Effective: 10/26/2018 · Revised: 11/1/2020

General Purpose

CampusType YYMM Descriptor Detail (appeal/source)* builder

Email address data must originate from ANDI

Why using ANDI data matters:

• Contacting preferred email address
• Honors constituent contact preferences and email subscriptions
• Enables prepopulation of constituent data on Encompass forms (event registrations, online giving, etc.)
• Links Encompass data updates and giving transactions to constituent record in ANDI
• Ties online engagement data to constituent record, which feeds into various business intelligence models

Alumni and non-alumni email lists are formatted differently

Specifications for an alumni email list

Specifications for a non-alumni email list

Tips for formatting a email list

• Right click the column header and select Format Cells
• On the pop-up window, select Custom under Category
• Under Type, highlight General and delete
• Enter ten zeros (0000000000)
• Click OK

EFFECTIVE: 10/26/2018 · REVISED: 5/18/2022

Audience: Email Author, Communications Admin

General Purpose

Email Home allows administrators to start, edit, and schedule campaigns. Email Home houses campaigns that are in a draft state, campaigns that have been released and are queued to send, and a history of sent emails.

Accessing

Log into Encompass at your site below. If you’re unsure of the email address associated with your login, email [email protected].

Hover over Email on the top menu and select Email Home.

Home

The gear icon provides options for: release, copy, preview and delete. For General Campaigns, there will be an option for Export Estimated Recipients if the Audience has been set and a Subscription Category selected. General Campaigns will also have an option to Convert to A/B Testing Campaign.

Search

Each area (Drafts, Queued, History) will have a search box. You can search by keywords in the email name or description.

Create Email Campaign

The Create Email Campaign button will be used to start a new campaign. A small window will appear and you’ll need to choose the type of Campaign you want to create.

• General Campaign – Create a single message campaign
• Segmented Campaign – Create a grouping of emails under a single campaign with multiple audiences
• A/B Testing Campaign – Test variables of a given email to find the best result

Drafts

Once an email is started, a draft will be created and it will display on the Drafts tab. There are several actions you can take–

Define Subject Line – clicking on the subject line will move you to the Email Details so you can edit any of the details.

Add Sender or the Sender Name – clicking on Add Sender or the Sender Name will move you to the Email Details so edit any of the details.

Add Audience or Edit Audience – clicking on the Audience link will move you to the Assign Audience area where you will be able to select previously created Lists and Segments or upload an ID CSV file.

Schedule – clicking on Schedule will move you to the scheduling area so you can determine when you want your email sent as well as the frequency.

Build from Template or Edit Content – Clicking Template will allow you to select the template you want to use for the email and then edit the content. Edit Content will be shown after you make the template decision.

Release – the Release button is active and visible to certain admins after all required steps are complete. Not all admins have this option.

Preview – The left side of the screen will show an approximate view of the message. You will need to send a preview of the message to see what the message will look like in various email clients.

More Options

1. Check a box by the Email Name. Multiple boxes can be checked.
2. Click the More Options button.

Delete

1. 1. Click Delete.

1. Confirm or cancel when you see the confirmation window.

Note: Once an email is deleted, it cannot be restored.

Copy/Reuse

1. Click Copy/Reuse.
2. A new draft card will be added that is a copy of the selected email.

Convert to Segmented Campaign

Note: This option will only be available for General Campaigns

1. Click Convert to Segmented Campaign.
2. You will be moved to the Global Campaign Details.

Convert to A/B Testing Campaign

Note: This option will only be available for General Campaigns.

1. Click Convert to A/B Testing Campaign.
2. You will be moved to the Email Details.

Queued

Once an email has been released, the email card will move to the Queued tab.

For General Campaigns and A/B Testing Campaigns, you can Return To Draft. Once it is a draft, you can take additional actions.

For a Segmented Campaign, clicking any of the linked items will move you to Segmented Campaign Home. You can view Version information. You cannot make changes to the Versions. You can Return to Draft from this area as well.

Note: A Scheduled email can be returned to Drafts until 5 minutes before the scheduled date/time of send. Emails set to Send Immediately cannot be returned to Drafts.

Preview is now an option in the gear icon. The left side of the screen will show an approximate view of the message. You will need to send a preview of the message to see what the message will look like in various email clients.

History

Once emails are sent, they will appear in under the History tab. You can see date sent, email name and subject line, recipient count, email category, sender and status.

Gear Options

Depending on your administrative rights, you may not see all the options shown below.

View in Browser – allows you to see what the email looked like.

View Recipients – will move you to an Email Reporting screen so you can view the recipients and the lists/segments used.

Tip: Click on the email name in the breadcrumb at the top of the page to be taken to the email reporting dashboard with metrics for that email.

Export Exceptions – will export the exceptions so you can see why an intended recipient did not receive the email. Only Super Admins and Email List and Segment Managers will see this option.

Copy as General Campaign – will create a new General Campaign and add it to the Draft tab.

Copy Entire Segmented Campaign – will create a new Segmented Campaign and move you to Segmented Campaign Home.

Preview – The left side of the screen will show an approximate view of the message. You will need to send a preview of the message to see what the message will look like in various email clients.;

Name / Subject Line

The Name will be a clickable link. Clicking the name will move admins to the Email Reporting data for the message.

Clicking the Segmented Campaign Name will move admins to the roll-up report for the Segmented Campaign.

Recipients

The Actual Recipients value is a clickable link. Clicking the value will move admins to Sent details in Email Reporting.

The Intended value can be higher than the Actual number. This can happen when an Email List or Email List with Merge Fields is used. All records (member records and non-member records) associated with the email address are pulled in and counted in the intended count. For example, if an Email List or Email List with Merge Fields includes the email address of [email protected] and in the database there are three non-member records with the email address of [email protected], then that one row in the Email List or Email List with Merge Fields will count as 3 in the intended value.

Status Column

The Status column will indicate the status of the message.

Hovering over the icon will display a message/tool tip so you can determine if you need to take action.

Red icon – indicates there was a problem with the email and no one received it.

Green icon – indicates the email was successfully sent.

Spinning icon – indicates the email is in the process of sending.

General Purpose

Accessing

Create New Email

1. Click the Create Email Campaign button and select Campaign Type:
   • General Campaign – Create a single message campaign
   • Segmented Campaign – Create a grouping of emails under a single campaign with multiple audiences
   • A/B Testing Campaign – Test variables of a given email to find the best result (Step-by-step instructions for A/B Testing Campaigns)
2. Enter Campaign Name using the email naming convention: CampusType YYMM Descriptor Detail (appeal/source)* builder
3. Click Start Campaign
4. Enter the Email Details and click Save.
   • Name – Same as campaign name.
   • Subject – The subject line of your email. Limited to 70 characters.
   • Pre-header –Think of the pre-header as an extension of your subject line. This is seen on the inbox screen of some email clients, like Gmail and Outlook.
   • Description – Include a short description about the distribution list.
   • Notification Email Addresses – Add up to 20 email addresses to receive notifications when emails have completed sending or failed to send within the community.
   • Sender – Select a Sender Identity from the dropdown menu. The from name, from email and contact information found in the email footer correspond to the Sender Identity. If you need a new sender identity, submit a request via https://services.utfi.org/sender
   • Reply Handling Address – This defaults to the sender email address; however, it can be overwritten.
   • From Name – This defaults to what is set in the Sender Identity; however, it can be overwritten once a Sender has been selected. This is helpful if you have an instance of needing a different From Name with the same footer information.
   • Subscription Category - Select an appropriate email category. Alumni can unsubscribe from an email category.

Select Template

1. Click build from Template on the Draft card.
2. Choose a template from the dropdown menu. Your branded templates will be listed at the top and start with a date i.e. 2018 UTAA General Template.
3. Once a template has been selected, use View Template to make sure it is the template you want.
4. Click Next to use the template and move to the Edit Content step. Click Exit to leave this screen without saving your selection.

Build from HTML

1. Click HTML on the Draft card.
2. Copy and paste the HTML in the HTML area.
3. Enter a plain text version of the HTML below. Mailchimp offers a free HTML to Text Email Converter: https://templates.mailchimp.com/resources/html-to-text/
4. Include the required sender tokens and unsubscribe token in the HTML and plain text versions.

Required Sender Tokens

Required Unsubscribe Tokens

Edit Content

Edit Image

1. Double-click the placeholder image to open the Image Manager.
2. Find/upload the desired image to the appropriate folder and click Insert. The new image will now show on the template.
3. With the new image selected (indicated by a dotted line), use the Image Settings menu on the right to update the alt text and URL. You must complete this step for every image on the template.

Edit Text (Headlines, Body Text, Event Details, Spotlights, etc.)

1. Double-click the text to activate the text area. A toolbar will appear indicating that you can make text edits.
2. Delete the default text.
3. Type or right click to paste your text.
4. Use the toolbar to bold or italicize text. Do not change any default settings (alignment, font size, line height, text color, etc). You may adjust the alignment and heading if the formatting is stripped.
5. To add a link, highlight the desired text and click the hyperlink icon. Insert your URL in the pop-up window. If linking to an email address, select Email from the Link Type dropdown and enter the address. Click OK.

Edit Button

1. Double-click the button text to activate the text area. A toolbar will appear indicating that you can make text edits.
2. Edit text as necessary.
3. With the button selected (indicated by a dotted line and shadow), use the Style menu on the right to update the URL. You must complete this step for every button on the template.

Delete or Duplicate a Content Area

1. Click anywhere in the content area you want to delete or duplicate.
2. Looking at the template breadcrumb below the main toolbar, click through the steps until the desired area is selected, as indicated by a dotted line. Depending on the template, this could require selecting a box, multicolumn or full width element.
3. Click Delete or Duplicate.
4. To undo, click the undo icon.

Document Manager (Link to PDF)

1. Place your cursor in the text where you would like to insert the link. Do not highlight text.
2. Click Document Manager on the editor toolbar.
3. Upload the file you wish to link. The filename will display as the Link Text.
4. To customize the Link Text, overwrite the filename with the text you’d like linked in the email. Click Insert.
5. To rename the link once it has been inserted, double-click the link and update the Display Text field.

Clone HTML

1. When working with the message body, click the Clone HTML button.
2. A window will appear to assign a name to the HTML email.
3. Click Create HTML.
4. You will be moved to the HTML workflow window with HTML populated from the template.
5. Copy and paste the HTML into Dreamweaver to update URLs, as needed.
6. Copy and paste the finished HTML into the HTML area of the workflow.
7. Before saving, you will be required to enter a plain text version of the HTML. Mailchimp offers a free HTML to Text Email Converter: https://templates.mailchimp.com/resources/html-to-text/
8. Click Save.
9. Two drafts will now appear in the Drafts queue. HTML draft is indicated by parentheses. Delete the non-HTML draft when it’s no longer needed.

Token Manager

Create a Version

1. 1. On the draft card, click Versions
   2. Click the box next to the first email you created and click Create Version
   3. Enter a Name and select how you want to build the version.
      • Copy content from an existing version – clone an existing email in the campaign. Select email from dropdown.
      • Create from existing template – start from scratch with a template. Select email from dropdown.
      • Create an HTML version from scratch
   4. Click Add Version

   Prioritize Versions

   There will be a Prioritize Versions tile on Segmented Campaign Home. By default, it will be toggled to ON. When toggled to on, if recipients are in the audience of one or more versions of the email, they will receive only the first version. Drag and drop versions to change the order. Note: For a prioritized Segmented Campaign, there will only ever be one email sent to a given email address. If you assign different ID numbers to different version audiences, but the accounts share the same email address, only one message will be sent to the highest version. The number in the priority column will update after the drag and drop is complete.

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   Buttons, Shortcuts & Tips

   • The auto-save feature saves a version of the work in the editor every 2 minutes.
   • Click Save to save your work. Click More Options > Save & View to see a preview of your email. Click  More Options > Preview to move to the Preview step. Click Exit to leave this screen (you will lose changes from your last save).
   • When working in a segmented campaign, click Manage Versions to toggle between different emails.
   • Use the undo button to undo the last text edit, including adding a hyperlink. It doesn’t undo an update to an image or button link.
   • Use the redo button to redo the last action.
   • Common keyboard shortcuts like Ctrl + A and Ctrl + Z work in the text editor.
   • Do not copy/paste with keyboard shortcuts directly from Word into a text element. If you do, the formatting won’t be stripped off. To strip the formatting, copy the content and then right click inside of the text element and choose “Paste”. You will then have the option to paste (CTRL + V) the content in a pop-up window.
   • A dotted line indicates the area you have selected with one click. At this point, you have not fully clicked into the text editor. It’s not until you double-click and see the editor toolbar that you are able to make edits.
   • If you use Firefox to access iModules, we recommend following the instructions here (https://www.askvg.com/how-to-disable-or-customize-backspace-key-in-mozilla-firefox/) to disable the feature that enables the keyboard backspace/delete button to go back to the previous page you visited in your browser.
   • Likewise, if you’re prone to accidental swiping on your mouse, you might want to disable the Magic Mouse gesture that allows you to swipe between browser pages with one or two fingers. This is a known problem in Chrome but may apply to other browsers.

Send Preview

Send Preview Screen

• For the reply to, provide your email address so you receive questions or comments.
• To add recipients, enter an email address and press the Enter key or press the Add button. Limited to 20 recipients.
• Populate sender tokens from selected sender identity if not already populated.
• Add comments to recipients. Be specific, note which email/version it is, request feedback/revisions/approval, and include your name so recipients know who is sending the preview.
• Click the Send Preview button to send the preview email. Exit will take you back to Email Home.

Set Schedule

Send Immediately

1. Click the Send Immediately Upon Release radio button.
2. Click Save.

Send on Specific Future Date(s)

1. Click the Send on Specific Future Date(s) radio button.
2. Click Next.
3. Set the date, time and time zone.
4. If you would like to add another send date, click Add Another Send Date.
5. Once all of your dates are set, click Save.

Schedule – Segmented Campaign

General Purpose

Accessing

Alumni Recipients

Add CSV of IDs

1. Click Add Audience on the draft.
2. Click Add CSV of IDs.
3. Select a CSV file. The system will match to the IDs provided.
4. The added file(s) will display in the box.
5. Click Save.
6. Encompass will perform a match on your ID file(s) and provide a confirmation pop-up box.
   • Green box: all IDs matched.
   • Yellow box: corrected count of IDs displayed.
   • Red: invalid CSV file containing zero matching IDs.
7. The Draft card text will then read Edit Audience.

Add a Segment

1. Click Add Audience on the email draft.
2. Use the Select Records for Inclusion search/dropdown to select the segment.
3. Click the Add button. The segment will be added to the selection box.
4. Click Save.

Non-Alumni Recipients

Add a List

1. Click Add Audience on the draft.
2. Use the Select Records for Inclusion search/dropdown to select a List. Note: Lists will be at the bottom of the menu as zz – Email Name non-alumni
3. Click the Add button. The List will be added to the selection box.
4. Click Save.

Add Audience – Exclusions

1. Check the box to exclude records.
2. Pick the List / Segment or upload the CSV of IDs you would like to use for excluding records.
3. Click Save.

Making Changes

General Campaigns and A/B Testing Campaigns

Segmented Campaigns

General Purpose

Accessing

Add a List

1. Click Add List.
2. Upload a CSV file (15 MB or less) with the required columns in order: Email, First Name, Last Name.
3. Once a file has been uploaded, the Estimated Recipient Count will sum the successful rows. Missing or invalid emails will be excluded from the count. Note: You will receive an error message if there are duplicate email addresses.
4. List Name – Use the following naming convention: zz – Email Name nonalumni
5. List Description – Note when the list can be deleted with your initials, like “delete after 1/1/19 khb”
6. Click Save.

Add a Custom List

1. Click Add List.
2. Upload a CSV file (15 MB or less) with the required columns in order: Email, First Name, Last Name.
3. Once a file has been uploaded, the Estimated Recipient Count will sum the successful rows. Missing or invalid emails will be excluded from the count. Note: You will receive an error message if there are duplicate email addresses.
4. List Name – Use the following naming convention: yy – List Name MMDDYY
5. List Description – Note “updated by initials”
6. Click Save.

Add a Merge Field List

1. Click Add List.
2. Select Email List (Merge Fields).
3. Upload a CSV file (15 MB or less) with the required columns in order: Email, First Name, Last Name.
4. List Name – Use the following naming convention: zz – Email Name tokenname*
5. List Description – Note when the list can be deleted with your initials, like “delete after 1/1/19 khb”
6. Click Save.
7. Once a file has been uploaded, the Estimated Recipient Count will sum the successful rows. Missing or invalid emails will be excluded from the count.
8. A list of tokenized names will display below. You can copy and paste the tokens into an email.
9. Click Save.

Updating a List

• Navigate to Lists and Segments Manager under the Email Menu
• Use the search bar to find list
• Click the gear icon and select Edit List
• Under Replace File, upload updated CSV file
• If replacing a custom yy list, change the date in the list name to indicate last update
• Click Save

Accessing

Search All Emails

three parallel bars –  

Filters and Opens by Device

• The default date range is the last thirty days but this filter can be modified to a range of your choosing.
• The earliest date you can set is 1/1/2018.
• The subscription category filter auto-completes and you can only select one category filter at a time. Click the Apply button in order to utilize the filter selections.
• Opens by Device will show the top 4 device types and then aggregate the remainder into the “other” percent which also includes unidentifiable devices.
• Device types include Mobile Phone, Mobile Device, Tablet, Desktop and Other.
• The Google mail app does not pass a user agent string so it can’t be classified.

Email Detail View

Exports

PNG

CSV

General Purpose

Quick Takeaways: How A/B Testing Differs from Other Campaigns

• A/B Campaigns have a breadcrumb navigation where you can click ahead to steps in process.
• Previews: Recipients receive a preview of each version; the same comment appears at the top of both.
• A/B Split: Email admins can set split criteria without selecting an audience. In other words, email admins who have the OE Team upload their lists can set these preferences in advance.
• Once deployed, the A/B Campaign will remain in the queued area until the winner is released.
• The notification email address(es) receive a copy of the A, B, and winning version.
• Reporting: Overall performance section will show rows for A/B/Winner

Jump ahead to any section—

Accessing

Navigation

Email Details & Testing Variables

Subject Line Test

Pre-header Test

Sender/From Test

Build From Template

1. From Email Home, choose Template.
2. If a template hasn’t been chosen yet, click Content in the navigation or Next: Content.
3. Choose the template from the dropdown list and use the navigation or button to move on and work with the message body.

Audience

1. Click Audience in the navigation from any step of the A/B Testing Campaign process.
2. Use the Next: Audience button on the Preview step.
3. From the Summary step, use the Edit button.

A/B Split

Accessing

1. Click A/B Split in the navigation from any step of the A/B Testing Campaign process.
2. From the Audience selection screen since working with the A/B Split is the next step in the process. Audience selection is the same for A/B Testing Campaigns as it is for General Campaigns and Segmented Campaigns. You can either set the Audience and then click NEXT: A/B Split or move to the A/B Split and set the Audience later.
3. Select Schedule from Email Home. You will be taken directly to the A/B Split screen.

Determine test group size

Identity how the winner will be decided

Decide when test will start

Choose how long the test will run

Summary Page

Email Reporting

Accessing

1. From Email Reporting home, click on the name of a test message or the winner.
2. From the History area of Email Home, click on the name of a test message or the winner.
3. From the Released for Queued screen, click on the View Live Results button (only applicable for Send Immediately).

Test Complete

Test In Progress

Layout

Drilldown Reports

Parameters

Best Practices

Why you should A/B test your marketing campaigns

Guidelines

• Not having a hypothesis
• Comparing results from outdated campaigns
• Changing metrics mid-way
• Not segmenting your audience before testing

Variables – ideas and tips to test

• Personalization – use tokens to personalize one of the subject lines
• Question vs. Statement
• Short subject line vs. a longer subject line – Ideally subject lines should be 40 characters or less
• Emoji vs no emoji
• Add humor vs. being straight forward
• Change around the words slightly between subject lines
• Sense of urgency vs. no urgency

• Personalization – use tokens to personalize one of the subject lines
• Question vs. Statement
• Emoji vs no emoji
• Short Pre-Header vs. a longer Pre-Header
• Generally, keep Pre-Header text between 40-130 characters
• Most mobile Pre-Header text is between 30-55 characters long
• Add call to action vs. no call to action
• Do not repeat the subject line
• Make your subject line and Pre-Header text work together
• Build curiosity

• Department/Group Name vs. Individual’s Name (maybe a high profile figure name)
• Full Name vs. First Name only
• Different email addresses

General Purpose

Accessing

Create Event from Template

1. Enter Event Name.
2. Select Event Listing(s). This dictates if and where an event displays on the website. Note: Choose Event No Display while building the registration so it isn’t public.
3. Enter Custom URL (if needed).
4. Click to enable Identity Checkpoint.
5. Click to enable Pre-populate user profile data from return link.
6. Enter event Start/End Date.
7. Click Advanced Settings to set time zone.
8. Upload an image. Optional depending on web template.
9. Select the radio button Use an existing event template.

• Free Event: No commerce. Completion of form results in registration.
• Paid Event: Fee-driven. Registrant must pay registration fee in order to register. If a portion of the event cost includes a donation, refer to these additional steps.
• Simple RSVP: Required checkbox for attendance to capture regrets. No commerce.

Set Registration Dates, Guest Allowances, Registration Limit

1. Registration Settings: Enter a start and end date for when users are able to register. Note: The start date begins at 12:01a.m. CT and the end date ends at 11:59 p.m. CT.
2. Guests: Check the box to allow registrants to bring guests. Uncheck the box if guests are not allowed.
3. Registration limits across all registrants: (Optional) Set a limit on the number of people who can register.
4. Registration limit per registrant: (Optional) Set a limit on the number of guests an individual can register. For example, if the limit is four, the member can only register himself and three guests for the event.

Edit Event Preview and Event Description

• Event Preview: Enter a short event description. This will appear on the events calendar page.
• Event Description: Enter Event Description for the event detail page. Refer to sample HTML or existing event pages for formatting examples.

Deleting and Adding Fields

Updating Registration Fee for Paid Event

1. Hover over the right side of the Registration Fee field and click Edit (pencil icon).
2. Update display name, if needed
3. Click Next
4. Click the gear icon beside Admission and select Edit
5. Update the Price field and click Save
6. Click Finish. Note: You can set an overall limit to the number of commerce items that can be purchased.

1. Hover over the right side of the Registration Fee field and click Edit (pencil icon).
2. Update display name, if needed
3. Click Next
4. Click Add Price/ Fee
5. Enter Label
6. Set Price
7. Click Save
8. Click Finish

1. On the Registration header, click Manage Category and select Category Settings
2. Click the HTML tab and delete the entire paragraph tag <p>You will have…</p>
3. Click Save

Update Finish Page, Member & Admin Confirmation Emails

• Finish Page: What registrants see after submitting form. Default language provided.
• Member Confirmation Email: Email sent to registrants upon completing registration. We suggesting including event details, reminders, parking/attire info, contact, etc. To edit, click the HTML tab and update text between the tags starting with “You have registered for…”

1. 1. Place your cursor in the text where you would like to insert the link. Do not highlight text.
   2. Click Document Manager on the editor toolbar.
   3. Upload the file you wish to link. The filename will display as the Link Text.
   4. To customize the Link Text, overwrite the filename with the text you’d like linked in the email. Click Insert.
   5. Right click the hyperlink in the email and select Properties.
   6. Add the corresponding alumni website prefix to the URL field before the “/s/1341/images/editor_documents/” ie.) https://alumni.tennessee.edu, https://alumni.uthsc.edu, http://alumni.utc.edu. etc.