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OPERATIONS & COMMUNICATIONS · 11

Email campaigns

A beautiful email that never arrived does nothing. Domain and reputation first, content second — otherwise a campaign is just sending into the void.

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THE EMAIL'S PATH

What happens between the event and the inbox

Every step decides whether the message lands in the inbox, in promotions or in spam.

mail.vmtech.rs
Event: order paid
LIVE
in analytics
An event in the system trigger
Consent check consent on file
Domain signing SPF · DKIM · DMARC
Composing the message HTML + text
Delivery inbox placement
The result in analytics
THE EMAIL'S PATH
  1. An event in the systemThe email is triggered by a customer action, not by a manual send to a list
  2. Consent checkMarketing mail goes only to people who agreed — the record is kept
  3. Domain signingSPF, DKIM and DMARC confirm the message really comes from you
  4. Composing the messageName, order and links come from data; a text version exists, not only an image
  5. DeliverySending runs from a warmed domain; bounces and complaints are processed, not ignored
  6. The resultOpens, clicks and orders return to the report along with the message that caused them
A FAMILIAR PICTURE

Why a campaign brings nothing

How it often goes

  • Mail is sent from a personal address on a free domain — and lands in spam
  • Addresses were collected in a spreadsheet over years, and nobody recalls who agreed to what
  • One message goes to everyone: yesterday's buyer and someone who has not opened in two years
  • The email is one big image, so with images off it is blank
  • The report shows opens, but they cannot be tied to any orders

How it works with us

  • Sending runs from your own domain, signed and verifiable by mail providers
  • The list is cleaned: dead addresses removed, consent recorded
  • Segments follow behaviour: what they bought, when they were last here, what they viewed
  • The message reads without images, on a phone and in the client's dark theme
  • The report shows which message led to an order and for how much
SCOPE OF WORK

What the email work covers

Domain setup

SPF, DKIM and DMARC, a separate sending subdomain and sender-reputation monitoring.

List cleaning and import

We drop dead and risky addresses and tag each contact with its source and consent.

Transactional email

Order confirmations, delivery status, password resets — the mail people expect and open most.

Event-driven journeys

Abandoned basket, first order, a return after N months, a review request after delivery.

Email templates

Markup that renders consistently in the major clients and reads on a phone.

Segmentation

Groups by purchases, recency, interest and language instead of one blast for everyone.

Analytics

Deliveries, opens, clicks, unsubscribes and email-driven orders in one report.

Staying within the rules

One-click unsubscribe, stored consent and complaint handling — so the domain stays off blocklists.

TECHNOLOGY LANDSCAPE

What deliverability depends on

SPFThe list of servers allowed to send on the domain's behalf
DKIMA cryptographic signature that confirms the sender
DMARCThe policy for mail that fails checks, plus reports on spoofing attempts
Domain warm-upGradually raising volume so a new domain does not look like spam
Bounce handlingDead addresses are excluded automatically, otherwise reputation drops
Reputation monitoringChecking the domain against blocklists and tracking spam complaints

We neither buy nor use purchased address lists: that quickly destroys the reputation of the domain your ordinary business correspondence also runs on. We send only to people who consented.

QUESTIONS

What people usually ask

We have a list of 5,000 addresses. Can we mail it?

First we need to know where it came from. If people left their addresses themselves and know your company — yes, after cleaning and with volume raised gradually. If the list was bought or scraped, one campaign will destroy the domain's reputation, and your ordinary business mail will start landing in spam too.

Why do our emails land in the Promotions tab?

Mail providers sort by signals: many images and links, promotional wording, bulk sending of identical content. That is not always bad — people browse Promotions looking for offers. Transactional mail should not go there, and the fix is separating it from marketing by sending domain.

What open rate counts as normal?

Comparing other people's numbers is pointless: they depend on the industry, list size and message type. Transactional mail is opened far more often than marketing. Opens are also measured inaccurately now because of privacy protection in mail clients, so we treat clicks and orders as the primary metric.

Do we need a separate sending service?

For transactional mail, almost always: an ordinary mail server is not built for the volume and gives no delivery statistics. Marketing needs a service that manages consent and unsubscribes. We pick by volume and budget rather than selling a particular one, and connect it so you can switch without rebuilding the system.

How often can we email customers?

Start from the reason rather than the frequency. An event-driven message — a confirmation, a status, an appointment reminder — is always appropriate. A regular newsletter with nothing to say drives unsubscribes fast. We usually begin with event-driven mail and add regular sends only when there is something worth saying.

Related capabilities

Corporate email The company domain and mailboxes SMS campaigns When email is too slow Business automation The events that trigger email Server maintenance The mail server and its reputation

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