Benefits of mailing lists
Mailing is sending one message to a large number of recipients to a pre-determined list of addressees. Mailing list is a type of direct marketing. This means that it is aimed at personal communications with customers in order to build a relationship with them and make a profit in the long term.
Why marketers often use newsletters in their work:
- You can reach a large number of potential customers at the same time, and in most cases you can track the effectiveness of the mailing.
- It is possible to segment customers by country, demographics, age, interests, website behavior and thus make more personalized offers. B2B companies can also give a likelihood-to-purchase score and divide the customer base accordingly. How to segment your base to personalize your mailings
- You can add a “call to action” to the message and offer the customer the shortest path to purchase.
- With a newsletter, it's easier to establish long-term customer relationships and easier to get feedback.
- Mailings can be used to demonstrate expertise in a particular field and increase brand awareness.
ReferralCandy asked experts which marketing channel they think will be the most attractive in 2020. According to the survey results, mailing lists ranked second after SEO.
Experts believe that we need to pay more attention to mailing lists and social networks
By 'newsletter' you most likely mean email newsletters. But there are other types of newsletters. We are going to talk about them now.
Types of mailings
Email newsletters
Email marketing is sending an email to an email to a specific group of recipients.
Why use:
- Inform subscribers. You can tell about the company's activities, ways of ordering and delivery conditions, events and promotions.
- Send promotional offers. In the letters you can offer a favorable deal, provide a discount or a promo code.
- Promote new products. Periodically you can tell subscribers about new arrivals and expansion of the assortment.
- Get feedback. You can ask subscribers questions and receive answers in back emails.
- Create an expert image. By sharing useful materials in the newsletter, you can create an image of an expert in your field.
- Build a community. A newsletter helps you build a loyal community of subscribers.
- Returning customers. Reactivation emails can be used to remind them about your company or product.
One of the main advantages of email newsletters is that they give you more options than messengers or push messages. In addition to text, you can add pictures and videos, or create a mini-site out of an email. The volume of an email depends on the goal and the amount of information the audience is ready to absorb - a couple or three sentences or several pages.
Newsletters in messengers
Messenger mailing is sending small messages via messengers: Telegram, Viber, VKontakte, WhatsApp, Facebook* Messenger, Skype, Instagram*, WeChat and others.
Why use:
- Mass mailing of urgent messages. You can simultaneously notify all subscribers about launched promotions.
- Sending service notifications. You can use messenger to send messages about changes in service operation or maintenance.
- Sending news and hot offers. You can send notifications about new arrivals, discounts and sales.
- Feedback and answers to frequent questions. Customers can quickly get answers to their questions via messenger.
Each messenger has its own peculiarities. For example, Telegram does not allow you to segment your mailing list and the message is sent to the entire recipient base. To use Facebook* Messenger, you need to have a Facebook* page. In Viber newsletters you can add pictures, links to the site and buttons. Therefore, when choosing the appropriate channel, you should consider not only the geography of subscribers, but also the specifics of your business.
SMS broadcasts
SMS distribution is sending short messages to a large number of mobile devices from a pre-collected contact database.
Why use:
- Sending service notifications. For example, confirmation of payment or order status.
- Mass delivery of important information. This can be messages about discounts or new arrivals.
- Personalized recommendations based on the interaction history. You can send a subscriber a message about a new product from a category he/she is interested in or make an individual offer - service or purchase on favorable terms.
SMS-mailings remain relevant due to their independence from the Internet. Messages can be sent to smartphone owners as well as to users of the simplest button phones. Therefore, the SMS audience combines the most diverse consumer groups in terms of age, social and financial status.
SMS mailings can demonstrate a personalized approach to the customer
Mobile messaging services are used to customize SMS distribution. You need to register, add a database of phone numbers, customize the content and parameters of the mailing. If you send a large number of SMS from your personal number, cellular operators will simply block the sender for sending spam.
