By: Chris Lewis

When the first Arial Software products were create the database language of SQL was thought of to be too hard to use and just for programmers.  Many of the database operations that were done using our program were simple field/column updates, like incrementing a number in a record if the email was sent. The program was set up so that the field to be updated was in a selection box and the only operation you could do is increment the field by one. This functionality still exists today even in version 11, but as many have seen this simple operation is not sufficient.  Because of this we added the ability to run an SQL statement when an even happens in Campaign Enterprise, like when a record is sent, when an email is unsubscribed, or a click through occurs.  This feature can be turned on in the administration area which then causes the program to show this new SQL statement box on each even configuration screen.  Some have opted to, instead of incrementing a record, to insert a new record recording the event into a table that can be used for later reporting.  And example of this, say for an unsubscribe operation would be:

INSERT INTO tblUnsubscribes (CampaignID,UniqueID,EventDateTime) values ({CAMPAIGNID},{UNIQUEID},GetDate());

So, when a unsubscribe event happens for a particular email that was sent, this statement is sent to the database you are using and the values within the braces { } are replaced with real values.  The resulting statement that is actually sent to your database would look like this:

INSERT INTO tblUnsubscribes (CampaignID,UniqueID,EventDateTime) values (14,43456,GetDate());

After the operation is done, you will have a new record in the tblUnusubscribes table recording this event.  This data can now be used for filtering and/or reporting purposes later.  The advantage of this method is that it records the specific date and time of the event, and the data is separate from the original record.  Using this method is required when the original data cannot be modified due to security or database structure.

You can use any legal SQL statement you want for these events.  You could opt to update a record instead of inserting, or you could run a stored procedure to trigger other events.  More information is available on this subject on this website or by request.

A new label is being applied to a specific category of unwanted emails. BACN is the "clever" new acronym that applies to emails that don't quite fall into unsolicited bulk email, or as highly prized and desired email. It falls somewhere in between on the desirability scale. As email marketers it is imperative that you take steps to avoid your messages falling into the BACN designation.

What is BACN?
Unlike SPAM, BACN email is slightly more palatable, but too much of it is not good for you. The email that falls into this category is best described as something you signed up for, but don't really read. However, you don't want to unsubscribe because every so often you might get a golden nugget of information, or a coupon for something you really need. From the email marketer's standpoint, the problem with BACN email is that it is rarely read.

There are three major steps you can take to avoid the BACN designation:

1. Create anticipation. The main reason your email messages may be going unnoticed is that you send them too frequently. You want to generate some anticipation for your next offering so that when your email enters the inbox, the recipient says to him- or herself, "Oh, I haven't heard from them in a long time. I wonder what’s going on?" Limit email sending to enhance the reader's expectation.
2. Add more personalization. Over time, you collect a lot of data on your subscribers: who they are, what they like, how much they spend. Use this data to create engaging, one-on-one communications. Make your subscribers feel that your email message is a one-off message that engages them in a real conversation.
3. Segment unresponsive subscribers. As hard as it may seem, at some point it is best to let unresponsive email addresses go. If you see a drop off in opened emails -- especially in click through results -- the recipient may no longer be interested. This is not to say to get rid of them altogether… but at least put unresponsive addresses in a separate list segment. Eventually you may send them something to see if they are still interested in receiving what you have to offer, or something that directly asks for what subscribers would like to see from you.

While it may not seem like a bad thing to send to people that never read your email, it’s a waste of time to send to people who do not respond. While BACN isn't considered unsolicited bulk email, it does add to people's frustration when it comes to managing their inboxes. It may come to a point where they declare email bankruptcy, and you’ll lose them altogether if not properly managed and cultivated.

Here is a sample MS Access database mdb file you can use.

Numeric Merge Fields

If you are trying to use a field to represent a number in your message, it will not display correctly unless you modify the merge field. You would need to type any dollar signs or other symbols in the message body preceding the number.

If the merge field is {OrderAmount}~2, then it will round the number to two decimal places with no commas.
{OrderAmount}~2 1234.12
{OrderAmount}~5 1234.12287
{OrderAmount}~0 1234

If the merge field is {OrderAmount}^2, then it will round the number to two decimal places with commas.

{OrderAmount}^2 1,234.12
{OrderAmount}^5 1,234.12287
{OrderAmount}^0 1,234