Workbooks combines CRM and email marketing in one solution. Part of the Workbooks suite, Workbooks GatorMail is an advanced email marketing tool enabling you to easily and efficiently send targeted marketing messages via email to any mailing list.

• Deliver personalised messaging: Segment your contacts based on their needs and interests, and easily target them with personalised and highly relevant messages that are going to close the deal.
• Nurture quality leads: Know who is a cold lead, who is a hot prospect and drive nurturing programmes accordingly. Drip compelling content to leads over time to turn a stagnant database into a sales generator. Set up a series of automated lead nurturing emails that get sent to prospects who might not be ready to buy just yet, keeping your brand top of mind. Set dynamic triggers and workflows to ensure no contact is left untouched.
• Gain greater insight: Drive your contacts to take action with an email message, and learn more about them as they respond and head to your website. If you have a web analytics tool such as Web Insights (part of the Workbooks suite too), you can track their behaviour as they browse your website. With fresh insight at your fingertips, you can engage with them in the most meaningful way.
• Sales and Marketing working together for success: Sales can see what emails a contact has received or engaged with. At the same time, your marketing team can easily determine which contacts need to be nurtured, and which ones are already in the sales process. Both teams have visibility and insight and can operate in unison, for optimal impact.

SendForensics

The success of your marketing campaigns depends not just on careful identification of your target audience and a compelling call to action but it's important to make sure that your email message lands in your target's inbox rather than their Junk or Spam folders.  This is where SendForensics can help.

What is SendForensics?

SendForensics is an optional add-in to your Spotler GatorMail licence.  It's an email deliverability and inbox placement tool that can analyse how your content and send domain could be affecting your email deliverability rate.

How does SendForensics work?

The software uses algorithms originally developed while doing fault analysis projects for spam filters, engine control and avionics systems and it has been analysing email traffic and using AI to improve the results ever since.  Your emails are analysed before sending and given a deliverability score, which is a measure of the email's quality.  This allows you to take corrective action before initiating your campaign.  When talking about quality, this means how the email will be perceived by global filtering systems/ISPs.  The score represents the percentage of inboxes in an average mailing list that the email will reach.  Your target deliverability score should be >=70%.  There are 3 assumptions made in regards to the score:

1. The mailing list is clean and fully verified (ie, no bounces).
2. The mailing list reflects a broad distribution of filtering systems/ISPs worldwide.
3. The mailing list is an average list in terms of prior engagement, ie, some from addresses that have never been sent to before from that domain to those that have a long history of engagement with the sender.

SendForensics will provide you with information to explain each of the areas of your email that it analyses and will advise whether or not it needs attention.  The warning flags are based on previous machine learnings and so can and do change over time.  The dashboard you'll see is divided into Content and Infrastructure.

Content Dashboard

It will check:

1. Copywriting - this area assesses your overall tone and whether it's naturally conversational or overly promotional.  Keep in mind that it' may be difficult to keep it "naturally conversational" if you're sending a sales email, and that you should keep your intentions clear.
2. Problematic phrases - may or may not be actual flags.  For example, the sender's signature and name might be flagged as problematic, but from a common sense point of view, they are required.
3. Coding and layout - problematic HTML (common offenders are unclosed tags and empty tables) will be flagged.  
4. Link quality - typically unsecure websites (for example ones that do not start with https://) or urls that redirect too many times.
5. Data collection - if your email links to a web capture form or booking form, it'll check the security of the link.
6. Legal compliance - this will assess things like unsubscribe links.

Infrastructure Dashboard

This screen assesses the infrastructure of your sender domain.  If you have any issues with this please contact support@workbooks.com. 

More information on SendForensics

Further information on SendForensics is available in a PDF available on Spotler's site here and a video explaining the functionality is available here.

If you'd like to add SendForensics to your Spotler licence, please contact your Account Manager or email sales@workbooks.com.