PART II - Setting up a Successful Email Campaign using Amazon SES and Sendy.

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2024-08-05
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PART II - Setting up a Successful Email Campaign using Amazon SES and Sendy.

This is a continuation of the article Comprehensive Checklist for a Successful Email Campaign." See that article for a detailed and comprehensive checklist for setting up and managing a successful email campaign.

AWS SES Setup and Operation

For those utilizing Amazon Simple Email Service (SES) for email marketing, the following table provides a comprehensive checklist to ensure proper setup and operation. These steps will help you configure SES effectively, ensuring high deliverability and secure email communications.

FactorDetailsSub-StepsCheck
Domain VerificationVerify your domain in AWS SES☐ Log in to AWS Management Console
☐ Navigate to SES
☐ Verify domain under 'Domains'
☐ Add DNS records
Identity ManagementVerify email addresses and domains☐ Verify email identities
☐ Verify domain identities
IAM RolesConfigure IAM roles for secure access☐ Create IAM user
☐ Assign SES policies (if desired)
☐ Generate access keys
SMTP SettingsSet up SMTP settings for sending emails☐ Go to 'SMTP Settings' in SES
☐ Create SMTP credentials
☐ Note SMTP server details
DKIM ConfigurationEnable DKIM for email authentication☐ Go to 'Domains' in SES
☐ Enable DKIM for verified domain
☐ Add DKIM DNS records
MAIL FROM Domain SetupConfigure a custom MAIL FROM domain☐ Choose a suitable subdomain (e.g., bounce.domain.com)
☐ Set up DNS records
☐ Verify the MAIL FROM domain
Sending QuotasManage and monitor sending quotas☐ Check sending limits
☐ Request limit increase if necessary
☐ Monitor sending usage
Bounce and Complaint HandlingSet up handling for bounces and complaints☐ Create SNS topics
☐ Configure bounce and complaint notifications
☐ Subscribe to SNS topics
SES MetricsMonitor SES metrics and deliverability☐ Enable CloudWatch metrics
☐ Set up alarms for critical metrics
☐ Regularly review deliverability reports
Custom IPsConfigure dedicated IP addresses☐ Request dedicated IPs
☐ Allocate IPs to your account
☐ Monitor IP reputation
Deliverability DashboardBe sure to access and use SES's Deliverability Dashboard☐ Access Deliverability Dashboard and activate
☐ Review reputation metrics
☐ Implement recommendations
Set Up Custom Tracking DomainAvoid using AWS's default tracking domain (it is widely blacklisted) by creating a custom tracking subdomain (e.g., "track.mydomain.com").☐ Create and verify subdomain track.mydomain.com
☐ Update DNS records with CNAME provided by AWS SES
☐ Add to configuration and/or IP Pool
☐ Test custom tracking link

Sendy Setup and Operation

Sendy, a cost-effective email marketing tool integrated with Amazon SES, requires specific configurations to maximize its effectiveness. The following checklist ensures that Sendy is set up and managed properly for optimal performance.

FactorDetailsSub-StepsCheck
Sendy InstallationInstall Sendy on your server☐ Download Sendy
☐ Upload to your server
☐ Configure database settings
☐ Run the installation script
SES IntegrationIntegrate Sendy with Amazon SES☐ Enter SES SMTP credentials in Sendy settings
☐ Verify integration with test email
Email List ManagementManage email lists in Sendy☐ Create new email lists
☐ Import subscribers
☐ Segment lists based on criteria
Campaign CreationCreate and manage email campaigns☐ Design email templates
☐ Draft campaign content
☐ Schedule sending
Performance TrackingTrack the performance of email campaigns☐ Monitor open rates and click-through rates
☐ Analyze bounce reports
☐ Generate performance reports
A/B TestingConduct A/B testing to optimize email content☐ Create variants for testing
☐ Set up A/B test parameters
☐ Analyze results and optimize campaigns
System ManagementRegularly maintain and update Sendy☐ Apply software updates
☐ Back up database regularly
☐ Monitor server performance
Compliance and SecurityEnsure compliance with email regulations and secure your system☐ Implement GDPR and CAN-SPAM compliance measures
☐ Set up access controls
☐ Conduct security audits
Automation SetupSet up automated email workflows in Sendy☐ Define automation triggers
☐ Create automated email sequences
☐ Test and monitor automation performance

Summary

Setting up and managing email marketing campaigns require a thorough understanding of both technical and content aspects. For AWS SES users, it’s essential to verify domains, configure SMTP settings, manage sending quotas, and monitor deliverability metrics. Similarly, Sendy users need to ensure proper installation, seamless integration with SES, and efficient management of email lists and campaigns. By following these detailed checklists, you can optimize your email marketing efforts, ensuring high deliverability, compliance, and engagement with your audience. Effective email marketing is a multifaceted process that, when executed correctly, can significantly enhance your business's reach and impact.

In conclusion, a word of caution

It is extremely crucial to understand cutting corners on these steps is not an option. Each element, from technical setup to legal compliance and compelling content, is absolutely crucial for the success of your email campaigns. Neglecting any of these areas can severely impact deliverability and engagement, undermining the effectiveness of your marketing efforts to the point of making them useless. Make sure every step is meticulously executed to achieve the best possible results.

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