The From Line

Sending, Managing & Monetizing Email

The How's and When's of Using Action Based Messaging

Understanding how and when to use Action Based Messaging, or ABM, starts with knowing what ABM is. ABM is a process that allows you to send follow-up messages to an initial campaign based on the action that they take. An action-based message is automatically sent to the recipient in response to their action. For example, if the reader clicks on a link for more information, they might receive a follow-up message that asks if the link they were taken to provided the information they needed or if they have additional questions.

 ABM is an effective tool to follow-up with readers, automatically customize messages based on their response, and increase the success of a campaign. So, why isn’t ABM used in every campaign? The simple answer is that it doesn’t fit every campaign. ABM works best when there is a strong call to action and the opportunity to customize the follow-up messages.

The benefit of ABM is that it works automatically. Despite our best intentions, marketers often forget or ignore the importance of consistent follow up to encourage readers to take the next step. ABM solves this problem because, once set up, it does the work for you.

Follow these instructions to add ABM to your next campaign.

  1. Move the cursor over the Outbound Messaging item in the Main Menu Bar, then select the Scheduling menu item.

  2. Select the Campaign that you want to send (schedule).

  3. Click the appropriate radio button to determine whether you want to schedule the date and time to send the Campaign, or if your want to Send Campaign Now. If you choose to schedule the date and time, use the calendar component to select the date. You can also set the time zone using the drop-down menu.

  4. Check the box if you want to add Action Based Messaging to the campaign.

  5. Click the Continue button.

  6. Review the Campaign's Message before you execute the Campaign. Inspect both the HTML and Text messages to ensure that they contain the information you want to send.

If the HTML and Text messages are correct, click the Execute Campaign button.

If the HTML message and/or the Text message need to be modified, click the Do Not Execute Campaign button. Use the Message editor to complete your changes, then re-start this process to schedule your Campaign.

  1. If you checked the box labeled I would like to add Action Based Messaging to this campaign, another window opens. Select the campaign that you want to use ABM from the ABM List.

  2. Click on the New icon.

  3. The Add ABM section appears. In this section, you specify the parameters for the Action Based Message.

Select the message to send -- this drop-down menu lists the available Messages.

NOTE: The Message you want to attach to the action must already exist.

Select Action Type -- click on the radio button that best describes the action taken by the recipient on which the Message will be based. Depending on the action selected, another set of fields and/or menus appear to further define the action.

  1. When you have completed describing the action, click on the Add ABM button.

  2. You will return to the ABM List window. Click on the Complete button.

  3. You will return to the Schedule Campaign window. At the bottom of the window, you should see your campaign added to the Campaign Queue. From here, you can cancel the scheduled campaign, or you can edit the execution time for the ABM (if used).

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eLoop Launches a New Feature - A/B/Z Split Campaigns

Gold Lasso has enhanced your eLoop account with a new feature, the A/B/Z split campaign. A/B/Z split campaigns allow you to randomly split your list between two or more messages. The benefit of this new feature is that you can test the success of different elements of the campaign, such as subject lines, from lines, or other content, to find out which work best.

eLoop reports on each message and its respective portion of the list as a separate campaign.  For example if you name your campaign Summer Vacation Specials and split your list between two messages; Warm Spots and Cool Spots, eLoop will report two separate campaigns.

Some other campaign elements that you might consider testing are:

  • Layout, colors, or format - if your messages are usually text heavy, a message that is image heavy might inspire more click-throughs.  If they are image heavy, you can test to see if a text message works better with recipients. 
  • The offer - if your email campaigns typically include a discount offer, A/B?Z split campaigns will allow you to change the offer to determine which draws the most response. 
  • Call to action - do your recipients respond better to a "buy now" link or a link that says, ?click here to learn more.?  This new feature will allow you to find out. 
  • Landing page - landing pages are a key element to a campaign.  Make the messages identical, but change the landing page for each recipient group to find out what content and design works best. 
  • Scheduling - Send the same message on different days and different times to determine which draws the best response. 

To use A/B...Z Campaigns in eLoop mouse over Outbound Messaging, select Campaigns, and then select the tab titled, A/B/Z Campaigns.


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eLoop Launches New Feature - Multiple Reply

Gold Lasso has launched a new eLoop feature to help you manage reader replies to your campaigns.  The multiple reply profile feature allows you to add several reply addresses to your account and select which one you want to use with each unique campaign.  Right now, the only reply address available is This email address is being protected from spambots. You need JavaScript enabled to view it.. With this new feature, you can add different addresses based on the domains you have hosted with Gold Lasso and choose to forward replies to a specific email address.
To add a new reply address: 

  • Mouse over Account Settings
  • Select Reply Profile Settings
  • Click on the Add New link
  • Complete the boxes and click Save

When using the forward feature, please be aware that depending on the number of replies that you receive from a campaign, the mail server associated with your forwarding address has the potential of being overloaded.  In other words, caution is key. 

eLoop users can always check replies via the HORDE Webmail system or an IMAP connection using Outlook, Outlook Express, or other email clients.  If you would like instructions for connecting via IMAP, please contact support at This email address is being protected from spambots. You need JavaScript enabled to view it..

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Gold Lasso Joins The Industry Leaders of the Email Experience Council (EEC)

Gold Lasso announced last week that we joined the Email Experience Council,  Red More Here! 

The group meets every so often via teleconference then splits into various round table discussions.  I'm currently participating in the email experience round table which is tasked with formulating standards for different types of email communications such as newsletters, transactional, promotional and charitable.  So far most of the group seems to be pretty engaged and has come up with some good ideas and formats to test.  My overall experience with the "Experience" has been good.   Allison Swerdlow of Ogilvy has done a great job organizing everything, especially since everything is virtual.  I don't know how she does it and work full time.

Next post should be about my round table's findings.

Happy Thanksgiving!


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The Follow-Up Frenzy - eLoop Feature Spotlight

In a perfect world, wouldn’t it be nice to plan all your email marketing follow-up by clicking a button? The good new is with Gold Lasso’s eLoop™ you can!

eLoop’s Action-Based Messaging™ (ABM) allows you to automate the delivery of personalized messages based on a recipients action or in-action in prior messages. With the click of a button you can schedule one, two, three or even 20 follow-up messages. Take a look at how ABM works:

Example: ABC Company sends an introductory email to all prospects and customers announcing their new Web site. Within the message, they give links to the Web site, product information, event information, and press releases. eLoop™ automatically tracks all the links within the message so you know how many recipients clicked on each link.

Now, the key is to follow up based on what the recipient did or did not click on.

Message 1: ABC Company drafts an email thanking recipients for visiting their Web site. It is automatically sent to all those who clicked on the Web site link within the message.

Message 2: ABC Company has an email that further promotes their products. This email is sent to all those that clicked on the product information link.

Message 3: ABC Company has an email on registration and hotel information for their upcoming convention. This is sent to all those that clicked on the event information link.

Message 4: ABC Company has a monthly e-mail newsletter on industry news. The latest issue is sent to all those who clicked on the press release link.

Message 5: Of course, there will always be recipients that do not click on anything at all. Maybe they were too busy, maybe you caught them at the wrong time. Don’t give up!

Set the initial message to go out again to all those that did not click on any links at all.

Effective follow-up is the key to successful marketing. Gold Lasso has automated this process so follow up is easy, creative and personalized. Around here we’ve dubbed it “set it and forget it” – and it truly is as simple as that!

Danielle Ashery is VP, Client Services at Gold Lasso, Inc. She can be reached by telephone at 301-990-9857 or via email at This email address is being protected from spambots. You need JavaScript enabled to view it.. Visit Gold Lasso at


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The Email Monetization Playbook
Email Monetization Playbook
69 Must Scan Pages For Publishers!

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Email Monetization Playbook
69 Must Scan Pages For Publishers!