Sending a campaign is one thing. Relaunching the right contacts at the right time without thinking about it is quite another. Ediware’s marketing automation module brings together three complementary tools to automate your mailings: automatic rules for behavioral follow-up, scenarios for welcome and nurturing sequences, and mass scheduling to deploy a prospecting campaign across several segments in a single operation.
The three modules work independently. You don’t have to activate them all; you can start with just one and add the others over time.
A contact opens your email or clicks on an offer, and nobody follows up. Sales potential evaporates. Automatic rules detect these signals of interest and trigger a targeted follow-up. Set up an automatic rule and let the system take care of it.
How it works is simple. You assign a label to your email campaigns. Any campaign bearing this label will automatically trigger the associated reminder rule, according to the timeframe you’ve defined. You create your campaign, assign it a label, and the system takes over.
The reminder is not sent to the entire list. You choose precisely which segment of recipients from the initial campaign to target:
– All contacts from the original campaign
– Openers only
– Clickers on any link in the message
– Clickers on a specific link for even finer behavioral targeting
This last point is particularly useful. If your campaign contains several offers or links to different pages, you can trigger an automatic reminder targeting only those contacts who clicked on a specific offer.
To avoid re-contacting contacts who have already converted or are being managed by another operation, you can exclude recipients via a push list or another contact list. It’s a simple filter, but one that avoids duplication and irritation.
Two options for the follow-up campaign: resend a copy of the original campaign, or send a new message based on a different template. In both cases, the campaign is created and sent automatically. It appears in your sent campaigns with a specific mention that distinguishes it from manual mailings.
A prospect fills in a form on your website. If no one responds within a few minutes, their interest wanes. Scenarios take over immediately: the contact enters your database, receives a welcome email, then a sequence of messages adapted to their profile. Your prospect is engaged from the very first moment.
A scenario sends a sequence of emails to contacts who enter one of your hosted lists. Each new contact added to the list automatically triggers the sequence.
This is the direct link with Ediware’s forms module. Form entries automatically feed a list of contacts, and this list triggers the scenario. The visitor fills in a form, enters the list, receives your first email. Without any intervention on your part.
Not all contacts in the list need receive the same sequence. Scenarios can be used to filter recipients according to their field values.
A few concrete examples: send a message only to contacts who have ticked a specific option in the form. Or targeting only those identified as existing customers. Or adapting content according to the contact’s geographical location. This filtering makes it possible to create personalized itineraries without having to multiply lists.
Each wave of the scenario can be configured independently. The delay between adding a contact and sending, the message template to be used: everything can be configured wave by wave.
A delay of zero and the message goes out as soon as the contact is registered. You can link as many waves as necessary to build up your complete sequence: immediate welcome email, then follow-up on D+3, then additional content on D+7, and so on. You can also consult the sending history to track the messages sent to each contact.
Manually creating a campaign by segment, scheduling each mailing one by one, shifting dates to avoid saturating your recipients: it’s tedious and error-prone. Bulk planning does all this in a single operation.
You select your model campaign and your segments. The system automatically creates a campaign for each segment, and schedules them according to the calendar you’ve defined: sending days, times, number of segments per day. An operation that would take half a day manually can be set up in just a few minutes.
The advantage over a traditional segmented mailing is straightforward: each segment generates its own campaign with its own statistics. Opening rates, click-through rates, unsubscribes – everything is measured segment by segment. You can identify the most responsive targets and adjust your strategy for future campaigns.
Each campaign generated carries a reference automatically completed with the name of the segment concerned. You can easily find which campaign corresponds to which segment in your history. If necessary, you can also combine several segments in a single campaign.
Relaunching campaign clickers, welcoming new form subscribers, deploying a prospecting campaign across several segments: each module meets a different need, but the principle remains the same. The rules are defined once. After that, it runs itself.
Automated campaigns appear in your dashboard, with the same statistics as your manual mailings. Everything is controlled from the same emailing platform, no separate tools.
Automatic rules trigger a reminder to recipients of an existing campaign, based on their behavior: opening, clicking, clicking on a specific link. Scenarios send a sequence of emails to new contacts entering a list. Rules are applied after sending, while scenarios are triggered on new contacts.
Yes, in fact it’s one of the most common use cases. Form entries automatically populate a contact list. If a scenario is configured on this list, each new entry triggers the email sequence. This is the most direct way of setting up an automatic welcome path for prospects who fill in a form on your site.
This is precisely its main use case. In B2B prospecting, you often work with lists segmented by sector of activity, company size or geographical area. Bulk planning lets you deploy your campaign across all these segments in a single operation, with separate statistics for each segment.
Yes, contacts selected from the list can be filtered according to their field values. You can target only those contacts corresponding to a specific value: customer status, geographical area, option ticked in a form. Filtering is applied before each wave is sent.
Campaigns generated by automation appear in your mailings along with the usual indicators: open rate, click rate, unsubscribes. A mark in the history allows you to spot them at a glance.
Yes, automatic rules can be used to exclude contacts via a push list or another existing contact list. This is useful if you don’t want to call up contacts who have already converted, who are managed by another sales rep, or who are part of another ongoing operation.
The minimum delay is immediate: if you set zero days and zero hours, the campaign starts as soon as the contact is registered in the list. For subsequent waves, you can freely configure the delay in days and hours, according to the desired rhythm of your sequence.
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