Email marketing-mailing in letters: an effective tool for digital sales and communications

Krympress reports:

In the world of digital marketing Settlement of letters It remains one of the most effective ways of interacting with customers. Despite the emergence of new communication channels-messengers, PUSH notifications and social networks-Email still occupies leading positions on the return of investment (ROI), the level of personalization and trust of users. Email marketing allows companies not only to inform, but also to build long-term relationships with the audience, return customers, remind yourself and stimulate repeated purchases.

What is email marketing

Email marketing is a direction of digital marketing in which email is the main channel of interaction with the target audience. With the help of email newsletters, companies can:

• notify about new products, promotions, sales;
• return abandoned baskets;
• remind of yourself or the upcoming events;
• offer personalized selections of goods;
• Carry out polls, explore loyalty.

The key difference between email marketing is in its orientation to an already interested audience. Subscribers agreed to receive letters, which increases the effectiveness of interaction and reduces the risks of spam.

The main types of email newsletters

Email marketing includes different letters formats that are used depending on business goals:

Information mailings

These are regular letters with the company’s news, products updates, and events announcements. The goal is to keep the audience in the know and form trust.

Promotions

Used to promote shares, sales, coupons and special offers. The main goal is to stimulate the purchase.

Transaction letters

Automatic notifications of orders, payment, delivery, registration and password restoration. Such letters are extremely important for E-commerce.

Series of letters (automatic chains)

They are created on the basis of actions or stages of the funnel: welcoming series, warming chains, onboarding for new users.

Personalized trigger letters

They are sent in response to the behavior of the user: viewing the goods, adding to the basket, unfinished order placement, lack of activity, etc.

Resuscitation letters

Aimed at the return of “sleeping” subscribers who have not interacted with the brand for a long time.

Advantages of email marketing

Email marketing is in demand both in B2C and in the B2B sphere due to its advantages:

• High ROI. According to various studies, each invested dollar brings up to $ 40 profit.
• Low cost. Compared to contextual advertising or target in social networks, the cost of one contact is significantly lower.
• Personalization. Modern platforms allow you to segment the base and select relevant content.
• automation. The funnels can be launched once and used many times without additional effort.
• Direct contact with the audience. There are no algorithmic filters, as in social networks: the letter enters the personal mailbox.
• analytics. You can track openness, clickability, conversion and adapt the strategy.

Which affects the effectiveness of email marketing

So that the mailings work and do not fall into spam, it is important to consider several factors:

The quality of the base of the subscribers

Never buy bases — only an organic collection from the site, blogs, events, subscription forms. Follow the relevance of contacts.

Subject of writing and Prehter

This is the first thing the subscriber sees. Formulate catchy, avoid clickbeat and avoid words that block letters (free, quickly, 100%, urgently, etc.).

The adaptability of the letter

The letter should correctly be displayed on all devices, especially on smartphones — according to statistics, up to 70% of users read mail from the phone.

Personalization

Appeal by name, recommendations based on interests, behavior on the site — all this increases involvement.

Sending frequency

Too frequent letters are annoying, too rare — are lost. Find the middle ground. Usually — from 1 to 4 letters per month, depending on the format and goals.

Usability of letters

A clear structure, readable text, one clear call-to-performance, the presence of a button of unsubscribing is the key to a successful newsletter.

Testing and analytics

Use A/B tests for those buttons, sending time. Analyze Open Rate, Click Rate, conversions, unsubscribes, spam stings.

How to choose an email newsletter service

There are many platforms offering email marketing tools. To choose the right service, pay attention to the following criteria:

Functionality

The platform should maintain automation, segmentation, a/b testing, the creation of templates and funnels.

Integration

The ability to connect to CMS (for example, WordPress, Tilda), CRM (Bitrix24, AMOCRM), online stores, Google Sheets and other services.

The convenience of the interface

An intuitive letter designer and a logical structure are important for both a marketer and a beginner.

Delivery of letters

It is important that the letters do not fall into spam. The trusted services have a high deliveries (more than 98%).

Analytics

A good service provides detailed statistics for each newsletter: opening, clicks, unsubscribes, geography, devices.

Price

Platforms usually offer a free tariff for the first 500-1000 subscribers. Compare the cost of paid packages — take into account the number of letters per month, base volume, additional functions.

Email marketing is not just a newsletter of letters, but a powerful strategic tool that allows you to build trust, stimulate sales, increase loyalty and hold customers. With a competent approach, it does not require large investments, but is able to bring high results. It is important to consider the quality of the base, content, design, analytics and choose the right service for your tasks. Then email marketing will not be a routine, but a real source of growth and profit for your business.

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