Marketing in the product answers two questions: how to bring in new clients and how to understand what exactly worked. Mailings, audiences, consents, click tracking, channel spending and end-to-end analytics live next to the client base and the deals — so the path from an email to money does not have to be assembled by hand in a separate spreadsheet.
An honest warning up front: some channels — SMS, messengers, call tracking — work through external services that you connect separately. Where that is so, we say it straight instead of pretending everything is magical.
Email templates
An email is assembled from a template: text with substitutions like “client name” or “company name” that the product fills in itself. A template has versions: if the text was changed, the old version stays — and the sent email shows which version went out. This matters when you need to sort out why the client got one thing and not another.
Before sending, the template can be previewed on a live client and one test email sent. An unknown substitution does not pass silently: the product refuses and names it.
Consents and bans
You may write only to those who allowed it. The product keeps a consent ledger: who gave consent, for what exactly (emails, SMS, calls) and when; who unsubscribed and from what. There is a separate deny list — those who may not be written to under any conditions. This carefulness is not for the paperwork: a mailing without consent means complaints and a spoiled sender reputation, after which your ordinary emails start landing in spam.
The client has their own “settings center” — a simple public page where they choose themselves what to receive and how often, or unsubscribe entirely. This visibly cuts the irritation: the person does not have to hunt for where to turn the emails off.
One sending gateway
All messages leave through one point where consents are checked. This is simpler than it looks: thanks to the single gateway it is impossible to accidentally email someone who unsubscribed “around the back” — no matter whether a human, the agent or a trigger scenario wrote it. If there is no consent, the product refuses and explains the reason, and the sending log keeps that attempt.
Audiences
An audience is who you are going to write to. It is assembled from segments (condition-based groups — see Custom Fields, Objects & Views), from ready lists and with subtractions: “everyone from this segment except these”. Before sending, the product always runs a check: how many people will really get the email, how many are excluded and why. This saves you from the classic mistake — sending an offer to current clients or writing twice in one day.
Campaigns
A campaign is the frame a mailing lives in: a one-off promotion, a regular newsletter, a service email or simply a container for gathering statistics. A campaign has a log: what went out, when, with what result. The log is append-only — it cannot be corrected after the fact, so the numbers can be trusted.
Bulk mailings
A big mailing goes in batches, not one blast: the server is not overloaded and the progress is visible on the screen. Opens and link clicks are tracked, and failed addresses land on a separate list with the reason. The statistics are honest, and that is worth stressing: link clicks count as a reliable indicator, while email opens are unreliable today — mail programs often preload the tracking picture, producing an “open” that never happened. The product marks this plainly instead of drawing pretty numbers.
A repeated run of an already-sent mailing creates no duplicates: the same email will not go to the same person a second time.
Trigger scenarios and email sequences
Sometimes an email should go not by schedule but in response to an event: “the person filled the form — send the greeting”, “the client has not opened emails for a week — remind once more”. These are trigger scenarios — “if event, then action” rules. A scenario is checked before activation, so you do not get an endless chain of emails.
A sequence is a planned series of emails by steps: a greeting, a story about the product, an invitation to a meeting. Sequences are convenient to apply to an audience, and every member shows which step they are at.
SMS and messengers
Besides email, the product has SMS and messengers — each with its own consents: a person may allow emails but not SMS, and the other way round. Here is the honest boundary: sending SMS and messenger messages needs an external sender service that you connect yourself. The interface shows the connection state: whether the channel works.
Site tracking and attribution
Attribution is the answer to “which channel did this money come from”. The product remembers where the person arrived at the site from, what they did there and how it links to their request and deal. As a result the reports show not just “200 requests came in” but “this campaign brought clients who bought this much in total”. If there is no data about the channel, the product honestly files the client under “unknown” and shows their share — instead of crediting a random source.
Spending and end-to-end analytics
Channel spending is entered as separate records, and then marketing’s main number appears: how much was spent and how much was earned per channel. This lets you stop knowingly loss-making campaigns in time, not by intuition. The report assembles from the first ad to the money received — over the same chain as in sales.
Call tracking
Calls from the site can be tied to the source too: if the person called by the site button, the product remembers where they came from and links the call to the request. This way phone approaches stop being an “anonymous” channel. As with SMS, this needs an external telephony service — the interface shows whether it is connected.
Surveys and client scoring
After a purchase or a request you can ask the client how it all went — a short survey of one or two questions. The scores are collected and, more importantly, have consequences: if the client gave a low mark, it is visible and you can learn more — call and sort it out instead of leaving the score gathering dust in a report. Three familiar indicators are collected: satisfaction with the service, ease of interaction, and readiness to recommend you to others.
Landing pages and web forms
For a campaign, a simple page with text and a form can be assembled right in the product — no designer, no programmer. Whoever fills the form becomes a lead, and the page links itself to the campaign the person came from. This way an ad experiment starts in half an hour instead of a week of emailing a contractor.
Variant comparison
If there is doubt about which headline or which offer works better, two variants of the same mailing can be launched and compared on comparable groups. The product shows which variant worked better — and that decision is made by numbers, not by taste.
Who your best clients are
The product can lay clients out by simple, understandable traits: who bought long ago, who often, who much, who has not shown up in a while. Such cuts are saved as dated snapshots, and they show where the most valuable clients are and who is due to be won back. This is not fortune-telling but counting over your own purchase data.
Points, coupons and events
There are retention tools too. Points: the client earns them for purchases and spends them on a discount — every accrual and redemption has its own record, so the balance always adds up. Coupons and promo codes: a discount code with conditions and a validity term, showing how many times it was used. Events: webinars, trade shows, meetings — with participant registration and reminders; a “refer a friend” program is kept separately, where the referrer earns a reward.
What this add-on gives you
In short: marketing stops being a separate world with its own spreadsheets. The email, the request, the deal and the payment are linked into one chain, so it is visible which efforts bring money and which only a report on the number of emails sent. All of this is the Marketing add-on: without it the client base, sales and service work, while there are no mailings and no channel analytics.
And let me repeat the honest reservation: SMS, messengers and call tracking require external services, and social networks connect as message sources with known limits — not everything, not everywhere. The product does not promise “selling without humans”: it makes marketing measurable and takes away the routine.
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