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Email Newsletter. When quality is more important than size

"Why do you need mailing lists? I don't look at everyone's mail. Is it worth the effort and cost?"

The short answer is yes, it is worth it. But you have to remember that the come-see-buy model of online shopping is already outdated. Most customers need to be helped to choose and encouraged to buy.

What is the most important thing in a newsletter? Timeliness and relevance. Current offers should be sent to current addresses. Mass and impersonal mailings tend to go unopened or straight to the "basket" or spam. Effective mailing is about targeting, the art of grouping and segmenting the CA. It is important not only to sell competently, but also to continually acquire new customers.
Quality of base is more important than size
Even perfect subscriber databases become obsolete. The number of subscribers and the size of the database are not as important as its quality. Working with addresses and recipients is an ongoing process that requires attention and effort. The effectiveness of the entire email marketing campaign depends on the quality of the database. Important! Users must agree to the use of their data and information. This is not only a legal requirement, but also an important aspect of building trust between seller and buyer. It should be as easy to unsubscribe from a newsletter as it is to subscribe.

Segmentation is data-driven. The basis for relevant messaging is interests, demographics and user behaviour. The customer base can be segmented based on several parameters.

1. By customer characteristics:
  • For shops: by clothing size
  • for children: by the child's age
  • for cafes and restaurants: favourite drink/order size

2. By life cycle:
  • New: entered the database but have not made a purchase for A months
  • Active: order once in B months
  • passive: haven't made a purchase in C months

3. By behavioural attributes:
  • Which products they interacted with on the site
  • Which emails have been opened
  • Which products were bought

Even if you only have first name, last name and date of birth, you can segment the data by gender, age and date of entry into the database. Once you've identified the size and segments of your database, you'll need to define the goals of your mailing list and decide what kind of emails and content you want to send.

Sales emails
Sales emails are designed to drive sales. They can include special offers, discounts, promotions and calls to action (CTAs). Their purpose is to motivate recipients to make a purchase. Sales letters can be used to promote new products, sales promotions and seasonal sales. They are used to draw attention to special events and promotions. It is recommended to send sales letters no more than once a month or 3-5 days before the start of a promotion.
Reactivation emails (Reactivation emails)
These emails are sent to former or inactive customers. They are usually sent 30, 60 or 90 days after the last purchase or opening of the email and offer special incentives. Reactivation emails are useful when there is a desire to reconnect with customers and remind them of who you are.

Transactional emails.
These emails are related to specific user actions: order confirmations, delivery notifications, password resets. They are used to respond immediately to a customer's request. For example, to confirm payment or to notify the arrival of goods at a delivery point. Transactional emails are sent automatically in response to user actions.
Content emails
Content emails are emails that contain informative, useful and interesting material: blogs, articles, videos, photos, infographics. Such emails help to keep the audience's attention by reminding them of themselves.

Trigger emails.
Abandoned shopping cart, incomplete registration, download of a resource and many others. Trigger emails are sent in response to specific user actions or behaviour. They help automate marketing communications and deliver relevant content to the user at the moment of greatest interest. These emails are sent automatically (by the CRM system) and help to bring back up to 20% of customers. The better the timing, the better the response.

The quality of the base is more important than its size
You can't create a need for a product by flooding a potential customer with emails. That is why it is important to clean up your base. The purpose of the mailing is sales, product promotion and, of course, analysis. Qualitative and objective A/B testing of email newsletters is one of the tasks of marketing. The consequence of incorrect analysis is inactive users. This is why you need to cleanse your database periodically, and of course before you send, to weed out invalid addresses.

Email validators
Use email validation services to ensure that email addresses are valid. Delete contacts that: have not confirmed subscription; do not exist; have been returned with delivery errors. You can use the TON OP doo ltd software product for this purpose. This is the best solution for validating addresses at the subscription stage. TONOP Email Validator supports various formats of base loading, integrated via API. You can get an address and motivate subscription by offering: free trial of the product, online course, access to more information, discounts and referral programmes.
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