How to select the solution for email marketing? TADetails

What does email marketing differ from other methods of promotion in?

Email marketing is one of the most effective communication channels with clients. This method of interaction with target audience is actively used on an equal basis with media and contextual advertizing and also marketing in social networks, but is focused, first of all, on development of the long-term relations and customer retention In online retail it often is the main sales channel. Wide use of email marketing is caused by the fact that email mailing allows to do personal offers to the existing and potential clients while they are most ready to communication or to purchase commission. So, for example, the contextual advertizing has no such advantage.

What strategy email marketing and types of communication happen?

Today all email campaigns types – from bulk not targeted mailings before the personal point communications considering the last action of the subscriber on the website or in the letter are actively used and in recent years growth of interest in the last among online retailers and large media groups is observed. The strategy of communication, first of all, depends on business objective of the channel of mailings.

The Intelligent Emails company specializing in automation and personalisation of e-mail of mailings also notes that priorities in development of this or that type of communications can differ depending on a field of activity of the company.

So, the retail companies with a good selection of goods most often start post-sale trigger mailings for maintenance of a customer loyalty and stimulation of repeated purchases.

In email marketing directed to business subscribers (B2B), way from the first sent letter to the order can be long, and success depends on a competent consecutive chain of communication. Therefore in B2B often configure the conversion chains step by step acquainting the subscriber with advantages of a product or company services.

The special attention is deserved by tourist online services which configure a series of the messages going from the moment of armoring and until return of the subscriber from a trip. "Informing on weather, currency rate, sights, reminding of the visa, they aim to connect positive impressions of the client of planning of a trip and the travel with own service of armoring that the client wanted to repeat this experiment in the future. A good example – an after-sale chain of Booking.com service", - Yulia Vorontsova, the head of marketing of Intelligent Emails comments.

Email marketing is one of the most effective communication channels with clients

Anyway, at the email campaigns organization it is very important to define from the very beginning competently the communication purposes, to build strategy, to offer really useful content for each segment of subscribers.

What to do that email of mailing was not considered spam?

That your email mailing was considered spam by neither your subscribers, nor mail services, it should go, first of all, only on your own base and those users who consciously agreed to its receiving.

The second major condition – existence of the link to the formal reply in each letter. It is desirable to give the chance to the subscriber independently to select the mailing frequency and also subjects interesting him or types of goods. Many foreign researches show that subscribers want to receive and always open letters with the offers corresponding to their current interests and requirements.

Why specialized service for mailings is necessary?

Start mailings from an email client or using the leased SMTP server difficult, long and inefficiently. Without special tool which will be integrated with the database of clients (CRM or a CMS system) it is impossible to personalize communication.

The professional newsletter service gives the chance to configure chains of letters, to create adaptive templates without knowledge of HTML, to hold a/b testing and to receive detailed statistics on mailings - not only on opening and transitions, but also on conversion and sales volume from one letter. And of course, always in touch the support service ready to solve any problems with delivery of the message and hit in spam.

In what a difference between different services email marketing?

The platforms for mailings presented at the market differ with feature set, quality of the rendered technical support, level of reliability and security of infrastructure and flexibility of the solution, i.e. a possibility of completion under the client's tasks.

Basic services, most often, allow to send mass letters and to receive the most necessary statistics on results of mailing, but on the high speed of sending, you should not calculate great opportunities for personalisation and expert support.

Professional solutions give all opportunities for transformation of email marketing into the main sales channel. In addition to a broad set of own functions, they are easily integrated with external services, for example, with services of commodity recommendations or web analytics.

Professional solutions for email marketing allow to segment base of mailing proceeding from the viewing device of the letter, the purchased goods, the browsed pages or the individual rating of the subscriber calculated by the set parameters

So, for example, the email marketing Ofsys platform of Intelligent Emails company allows to configure any automatic messages with the personalized content and the chains going after commission by the subscriber of target action on the website or approaches of an event (order confirmations, reminders on the term of the expiration of a subscription). In the interface advanced segmentation, for example, proceeding from the viewing device of the letter, the purchased goods, the browsed pages or the individual rating of the subscriber calculated by the set parameters is available.

What parameters it is important to consider when choosing email marketing service for the business?

It is important that the selected service could solve relevant problems of business according to the resources which are available for the company.

Professional solutions cannot cost little. If volumes of mailings small, there is no need for setup of transaction or service messages, i.e. you send a normal newsletter, then it is reasonable to stop on service with simpler functionality.

If are aimed at development of the channel, select more serious solutions. High conversion will pay back with interest investments in technical solution. But for success you need to have in the state not only the manager managing email channel but also the competent IT specialist for work from API service.

It is also important that the email marketing platform was easily integrated with your website or the CRM system used in your company.

Pay attention to regularity of updates and emergence of new features. Email marketing develops quite dynamically and important that your tool considered all new trends of the market.

How much is to implement the solution and to start the campaign email marketing?

Today the majority of platforms are available to email marketing in the form of online services which do not require installation of any software. The cost of services of services depends on need of integration, availability of ready interfaces for connection to CRM, the planned volumes of letters, the extent of base of subscribers and so forth. For example, monthly payment for use of the Ofsys platform makes about 30 thousand rubles, on condition of sending no more than 1 million messages in a year.