Using A CMS To Drive Email Campaigns

It’s often said that content is king. But creating and distributing content can also be extremely time consuming and resource intensive, so processes that allow for a streamlined approach can be a major help.

We’ve been working recently with Lema Publishing, a company that produces industry magazine titles such as Greetings Today, Toys’n Playthings, Tableware International, Nursery Today and Licensing Today Worldwide.

When it comes to content, these guys are creating vast amounts on a daily basis and distributing it on the site, in print and via email. So when they came to us to ask if we could help them develop a series of new websites, managing all this content was always going to be the major challenge.

So not only have we put together six great looking sites for each of the magazines – Gifts-today.co.uk, greetingstoday.co.uk, ltwmag.com, toysnplaythings.co.uk, nurserytoday.co.uk and tablewareinternational.com – we’ve developed a process for Lema to use the content they produce for the website to automatically create email newsletters as well.

Using our bespoke “Campaign Manager” plugin, Lema editors can produce email campaigns quickly and easily on a daily basis. It only takes three simple steps to select the content to go into the template and that’s it! The best thing is that the system automatically tells the user which articles have been sent in previous email marketing messages so that subscribers don’t end up seeing articles more than once.

It’s even possible to add other dynamic content from the site including news or events. This greatly reduces the time editors spend putting emails together, allowing them to focus on creating more content for the site.

As the importance of content continues to increase, this sort of functionality is going to become more and more vital and not just for publishers… Before the end of the year, we’ll have two more sites to show you from Lema’s portfolio too!

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