Marketing

Marketing sends email, and texts in journeys, to the people in Customers: your contacts and leads, and anyone on your own lists. It sends from one of your verified Mail domains, keeps every person's consent with its evidence, and tracks opens, clicks, unsubscribes, bounces and the deals that follow. Open it at marketing.cactive.com.au or from the app switcher.

Marketing needs Customers: it reads contacts and leads from there.

Access

Developers have marketing:write, viewers marketing:read, admins and owners all four. Sending has its own scope because reaching customers can't be undone. See Roles and scopes.

Before the first send

Settings needs a sender name and address on one of your verified Mail domains, your organization's physical address (it goes in every footer), and the topics people subscribe to. A topic is opt-in (only people who chose it get it) or opt-out (everyone who hasn't opted out of it, for existing customers). You can also require approvals, cap how often one person hears from you, set the default send hour and time zone, add UTM parameters to links, and ask for double opt-in from forms.

Consent and unsubscribing

Consent is kept per email address and mobile number, whatever records they belong to: subscribed, waiting for confirmation, unsubscribed, bounced or marked as spam, with a choice per topic. Every change keeps its evidence: when, how (a form, an import, the preference centre, an unsubscribe, a bounce), a hash of the IP address, the page and the consent wording the person saw.

• Every message carries a one-click unsubscribe (mail clients show it beside the sender) and a footer naming why the person got it, who it's from and your address, with Unsubscribe and Manage Preferences.
• The preference centre lets a person choose their topics or unsubscribe from everything.
• With double opt-in, a form's new subscriber gets a confirmation email and is subscribed once they press Confirm.
• Bounces and spam complaints stop mail to that address. Texts go only to numbers whose owners said yes to the topic.

Audiences

• Lists hold people you add by hand, by CSV or by API, with their own merge fields. Suppression lists are never sent to.
• Segments are saved audiences over contacts and leads: groups of Customers filters (with relative dates, such as created in the last 30 days), narrowed by engagement (opened or clicked in the last N days, or not) and list membership; a person in any group is in the segment. Estimate counts it, each person once.
• A person who is both a contact and a lead, or in several groups, gets each message once.

Content

The builder makes messages from blocks: headings, text, buttons, images, dividers, spacers, two columns, social links and footer text. Merge fields like {{contact.firstName | "there"}} fill in each person's details, with a fallback. Any block can show only to people matching conditions. The brand kit sets your logo, colours for light and dark mode, font and corner radius. Preview a message as a real contact, on desktop or mobile, light or dark, and send tests to members. Templates, saved blocks and images make up the content library.

Campaigns

A campaign is one message on one topic to an audience: segments and lists to include and exclude. When your organization requires it, someone other than the author approves the campaign as it stands; editing it withdraws the approval. Schedule it for now or later, optionally with send-time optimisation, which sends to each person at the hour they usually open. Sending can be paused, resumed and cancelled. Results show sends, deliveries, opens, clicks, unsubscribes, bounces, complaints, conversions and revenue, and what happened to each person.

Journeys

Journeys take people through steps over time. People enter from a segment (read again every hour, day or week), a form, a Customers record being created, changed or coming to match conditions, or the API. Steps send an email or a text, notify members, wait (a while, until a date, or until a weekday and time), split people (by their record, by whether they opened or clicked, or at random), change a Customers field or add them to a list. A goal lets people out when their record meets it. Re-entry is never, after some days, or any time. Publishing freezes a version; people already in the journey stay on theirs. Each step shows how many people reached it, moved on, left and met the goal.

Forms and landing pages

Forms create or update leads (or contacts) in Customers: map each field to a record field, add hidden fields for UTM parameters, and add a consent box with its wording. Embed a form anywhere with its snippet, or put it on a landing page, made with the same blocks and published at an address under your organization. Forms turn spam away with a hidden field, a minimum time to fill in and hourly limits.

Sending at scale

Marketing sends through Amazon SES with its own configuration set and your organization's own SES tenant. New senders warm up: a first day's allowance that grows each day. If too many recent messages bounce or are marked as spam, the reputation guard pauses your sending until an admin resumes it, well before SES itself would act. Your plan sets how many people one send may reach and how many messages a month.

Results and revenue

Overview shows the last month day by day. A won opportunity counts as a conversion of the last email its primary contact opened or clicked within the attribution window, with its amount as revenue.

API, MCP and Caity

Everything in the app is in the Marketing API. MCP and Caity read segments, lists, campaigns and their results, journeys, consent, forms and daily numbers, and can draft campaigns and journeys and ask for approval; a person schedules, sends and publishes in the app.

Limits

See Limits for sending rates, warm-up, the reputation guard, test sends, imports, images, forms and how long engagement is kept.