One fundamental difference between MRX email merges and those generated by stand-alone bulk mailing applications is the fact that MRX is able to correlate responses to campaigns. For example, if a message is "bounced" or rejected at some point between MRX and the recipient, MRX can amend the contact record accordingly allowing the contact data to be flagged and later checked for accuracy. The rules for detecting bounced mails are often complex. Few mail servers or individuals adhere to the "RFC" standards laid down. MRX contains a starting "bounce rule book" learnt from hundreds of thousands of processed messages. MRX can also establish whether or not the mail has been viewed by the recipient.
The email merge process begins by deciding whether the mail should be a plaintext or a graphical (html). While plaintext mails are not as eye-catching as html mail, they are often far more effective at reaching a contact since many mail servers automatically reject html mail. (Bear this in mind if your mail client software routinely add html logos to your mail - it may look nice but raises the chances of being classed as Spam.)
If the designer chooses an html mail, the next choice is the template mail form - for example a newsletter, press release, technical bulletin or whatever. The designer then builds up the textual components and adds pictures and subheadings as appropriate. This process is simply a form-filling exercise and requires no knowledge of html programming.
When creating both plaintext and html mails, the designer can use tags instead of words. As each mail is sent out, these tags are replaced with details relating to the specific contact. For example, company name, Christian name, mailing reference, etc.
Often when performing mail merges to large numbers of contacts, it is pointless to clutter up the database and archive with multiple copies of the same mail. Remember that the database/achive components of MRX see mail merge mails just as those created individually, so all messages are processed. Therefore, MRX can optionally be set up to store only the "header" information of these merged mails, pointing users back to the original mail to check the content. Furthermore, sending out a large number of mails in a short period of time can result in more telephone response than can be dealt with. MRX thus allows designers to "trickle" mail out at pre-determined rate - say one mail every 5 minutes.
The creation of mail merge content is extremely simple, as is the process of checking the final content before committing. The designer may view a mail in a browser, send to him/herself then to a list of other employees designated as proofer readers. The design of Creative Style Sheets is a more specialised once-off activity and needs to be done by a graphic designer. However, only a few CSSs wil cover most email merge requirements.
Finally, when the mail is sent to the list of recipients, all activity is logged so that every individual mail may be audited. If there is a catastrophic failure of the mail server or Internet connection, MRX will be able to recommence the mailing from the point left off, without resending mail already sent.
