Your marketing list is already in your CRM.
Most businesses keep their customers in one product and their campaigns in another, always a little staler, and spend years keeping the two roughly in step. Workden's campaigns are built on the customers you already have — and what happens to each email comes back to the customer it was sent to.
Why it is different
The list is not a separate product.
One list, and it is yours
Campaigns read the contacts already in your CRM. There is no second list to export, import and reconcile, so nobody is mailing last quarter’s copy of your customers.
A builder, not an HTML lesson
Drag blocks into place — text, image, button, spacer, columns — and set your colours, fonts and logo once so every campaign comes out looking like you. Save any of it as a template.
Sent from your own domain
Prove the domain once and send as you, not as a marketing tool with your name in the display field. Better for the inbox, and better for whoever receives it.
Numbers you can act on
Delivery, opens, clicks and unsubscribes per campaign — measured conservatively, and shown next to the customer each one belongs to.
A campaign is not a broadcast into the dark. It is something that happened to a customer you know.
Audiences
Pick who gets it using what you already know about them.
Build an audience out of the same fields your team works with every day — status, industry, size, owner, deal stage, when you last spoke.
- Fixed lists for the ones you curate by hand, and rules for the ones that should keep themselves current.
- A rule-built audience is worked out again at the moment you send, so a customer who qualified last month and does not now is simply not mailed.
- As you build a rule you see two numbers — how many contacts match, and how many of those may actually be mailed once unsubscribes are taken out.
- And you see a handful of them by name. A count of 412 gives you no way to spot a rule that is off by one status; eight names does it instantly.
- Send yourself a test first, exactly as a recipient will receive it.
Northgate Roofing
Example
- ShopRepeat order — £1,240Today
- CampaignOpened “Spring service offer”Today
- EmailSarah sent the revised quoteYesterday
- DealMoved to Proposal — £24,500Mon
- CallSite visit agreed for the 14thMon
Only the bottom two were typed by a person.
Consent
The unsubscribe link has to work. Ours does.
Getting this wrong is not a bug, it is a complaint, a damaged sending reputation and — depending where your customer lives — a fine. So it is not left to whoever is sending the campaign to be careful.
- An unsubscribe is honoured the moment it arrives — including part-way through a send that is already running.
- Consent is held against the email address, so two records for the same person can never disagree about whether they may be mailed.
- The one-click unsubscribe that Gmail and Outlook put at the top of a message works properly, rather than sending people on a hunt through the footer.
- The preference page a recipient lands on carries no Workden branding and no analytics. They received an email from you, not from us.
- Your company name and postal address are required before a campaign can go out, because commercial email law requires them — a rule better enforced by the software than remembered by a person.
Reporting
Built to refuse the flattering number.
Any tool can show you a big open rate. The useful question is whether you can make a decision on it.
Accepted is not delivered
Handing a message to the mail network and a receiving server confirming it are two different facts. Workden shows you which one it actually has.
Opens count people
One customer opening your email six times is one open in the rate and six in the total. Both are shown, and they are never confused.
Mail scanners are not readers
Corporate filters and image proxies fetch everything on delivery. Those are separated out, so your open rate is not quietly inflated by robots.
Totals add up counts, not rates
Averaging percentages weights a send to twelve people the same as a send to twelve thousand. Every roll-up here adds the underlying numbers instead.
Where a figure cannot be worked out honestly, Workden leaves it blank and says why. Nobody has ever made a better decision because a dash was replaced with a zero.
Back where it matters
Your salespeople see the marketing.
A send, a first open and a first click land on the customer’s own timeline, next to the calls, notes, deals and orders.
Which means the person about to phone Northgate knows they opened the spring offer yesterday — without anyone exporting a report, and without marketing and sales keeping two versions of the same relationship.
And because your AI reads the same records, “who engaged with the last campaign and has an open deal?” is a question you can just ask.
What a campaign leaves behind
- Which customers were sent it, and when.
- Who opened, who clicked, and what they clicked.
- Who unsubscribed, honoured everywhere immediately.
- Which addresses bounced, so the list gets cleaner rather than louder.
One open per campaign reaches the timeline however many times someone opens it. The full count stays in the analytics, where it belongs.
Not built yet
Planned- Automated journeys. Campaigns are sent when you send them. A visual builder for “wait three days, then send this if they did not reply” is the next thing we are building here.
- Preferences by topic. Today a customer is subscribed or not. Letting someone keep the product news and drop the offers is on the list.
- SMS and push. Not planned. Email is the channel most small businesses actually need, and doing one thing properly beats three badly.