Email Account Structure Guidelines
Part of your implementation at KM will include decisions around your Email Account Structure. Use the information below to assist in your decisions.
TYPES OF ACCOUNTS
Subscriber Accounts:
You will have what are known as Subscriber Accounts in your Channel. These accounts are linked to your other platforms at KM such as AMS or UAD; but not used for any kind of sending or deployment. Subscriber Accounts house your subscriber data within the email tool. Often times, there is a separate Subscriber Account for each of you titles, as well as one that is an access point to your UAD:
TYPES OF ACCOUNTS
Subscriber Accounts:
You will have what are known as Subscriber Accounts in your Channel. These accounts are linked to your other platforms at KM such as AMS or UAD; but not used for any kind of sending or deployment. Subscriber Accounts house your subscriber data within the email tool. Often times, there is a separate Subscriber Account for each of you titles, as well as one that is an access point to your UAD:
It is common for the majority of your users to not have access to the Subscriber accounts.
Editorial Accounts:
These are most commonly used for your Newsletter Deployments.
Third Party Accounts:
We recommend keeping your Third Party deployments in a separate account to maintain your IP reputation. The origin of a 3rd Party send isn’t always through the opt-in process, thus causing an impact to the subscriber activity (jeopardizing your opens, clicks, etc.) which will in turn impact your reporting and IP/Domain reputation.
Circulation Accounts:
Designed for your New Name, Re-Qualification, Renewal, and Digital Edition notification deployments.
Other Accounts:
Many clients opt for additional accounts for things like Surveys, Marketing, Webinars, etc. Your Email Marketing Specialist can recommend best practices for these types of sends.
Editorial Accounts:
These are most commonly used for your Newsletter Deployments.
Third Party Accounts:
We recommend keeping your Third Party deployments in a separate account to maintain your IP reputation. The origin of a 3rd Party send isn’t always through the opt-in process, thus causing an impact to the subscriber activity (jeopardizing your opens, clicks, etc.) which will in turn impact your reporting and IP/Domain reputation.
Circulation Accounts:
Designed for your New Name, Re-Qualification, Renewal, and Digital Edition notification deployments.
Other Accounts:
Many clients opt for additional accounts for things like Surveys, Marketing, Webinars, etc. Your Email Marketing Specialist can recommend best practices for these types of sends.
OPT-OUT CONSIDERATIONS
Knowledge Marketing has two pages for Opt-Outs:
You have two newsletters: Single Mingle Newsletter and Travel Daily Newsletter. If it is imperative that your subscribers opt out from branded pages, you will need at least two Editorial Accounts; one for Single Mingle and one for Travel Daily in order to support two Custom Unsubscribe Pages. Custom Unsubscribe Pages offer a Master Suppression Option. If selected, a subscriber will suppress themselves from receiving anything out of that account. Click here to read more about Custom Unsubscribe pages.
Subscription Management Pages operate slightly different. Subscription Management Pages span across multiple accounts and are designed with cross-promotion in mind. You can design these pages to offer like-minded products to your clients. Click here to read more about Subscription Management pages.
Knowledge Marketing has two pages for Opt-Outs:
- Unsubscribe Page
- Subscription Management Page
You have two newsletters: Single Mingle Newsletter and Travel Daily Newsletter. If it is imperative that your subscribers opt out from branded pages, you will need at least two Editorial Accounts; one for Single Mingle and one for Travel Daily in order to support two Custom Unsubscribe Pages. Custom Unsubscribe Pages offer a Master Suppression Option. If selected, a subscriber will suppress themselves from receiving anything out of that account. Click here to read more about Custom Unsubscribe pages.
Subscription Management Pages operate slightly different. Subscription Management Pages span across multiple accounts and are designed with cross-promotion in mind. You can design these pages to offer like-minded products to your clients. Click here to read more about Subscription Management pages.
USERS AND PERMISSIONS
The final consideration for your account set up is your Permissions and Users. You can assign varying levels of permission to your users on an account-by-account basis or full access to your Channel. Take the Newsletter example from above. If you have a user, Jane Doe, who needs access to all things Single Mingle, but should not have any access to Travel Daily, you will want to separate those accounts. Once a user’s role is assigned, it applies to that whole account. Read more about Users and Permissions here.
The final consideration for your account set up is your Permissions and Users. You can assign varying levels of permission to your users on an account-by-account basis or full access to your Channel. Take the Newsletter example from above. If you have a user, Jane Doe, who needs access to all things Single Mingle, but should not have any access to Travel Daily, you will want to separate those accounts. Once a user’s role is assigned, it applies to that whole account. Read more about Users and Permissions here.
COMMON PRACTICES
Based on the size of your organization and the pieces you’ve learned from above, there are two common practices for Account Structure.
Based on the size of your organization and the pieces you’ve learned from above, there are two common practices for Account Structure.
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STRUCTURE A:
Example shows 3 Magazines
Pros: This structure allows a unique, branded Unsubscribe page. If your Unsubscribe Page uses the Master Suppression option, your subscribers will only be Master Suppressed from the one account that the received blast was deployed from. The level of permissions can be set so that a User who has access to Title A does not have access to Title B. Cons: This structure requires more set-up initially. Many of your users will need multiple roles granted. Once set up, this structure requires little maintenance from a Roles perspective. |
STRUCTURE B:
Example shows 3 Magazines
Pros: This structure is simple to set up from a User’s perspective. There is also less set-up required in terms of Custom pages (Unsubscribe & Subscription Management). Cons: Custom Unsubscribe pages are by account. When a subscriber reaches your Editorial Account Unsubscribe Page, it will need to be branded to support all of the titles that are deployed from that account. If Master Suppression is selected by a subscriber, they will be Suppressed from all emails out of that account, possibly unbeknownst to them. |