Marketing automation: automate your B2B email campaigns
Automatic rules for behavioural follow-ups, scenarios for welcome and nurturing sequences, and bulk scheduling to roll out a prospecting campaign across several segments in a single operation.
Sending a campaign is one thing. Following up the right contacts at the right moment without having to think about it is another. Ediware's marketing automation module brings together three complementary tools to automate your sends.
Automatic rules: never leave an interested prospect without a follow-up
A contact opens your email or clicks on an offer, and nobody follows up. Commercial potential evaporating. Automatic rules detect these signals of interest and trigger a targeted follow-up. Configure an automatic rule and let the system handle it.
The principle of labels
It works simply. You attach a label to your email campaigns. Any campaign carrying that label automatically triggers the associated follow-up rule, according to the delay you have set. You create your campaign, you attach the label, and the system takes over.
Excluding certain contacts from the follow-up
To avoid following up contacts who have already converted or who are handled by another operation, you can exclude recipients through a suppression list or another contact list. It is a simple filter, but one that avoids plenty of duplicates and irritations.
Copy or new message
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 among your sent campaigns with a specific marker distinguishing it from manual sends.
The features
- Campaign labelany campaign carrying it triggers the rule
- Suppression listor another contact list, to exclude
- Copy or new templatethe two follow-up campaign options
- Specific markerthe follow-up is distinguished from manual sends
Targeting based on recipient behaviour
The follow-up is not sent to the whole list. You choose precisely which segment of the initial campaign's recipients to target.
| Segment targeted | Scope of the targeting |
|---|---|
| All contacts | From the original campaign |
| Openers | Only |
| Clickers | On any link in the message |
| Clickers on a specific link | For even finer behavioural targeting |
This last point is particularly useful. If your campaign contains several offers or several links to different pages, you can trigger an automatic follow-up targeted only at the contacts who clicked on one specific offer.
Scenarios: welcome and qualify your new contacts automatically
A prospect fills in a form on your site. If nobody answers within minutes, their interest fades. Scenarios take over immediately: the contact enters your database, receives a welcome email, then a sequence of messages suited to their profile. Your prospect is engaged from the very first moment.
Emails triggered by entry into a list
A scenario sends a series of emails to the contacts entering one of your hosted lists. Each new contact added to the list automatically triggers the sequence.
That is the direct link with Ediware's forms module. Form entries automatically feed a contact list, and that list triggers the scenario. The visitor fills in a form, they enter the list, they receive your first email. With no intervention on your part.
Filtering contacts by field values
Not every contact entering the list necessarily has to receive the same sequence. Scenarios let you filter recipients according to the values of their fields.
A few concrete examples: sending a message only to contacts who ticked a specific option in the form. Or targeting only those identified as existing customers. Or adapting the content to the contact's geographic location. This filtering lets you create personalised journeys without having to multiply lists.
Timing and templates configurable per wave
Each wave of the scenario is configured independently. The delay between adding the contact and sending, the message template to use: everything is configured wave by wave.
You can chain as many waves as needed to build your complete sequence: immediate welcome email, then a follow-up at D+3, then complementary content at D+7, and so on.
The delay you have set
A delay of zero and the message goes out immediately after the contact is recorded. The send history stays available so you can track the messages sent to each contact.
Bulk scheduling: roll out a prospecting campaign across all your segments in one operation
Manually creating one campaign per segment, scheduling each send one by one, staggering dates so as not to saturate your recipients: it is tedious and error-prone. Bulk scheduling does all of it in a single operation.
One send, several segments, several days
You select your template campaign and your segments. The system automatically creates one campaign per segment and schedules them according to the calendar you have set: sending days, times, number of segments per day. An operation that would take half a day manually is configured in a few minutes.
Statistics you can use, per segment
The advantage over a classic segmented send is direct: each segment generates its own campaign with its own statistics. Open rate, click rate, unsubscribes, everything is measured segment by segment. You identify the most responsive targets and adjust your strategy for the next campaigns.
Clear tracking thanks to automatic naming
Each campaign generated carries a reference automatically completed with the name of the segment concerned. You easily find which campaign corresponds to which segment in your history. If needed, you can also combine several segments in a single campaign.
The features
- One campaign per segmentcreated automatically from the template campaign
- Sending calendarsending days, times, number of segments per day
- Statistics per segmentopen rate, click rate, unsubscribes
- Automatic namingthe reference completed with the segment name
Three modules, one logic: you configure, the system executes
Following up the clickers of a campaign, welcoming the new sign-ups from a form, rolling out a prospecting campaign across several segments: each module answers a different need, but the principle stays the same. The rules are defined once. After that, it runs on its own.
Automated campaigns appear in your dashboard, with the same statistics as your manual sends. Everything is driven from the same emailing platform, with no separate tool.
The features
- Dashboardautomated campaigns appear there
- Same statisticsas your manual sends
- A single platformno separate tool
Talk to an expert The three modules work independently.
Frequently asked questions about the marketing automation module
What is the difference between automatic rules and scenarios?
Automatic rules trigger a follow-up on the recipients of an existing campaign, according to their behaviour: open, click, click on a specific link. Scenarios send a sequence of emails to new contacts entering a list. Rules apply after a send, scenarios trigger on new contacts.
Can scenarios be combined with Ediware forms?
Yes, it is even one of the most common use cases. Form entries automatically feed a contact list. If a scenario is configured on that list, each new entry triggers the email sequence. It is the most direct way to set up an automatic welcome journey for prospects who fill in a form on your site.
Is bulk scheduling suited to B-to-B prospecting?
That is precisely its main use case. In B-to-B prospecting, you often work with lists segmented by business sector, company size or geographic area. Bulk scheduling lets you roll out your campaign across all these segments in a single operation, with separate statistics per segment.
Can contacts in a scenario be filtered by their characteristics?
Yes. The contacts selected in the list can be filtered according to the values of their fields. You can target only the contacts matching a specific value: customer status, geographic area, option ticked in a form. The filtering is applied before each wave is sent.
Do automatic campaigns appear in the statistics?
Campaigns generated by automation appear among your sends with the usual indicators: open rate, click rate, unsubscribes. A marker in the history lets you spot them at a glance.
Can certain contacts be excluded from an automatic follow-up?
Yes. Automatic rules let you exclude contacts through a suppression list or another existing contact list. It is useful to avoid following up contacts who have already converted, who are handled by another salesperson, or who appear in another ongoing operation.
What is the minimum delay between two waves of a scenario?
The minimum delay is immediate: if you configure zero days and zero hours, the campaign goes out as soon as the contact is recorded in the list. For the following waves, you set the delay freely in days and hours according to the rhythm you want for your sequence.
You configure, the system executes
Nothing obliges you to enable everything, you can start with a single module and add the others over time.