Another addition in what’s new series, in which I briefly introduce newly added features of Mumara. You may be well versed with the term called evergreen content, especially if you are in content and digital marketing thing. An evergreen content stays relevant for long time, and keeps the attention of your readers intact. The key of the evergreen content is its relevance for long period of time.

Sometime your organization/company may be having certain type of evergreen content that you repeatedly want to send through an email campaign. The importance and relevance of evergreen campaign can last for months and years, and needs repeated send during the span of time.

The functionality of an evergreen campaign within Mumara will help you to setup the sending frequency of an evergreen campaign, according to the enduring ability of your email content. Following is a short account on how you setup an evergreen campaign in Mumara, and what options you can explore to fine tune your evergreen campaign?

To avoid the discomfort and confusion, evergreen campaign has separately been adjusted in the main navigation menu under “My Campaigns”. So now when you want some campaign, or group of campaigns to be send as evergreen campaign, you will select to schedule an evergreen campaign, from the main navigational menu.

But before you actually initiate the process of scheduling an evergreen campaign and start setting the preferred frequency, you need to create its content. As mentioned in the introduction, content remains the integral part of an evergreen campaign, and Mumara offers several tailored options to customize the content of your email campaign for effective results.

Like the content of general email campaign, you can create dynamic and customized content for the evergreen campaign as well. You can conveniently add bunch of ingredients like custom variables, and spin tags for email personalization. You can slot in dynamically driven content using dynamic content tags and can explore number of other options.

Following are some of the options that you can explore during the first three steps of the process, similar in both general campaign and evergreen campaign. And what’s entirely new in evergreen campaign is discussed at the end.

Selection of One/Multiple Lists or Segments

First step of scheduling an evergreen campaign belongs to select the section of subscriber that will eventually keep receiving the evergreen campaign, according to the frequency that you will set in the concluding step of the process. This section of subscribers or contacts can exist in email lists, or with a segment that you have created from the lists using Mumara Segmentation options. So you can select one list, one segment, multiple lists or multiple segments to receive the evergreen email campaign.

Selection of One/Multiple Campaigns

You will be having the ability to select one or even more email campaigns that you earlier have created. If you will select multiple campaigns, Mumara will automatically rotate the selected campaign in cyclic order. Following help center article carries good deal of information on rotation and multiple selections with Mumara. Click the following link to know more about it.

Multiple Selections and Rotation!

Sending Variations!

Customized Sending Patterns

Numbers of options are available to customize the sending pattern of an evergreen email campaign. You can select one or more SMTPs to complete the sending of an evergreen campaign, can select to send in non-persistent loop or can keep the SMTP connection alive, until it finishes its batch. A previous blog in what’s new series has discussed the difference between sending in loop and keeping the SMTP connection persistent.

In case of customizing the sending pattern and selecting more than one SMTPs or masking domains, the rotation rule will apply. Link for multiple selections and rotation rules has already been pasted above that you can click to know more about selecting multiple SMTPs and masking domains.

Multithreading

If you want to achieve certain throughput, Mumara multithreading will help you out. Like the general email campaign, scheduling of an evergreen email campaign supports setting up parallel sending connection, to perform the sending activity in parallel connection, in one unit of time. It adds speed, and convenience. Multithreading has earlier been discussed in the following blog, give it a read to know more about multithreading in Mumara.

Setup Parallel Sending Activity!

Multithreading!

Frequency of Evergreen Campaign

As discussed so far, there are number of similarities between both the processes of scheduling a general campaign and evergreen campaign, with only difference of setting up frequency in evergreen campaign and setting on sending time in general campaign. Let’s take a look at what’s new the evergreen campaign has added into the process. It’s in the concluding step of the process that you set the frequency of an evergreen campaign. Frequency can be set to repeat its course on the following intervals.

  • (Monthly) Select to repeat sending of the evergreen campaign in a months’ time
  • (Weekly) Schedule the email campaign to automatically repeat the sending on weekly basis
  • (Daily) Set the frequency to repeat sending of evergreen campaign on daily intervals
  • (Hourly) Repeat sending after every set number of hours
  • (Minutes) Most frequent way to run an evergreen campaign