25 MB minimum hard disk space (+ space for the log files and recipients database)
- Internet Connection (via modem, ADSL, LAN or RNIS)
- Screen resolution: minimum 1024*768


2 - Sarbacane Menu


2.1 - Creation and management of campaigns


Create a new campaign
To create a new campaign, click on New... in the Sarbacane menu. A dialogue box with two options is displayed. You can:
- either create a campaign without any message, recipients list, attachments…
- or create a campaign from an existing campaign: in this case, the new campaign will pick up all the elements of the reference campaign (message, header, recipients, sending settings…).

Open an existing campaign
With Sarbacane 3, your campaigns are organized into directories with the same name as the campaigns. By campaign we mean the content of the message sent, its recipients, date and time of sending, etc. It is possible for you at any time to consult an old campaign, as well as its tracking results if you have subscribed to a package which includes access to Personalized Tracking.
To open an existing campaign, click on the menu Sarbacane > Open... then select the campaign of your choice in the dialog box.

Note: Use campaign names enabling you to find them easily. Thus, if you run many campaigns, you will not lose time in finding the one that interests you.

Note: When you launch Sarbacane 3, the project which opens by default is the one which was shown when the software was closed. To open an existing project, click on Open in the Sarbacane menu, select the project location and then click OK.

To import a campaign created in an older version (Sarbacane 1 or 2), click on Import a Sarbacane 1 project... or Import a Sarbacane 2 project... in the Sarbacane menu. Your old project will be integrated based on your choice to a new Sarbacane 3 campaign or to the current campaign.

Archive a campaign
If you create many campaigns, archiving proves to be very useful to reorganize properly your projects and to access the most recent projects quickly, saving disk space (archiving enables you to compress your campaigns and hence to reduce their weights).

NOTE: To open an archived campaign, click on Open in the Sarbacane menu, then select Only the archives in the Filters field of the window.

Delete a campaign
To delete a campaign or an archive, you can use the dialog box provided for this purpose in the Sarbacane menu. Select the campaign you wish to permanently delete, then click on the button Delete.


2.2 - Software options


The Options menu gives you access to the configuration settings of your software.
In addition to adjusting display and Internet, this is where you can manage the advanced options related to your campaigns (dedicated directories, automatic archiving, downloading tracking results and undeliverable e-mail addresses (NPAI)).

Display
In particular, you can change the order of the Recipients and Message tabs as you please, and adjust the display time of information shown when you mouse over on a button or a tab.
The Word wrap for the HTML source button enables you to view the entire HTML code of your message over the width of the software window, without having to use the scroll bar to display long lines, for example.

Sending
Checking the Send emails by batch if possible box enables you to send messages more rapidly when your campaign is not personalized with your recipients’ data (neither the header, nor message content…). Sarbacane 3 will detect if your messages have personalization fields or not and will adapt the mail sending accordingly (sending by group when messages are not personalized or sending one by one in the case of personalized messages).
Checking the Use a send log per campaign amounts to saving and creating history records in a Log file of the message sending sessions run in Sarbacane 3. This file can be accessed in each campaign directory for campaigns sent at least once in a test session or in a final session (by default in: My documents\Sarbacane3\Campaigns).
Checking the Delete duplicates before sending box ensures that you do not send the same message to the same e-mail address more than once. If you uncheck it, Sarbacane will process each line of your recipients’ file without de-duplicating the addresses. We recommend using this function with caution, since sending multiple copies of a message to the same recipient can damage your image.

Proxy server
This section gives you access to the configuration of a proxy server.
Likewise, if you have to enter a login and password to connect to the server, this is where you must sign in.

Connection tests
This function tests your Internet connection, which is essential to send your campaigns.

Directories
This menu enables you to enter the access paths of different directories used by Sarbacane 3 when you create, manage and send your campaigns.
They are by default saved in My documents\Sarbacane 3\, but their locations can be changed.

Spelling
In this section, you have access to all the spelling correction rules, language dictionaries to be used and your personal dictionary that you can edit and manage with your own rules and words.

Automatic archiving
This function is useful at two levels. It enables you:
- to reduce space occupied by your campaigns on your disk and not to overload your Sarbacane if the total number of campaigns is very large,
- to create a backup copy of your blacklists, in order to be able to retrieve them in case they are lost or deleted (whether intentionally or not).

Campaign updates
This function indicates to Sarbacane 3 the campaigns to be updated whenever the software is launched.
Indeed, when Sarbacane 3 starts, the application runs update processes of your campaigns such as downloading the results of Personalized Tracking, undeliverable e-mail addresses (NPAI), etc…


2.3 - Context help


Contextual help is available for certain parts of the software. The purpose of this is to guide you or to explain in detail some of the software functions.
To display or hide it, click on Enable / Disable help.

If you do not find the answer to your question or if the contextual help is not clear enough please feel free to search for the desired information in the online help or the user manual of Sarbacane 3.
You can also refer the F.A.Q. (frequently asked questions) on the dedicated website of the software: http://www.sarbacane.com/uk-us/


2.4 - Sarbacane account


After you purchase the software, we recommend you to register your license key and then create your Sarbacane account on the Sarbacane website. The Sarbacane account is a personal space that enables you to manage your subscription package, your subscribed options, your personal data, etc...

If you have not already done so, we request you to activate your account. To do this, click on My Sarbacane account in the software or use your Sarbacane 3 license (this is a 16 character activation key provided to you at the time of purchase), then go to the website of the software at http://www.sarbacane.com/admin?lng=uk
Let the screens guide you through the process.


3 - Tabs


Sarbacane 3 is designed to enable you carry out all your e-marketing campaigns in successive logical stages.

A specific tab corresponding to each of these stages is available on the left of your screen and you just have to go through each of these tabs to define your campaign: Recipients, Message, Blacklists and Bounces, Sending and Results.

Recipients tab: enables you to load a file or to import a database (of the type Access, Excel, Html, dBase, etc.) containing the recipients and the set of personalization data of your e-mail campaign.

Message tab: is intended to define the content and header of your message in text and/or Html formats, manage the embedded objects, add an attached file, etc.

Blacklists and Bounces tab: enables you to create and edit a global blacklist of e-mail addresses and domain names to be excluded from any e-mail sending.

Test / Send tab: enables you to configure the criteria for sending, to pre-test and send the campaign and to track the sending. A checklist before sending enables you to check that everything is in order.

Results tab: enables you to access the personalized tracking of the recipients of your message. The query data (openings, clicks, unsubscriptions) are presented in the form of reports and statistics.


3.1 - Recipients tab


Sarbacane 3 manages the text format natively since when it sends the message the software reads your recipients' file line by line. Also, the import from a database of type Access, Excel, dbase (etc.) is preceded by a prior conversion from database to text format and by the creation of a Recipients.txt file in the sub-folder Recipients of the directory associated with the active campaign.

Note: Sarbacane 3 enables you to import the Windows' address book and Outlook's address book especially, without going through the export function of these same software. This will enable you to get quickly a selection of the five most useful fields of these address books.


3.1.1 - Load a recipients list


To load the recipients' list of your message, click on Recipients tab, then on the button Select Source from the toolbar.

A dialog box enabling you to choose the database type appears.

Click on:

- Text file if your database is in .txt format.

- SQL/MySQL database if you wish to use the records of this type of database (see below).

- Database if you wish to use the data of another database file type (Excel, Access, dbase...). For this option, it would be necessary for you to choose the specific format of your database in an additional window.

- Windows Address book if you desire to use your Windows contacts (useful for Outlook Express's users).

- Outlook Address book if you wish to use the contacts of your Microsoft Outlook messaging service.

- From an archive if you want to use the contacts of an archived campaign.

- Contacts manager if you want to work on the contacts using the CRM tool integrated with the software.

- Mailing lists if you want to work on the contacts registered through your website to one of your Sarbacane mailing lists (this function is in Beta version: for more information, visit your Sarbacane account page).

During the loading or import of a recipients' file, Sarbacane 3 automatically localizes the separator used (comma, semi-colon or tab), and identifies the fields of your database (E-mail, first name, last name, address, phone, URL, IP...).

Sarbacane 3 gives you complete access to your database.
You can carry out modifications, additions and deletions of lines or data of the entire file. These modifications will not be carried out on your original source but on the copy of this same source recorded in the recipients' folder of your campaign (recipients.txt file). That is to say, if you select the same source of recipients again, the modifications carried out on the copy will have evidently disappeared.

SQL/MySQL databases

You have the option to import your contacts list from a SQL or MySQL database. Sarbacane 3 will prompt you in this case to fill out the connection and server parameters used.

You can then import an entire database or refine your request, in order to use only the contacts that are of interest to you.

Sarbacane 3 can remember your choice: this will enable you, when you work with the same database, to retrieve automatically the data that may have been updated.

Note: To use MySQL, you must first of all install a connector available on the MySQL website at: http://dev.mysql.com/downloads/

Work out the titles

If this data is not already present in your file, Sarbacane 3 can work out the titles of your contacts from their first name.

For this, your file must contain a column with the first names of your contacts.
By selecting the Titles function located in the Recipients button, a new column specifying one of the values Mr. or Mrs. will be created.

You can also index on the titles in order to observe the distribution of your file according to gender (See: Indexing).

Complete a recipients' database

Sarbacane 3 enables you to import a new contacts database and to complete the current list of recipients. For this, in the Recipients tab, click on the Select the contacts button and choose the file type (text, Excel, Outlook…). A dialog box appears and asks you if you wish to complete or replace the current file:

- if you respond with Complete, you choose to complete the current file with the new source of recipients
- if you respond with Replace, you choose to remove the current file and import the new source in its place.

In the first case, a new window opens: Sarbacane 3 detects the headers of the different database fields. Some are perhaps identical in the two files (surname, first name, phone…), others are not or are more numerous. You can then quite simply place them against those of your already imported file. This enables an optimal merge of the two files and a correct presentation of your new recipients’ database in Sarbacane 3.

By default, the fields presented in the dropdown list cannot be assigned twice. But if you check the box at the bottom of the window, you will be able to assign the same field to several columns.


3.1.2 - Indexing


Indexing your data file on the domains or the sent to amounts to distributing its lines into as many groups as there are different values for domains or sent to
Each group thus obtained is characterized by the value of the index common to all its lines and by its relative weight in the file (the number of its lines as compared to the total).
The indexing feature brings you a lot of information.

Indexing on domains
The indexing on domains enables you to measure the statistical distribution of the domain names in your file instantly.
The columns Num and % give you the exact number of lines having the same domain name and its percentage on the total lines in the file.
Moreover, with the help of the generalized correction feature, an error on domain name common to many of the lines (ex: wannadoo.fr) can be corrected at a stroke, by carrying out the correction directly in the indexing column.
All the e-mail addresses whose domain names correspond to the corrected one are instantaneously modified.

Indexing on Sents
Sarbacane 3 maintains a sent status on your file. This function is a safety measure in the event of deliberate or accidental stopping of your campaign. The addresses can be processed only once per campaign except in the event of resetting the safety lock on the Send page (See: Sending follow-up).
In this way, the indexing on the sent enables you to note the number of addresses which have been processed and those which have not yet.
To get back to the non-indexing mode, just choose No Column in the sub menu of the button Indexing on....

Indexing on Marked lines
This action enables you to isolate all the lines that you previously marked with the help of different marking functions (See: Define the message header).


3.1.3 - Search tool


The Search function enables you to find easily an input in the database (e-mail, name, phone or customer number...). To make the search bar appear, click on the Search button.

Type in the text you want to search in the input field, then set your options:

- in: You can choose to search the text in all columns or only in a specific one.

- type: You can notice if the searched data contains, is exactly, begins with or ends with the entered text. Regular expression enables you to search a text by using regular expressions.

- action: You can define the result display. Sarbacane 3 can either select or mark the cell containing the searched text. If there already are marked lines and if you don’t want to lose this marking, you can add a mark: this will mark the searching result and save all previous markings.


3.1.4 - Actions on the file


Sarbacane 3 enables you to modify your file after import. All the actions on the imported file will not have any repercussion on your original file, since the file is duplicated and saved in your campaign's folder in the Sarbacane 3 installation directory.

You can thus directly, via the Sarbacane 3 interface, without using a text editor, add or delete a line from your file by clicking on the Recipient tab.

In the same way, you can add, remove and rename a column by clicking on the button Column . The column names are generated by default if the file does not allow them to be detected, through the analysis of the data contained in the columns. Nothing prevents you, of course, from modifying the column name; all you need to do is select the column to be renamed and click on Column Properties... in the Column tab.

To fill a cell in your file, double-click on the one of your choice and type your text.

To fill many cells at the same time, you can use the indexing function (See: Message links)

The contextual menu, which can be accessed by the right click of your mouse, enables you to have access to the editing of the lines and columns as well as the marking and unmarking of the lines of your file.


3.1.5 - Marking lines and actions on the marked lines


The management of the markings associated with each line of a data table makes it possible for Sarbacane 3 to perform the actions on several lines of this table.

The markings column is always present to the left of the data table and any partial view of it.

To provide the marking of the lines, you have several options with different scopes:

- Marking of an individual line, by ticking the corresponding box on the left.

- A right click on the line to be marked, by clicking on Mark the selection. If several contiguous lines are selected, they are all marked.

- Marking using automatic functions.

3.1.5.1 - Marking using automatic functions
These functions enable you to mark the database lines meeting the criteria associated with the chosen function.

The function mark doubles enables you to mark the addresses that are found more than once in the file. Sarbacane 3 leaves only the unique addresses unchecked.

The function mark invalids enables you to mark the addresses considered as invalid (empty address, syntax error...).

The function mark filtered enables you to mark the addresses that are found in the filter emails list or those meeting the criteria of the filter domains list.

You can also carry out a marking on all the three functions described above by clicking on All rules above.

The function Create a new campaign enables you to start a campaign with all the lines that you chose to mark as the Recipients list (for the new campaign).

3.1.5.2 - Actions on the marked lines
The marked lines must lead to a decision as to whether to delete the lines in question or just count them.

The number of lines marked is always visible in the bottom part of the software by the side of the red cross.

To delete the marked lines (for example the duplicates in your file), following the activation of a marking function, all you have to do is to select Delete marked lines, an option available in the Mark button menu.

To delete the lines that, on the contrary, are not marked, you can click on Invert the marks then on Delete marked lines.
Marked lines have no impact on the sending of your campaign. They are useful only for carrying out a processing action in your database.


3.1.6 - Recipient card


The recipient card is a practical and ordered view, an alternative to usual spreadsheet display.
The card mode shows all recipient data. To display the card, click on the Card button and choose the place where you want it to appear.

The recipient card displays database fields, which are filled by selected recipient data.
With the card you can edit, modify, move or delete column name and content. You can also add a new field by clicking on Add: Sarbacane 3 enables you to complete your recipient database by adding several fields such as address, phone, comments...


3.1.7 - Contacts manager


Integrated with the Sarbacane 3 software, the contacts manager is a CRM (Customer Relationship Management) tool enabling you to:

- view, qualify and enhance your contacts database by combining them into a single file
- track and analyze the activity of these contacts campaign after campaign (requires access to the Personalized Tracking service: see Personalized tracking with Sarbacane 3)
- filter the contacts meeting specific criteria to create a new campaign (using a filter method)

To open the contacts manager, click on the button with the same name in the Recipients page.

NOTE: The Contacts manager is independent from Sarbacane 3. You can work with it on an exhaustive contacts file which is different from the recipients list of your e-mail campaigns. You are under no obligation to go through this tool to prepare the recipients databases of your campaigns.

3.1.7.1 - Import and feed the contacts database
You can import all types of contact files by clicking Contacts > Import then by choosing the appropriate format (same formats of files accepted by Sarbacane 3 during the import of your recipients database)

A contact can be associated with an e-mail address, a surname, a first name, a postal address, phone and fax numbers, comments...
Only the e-mail address is a required field, the others are optional. You can also specify for each contact a group membership (example: customers/prospects/suppliers).

Feeding your contacts file using the manager can be done in different ways:

- Adding, deleting and editing manually the contact lines (directly in the table or from the contact form, which you can display or hide by clicking on the button with the same name).

- Adding or updating contact lines by selecting a campaign on the hard disk.
A progress dialog box is displayed: All the e-mail addresses from the recipients’ database of the campaign are added and/or updated in the contacts database.
Likewise, Personalized Tracking information is added to the contacts database or it completes the contacts database if the campaign was already known for the concerned contacts.

- Automatic feeding: when a campaign is loaded, its recipient's database is scanned and Sarbacane 3 then updates the contacts database from the manager as explained above.

3.1.7.2 - Track the activity of contacts
If you have access to the Personalized Tracking service (See: Personalized tracking with Sarbacane 3), another activity of the manager is to monitor the behavioral changes of your contacts on receiving your messages.

In fact, the manager stores in memory the activity of all the contacts who have been recipients of your campaigns on which you have enabled Personalized Tracking: their message opening, clicking and unsubscribing activities.

To retrieve all the tracking information of activities of your contacts, display first of all the contact form by clicking on the button with the same name, then go to the Activities tab of the form.

3.1.7.3 - Filter and use the contacts
From your file created in the manager, you can now make specific queries, using selection filters, on all the contacts. You can do this without having to open the campaigns one by one to scan your recipients list or even your Personalized Tracking results.

To access filters, click on the Filter button.

A new recipients table can be generated to be used in a new campaign or to be exported in the format of your choice (text, Excel...).
Click on the Use button to choose the type of use that you wish to make with the new view thus created.

NOTE: Displaying a list of contacts from defined criteria does not affect them in any way and does not remove the original file contained in the manager. It is just a "view" of a part of your database, displayed depending on your criteria for filtering and tagging.

Example of query possible: identify the contacts
- belonging to "A" and "B" groups,
- who were recipients of campaigns "X" and "Y" and also campaigns sent in the month of February 2008,
- who opened the message at least once,
- who clicked on at least one link,
- who have not unsubscribed.


3.2 - Message tab


The Message tab gives you access to the components that the recipients of your e-mail campaign will see. In other words: the message header and body.

Sarbacane 3 has been designed in order for you to send multi-part messages, that is in plain text and Html formats. Thus, the messaging software clients that do not support the HTML format will display the plain text.

Note: There are really many different messaging clients used (Outlook, Outlook Express, Eudora, Netscape Messenger or still AOL, Hotmail, etc.) It is absolutely necessary to take into account this diversity before choosing a particular format, in order to maximize the chances of your message being read and to produce a positive response from the recipient.

To help you with the conversion of your HTML creation into text mode, Sarbacane 3 automatically generates the text format during the import of html format and also after modification via the Convert to text button. You are free to click on it after generation.


3.2.1 - Html format


You can get a message in Html format in 3 ways:

1. Create the entire message using the WYSIWYG editor directly integrated to Sarbacane 3
2. Copy-Paste the source code of a Html page in the Html Source tab.
3. Import a Html page previously created with the help of a Html Editing software

3.2.1.1 - Local/Web Html Pages
To import an existing Html page, click on the button Import in the toolbar for the Html Editor and HTML Source, then on Local HTML page if the corresponding file is on your hard disk, or directly enter its URL after having clicked on Web Page on the Internet if it is on a Web server or on an Intranet. You can also load a Html page in your browser then click on the Current browser URL button to import it.

Once the file is located, the page automatically appears on the HTML Editor tab.

Once the file is imported, it is possible to modify or delete the message text, links and also the images. You can replace a word or an expression with a field from your database (See: Personalization) or insert, change an image, a hypertext link or modify the background (color scheme or image)...

Sarbacane 3 helps you create the most complex pages even if you don't have any competency in HTML.

3.2.1.2 - HTML editor usage
When you compose your message from scratch, the Graphic mode HTML Editing tool, integrated to Sarbacane 3, proves to be a great tool.
Find out about each button of the tool bar below:

- Clear button: This button enables you to clear the HTML creation of your message.

- Import button: You can import a local HTML document or a hosted web page (See: Local/Web Html Pages)

- Export button: enables you to save your message on your disk in a place other than the backup of your campaign. The included objects will be backed up on your hard disk, in a dedicated folder, placed on the side of the html page.

- Convert to text (See: Recipients tab)

- Insert a field from the database (See: Personalization)

- Print your HTML document

- Print Preview your HTML document

- Cut function

- Copy function

- Paste function

- Enable the cancellation of a modification

- Enable the reinsertion of a modification

- Anti-spam check Function

- Preview your message with Microsoft Outlook Express messaging software

- Preview your message with Microsoft Internet Explorer browser

- Display/Hide HTML tags used for composing the message

- Create table. A configuration/settings window enables you to choose the number of cells, size, alignment, border, background...

- Display/Hide invisible gridlines of table. This function enables you to visualize the outlines of the cells of your message without having to add a table border

- Insert a horizontal line in your document

- Add a Hypertext link. Select the field that you want hyperlinked, then click on this button. You will be able to define the URL of your link in this way

- Add an image. A window enables you to choose your image on the disk and to format it

- Add a background sound to your message. You can choose from the Sarbacane 3 sounds or import a new one

- Button for setting text and background properties of your message in general (image, color)

- Choose the font of the selected text

- Choose the size of the selected text

- Apply Bold Formatting to the selected text

- Apply Italics formatting to the selected text

- Underline the selected text

- Define the color of the selected text

- Highlight the selected text

- Define a numbered list

- Define a bulleted list

- Remove indentation/tabulation

- Add indentation/tabulation

- Align Left the selected elements/items (texts, images, tables...)

- Center the selected elements/items

- Right Align the selected elements/items

- Justify the selected elements/items

You find the HTML editing functions of Sarbacane 3 in a contextual menu, activated by a simple right click of the mouse on an image, a part of text or other for the background and the verification of the links.

Note: It is possible that the message visualization in the Html tab of Sarbacane 3 is not quite the same as the message that will be visualized in the messaging software of the recipient. This is especially the case when you use scripts of type javascript. Hence we strongly advise you to check your message in Outlook Express and Internet Explorer using the Preview in Outlook Express and Preview in Internet Explorer buttons located in the Message tab.


3.2.2 - Message links


This page is entirely devoted to the hypertext links of your message. You have access to several functionalities.

Click on Check links to check all the links of the message. A green (valid link) or red (invalid link) asterisk is displayed by the side of the checked links by way of result.

Select a link and click on Tracked link in order to get the query information. You can also directly double-click on the checkbox corresponding to the link in the column characterized by a pair of binoculars.

Select a link and click on Unsubscription link to define the unsubscription link that will enable your recipients to be unsubscribed from your e-mail sending list and to no longer receive your subsequent e-mails. You can also directly double-click on the checkbox corresponding to the link in the column characterized by a pair of binoculars.

Note: Sarbacane 3 facilitates the compliance with the LCEN european law, which imposes the provision of a means to the Internet surfers to unsubscribe them from a mass mailing.

After sending your campaign, all the data related to the openings, clicks on the tracked links as well as the unsubscriptions can be made available to you instantaneously in the Results tab of Sarbacane 3 in the form of detailed and graphical reports. Many processing functions (segmentation, export, new campaign...) enable you next to study and tap the behavior of each recipient of your e-mail campaign (See: Results tab).
This personalized tracking service is proposed as an option for a subscription. You can activate it at any time from the Sarbacane 3 interface or on the Sarbacane Software web site (See: Service activation).

By clicking on a link on the upper part of the page (for example by clicking on http://www.sarbacane.com/uk-us/, you can have a preview of the corresponding URL. This is displayed in the lower part of the page and enables you to browse with the help of the buttons Previous Page, Next Page, Stop and Refresh All the page links that you visit are active and refreshed.


3.2.3 - Text format


To create a message in text format, click on the tab Text in the Message tab. You then have two options: Either you directly enter your text in the window provided for this purpose, or your import an existing text. If you choose the latter option, click on the Import Button then select the location of your file and submit (click OK). Your text appears automatically: You can either rework on it or clear it completely with the help of the button Clear

Note: if you send your message in text mode only, the Html Editor, Html Source and Included Objects tabs will not be of any use to you since they are specific to the Html format.

If the message is sent in simple text, certain recipients, even if they cannot read the Html format, will be in a position to view and click on the links of hypertext type. These are the addresses beginning with htpp:// or www. that can be recognized by certain messaging software applications.

If you wish to preview your message in text version, just click on the Outlook Express or Internet Explorer icons located in the toolbar.


3.2.4 - Define the message header


The message header is the first element of your message that the recipients are going to view even before seeing the content. Thus its definition is a very crucial stage.

The settings of the header are defined in the Header tab of the Message heading. You can find a set of fields there, all optional but which have nevertheless a great influence on the effectiveness of an E-mail campaign. The most important fields are evidently the object field and the recipient field since they are going to govern the opening of the message by the recipient.

Note: You have the option of specifying an e-mail address and a visible name in plain language (unencrypted manner) at the level of the Recipient, Sender and Reply-To fields. You have to be aware that the majority of messaging clients do not necessarily display the entirety of this information: This can be one, other, or both. Thus, as a matter of precaution, it is better to fill both the fields.

Warning: the settings specified in the Header tab have nothing to do with the message sending settings. This information only governs the display level of the recipient's messaging software and it is going to enable him not only to identify you but also to reply to you.

So concerning the "visible name" field you can:

1. Write nothing
2. Use a generic term in the case of non-personalized e-mailing (e.g.: Dear clients, Users of the product X...)
3. Use a field from your database in the case of personalized e-mailing, from the function Insert a field (see also Personalization).

To manage the responses to your campaigns, you have the option to enter in the Reply-to Address the e-mail address that will receive all the spontaneous responses of the recipients with possibly a name (Example: Sales Department). The majority of the error messages will be routed to the sending e-mail address specified in the Sending tab (See Test / Send tab).

Several additional fields that can be activated independently are proposed to you. These fields are optional; they allow you to enrich the messages sent with information that will be displayed or not in the messaging software of your recipients (according to possibilities and settings).

Note: when you enable authentication option in the Settings tab, the Header tab changes to show you the new type of sender's address which is automatically modified and set by our servers. You can personalize only a part of this address (i.e: company_name@mtaX.sbrXX.net). The "visible name" filed can still be fully personalized. This address is only used to authenticate your sending via our routing servers so it will not receive nor forward you any answer your recipients may send: so it is very important to enter a "reply-to" address in the Header tab.

3.2.5 - Message objects


When you import a message in Html format (See: Local/Web Html Pages), Sarbacane 3 automatically imports all the objects linked to this message (images, sound files, javascripts...).

A list of all these components along with their specifications (URL location, size in Megabytes) can be viewed in the Included Objects tab with the possibility to view them individually in a specific window.

You have three options: either you decide to integrate all the objects in the body of your message (click on the Include all button), or you wish to integrate only some of them ( double-click on the desired components in the list), or lastly you do not wish to integrate any of them ( Include none button). In this case, the message will function as a Web page, with links to the specified URL (the ones of the images; as a result, the recipient will necessarily have to be connected to see the components).

In the case of an integration of the objects in the message body, once the message is downloaded, the recipient can consult it as many times as he wishes without downloading it each time from the web server. It is nevertheless necessary to pay special attention to the weight of each component since the heavier a message the longer the download at the recipient's end. Generally speaking, it is advised that the size of a message should not cross 50 Kb.

To help you optimize your message, when you click on Objects tab, Sarbacane 3 displays not only the size of each inserted or attached object but also the overall size of the message in bytes (located at the bottom left). This is an indicator to be monitored closely. For example, to reduce the weight of an image, it is necessary to use a graphical editor and to increase the JPEG compression for example or to reduce its size to the maximum extent possible (the image that is displayed must be in its actual size) and its resolution (we recommend a 72 dpi resolution).

Warning: If the components of your Html message (images, animations...) are stored locally, you will have to include all of them in the message body.

Hosting images on a FTP site
Using an FTP (File Transfer Protocol) site is a good solution to reduce the size of your message and to optimize the message sending process.
It involves using Internet to access the images of the message. An FTP manager is included in Sarbacane 3: To access it, click on the Host on a site... button and then choose Site manager...

To add a FTP site, click on New and fill all the fields with its parameters (name, address, user and password…). This data will be saved in Sarbacane 3, in such a way that you will not have to enter them again. You can define several FTP sites; you will then be able to use the one of your choice when you create your messages.


3.2.6 - Attached files


You can add and remove attached files to or from your e-mail using the Attached files tab.
To help you, Sarbacane 3 displays the file name, its location on your hard disk as well as its size in bytes. Generally speaking, it is advised that the size of a message should not cross 50 Kb. Hence, pay attention to the weight of your attached file(s).


3.2.7 - Substitutions


Substitution is an advanced form of personalization. This function enables you to use content defined according to criteria characterizing your contacts.

Thus, you can automatically display the content "Dear Madam" when the salutation of the recipient is "Madam" (or "Mrs."), or even an exact block of text depending on whether your contact is a customer or a prospect.

Creating a dynamic substitution reference is done in 4 steps:

1) In the Substitutions tab, click on References > Add and select a name enabling you to identify it easily.

2) Next click on Edit the contents in order to define the various possible texts relating to your reference and which you wish to show in your message.
You can edit a single content or several contents, depending on your personalization requirement and the variety of criteria characterizing your contacts.
Enter a name for each content edited (we recommend you to select a short and accurate name in order for you to find them quickly in your substitution criteria).

3) Finally, click on Edit rules to create OR/AND conditions for your substitution references.

4) In the message content, you can then insert your substitution reference at the desired location.
When you send your campaign, Sarbacane 3 will automatically replace the substitution field with the contents that you had edited previously.

NOTE: To preview the result of your personalization before finally sending it, select the contact line of your choice in the Recipients tab then click on the Preview in... button located in the tool bar of the HTML editor (your recipients’ list must contain at least one entry so that Sarbacane 3 can display the personalization fields in the preview).

The following is an example of how dynamic substitution works in Sarbacane 3:

In the text reference, we find a "Salutations" input having 3 different contents:
- "Mister" contains the text "Dear Sir"
- "Madam" contains the text "Dear Madam"
- "Miss" contains the text "Dear Miss"

In the rules, we find:
- "Mister": If "Field_1" is "Mr."
- "Madam": If "Field_1" is "Mrs."
- "Miss": If "Field_1" is "Miss"

In the message body we find:
- {ref_Salutation}

In the final message we see:
- Recipient Line 1: "Field_1" is "Mr."
{Ref_Salutation} is replaced in the message by the text "Dear Sir"
- Recipient Line 2: "Field_1" is "Mrs."
{Ref_Salutation} is replaced in the message by the text "Dear Madam"
- Recipient Line 3: "Field_1" is "Miss"
{Ref_Salutation} is replaced in the message by the text "Dear Miss"

The following is a second example of how dynamic substitution works in Sarbacane 3:

In the text reference, we find a Status input having 2 different contents:
- "Customer" contains the text "Access your customer space and find out about our special offers."
- "Prospect" contains the text "Discover all our products by visiting our website."

In the rules, we find:
- "Customer": If "Field_1" is "1"
- "Prospect": If "Field_1" is "2"

In the message body we find:
- {ref_Status}

In the final message we will see:
- Recipient Line 1: "Field_1" is "Customer"
{Ref_Status} is replaced in the message by the text "Access your customer space and find out about our special offers."
- Recipient Line 2: "Field_1" is "Prospect"
{Ref_Status} is replaced in the message by the text "Discover all our products by visiting our website."


3.3 - Blacklists and Bounces tab


The Blacklists and Bounces tab includes the lists of e-mail addresses which will not be used when you send campaigns with Sarbacane 3.

You will thus find here:

- blacklists of e-mail addresses or domains
- undeliverable email-addresses (wrong addresses or addresses no longer in use).


3.3.1 - Blacklists


If you wish for certain recipients or domains to be excluded from your e-mailing campaigns, Sarbacane 3 enables you to create one or more blacklist(s) of addresses that will be excluded from all your e-mail sending. These lists are in some way a security filter that enables you not to have to check systematically your recipients’ list before sending messages. For example you will be able to import the list of all the persons who no longer wish to receive e-mails from you if they are still listed in your database.

By default, a blacklist of e-mail addresses and a blacklist of domains are provided in Sarbacane 3. However, you can manage several lists and choose the ones you wish to use for each new campaign.

- To create a blacklist, click on the Add/Delete button and give it a name.
- To edit a blacklist, select it and then click on the Edit button; adding and deleting data can be done manually with the help of the Add/Delete button or from a file by clicking on the Files... button and then on Import.

It is possible to extend the restriction to one or more domain names: in particular all the e-mail addresses that refer to this domain will be automatically excluded from the sending. In order to do this, you have to just edit a blacklist of domains and add the domains to be excluded one by one. You can also directly import a file containing domain names using the menu of the Files… > Import button.

Just like the recipients file, the e-mail addresses and domain names saved in the filter tab can be marked (See : Actions on the marked lines).

Automatic blacklist
If you activated Personalized Tracking of your campaign (See: Personalized tracking with Sarbacane 3), Sarbacane 3 proposes to automatically feed your blacklist of recipients with the individuals who have clicked on the unsubscription link of your message. The email addresses of these individuals are then added to the "Email" column of the "Blacklists and Bounces" tab (See: Results tab).

NOTE: Sarbacane 3 facilitates the compliance with the European LCEN law (Loi pour la Confiance dans l’Economie Numérique – Safety and Trust in the Digital Economy Law), which imposes the provision of a means to the Internet surfers to unsubscribe from a mass mailing.

This option also proposes to display an unsubscription page to which the individuals who clicked on the link provided for unsubscription will be redirected.
Three types of unsubscription are possible (See: Define sending settings) and many background colors are proposed which can be previewed by clicking on the Preview button .


3.3.2 - Bounces (undeliverable e-mails)


Undeliverable e-mails (does not reside at the indicated address) are, as for the postal service, the e-mail addresses which are either incorrect or are no longer in use. They bounce back with error and are automatically detected by Sarbacane 3.

It is hence no longer useful to write to these addresses, so much so that it affects the efficiency of your sending process.

Collecting the undeliverable e-mail addresses is done in different ways:

- using a POP3 account: specify your account data in the POP account manager integrated with Sarbacane so that it can directly connect to the mail server and identify the undeliverable e-mail addresses by analyzing the content of the e-mails.
- using a Microsoft Outlook scan: Sarbacane 3 connects to the account and identifies the undeliverable e-mail addresses by analyzing the mail system.
- importing a file: a list of e-mail addresses in *.txt or *.csv format, a SQL/MySQL database or message files (*.eml)
- using the Professional Routing Service: if you have access and if you use this feature (See: Professional Routing Service (PRS)), Sarbacane 3 identifies and directly gets back the undeliverable e-mail addresses while sending your campaigns.

You can at any time use the Import button to add the undeliverable e-mail addresses with one of the methods mentioned above, then manually edit the list as you please (adding, deleting, modifying…).

The undeliverable e-mail addresses can also be saved in a file or in a SQL/MySQL database with the help of the Export button.


3.4 - Test / Send tab


To define the settings for sending campaigns, to conduct tests and send your e-mail campaigns, and to follow its sending, click on the Test / Send tab in the left column.


3.4.1 - Define sending settings


For this, click on Test / Send in the left column. The settings for sending campaigns correspond to the first tab titled Settings.

Two solutions are offered to you in order to send your e-mailing campaign:

- Sending through your own SMTP server (your Internet Access Provider’s or your company’s)

If you choose to use your own server for sending, you must enter your mail system settings in the fields provided for this purpose i.e. the SMTP Server Address and the Sender address (your e-mail address by default).
These settings would normally be detected automatically by Sarbacane 3. If it is not the case (users of Outlook 3 for example), enter this data manually (you will find them in the Settings of your e-mail client) in the corresponding fields directly. These data elements are mandatory: without them, you will not be able to send any campaign or carry out any test.
In the same space, you have the option to define a server response timeout in seconds by clicking on Properties.... The default value is 60 seconds (to be modified depending on your server’s capacities).

- Sending through the Professional Routing Service (PSR) using the Sarbacane Software's servers

To be able to use this feature, you must first have routing credits which you can buy from your customer space on the Sarbacane 3 website any time (See: Service activation).
This Professional Routing Service relies on an infrastructure specifically designed to increase the speed of and optimize the delivery of your e-mail campaigns.
By selecting this option, you delegate entirely the routing of your e-mails and you avoid the risks of blacklisting, filtering or even blocking of access by your provider.
Your available credit balance is displayed at the top of the software window.

To learn more about the Professional Routing Service, see: Professional Routing Service (PRS)

Personalized tracking
If you bought a Sarbacane 3 pack with the access to the service (See Service activation), you have the option to perform Personalized Tracking of your e-mailing.
This option enables you to measure the impact of your campaigns and the behavior of the recipients by detecting the e-mail openings, clicks on the different links of the message and unsubscriptions (See : Results tab).

To activate personalized tracking of the recipients of your message, check the box Carry out the personalized tracking of this campaign.
If you do not wish to perform personalized tracking on a campaign, uncheck the box.

In order not to tally several times the results relating to the test sending of the campaign, check the box Reset tracking data for the test e-mails on sending the campaign.

Next choose the unsubscription type you desire. You are given three options:

- Direct Unsubscription from a page on your web site: you indicate, in the Links page of the Message tab, the URL of the page to be displayed for taking into account the unsubscriptions (for example, a page of your website)
- Direct Unsubscription through a Sarbacane 3 confirmation page: in order to make the unsubscription management simpler, Sarbacane 3 suggests that you use one of the various dedicated pages confirming the acceptance of the unsubscriptions. Choose this option if you do not have a website or you wish to use a page proposed by Sarbacane 3. Several types and colors of pages are available.
- Indirect unsubscription through a confirmation page then Sarbacane 3 verification: as for direct unsubscription through a Sarbacane 3 page, you have the option to use an unsubscription page, but this page will ask the persons wishing to unsubscribe to confirm.

Many background colors are proposed and they can be previewed by clicking on the button Preview.

NOTE: Sarbacane 3 facilitates the compliance with the LCEN European law (Loi pour la Confiance dans l’Economie Numérique – Safety and Trust in the Digital Economy Law), which imposes the provision of a means to the Internet surfers to unsubscribe from mass mailing.

To learn more about the Personalized Tracking Service, see: Personalized tracking with Sarbacane 3

Delivery frequency
In order to send personalized messages, Sarbacane 3 will perform, for each message (one per recipient), a substitution of the personalization fields from data associated to the recipient in the database. Once the preparation is done, the message is then sent to the SMTP server that distributes the message to the recipient.

Warning: during the transmission process, the e-mails seem to be leaving to go to their recipient. In fact, they are first stored in your or your service provider’s server, which then undertakes to send them progressively to the final recipients.

Please see to it that the server is not saturated and configure the sending according to its capacities.

You can stop the sending or program a pause of a defined duration starting from a certain number of messages sent.

Other settings
You find in this section the option to add:

- a signature, which you can edit (in the evaluation version of the software, the Sarbacane 3 signature is compulsory)
- a copy of your e-mailing enabling the recipients who are not able to view the message correctly in their software to display it on a web page.

This second feature requires that you enter an FTP site which hosts your message.
To add or manage these FTP sites, click on the Edit settings button.


3.4.2 - Message tests and sendings


Content Verification
On clicking the Verify the content button, Sarbacane asks you to submit a copy of your message and tests to see if it is acceptable as per standard antispam filters installed by the recipients.

Test addresses
The message tests can be carried out from the Test/Send tab. You can carry out a test on one or more addresses. The addresses used are found in the presented list. You can add e-mail addresses to the list or remove them from it with the help of the buttons Add and Remove respectively.

You can then test your message by choosing Send to test addresses and then pressing on the Send! button.

NOTE: Sarbacane 3 checks if this address appears or not in the recipients list of the Recipients tab; if it is found, the database information will be used for the personalization of the message if the latter contains merged fields.

Once the tests are carried out, you can send the message to everyone in your file.

In order not to tally several times the results relating to the test sending of the campaign, check the box Reset the results for the test e-mails on sending the campaign.

E-mail sending

There are three possible modes of sending:

- Test sending: To conduct tests using some addresses before the final sending
- Standard sending: To start the campaign immediately on the entire file with the defined parameters
- Batch sending: to schedule a date and time for sending later (you are redirected to the track sending page and a count is launched)

NOTE: Note that the batch mode requires that Sarbacane 3 remains open until the sending is completed. To stop it, click on the Stop button (to make a change in the message or in your settings, or even to change the date and time of sending).

If the connection is broken accidently or intentionally, you can restart from where the software was stopped. For this, all you need to do is click again on the button Send. The button Reset the sending (disabled as long as the campaign is not completely sent) enables you to restart the sending from scratch without taking into account the addresses processed. The processed addresses are represented in the Recipients and Results tab by an icon in the form of a small envelop and padlock.

NOTE: We recommend that you be careful when you use the reset the sending function. It is of interest when you wish to follow up with an almost identical message to the same recipients. You can thus use the same campaign and reset the safety without having to rebuild your campaign from scratch.


3.4.2 - Message preview


This function is available from Sarbacane 3.0.3.0 and for Premium users only. It allows to display your message in several email clients.

There are many email clients and they don't display HTML messages in the same way. As much as a website in different Internet browsers (for instance Internet Explorer and Firefox), it is difficult to get the same result in Microsoft Outlook, Outlook Express, Windows Mail, Thunderbird, Hotmail, Gmail... These differences are explained by the fact that the HTML code is not read into in the same way by all the email clients. So it is possible to test a personalized message sample from Sarbacane and get the final display in the email client below (other softwares and the most famous webmails will complete this list in a few months):

- Outlook 2003
- Outlook 2007 SP2
- Outlook 2010 beta
- Outlook Express 6
- Windows Live Mail
- Windows Mail

To do so click on the Test button and wait until thumbnails appear. Once a thumbnail is displayed you can enlarge it by double-clicking on it. Of course you can keep using Sarbacane, modify or send your campaign even if the test is not entirely performed and if some thumbnails are not displayed yet. You also can launch a new test without you wait all thumbnails appear: a dialog box will ask you to confirm.

NOTE: This test may take a few minutes to display all the thumbnails.


3.4.3 - Sending follow-up


This tab is divided into three parts: on the top left side your campaign sending session appears and on the right side the Sending dashboard for the campaign in progress, and a workspace at the bottom lists the actions carried out by Sarbacane 3. A version of this dashboard exists in the form of a Web page recorded locally, accessible from the button HTML History.

It is feasible to stop the campaign sending at any time by clicking on the Stop button or to take a break using the Pause button (Click on the Resume button to continue sending).

History
History shown in the lower part of the Follow-up page displays the details of the operations carried out by Sarbacane 3 (first address processed, number of messages sent, number of addresses filtered, server used, connection status, etc.). A summary is provided in the form of a dashboard on the top right side of the page, presenting the number of sending sessions, the number of messages sent, the number of addresses filtered, etc.

By querying this history you will be able to find at any time the set of operations carried out for each project. You will also be able to detect a potential problem with your e-mail server (timeout expired, authentication problem, etc.).

HTML history button enables you to save a copy of the history, in HTML format, placed in your campaign's folder, under the name Report.html. Once generated, this file is displayed in your Internet browser by default.

Types of error messages
When you send e-mails with Sarbacane 3, they are not directly forwarded to the recipient. Firstly, they pass through the SMTP server of your Internet Access Service provider which checks the validity of each e-mail address (writing error, invalid symbols...) and performs what is known as a DNS resolution that enables to verify that the domain name of the e-mail exists. Next the message is forwarded to the recipient's messaging server which checks that the recipient really exists.

During this process, many error cases may arise. They are of four types and are caused by the sending of an e-mail to the address that you specified in the Sending Settings.

- 1st case to appear: your SMTP server does not recognize the e-mail address, either because it contains invalid symbols like a space or an apostrophe, or because it does not contain the @ symbol.

- 2nd case to appear: during the DNS resolution, your SMTP server does not recognize the domain name and considers that it does not exist.

- 3rd case to appear: the message is transferred correctly to the recipient's messaging server, in other words, the domain name exists (for example, name.fr exists). On the other hand, the recipient's identifier (located before the @ ) is not recognized and is declared non-existent or out of order.

- 4th case to appear: the recipient filters his e-mails by sender, size or message type. There is thus an automatic return to the sender.


3.4.4 - Routing Service


If you have access to PRS (Professional Routing Service) (See: Professional Routing Service (PRS)) and you have selected this mode to send your campaign, a new Routing page is displayed at the end of the sending procedure.
You are automatically redirected to this page after tracking the execution of the sending operation.

You can view in real-time the status of the sending process of your campaign by our servers, which update the data in Sarbacane roughly every 2 minutes. You can also at any time click on the button Refresh the information.


3.5 - Results tab


The Results tab gives you access to the personalized tracking of your campaigns.

Personalized Tracking is an add-on service to the Sarbacane 3 software. This option enables you to track, instantaneously and directly, the behavior of your recipients all through your campaigns in the Sarbacane 3 interface. (See: Personalized tracking with Sarbacane 3).

This tab is divided into two parts: in the upper half, all the data relating to the three tabs Individual reports, Map of France and Campaign Statistics are put together, while in the lower half, the URL addresses of the links of the message that you chose to track and the number of actions (events) performed by the recipients are displayed.


3.5.1 - Tracked links


The workspace in the bottom lists the addresses of the links on which the Personalized Tracking is carried out, as well as the number of distinct actions (number of events) performed on these links by all the message recipients.

To carry out the Personalized Tracking of your campaign, it is necessary for you to determine at the outset the links of the message that Sarbacane 3 will be tracking. To do this, go to the Links page of the Message tab, then position the cursor on the desired link(s) and click on the Tracked link button (See : Message links).

NOTE: you can specify an unsubscription link. To do this, position the cursor on the chosen link (still in the Links page of the Message tab) and click on the button Define as unsubscription link. A cross appears before the URL in question to represent the unsubscription link.

Note that the bottom window relating to the tracked links of your campaign remains visible by default, in order for you to better locate and immediately associate the link numbers to the complete URL.
However, you can reduce or increase its size by positioning the cursor between the two data frames and adjusting the height.
To completely hide this window, click on the blue arrow located above the events column.
By default, the results presented are the cumulative events. Click on the button located next to the blue arrow to display the distinct events.


3.5.2 - Individual reports


In this window, Sarbacane 3 displays all the recipients to whom the campaign has been sent, as well as the possible personalization data associated with them (Last Name, first name, client number...), and adds the personalized tracking columns.

These columns, dedicated to the different possible actions on the message (transmission report, openings, clicks, unsubscriptions), enable you to instantly visualize the events carried out by the recipients.

3.5.2.1 - Download button
A click on the Download button enables you to bring the latest behavioral data detected by Sarbacane 3. Openings, clicks and unsubscriptions carried out by the recipients of your message since the last refresh are updated and taken into account in the calculation of tracking statistics. Sarbacane 3 recalculates and reformats all the reports of results (tables and graphics) for the entire recipients list.

3.5.2.2 - Events
Sending
A small yellow padlock indicates that Sarbacane 3 has sent your message to its recipient. The padlock is closed to indicate that the recipient is locked: the e-mail address cannot be processed a second time for sending the same campaign, unless by resetting the safety explicitly (See: Message tests and sendings).

NOTE: Although the message has been sent by Sarbacane 3, the yellow padlock does not mean however that the message was opened or read by its recipient. Other indicators are present to inform you about the messages opened and the links clicked.

Opening
Characterized by an unsealed envelop on top of the column, the opening of the e-mail is marked by a green tick mark. A grayed tick mark means that the message has not yet been opened by its recipient.

A double-click on a green tick mark of the Opening column opens a window that gives a summary with recipient’s email address, the number of actions carried out by this recipient, as well as the date, time and geographical location of all the events detected since the campaign was sent and up to the last refresh through the use of the Download button (See: Download button).

Click
The columns marked with a numbered link (of a chain) indicate the browsing of each of the tracked links by marking the box with a green tick mark. A grayed tick mark means that the recipient did not click on the link. For a quick and easy consultation, the links are numbered in the same order as they appear in the work space located in the bottom part of the Individual Reports tab. (See: 3.5.1">Tracked links).

A double-click on a green tick mark in the Link column (link 1, link 2...) opens a window that gives a summary with the URL of the tracked link, the recipient’s email address, the number of actions carried out by this recipient, as well as the date, time and geographical location of all the events detected since the campaign was sent and up to the last refresh through the use of the Download button (See: Download button).

Unsubscription
To take the unsubscriptions into account in Personalized Tracking, you must highlight the unsubscription link by identifying it in Sarbacane 3. To do this, go to the Links page of the Message tab. Following this, position the cursor on the concerned link and click on the Define as unsubscription link button (See Message links).

A click on the unsubscription link by a recipient is characterized by a cross on red background in the corresponding link’s column.
For your convenience, Sarbacane 3 identifies the unsubscriptions and enables you to automatically feed the blacklist of your campaign by adding to it the individuals who have unsubscribed (See: Blacklists and Bounces tab).

NOTE: A cross mark calls for your attention: it means that the recipient who clicked no longer desires to receive messages from you and that he wishes to be added to your blacklist.

A double-click on a cross of the column corresponding to the unsubscription link opens a window that gives a summary with the URL of the link, recipient’s email address, the number of actions carried out by this recipient, as well as the date, time and geographical location of the unsubscriptions.

NOTE: A legend is available, which enables you to locate and understand immediately all the events associated with the individual behaviors of the recipients (See: Legend).

3.5.2.3 - Indexing
Just as in the Recipients tab (See Message links), indexing your data on the domains or the Sent, amounts to distributing the lines into as many groups as there are different values for domains or Sent.
Each group thus obtained is characterized by the value of the index common to all its lines and by its relative weight in the file (the number of its lines as compared to the total).

Note: By right-clicking your mouse on the header of the Email column, you can sort the addresses by value, by character number... This function is very useful for example to find a known email address from among several hundreds or thousands of others in the file.

Indexing on domains
Indexing on domains enables you to measure the statistical distribution of the domain names in your file instantaneously.
The columns Num and % give you the exact number of lines having the same domain name and the percentage on the total lines in the file.
You can thus monitor the trends of opening, clicks and unsubscriptions by domain name.

Indexing on Sent
Indexing on Sent enables you, in the event of intentional or accidental stopping of your campaign, to distinguish the addresses that have been processed from the ones that have not yet been. In the case of personalized tracking, this enables you to take into account only the recipients who received your message.

Indexing on Marked lines
This action enables you to isolate all the lines that you previously marked with the help of different marking functions (See: Marked lines).

Indexing on the openings, clicks on the links, unsubscriptions
In order to quickly isolate the recipients according to their responses to your message, you can choose to highlight all the persons:

- who opened your message,
- who clicked on a tracked link (link #1, link #2...),
- who unsubscribed from your e-mailing by clicking on the unsubscription link.

To get back to the non-indexing mode, it is enough to choose No Column in the Indexing on... menu.

3.5.2.4 - Search tool
The Search function enables you to find easily an input in the database (e-mail, name, phone or customer number…). To make the search bar appear, click on the Search button.

Type in the text you want to search in the input field, then set your options:

- in: You can choose to search the text in all columns or only in a specific one.

- type: You can notice if the searched data contains, is exactly, begins with or ends with the entered text. Regular expression enables you to search a text by using regular expressions.

- action: You can define the result display. Sarbacane 3 can either select or mark the cell containing the searched text. If there already are marked lines and if you don’t want to lose this marking, you can add a mark: this will mark the searching result and save all previous markings.

3.5.2.5 - Marked lines
You find almost the same marking functions as in the Recipients tab (See: Actions on the file).

The markings column is always present to the left of the data table and of all partial views of the latter. The number of lines marked is always visible in the bottom part of the software by the side of the red cross.

To mark one or more lines, you have several options with different scopes:

- Marking of an individual line, which is done by checking the corresponding checkbox on the left.
- A right click on the line to be marked, by clicking on Mark the selection. If several contiguous lines are selected, they are all marked.
- Marking using automatic functions.

These functions enable you to mark the database lines meeting the criteria associated with the chosen function.

To delete the marked lines, following the activation of a marking function, all you have to do is to select Delete marked lines, an option available in the Mark button menu.

To delete the lines that, on the contrary, are not marked, you can click on Invert the marks then on Delete marked lines.

By clicking on More... , you have access to advanced marking functionalities. You can then spot in an instant the recipients who for example opened your e-mail several times, the persons who clicked on a specific link of the message or who unsubscribed...

By default All selected conditions must be true (and): this will mark e-mails which satisfy all defined criteria (for example e-mails which have opened the message AND clicked on link #3 will be marked).

If you choose to set One selected condition has to be true (or), this will mark e-mails which satisfy at least one defined criterion (for example e-mails which have opened the message OR clicked on link #3 will be marked).

By checking the Index on marks after closing box, you will carry out, when closing the dialog box, the indexing of all the lines that you chose by marking previously.

You also have the option to launch a new campaign targeted at the recipients showing a specific commercial or marketing interest (e.g.: re-launch a promotional offer to the recipients who did not click on any link of the message, special operation or detailed presentation of the product to the clients who clicked at least once on the corresponding offer...).

3.5.2.6 - Export
You have the option to manipulate to the maximum the data furnished by personalized tracking.

By clicking on Export, you can also export in a format of your choice (text file, Excel Worksheet, Access database...), the entire recipients database or only the lines you are interested in that you selected with the help of marking tools (See: Marked lines).

Clicking on More... gives you access to the advanced sort functions enabling you to segment and then export your file according to the different actions performed by the recipients of your message.

These features enable you to create prospects' and qualified clients' files according to their behavior and their core interest.



3.5.2.7 - Legend
A click on the Legend button opens a window listing the definitions of all the small icons used in the presentation of individual events (column headers, associated icons).

See: Events

3.5.2.8 - Recipient card
The card mode shows a view of file and tracking data for each recipient. To display the card, click on the Card button and choose the place where you want it to appear (align top, bottom, left or right).

The displayed recipient card shows database fields, which are filled by selected recipient data. In opposition to the Recipient tab, you can not edit or modify column names or contents.

There are icons at the top of the card. These are exactly the same icons as column headers. From the card, they enable you to see recipient events:

- if the message has been well sent to him, the yellow lock is shut,
- if the selected recipient has opened the e-mail, the envelope is colored,
- if he has clicked on a link, the flag is green,
- if he has cancelled his subscription, the stop sign is red.

If one of these icons stays grey, that means the related action was not executed by the recipient.

One click on the envelope or a flag (when these are not grey) has the same effect as a double click on an event in the tracking results part: the event details window appears (See: Events).

In the Results tab, the card mode is used to profit from the campaign tracking data.


3.5.3 - Campaign statistics


Campaign Statistics tab contains the behavioral analysis reports of the recipients of your campaign. These statistics are presented to you in the form of tables and graphics and are accessible from the elevator located on top of the page.

You can choose to display the dashboard of the campaign, clicks tracking, openings tracking or links tracking.

3.5.3.1 - Dashboard
The dashboard summarizes the general information of your campaign.

The date and time of campaign sending corresponds to the time when Sarbacane 3 sent the message. This information is also available in the Follow-up page of the Sending tab (See: Routing Service)

The number of recipients represents all the persons to whom the message was sent (after blacklisting and handling duplicates and invalid addresses).

The number of unsubscriptions tallies the recipients who no longer wish to receive any message from now on and who clicked on the defined unsubscription link.

The pie chart located under the table graphically represents the number and rate of openings, clicks on the tracked links and unsubscriptions.
This segmentation of the results enables you to quickly visualize the general tracking information of your campaign.

3.5.3.2 - Clicks report
The Clicks Tracking window gives you access to the general information relating to the clicks carried out by the recipients of your message on the tracked links. To get the detail of the clicks per link, select Links tracking menu (See: Links report).

The total number of recipients represents all the persons to whom the message was sent.

The number of clicks counts the total of the clicks on the tracked links by the recipients.

The number of recipients who have clicked on a link defines the number of persons who clicked at least once on a tracked link of your message.

The reaction rate gives the ratio of the number of recipients who clicked to the number of recipients who opened the e-mail.

The average number of clicks per recipient gives the ratio of the total number of clicks detected to the total number of recipients of the campaign.

In order to visualize the impact of the message on the recipients, it is possible to display the number of clicks by the recipients at a specific moment of the campaign. These results can be visualized in a graph and in a table summarizing all the clicks (events) of the recipients by hour, by day or by week.

With the help of the drop-down listbox, you can choose to display the click statistics during the 24 hours and up to 26 weeks that follow the e-mail sending.

3.5.3.3 - Openings report
The Openings tracking window gives you access to all the information relating to the opening of the e-mail by its recipient.

The number of recipients represents all the persons to whom the message was sent.

The total number of openings counts the total number of openings by the recipients of your message.

The number of recipients who have opened the message indicates the number of distinct persons who opened your message at least once in their messaging software.

The average number of openings per recipient gives the ratio of the total number of openings detected to the total number of recipients of the campaign.

In the majority of cases, the first results of the e-mail marketing campaigns are obtained in the hours, indeed minutes that follow its sending. Generally speaking, the e-mail marketing professionals agree that 80% of the responses are during the 72 hours that follow the campaign launch.
With Sarbacane 3 personalized tracking, it is possible to display the number of openings at a specific moment of the campaign. These results can be visualized in a graph and in a table summarizing all the openings (events) of the recipients by hour, by day or by week.

With the help of the drop-down listbox, you can choose to display the statistics of the openings during the 24 hours and up to 26 weeks that follow the sending/broadcast of the e-mail.

3.5.3.4 - Links report
The window Links Tracking lists the number of clicks by the recipients on the different tracked links of your message.

The total number of clicks counts all the clicks by all the recipients of the message on the tracked link.

The number of distinct clicks indicates the number of distinct recipients who clicked at least once on the tracked link.

The graphs visually represent the information relating to the reference/browsing of the links of your message.


4 - Personalization


With Sarbacane 3, you can easily personalize your messages (header and content) using your recipients' database fields.

Once the recipients' list is loaded, the program automatically identifies the database fields: Last Name, First Name, address, etc. You can create a Message template comprising the Merge fields of type {FIELD} adapted to your recipients.

The values of the merge fields change according to the message recipients. These fields are of type {database field name}.

Thus, for example, Mr. WALLAS will appear as WALLAS in the place of {Last Name}.

4.1 - Header personalization


To personalize the message header, click on the Message > Header tab and then position the cursor on an edit cell.

Right click your mouse in this cell: a contextual menu appears. Directly select the database field that contains the data to be personalized (see also Html format), the column heading enclosed in curly brackets (example: {Last Name}) appears in the edit field.

You can also use the Insert Field button in the toolbar. When you click on the button, the list of available fields appears. Select the field of interest and it will be automatically inserted where your cursor is positioned.

NOTE: you can personalize any of the header fields: subject, recipient, including sender and reply-to address. If you use only a simple e-mail list to send to, you can very well personalize the Recipient e-mail address field and then reproduce it in the Recipient Last Name field.


4.2 - Content personalization


With Sarbacane 3, it is possible to personalize the message content, be it in plain text or Html format.

In both plain text and HTML mode, you can simply position the cursor in the place where you wish to insert a personalized field (last name, first name, title...) then right click your mouse. A contextual menu appears. Select Insert field > then the desired field: It is automatically inserted in your text.

You can also use the Insert Field button in the toolbar. When you click the button, the list of available fields appears. Select the field of interest; it will be automatically inserted where your cursor is positioned in your message.

You can also directly personalize in the Html code from the HTML Source tab. For this, position the cursor in the desired input location then right click the mouse and select Insert field > in the contextual menu. This method is the same for both HTML editor mode and Text mode.


4.3 - Dynamic substitution


To go a little further in the personalization of your message, you can create substitution references. They are contextual contents that you can decide to display based on defined rules and the data of your recipients.

This function proves useful for managing the multiple languages of an e-mail campaign: You can thus display the French text for the contacts for whom the "language" column is "FR" and the English version when "language" is "UK" or even "US".

For further details about this feature, see: Substitutions.


5 - Personalized tracking with Sarbacane 3


Personalized tracking is a tool that enables you to instantly track the actions of your recipients throughout your campaigns.
Available without limits from the Tracking Pack subscription mode, this service is an add-on to the Sarbacane 3 software. It measures the impact of your campaigns by providing relevant information on your message recipients’ actions: openings, clicks on the links of the e-mail, unsubscriptions.
You can afterwards analyze and process the results at leisure by carrying out indexing, segmentation and export of the data.

5.1 - Uses


Sarbacane 3 Personalized tracking offers an entirely personalized analysis: you can track the results of your operations recipient by recipient.

Handling unsubscriptions
Personalized tracking enables you to manage unsubscriptions directly in Sarbacane 3. When you import the results, Sarbacane 3 allows you to directly feed your blacklist with the recipients who clicked on the unsubscription link of your message.
To do this, just specify a link and a page that indicates the acceptance of unsubscriptions. Thus, during personalized tracking, you can automatically import the persons who clicked on this link to your blacklist.

Interpretation of the results
The analysis and interpretation of the results of your campaigns is done directly in the Sarbacane 3 interface from the Results tab (See: Results tab).
In one click, you retrieve to your front-end, all the data on openings, clicks and unsubscriptions relating to your campaign.

Graphical Interpretation
Sarbacane 3 automatically generates the dashboard of your campaign. This summarizes the different data gathered during the tracking in the form of detailed tables and graphs and ready to be printed or manipulated for other formatting.
See: Campaign statistics

Indexing and segmentation
Separate efficiently the recipients whose behavior shows an interest for a product, service or for your activity in general.
See: Indexing

E.g.: The persons who clicked at least twice on the offer X can be easily filtered to be solicited again during a re-launch campaign more focused in its content.

5.2 - Advantages


Measure the impact of your messages
Personalized tracking results reveal essential information on the marketing impact of your campaign. By analyzing the openings and the clicks of the recipients, you will be able to detect the strengths and weaknesses of your e-mailing and thus improve your future communications. Editing the message and header, placed before the links, images...: you could test several message forms and record their results to optimize the impact of your campaigns.

Know your recipients
Personalized tracking will help you understand better your recipients' behavior: their preferences, their habits, etc. and you will be able to segment your file to adapt your future communications and make them offers rich in content and appropriate to their expectations: promotions, telephonic or e-mail follow-up...

Reduce your follow-up costs
You might plan to follow up your e-mail by telephone: check if the recipients have really read your message and then orient your sales pitch according to the observed clicks. This approach enables you to target accurately the interested persons and to get back to them with the right information.

5.3 - How it works


Counting message opens
To track the opening of a message, Sarbacane 3 inserts a 1X1 pixels image in the HTML content of each E-mail sent. The image file is hosted on a tracking server and its URL contains an encrypted parameter enabling you to identify the appearance of the image (client, campaign, recipient).

At the time of opening, the Internet messaging software loads all the images of the message. The connection with the tracking server, through the image, enables it to record the opening related information (date, client, campaign, recipient, number of openings).

The limitations of the detection of the opening via an image:
The openings of the messages read in text format and not in HTML cannot be tracked. Moreover, certain modern messaging software applications propose to block the remote images, which makes the connection with the server impossible and as a result, the recording of the opening.

Counting clicks
When you insert a link in your message and wish to measure the number of clicks, Sarbacane 3 replaces your link by another.
This new link points to a tracking server as in the case of detecting an opening. It records click related information (date, client, campaign, recipient, number of clicks), for the most part encrypted and contained in the URL. Then it redirects the recipient to your original link in the most transparent manner and this in some millionths of a second.

Unsubscriptions
Just as for the click, the counting of unsubscriptions is done through tracking the clicks on a specific link declared as the unsubscription link during the campaign preparation (see Indexing).

Counting virtual message openings
We saw earlier that the message opening detection method does not record the actual number of openings and this mainly because of the e-mails opened in text mode or because of software that blocks hosted images. A second method consists in considering, by extrapolation, the opening of a message if at least one click on one of the links of this message is detected. Of course, this rule applies only to the messages not detected as open on which one or more clicks could be counted. These additional openings are added to the openings counted with the pixel.

Estimated openings
The estimated openings are an estimation of the actual number of persons who opened the message.

Reminder:
Contrary to the clicks, we remarked previously that the opening detection method is not 100% accurate.
The virtual opening method makes it possible to avoid with certainty the non-detection of openings, but only within the counted clicks' population.

If the counted distinct clicks are observed more closely, it can be established that the ratio between the total number of clicks observed and the openings counted on this same population, applied to the number of distinct openings, makes it possible to estimate the actual number of openings of the message. Since these data are estimated, using this method, it is impossible identify the recipients by name.

E.g.:
Assumptions:
A campaign is sent to 200 recipients.
For these 200 recipients, 50 openings are counted by the pixel method and 20 clicks by the link tracking method.
It is noticed in addition that among these 20 clicks, 15 e-mails were counted as open.
Analysis:
The virtual opening method enables us to calculate 55 counted openings: 50+(20-15).
The number of estimated openings (X) calculation method enables us to find:
50/15 = X/20 makes X = (50/15)*20 = 67 estimated openings.

5.4 - Service activation


Activation
The Personalized Tracking service is an option available in the Tracking and Premium packs.
To learn more about the Sarbacane 3 with integrated Personalized Tracking subscription options, visit http://www.sarbacane.com/uk-us/store.asp

If you have subscribed to a pack including Personalized Tracking, you can use it as many times as you wish: The service limits neither the number of campaigns nor the number of e-mails sent nor is it time bound.

NOTE: in order to be able to try out the Personalized Tracking service, a free trial is offered to all the customers of any full version of Sarbacane 3, for the campaign of their choice, within the limit of 10,000 e-mails.

Management and renewal
During the entire period of subscription, you can choose to carry out or not the Personalized Tracking of the recipients of your campaign.
The access to Personalized Tracking being directly linked to your type and period of subscription, you can at any time find its expiry date by logging in to your Sarbacane personal account on http://www.sarbacane.com/admin/login.asp or by clicking in your software on the button My Sarbacane account.

NOTE: You can use the service while launching a campaign with Personalized Tracking until the last day of your subscription.
Even if your subscription expires the next day after the e-mail campaign launch, the service remains fully operational for the entire duration of this campaign. You will be able to continue to use, for free, the tracking information that is linked to it.
However, the Personalized Tracking service will no longer be available for your subsequent campaigns. You will be asked to renew your subscription form or otherwise purchase a package including the service.


6 - Professional Routing Service (PRS)


The Professional Routing Service is an optional pack offered to Sarbacane 3 customers.
It enables you to finalize the sending of your Sarbacane 3 campaigns on an infrastructure of servers developed by Sarbacane Software. This infrastructure was specifically designed to accelerate and optimize the delivery of your e-mail campaigns.

6.1 - Usages


Delivering an e-mail campaign in good conditions is becoming more and more complex.

With regard to sending, the providers block or restrict more and more the access to their servers as soon as they detect mass mailing. This measure aims to fight against outgoing spams sent from machines infected by a virus. This practice tends to be generalized by most of the Internet access providers.

On the receiving side, the same providers establish more and more restrictive protocol barriers, again for the same purpose: fight against spam, but this time at the incoming e-mail level.

It is not rare to note a delivery rate of 50 to 60% to customers using a badly configured mail server or not using the authentication principle.

The Professional Routing Service enables you to make up for these constraints (See: Points of interest).

6.2 - Points of interest


Authentication
The Sarbacane software platform uses all the latest techniques of authentication (Sender ID, SPF, Domain Keys, DKIM). These techniques are often required to ensure a good reception by numerous providers.

Special relationship
Thanks to the moderation of campaigns as well as the efforts taken as regards detecting and sharing the undeliverable e-mail addressed (NPAI), the routing infrastructure put in place by Sarbacane Software has the advantage of a special status with a number of Internet access providers. We maintain good relations with most of the French and European Internet Access providers, which increases the level of delivery of e-mails sent from this platform.

Increasing the speed of your message sending
The communication between the Sarbacane 3 software and the routing platform is simplified. By enabling the option while sending, your campaign is compacted, encrypted and sent in a few seconds to one of the mailing servers available at Sarbacane Software. After confirmation, you can close your Sarbacane 3 software; you no longer need to process your mail sending e-mail by e-mail.

6.3 - Service activation


In order to be able to use the Professional Routing Service, you must have subscribed to one of the Premium packs of Sarbacane 3.
There are many packages offering various amounts of routing credits as per your needs.

To learn more about the Premium packs and the Professional Routing Service, visit Sarbacane 3’s store at http://www.sarbacane.com/uk-us/store.asp


7 - E-mail marketing: basic principles


Golden rules

. Clean your database (deletion of duplicates, etc.).
. Define with precision the planned target and adapt the contents accordingly.
. Envisage a clear and concise subject.
. Write a short and direct message: make a unique offer.
. Provide an address for the responses with a single reply by return.
. Monitor the links to measure the results of the campaign.
. Minimize the message size (do not cross 50 Kb).
. Verify that the links work correctly.
. Provide for a link towards the unsubscription page.
. Give the option to the user to react or to obtain more information (links to a site).
. Pre-test two versions of your message on two samples of the same size from your database: choose the one that gets the most responses.
. Use preferably the Html format for a better impact. However, do not neglect the text format for the persons who do not read Html.
. Plan sufficient time for sending e-mails: the time of arrival at the server and in the recipient's inbox is not the same!
. Make the offer idea appear limited: this will incite an immediate response.
. Send an automatic Thank You message to the persons who replied to your offer.
. For example, send a confirmation mail quickly in the case of an order: the client needs to be reassured.

7.1 - Errors to be avoided


. Using a very long and vague subject heading.
. Overloading the message, multiplying the links.
. Launching campaigns at very short intervals.
. Inserting very heavy objects (images, sound files...).
. Using a recipients' database with duplicates.
. Using an invalid reply-to address.
. Inserting links pointing to error pages.
. Omitting an option to unsubscribe from your mailing list.
. Addressing mass e-mails to persons who do not want to receive anything from you.
. Sending a document as an attached file (often perceived as being inappropriate).


8 - Stages of a successful campaign


With reduced times, lower costs, response rates very much higher than with other direct marketing techniques (18% average as against 5% by postal route. E-mail has emerges as the most powerful and efficient tool in the market.

During the year 2004, more than 200 billion commercial e-mails were sent all over the world (against 169 million in 1999). Direct marketing by e-mail will be then as crucial as postal direct marketing.

(Source Forrester Research)


8.1 - Target


The first stage of any e-marketing campaign is to ask the following questions:

- What is my target?
- What message/offer do I wish to convey?
- In which format (Text, Html)?
- What means do I have available (qualified database, audience measurement tools...)?
- What are my objectives in terms of audience, of TO?

It is the exact response to these sets of questions that is going to unfold the correct rolling-out and success of your campaign: do not neglect this stage...


8.1.1 - Objectives / target


Sarbacane 3 recognizes most of the database formats (Access, Excel, FoxPro, dbase, text...), including the Windows' Address book. To import your data, a simple click suffices: the software instantaneously displays the database fields by locating their heading and gives you the option to do an initial de-duplication, correct the addresses, add/delete a record. You thus have the guarantee that no recipient of your campaign will receive your message twice, which is strongly recommended...

Warning: it is essential that you pay special attention to the recipients of your e-mail campaigns: if it is accepted that the Internet businesses (= commercial companies present on the Internet) receive unsolicited messages in acceptable proportions, it is also accepted that personal e-mail addresses must not be subjected to unwanted solicitations.


8.1.2 - Personalization


Sarbacane 3 offers you the option to create appropriate, highly personalized messages, directly with your database.

Thus, owing to the precision that you will bring to your database's segmentation, it will be possible for you to directly hit your target and communicate the most relevant information. This leaves you also with the possibility of simplifying unsubscriptions management and audience measurement using personalized hypertext links.

The personalization of the message or the header is done easily with Sarbacane 3: With a simple right click on the mouse at the desired place, select the function Insert a field then the name of the field that you wish to include from the list that appears (Example: Last Name, First Name, E-mail...).

Sarbacane 3 generates a template message that will become personalized during the sending procedure by merging fields that can be personalized (e.g.: {LAST NAME}) with the fields of your database.


8.2 - Communicate


Sarbacane 3 manages plain text format and Html format (web page format) at the same time with the use of one or the other depending on the format supported by the messaging client. Thus, if your recipients cannot see Html, they will automatically receive the plain text version.

You can make use of the richness of the HTML format: links, images, sounds, frames, javascripts... The software enables the integration of graphics, animations, sounds, etc. in the message body for off-line viewing.

8.2.1 - Create the message / the offer


For the creation of the message, you have 3 windows or tabs at your disposal:

- The Html editor tab, which enables the creation of the message the way its recipients will receive it, if their messaging client supports the Html format.

- The Html source tab, to enter the source code of the message in Html. You can edit the source code from this window rather than compose your html message with the proposed editor.

- The Included objects tab, which enables you to administer one by one the files included in the message body (size, location, whether embedded in the message body or not ...).


8.2.2 - Define the message header


The message header is the component that the recipients of your campaign are going to see first. Thus special care has to be taken in its design.

Sarbacane 3 enables you to specify the sender's name and the e-mail that will receive the responses of the campaign (not to be confused with the sender's address that can also be parameterized, which is more for receiving the error messages).

In addition, you have the option to personalize the name, recipient's address, and even the message subject according to the fields of your database with a simple right click of your mouse at the desired location.

For the Subject and Sender, keep in mind that a very long text will not be completely seen in the recipient's inbox: hence prefer short and direct headings.


8.3 - Measure/analyze


E-mail is an extremely reactive media: it is thus important for the work to be planned upfront without rushing to optimize the flows generated by your campaign.

You must be prepared to handle 4 types of reactions:

- Spontaneous clicks on the hypertext links of your message,
- Requests for information by direct response to your mail,
- Spontaneous requests, expressing dissatisfaction with a service or a product of your company,
- Unsubscription from your mailing list.

For each of these behaviors, you must be able to bring about an adapted response, that is to say:

- An arrangement behind each URL to process the requests (operational online payment, functional links...),
- Web pages consistent with the message content,
- A dedicated mediator or an auto-responder for each type of request (information, purchase, complaints...),
- An option to unsubscribe from your mailing list.

For this, it is recommended that you run tests on a small part of your database in order to evaluate the volumes of responses and the proportion for each category of reactions then draw the results from them.


8.3.1 - Define sending settings


Sarbacane 3 enables you to manage in a simple manner the parameters for sending emails, i.e., the frequency and the number of e-mails sent in a given period.

These are the steps to be followed:

1. Enter the address of your SMTP server and the sender address (the one which receives the error messages).

2. Define the number of recipients per Send request (number of e-mails sent simultaneously to the mail server). This group sending option works only in the case of non-personalized e-mail.

3. Empty the content of the log file if necessary (text file comprising the date and time of sending, message subject and status for each of the recipient).

4. Program the Sending options (configurable pause or stop after a given number of messages...).

When the Send is activated, you can abort or pause it at any moment then restart from the last address processed.


8.3.2 - Pre-test your campaign


As a fundamental rule, never launch a campaign without running multiple local tests.

These tests are extremely simple and quick with Sarbacane 3. You can execute a test send on the addresses that you wish.

These tests must be carried out on both the text and HTML versions.

These are the points to be necessarily checked:

- Correct working of the links and online pages,
- Existence of a destination e-mail address for the Reply,
- Existence of an unsubscription link,
- Formatting adapted to the most widely used configurations,
- Correct merging of the personalized fields from the database,
- Complete header: sender, subject...

Sarbacane 3's checklist helps you to check each of these points before sending mails to the entire file.

It is still preferable to send first to a test-sample drawn from your database.

Allow approximately 48 hours to judge the correct working of the campaign (opt-out rates (unsubscriptions), click rates, spontaneous responses, number of online orders, technical problems...).

Once the conclusions are drawn, all that remains is for you to give the Go ahead, i.e., the green signal for sending the campaign to the remaining addresses of your database... In all cases, never launch the sending procedure prematurely. The least error, however minor it is, can have disastrous consequences on the image of your enterprise...


8.3.3 - Measure the returns


In general, close to 80% of a campaign's responses are concentrated on the 2 to 4 days that follow the launch according to the information conveyed (exceptional offer, information, press release...) and the business sector.

It is important to ensure that your sales department or your hot line is ready to handle the surge of the orders or requests. If such is not the case, plan to send the e-mails spread over several days. That will help to avoid any frustration on the client's part.

The calculation of the returns of a campaign depends to a large extent on the manner in which the message has been composed.

Several variables enable you to judge the success of a campaign:

- Rate of spontaneous responses
- Number of orders, TO...
- Number of unique visitors to the Web site (using counters, twin pages)
- Unsubscription rate

The use of specific links called tracked links enables you to measure the results of your campaigns. These links, owned by your campaign, can be automatically generated by Sarbacane 3 to enable you to evaluate the number of message openings, number of clicks on each of the links of your messages, as well as the number of unsubscriptions, by day and by time. To know more about personalized tracking in Sarbacane 3, read Personalized tracking with Sarbacane 3


Note: In order to avoid the problems of scattering, you are advised not to multiply the links (not more than 2 or 3 initially). Prefer a brief and precise message that encourages the recipient to respond.


9 - E-mail and legislation


Commercial prospecting by e-mail is more and more encompassed by an opt-in logic that one has to respect. The principle is simple: If it is an e-mail of commercial nature, you can address only individuals, companies or organizations that gave their consent earlier to receive information. This consent can be obtained by way of a checkbox voluntarily checked, following the capture of an e-mail address on a Web site to receive targeted information or even during a subscription, for example, to a newsletter.

According to the new regulation in force in Europe, the set of your clients will be in spite of everything considered as opt-in recipients since they have already been in a sales relationship with you.

In all cases, it is imperative to offer at any time the option to your recipients to delete their address from your mailing lists.

If you do not follow these simple rules with attention, you may be considered as a spammer. Spam, the practice of sending mass unsolicited e-mails, is punished by several laws.

Sarbacane Software reminds you that the sender has to conform to databases and spamming international (and if necessary local) clauses. For instructive information Sarbacane Software also reminds you that the legislation you have to take in account is that of the State in which the e-mails sender is located.


9.1 - Our recommendations


. Plan campaigns spaced in time (minimum 15 days gap between two campaigns, one month being the ideal).
. Avoid exclamation marks, emphatic signs.
. Clearly identify the objective/subject of the message and the sender.
. Provide an Unsubscription option to your distribution list.
. Do not send the same message to the same recipient twice.
. Get in touch with the mail server administrator to find out about its limits for e-mail transfers.
. Never send a message to a person who has explicitly refused to receive information from you.
. Always check the source of the e-mail addresses in the case of an address database and the legal provisions.
. Ensure that the content of your message complies with the regulation applicable to advertisement and promotion.

 
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