Retention. This is probably the main goal of mailings. Retention is about the lifespan of the client. The longer this period, i.e. the longer the client interacts with the brand, the more is invested in its development. The body of an adult is 65% water, while a business is 65% of its clients.
Email is the channel that allows you to directly communicate with the client, send them useful materials and strengthen the "client - company" relationship. As a result, customer trust increases, and subsequently retention.
Warming up. Mailings are used to create an emotional background around a product. This can be a product or a service, the task of the mailing is to increase the client's interest and awaken the desire to buy, to increase the trust "client - product".
Sales and conversion . The main goal of marketing is to sell a product. Sometimes one email newsletter with a great offer can be enough for a client to buy a product. This is if he is already set up and is in a position to: "just tell me where to transfer the money." Not a client, but a miracle) These are hot leads.
A lead is a person who is interested in your product. A hot lead is ready to buy it right now, a warm lead has already studied the product in detail, but is still thinking, and a cold lead is just interested. If a hot lead can buy with one newsletter at the right time, then cold and warm ones need to be warmed up for this. In other words, to sell a product, you need to bring the client to the realization that he really needs it. Email newsletters help with this.
Training and feedback . Training materials, tips on how to use the product, or requests for feedback. It is important to collect feedback from the client to work on the quality of the product. Through the newsletter, you can find out what they like and what needs to be improved.
Keeping customers informed - Updates, news, articles or useful tips that are relevant to your audience.
Increase loyalty : Regular emails help you stay in touch with your customers, personalize them, and show that you care.
The other day, Mail.ru ( part of the VK ecosystem ) launched a beta version of a service for organizing purchases. Soon , users will have access to a separate tab "Purchases", in which letters with products will be automatically sorted, discounts, special offers, etc. will be displayed. This is a good opportunity for businesses to sell through mailings, and confirms the relevance and effectiveness of email newsletters.
What types of letters exist and when to use them
Before choosing the type of email newsletter, determine mongolia business email list the purpose of the newsletter. If you want to increase sales, the newsletters should be sales-oriented. If the goal is to strengthen relationships with customers, informational letters will do.
In her book “Sinless Marketing,” Anastasia Martynova provides a good classification of letters.
By sending method:
Automatic – sent in response to a user action. These are the so-called “trigger mailings”. They are configured once, then sent automatically.
Manually configured – created with different designs and sent to specific segments. A segment is a group of recipients, selected according to certain characteristics.
It is not necessary to create a letter design manually from scratch. enKod offers universal templates that can be easily customized to suit your taste.
By content
Welcome – sent to new customers to get to know the brand, often in the form of a chain of automatic letters. This is the so-called welcome chain of mailings.
Informational – these are letters that inform the recipient about an event(s) or provide useful information.
Sales – sent for the purpose of selling a product. They can contain personalized recommendations from the catalog, a special offer or promotional codes.
Transactional – emails that are automatically sent to a specific user in response to their action on the site or in the application.
Reactivation – sent to remind the recipient about themselves or about the product they wanted to buy. Such letters increase the activity of recipients.
Announcements – announce company news, interesting events/events that are relevant to the reader.
Example of an information letter
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Example of an information letter
Example of an information letter
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Example of a sales letter
The distribution is conditional. The letter can be both trigger and informational. For example, the user clicked "I'm interested", then subscribed to the mailing list and received the letter:
Example of an information letter
In this example, the letter is informational, but at the same time trigger-based – the user received it after a target action.
In fact, there are many types of email newsletters, these were only the most popular ones. In order not to get confused and study in more detail, I advise you to read our guide on types of email newsletters
Choose the type of letter that best suits the purpose of your mailing. Remember that the letter should be captivating.
Email frequency
Determine the frequency of sending emails. This is important for ensuring customer engagement. What frequency is optimal for you depends on the specifics of your business and target audience. Therefore, you need to analyze and develop a strategy. Finding “your frequency” may not be possible right away; you need to test and look at the statistics to see at what frequency the deliverability and open rate of emails is higher.
Don't be afraid to send often. There is no such thing as "too frequent mailings". It is important that they are regular, especially at the domain warm-up stage . This lasts for about 2 weeks, when you must send every day, otherwise you may end up in the block. This is how mail provider algorithms work.
Statistics for enKod messages
Learn more about email deliverability and why it’s important to send regularly – ask our experts
How to Build a Contact Database Without Getting in Legal Trouble
To send letters, you need a database of email addresses. Buying a ready-made database is a bad idea. There are a number of reasons for this.
More often than not, mailings to such databases are unsuccessful: letters end up in spam and do not reach the recipient. This happens when the mail service decides that your letters are unwanted due to the number of complaints and low user engagement.
Another problem is when the sender ends up on a blacklist. And it's not always the mail service's blacklist. There are also global blacklists, such as SpamHaus, SenderScore or Spamcop.
In addition to being included in spam and blacklist, there is a possibility of receiving a fine for violating the law on personal data protection . A complaint can be filed against the sender with the FAS . The amount of the administrative fine for such an offense reaches 500 thousand rubles.*
So here's some honest advice: collect the database yourself!
When collecting your contact database, respect your customers' privacy. Here are some ways to collect email addresses without violating personal data laws:
Think about the benefit to your customers – offer something useful in exchange for data: a discount promo code, access to a product, or useful content.
Use enKod's collecting pop-ups : install a pop-up window on your website to collect data – the user will enter their email and subscribe to the newsletter.
