Email Reaction incorporates simple to use HTML import & editing tools. Text versions may be automatically created from the HTML. Using Email Reaction, separate 'rich text' versions are not required for AOL as the system handles formatting for AOL automatically.

The system utilises a variety of techniques to ensure that recipients receive their emails in the format they prefer and that their system will accept. Email formats are optimised for compatibility across email clients. We provide expert advice on designing for all major email clients including AOL, Hotmail and Lotus Notes.

At the heart of Email Reaction's system is a simple to use editor (with tools familiar to users of Word). Amending copy or replacing an image can be done by anyone, directly in Email Reaction with no need to go back to the HTML designer to do this for you. In addition, setting up trackable links, managing dynamic content and mailmerge and many other functions are all handled within the same editor allowing you to create them 'in context' - unless you're a database expert, this is a much simpler process than attempting to 'associate' fields and tags at one remove from the document itself.
(For more on Email Reaction's sophisticated content management, see also 'Safe Editing' and 'Templates')

Email Reaction automatically creates a high quality text version from your HTML including any personalisation. Using the editor, the text version can easily be tweaked as required. When evaluating systems, be sure to check the quality of the conversion offered.  For example, will hidden HTML coding 'invade' the text version?

In Email Reaction you can design, import and save your own templates or make use of templates provided. As with Word, clicking on a template creates a new document. No HTML knowledge is needed to set up an email using a template. It's a very simple process to add content for your next newsletter or other email communication.
(For more on Email Reaction's sophisticated content management, see also ' WYSIWYG editor' and 'Safe Editing')

Email Reaction's unique 'safe editing' mode for emails allows staff to update content whilst protecting the design and formatting of your company's newsletter or other regular email communications. Like a number of web content management systems, you can set up a document or template, designate copy and image areas as 'safe to edit' and restrict access to other areas of the page.
(For more on Email Reaction's sophisticated content management, see also 'WYSIWYG editor' and 'Templates')

In Email Reaction mailmerge is handled in context, within the copy, and is thus intuitive and easy to preview and test. Advanced mailmerge functions allow you to choose letter case (e.g. upper case or name case for greetings) and manage different styles of international greetings. For particularly unusual or complex requirements,our open system allows for scripted functions to be set up by either your IT department or our support team.

Email Reaction allows you to import HTML from the web or your desktop PC together with their associated images. Images may also be imported individually from your PC or from the web.

Email Reaction supports both embedded and linked graphics. Its advanced support for embedded graphics is unsurpassed, ensuring compatibility with over 98% of email systems. Embedding graphics in the email (which is an automatic process in Email Reaction) means that they can be seen as soon as the email is opened - even if the recipient does not have a web connection when they're reading the email (whereas 'linked' graphics must be called from the web server every time the email is opened). Research shows that embedded graphics lead to a far higher response rate for B2C campaigns.

This is of ever-greater importance as, from Windows XP SP2 onwards, Outlook will not display linked graphics by default. This means that, unless you're using embedded graphics, recipients won't see any illustrative content until they click a link in Outlook to download the graphics.

This is of ever greater importance as, from Windows XP SP2 onwards, Outlook will not display linked graphics by default. This means that, unless you're using embedded graphics, recipients won't see any illustrative content until they click a link in Outlook to download the graphics.

It is important to be able to send and view proofs before you send a campaign or publish it on the web - not only to check your copy but also to test for deliverability across a range of email clients, check links and any advanced functions such as dynamic and mailmerged content. Email Reaction allows you to preview documents (emails, microsite pages, forms) in your web browser or by sending test emails to an individual or a group of people (test list).

Campaigns and their individual components (emails, web pages, forms) are automatically saved and may be re-used at any time in the future. The "Save As" option means that you can take an old campaign and simply update it rather than starting from scratch for every campaign.

When sending campaigns to AOL, Email Reaction automatically adapts the text version for AOL support. This completely removes the need to create a 'rich text' version.

While Email Reaction recommends that for most purposes linking from the email to a file on the web is best (as it avoids attachments being removed by the recipient's filtering system), it is simple to upload a file and send it as an attachment if required.

As with mailmerge, in Email Reaction, dynamic content is managed intuitively - in context - using the integrated editor to create customised (variable or dynamic) content based on one or a number of criteria held in the recipient's profile or known about past actions (such as opening emails or clicking on links). Wizard tools allow the non-technical user to set up and manage dynamic content with ease. In addition, Email Reaction's sophisticated content management system allows users to set up dynamic content 'on the fly' or saved in a template to simplify management of regular newsletters.

An HTML email displayed in a web browser can be customised and tracked in the same way as an email.

Using Email Reaction's query builder, you can build and save SQL queries via a user-friendly interface - no coding knowledge is required. These queries are used to segment emailings and to run reports.

Email Reaction makes it simple to segment your lists to drive future campaigns using any profile and/or event data such as known interests, previous purchases, age, location, opens, clicks - indeed, any data you hold on the customer or their environment.

Email Reaction's advanced function tools enable emails (one or a series) to be triggered not only by a form submission but also by a link being clicked (the link may be in an email or on a web page). Triggered emails may be configured to be sent immediately, at a particular date/time in the future or when a specified period of time has elapsed. Uses include 'call back' buttons, brochure requests, event registrations, reminders, customer service follow-ups with information suited to a day, a week etc after a purchase has been made.

Complex rules to manage an automated series of emails may be set up with ease. And, in Email Reaction, these may incorporate triggers relating to actions taken as well as profile data held, so that e.g. opening an email or clicking on a link, may be incorporated in the rule set.

Email Reaction's query builder incorporates random sample generators allowing users to generate any random % sample required. Following tests to one or more samples, the remaining list may be emailed benefiting from the tweaks made to subject, content or layout based on the test results.

In addition to reporting on HTML email opens (by using an invisible image in the HTML email), Email Reaction advanced reporting provides an analysis of opens across text as well as HTML emails.

In Email Reaction you may set all links to be trackable with a single tick option. Alternatively, individual links may be selected, made trackable and given a 'friendly' name for reporting.

In Email Reaction advanced links are simple to set up and ideal for use as call-back buttons, one-click ordering (e.g. for brochures) or to manage follow up series of emails.

Tracking of opens and clicks on pages hosted by Email Reaction (microsite/landing pages) is handled in exactly the same way as link tracking is in emails. This means that you do not need to use cookies.Web tracking is handled using cookies. This is the only type of tracking in Email Reaction that requires cookies.

Post-click tracking allows an individual to be tracked from an email campaign to a desired outcome on another web site, e.g. completing a purchase or filling in a registration form. The 'outcome' web page needs to have a small piece of HTML (supplied by Email Reaction) added to it. This HTML includes an image tag which pulls (links) to a graphic from an Email Reaction server. When the individual clicks on a trackable link in an email, a cookie can be delivered. When they reach the outcome page, the Email Reaction server uses the cookie to identify the individual, and which email they are responding to. This information is stored, together with the date/time and any parameters which can be included in the image tag. These may have various purposes, for example, to provide transaction details for reporting.

On uploading lists, Email Reaction automatically de-dupes email addresses.

Send the same message to a number of lists without duplicates where a recipient is on more than one list.

Email Reaction provides simple tools in an input area allowing you to add, update or delete one record or a number of records. Data may be uploaded from TSV or CSV files, or for small numbers of records, copied and pasted to an input area from Excel.

When you upload a list, the system automatically removes duplicates and bad addresses (e.g. where addresses have spaces or end in ".co.u" or are missing the "@" symbol). In addition, all those who have unsubscribed or been removed by a 'hard bounce' will automatically be 'rejected'. To upload 'unsubscribes' or previously 'hard bounced' addresses to your email list you specifically have to select to override this default. Thus you do not need to manually log bounces or unsubscribes.

In Email Reaction you can add fields to your database through the user interface.

Email Reaction's API uses the industry-standard, cross-platform, SOAP interface to trigger functions in Email Reaction from applications or databases on your PC or server. Whether your system is Linux, Windows, Unix, Solaris or Mac - our comprehensive suite of tools (scripts) is easy to implement.
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Whether you are setting up simple subscribe forms or complex surveys and multi-tasking applications for work flow or sales processes, Email Reaction's form functions and tools offer tremendous flexibility. As with any other content in Email Reaction, forms can be saved for re-use or to be updated in the future. A friendly user-interface makes form building a non-technical task.

Email Reaction provides high-speed delivery with minimal delays. A sophisticated auto-scheduling process ensures that your emailing is sent quickly whilst remaining within delivery rate thresholds for major ISPs to avoid blocking problems.

Emails may bounce for many reasons: the address may be incorrect and they will never reach a destination, the subscriber's mail server may be down temporarily, or the subscriber's mailbox may be full. Email Reaction will retry sending emails with transient errors 47 times at hourly intervals. These are not recorded as "soft bounces", simply as retries (i.e. they do not appear in the bounce reports). An email that shows a permanent error or fails after 48 attempts will be recorded as a "soft bounce". The address will be tried twice more with future emailings before its status is changed from a "soft bounce" to a "hard bounce" and automatically removed from all lists in the booth.

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If you prefer the convenience of completely outsourcing to our experienced emailmarketing team, Email Reaction offers a fully managed service.

Where appropriate we may suggest working with one of our specialist partners who have extensive experience in email marketing and related areas.

Whether you need services on a regular or ad hoc basis, Email Reaction's support team can handle it for you:

• HTML design
• setting up and despatching a campaign
• building surveys or other forms
• data management
• delivering reports