E-mail marketing involves the direct sending of an offer to an email inbox, usually in graphic or text form with a clickable link to the target page with the offer. It has undoubted advantages – large scale, low costs, immediate reaching of customers. However, if you run your campaign incorrectly (and this is often the case), a high bounce rate (even 100%) usually results in low profitability, even when offering valuable products and services.
Email marketing is a very effective form if we have a database of our own, proven customers. Mass emailing to visitors rarely ends with any effect other than outrage and reporting spam, although there are also forms of sophisticated and very effective mass mailing.
Email marketing is one of the forms of marketing that will use email to communicate with recipients.
Mailing is still one of the most popular forms of marketing on the web. It is also one of the oldest forms of communication on the Internet . A well-structured email, delivered to the right group of recipients and at the right time, can bring significant profits to the company. Mailing takes the form of a traditional advertising email or newsletter.
Traditional advertising mail is nothing more than product, service or brand advertising, sent electronically to own, rented or purchased user bases. There are also electronic newsletters. Users subscribe to the newsletter voluntarily and in a specified period of time, usually they receive messages once a month. The following are the characteristics of a traditional advertising email and newsletter:
Traditional advertising mail:
- It’s task is to persuade the user to take specific action – purchase, provide their personal data, take advantage of the promotion, etc.
- Contains visible calls to action – bold font, large buttons, labels, etc.
- Conveys a key thought about a brand, product or service.
- It is sent at irregular intervals, usually seasonally, before important holidays or events.
- Unlike the newsletter, it is persuasive.
- Various message layouts.
- It’s task is to build brand awareness among users and increase trust in the company.
- Shipped at regular intervals, usually every month.
- Contains promotional and sales information.
- It is much longer than a traditional advertising email.
- Standard message layout.
Mailing is also considered in the following categories:
- Competitions – encouraging users to take part in a competition. The motivator, of course, is the attractive prizes for winners or small gifts for just taking part.
- Wishes – mail is the equivalent of traditional greeting cards. In this way, you can send all users wishes, e.g. for Christmas, or personalise sending emails to a specific user, e.g. birthday, name day, Mother’s Day, etc. Personalised wishes make the user feel important and noticed by the company. For such occasions, companies also often offer users all kinds of discounts, promotions or freebies for purchases.
- Loyalty programs – building relationships with customers and building trust and a good image of the company.
- Invitations to various events – invitations to important events, parties, concerts, etc. are often sent via e-mails.
- Media relations – building relations with the media.
- Investor relations – building relationships with owners and shareholders.
- Newsletter and leaflets – the equivalent of a traditional, printed advertising magazine. The goal is similar. It is to encourage the user to make a purchase in an online or stationary store.
What are mailing databases?
The basis in mailing is the address database. You can create the base yourself from scratch, buy a ready-made one or rent it. Creating a database on your own is an extremely tedious and lengthy process. However, hard work is extremely profitable. Such a base is at the sole disposal of the company. Buying a ready database is the fastest way to receive a large amount of consumer data, but also involves higher costs and considerable risk – we are never 100% sure what quality data we will receive. Still another approach is to rent a base. Then we do not receive all customer data directly, but order the sending of emails to a database of our choice.
If you decide to build your own consumer database, you must first encourage users to provide their data. It is best to approach this task based on the principle of reciprocity. If you offer something to the client, they will feel obliged to give something back.
What most often motivates the customer? What might encourage them to provide their personal data?
- Limited time offer – time pressure always works. If we announce that the promotion lasts only until the end of the week and is dedicated to registered users, there is a good chance that the customer will provide his data.
- Low inventory – similar to the time-limited offer. If we emphasise that a given product is running out, the user is more willing to take specific actions.
- Free samples – offer users something for free. Of course, provided that you provide your email and agree to the processing of personal data for marketing purposes. A free sample can be a monthly free access to premium services, free to buy, half-price services, the ability to download free tools, etc.
- Discount coupon after subscribing to the newsletter – many companies offer a small discount on the first purchase after signing up for the newsletter.
- Information about new products / services – by subscribing to the newsletter, the user will be the first to receive the latest information about products, promotions and events.
- Premium content – providing personal data by the user may result in receiving access to premium content. Everyone wants to feel distinguished and belong to a small group of premium recipients.
- More information about the company and products – providing an email may be associated with receiving more detailed information about the company and its products.
- Recommendation – encourage users to recommend the site to others around you. In exchange for the recommendation, the user and his friends may receive additional discounts.
- Access to knowledge – joining the database may result in access to additional materials. For example, it can be interesting tips, guides or other useful information for the user.
- Contact with the company – some users have a need to actively contact the company, whether it’s through social media or by taking part in the discussion in the comments section under a given post. In such places it should also be possible to go to the registration form for the newsletter.
- Save time – not all users have time to regularly check the company’s website and check current events. Newsletters can solve this problem. The user will be regularly informed about all current events once a month, without having to visit the company’s website.
- Website attractiveness – the more attractive the company’s website, the more willingly the user will provide their data.
- Clear indication of benefits – users must be able to clearly indicate the benefits that the subscription will give them.
How to build an email address database?
There should be a special box ( box ) on your company’s website that allows you to register users.
Users can also be searched for outside of the network. If you attend a conference or conduct training, prepare appropriate forms to obtain user data.
Collect all existing email addresses of customers – view the email account of each department, employees and collect everything into one.
Invest in online advertising.
Encourage customers to enter their email address by organising competitions and other actions.
If you decide to buy a ready base you have to consider several factors:
- Verify the database provider – check customer reviews, ask around if anyone has used a database and whether they can recommend something.
- Ask your provider to provide a base sample first to verify its quality.
- Make sure all records purchased have the required marketing consents.
- Stay alert – exceedingly low rates may indicate poor quality of the base.
- Check if and to what extent e-mail addresses in the database match those of your addresses.
The third and last option is to rent a base. Then we do not receive customer data directly, but order an external company to send emails to the database we choose. This solution seems to be the most reasonable of all three. We have a wide selection of quantitative and qualitative bases, we save time and minimise risk.