These two apps get confused, so let us separate them.<\/p>\n
Email Marketing<\/strong> sends a message to a list at a point in time. A newsletter, a product launch, a seasonal offer. One send, one audience.<\/p>\n Marketing Automation<\/strong> builds a journey with delays and branches based on behaviour.<\/p>\n Email Marketing is the simpler tool and the right starting point. Most businesses should master it before touching automation.<\/p>\n This is the step that matters most, and Odoo’s advantage lives here.<\/p>\n Because the app reads your live database, your audience can be defined by real business facts:<\/p>\n No export, no upload, no list that was accurate three months ago.<\/p>\n Narrower is almost always better.<\/strong> A message to 200 relevant people will beat a message to 2,000 vaguely related ones, on every measure including revenue.<\/p>\n FIGURE 1: AUDIENCES YOU CAN BUILD FROM LIVE DATA<\/p>\n By purchase history<\/p>\n By pipeline stage<\/p>\n By profile<\/p>\n Odoo has a drag-and-drop editor with templates, or you can start from plain text.<\/p>\n Four things matter more than design:<\/p>\n The subject line.<\/strong> It decides whether anything else gets read. Be specific rather than clever. “Your March invoice is ready” beats “Important update from us”.<\/p>\n The preview text.<\/strong> The line shown after the subject in most inboxes. Most senders waste it. Use it to extend the subject line.<\/p>\n One clear action.<\/strong> What should the reader do? One thing, stated plainly. Emails with five links get no clicks on any of them.<\/p>\n Mobile.<\/strong> Most email is read on a phone. Preview it there before sending, always.<\/p>\n Send immediately, schedule for a time, or send a test to yourself first.<\/p>\n Always send a test.<\/strong> Check the links, check the images load, check it on a phone. The number of campaigns sent with a broken link is remarkable.<\/p>\n Odoo can split your audience and test variations.<\/p>\n Test one thing at a time<\/strong>. Two subject lines with the same body tells you something about subject lines. Two completely different emails tells you nothing useful, because you cannot say which difference caused the result.<\/p>\n Subject lines are the highest-return thing to test. Send time is worth testing occasionally. Colours of buttons rarely matter as much as people hope.<\/p>\n The unglamorous part that decides whether any of this works.<\/p>\n If your emails land in spam folders, nothing else in this article matters.<\/p>\n Authenticate your domain.<\/strong> SPF, DKIM and DMARC records. Your IT person or hosting provider sets these up. Without them, a growing share of your mail simply will not be delivered.<\/p>\n Never buy a list.<\/strong> It is the fastest way to destroy your sending reputation, and it is illegal in many countries.<\/p>\n Clean bounces.<\/strong> Odoo tracks hard bounces. Remove them. Sending repeatedly to dead addresses tells email providers you are careless.<\/p>\n Watch complaint rates.<\/strong> If people mark you as spam, you have a content or frequency problem. Fix the cause rather than the number.<\/p>\n Warm up slowly.<\/strong> If you have never sent bulk email from your domain, do not start with 10,000 messages. Build volume gradually over a few weeks.<\/p>\n FIGURE 2: DELIVERABILITY COMES BEFORE EVERYTHING ELSE<\/p>\n Authenticate your domain<\/p>\n Never buy a list<\/p>\n Clean your bounces<\/p>\n Warm up gradually<\/p>\n Legal requirements differ by country, and the principles are consistent everywhere.<\/p>\n Only email people who agreed to hear from you.<\/strong> A business card at an event is not the same as a subscription.<\/p>\n Include an unsubscribe link.<\/strong> In every marketing email, easy to find.<\/p>\n Honour unsubscribes immediately.<\/strong> Odoo handles this automatically once configured. Check that it is.<\/p>\n Keep a record of consent.<\/strong> When and how each contact opted in. If you are ever asked, you will need it.<\/p>\n Being careless here risks fines, and \u2014 more immediately \u2014 it wrecks your deliverability.<\/p>\n Delivered.<\/strong> Sent minus bounced. Should be above 95%. Below that, look at list quality.<\/p>\n Open rate.<\/strong> Directionally useful. Modern privacy features inflate it, so treat it as a trend rather than a precise figure.<\/p>\n Click rate.<\/strong> More reliable than opens, because a click is a real action.<\/p>\n Unsubscribes.<\/strong> A spike means frequency or relevance is wrong.<\/p>\n Revenue.<\/strong> Because Odoo links mailings to your sales data, you can see orders that followed a campaign. This is the number to report, and the one most email tools cannot give you.<\/p>\n Sending too often.<\/strong> The most common cause of unsubscribes.<\/p>\n Sending to everyone.<\/strong> Broad lists produce weak results and irritate people who did not want it.<\/p>\n Ignoring deliverability setup.<\/strong> Beautiful emails nobody receives.<\/p>\n No clear action.<\/strong> A pleasant email that asks for nothing achieves nothing.<\/p>\n Not testing on mobile.<\/strong> Most readers are on a phone. A layout that breaks there loses most of your audience.<\/p>\n Chasing open rates.<\/strong> Open rate is a soft number. Clicks and revenue are real.<\/p>\n Then keep a simple habit: one campaign, one lesson, applied to the next. That compounds faster than any tool feature.<\/p>\n Want email campaigns that use your real order history?<\/p>\n Get in touch. We start with deliverability and consent, because a beautiful email nobody receives is worth nothing.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":" The difference from Marketing Automation These two apps get confused, so let us separate them. Email Marketing sends a message to a list at a point in time. A newsletter, a product launch, a seasonal offer. One send, one audience. Marketing Automation builds a journey with delays and branches based on behaviour. Email Marketing is […]<\/p>\n","protected":false},"author":3,"featured_media":9062,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-9061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-odoo"],"yoast_head":"\nBuilding a mailing<\/h2>\n
Choosing the audience<\/h3>\n
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Writing the email<\/h3>\n
Sending<\/h3>\n
A\/B testing<\/h2>\n
Deliverability<\/h2>\n
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Consent<\/h2>\n
Reports worth using<\/h2>\n
What usually goes wrong<\/h2>\n
Getting started<\/h2>\n
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