MANAGEMENT SYSTEM
Operational guide for managing collectors and audiences at UMBRA|ES.
DIRECT ACCESS
Use this unique link to access the administration panel without needing a password.
ACCESS THE CRM ➜1. Contacts and Organization
Order is vital. Don't confuse lists with labels. Here's how we have it set up:
These are the large groups. Every contact must be in at least one.
- General Newsletter
- VIP Collectors
- Press and Media
- Staff / Internal
Specific behavioral tags. A user can have 20 tags.
- Scanned QR Code Artwork [Name]
- Interested in [Artist]
- Attended the Inauguration
- Download Catalog
2. Create Campaigns
To send mass emails (newsletters, invitations), follow these steps for successful sending:
Go to Campaigns > Create New Campaign. Assign an internal name and the Affair.
Design: Use the visual editor. Keep the style consistent: lots of white space, large images, and short texts.
Filter: In the final step, choose who to send to. You can select "Newsletter List" and exclude anyone with the "Already Purchased" tag.
3. QR Automation
This is how the system works that automatically delivers information about the artworks when someone scans a QR code at the fair:
(e.g., "Interest in Estrudeluz's Work")
(With PDF and Technical Data Sheet)
If you need to change the PDF that is being sent, go to Automations, Select the work and edit the email within the flow.
4. How to read the reports?
Enter the section Reports to see the health of your strategy.
OPENING RATE:
If you're above this, your business was good.
CLICK RATE (CTR):
People who were genuinely interested in buying or seeing more.
Sales Tip: You can click on the number of "Clicks" to see the exact list of people (with First and Last Name) who clicked. They're your hottest customers!
5. Profile Management
To ensure that emails reach the inbox and not spam:
- Check it out Settings > Business Settings that your physical address is real (legal requirement).
- Upload the Umbra logo so that it appears in the footer of all emails.