This article explains what the Electronic Direct Mail (EDM) module in RMS does, and the order in which to set up, create, send and track an EDM campaign.

Overview of Electronic Direct Mail (EDM)

The Electronic Direct Mail (EDM) module in RMS lets you create, send and track email marketing campaigns to your guests. You design the campaign email in the Campaign Editor, build a mailing list of guests with Report Writer, send or schedule the campaign, and then track how guests responded in EDM campaign reports.

EDM is for sending one marketing email to many guests at once. To send correspondence to a single guest or reservation, use a Form Letter. To send correspondence automatically when an event occurs, such as a reservation being made, use Triggered Correspondence.

Please Note! RMS must activate the EDM module before you can send a campaign. To request activation, email the RMS Sales team at sales@rmscloud.com.

Please Note! RMS is highly configurable. Some Terminology, User Access & Permissions, Images, Labels, and Functions used in these articles may differ from your setup. CLICK HERE to find out more.

Setting Up EDM Before Your First Campaign

EDM setup covers your email domain, user access and guest communication preferences. Complete it before you send your first campaign: you must configure either Domain Verification or EDM Email Settings before any campaign can be sent.

EDM Campaign Workflow

An EDM campaign moves through four stages, from designing the email to tracking the results. Each stage has its own article.

For every option on the search template screen used in stage 2, see Understanding the Report Writer Template Screen.

Tip! When a campaign goes to more than fifty recipients, RMS checks any email address that has not been validated before, and a small fee applies. See Email Validation.

How EDM Handles Unsubscribes and Opt Outs

Every EDM campaign email includes an unsubscribe link. When a guest selects the link, RMS sets the Marketing Opt Out field on their Guest Profile to Yes, which opts the guest out of all marketing correspondence. The guest cannot opt back in themselves. To re-subscribe a guest, set Marketing Opt Out back to No on their Guest Profile.

The Phone Opt Out, Post Opt Out and EDM Filter Opt Out fields do not stop a campaign being sent. To leave these guests out of a campaign, add the field as a filter when you build the mailing list in Report Writer. See Communication Preferences.

Related Articles

• How to Send Bulk Emails to Current and Future Guests Using Report Writer
• Triggered Correspondence
• Set up Form Letters

Next article: Create an EDM Campaign