How to send emails the right way. How to make an email newsletter yourself: step by step instructions, features and recommendations

Email newsletter is a tool that allows you not only to deliver letters to subscribers, but also to find out what is interesting to your readers and what is not. And they also earn with the help of mailing, sometimes more than from the site.

However, today we will talk about how to make your own email newsletter on your favorite site. Do not be afraid, you will find step-by-step instructions for dummies. Which will allow you to learn all the subtleties of this craft.

The first question that arises for many is why use the Email mailing service and is it possible to get by with just your computer? - The answer is of course not!

3 Reasons to Use Email Marketing Services

1. The presence of an editor to create a beautiful letter. This means you don't have to dig into code to create compelling emails.

2. Modern Yandex mail, Gmail, Mail and Rambler use the DKIM signature and valid SPF authorization (some are registered in DMARC). That is, sending letters through your server does not guarantee that at least someone will see the letter (it may end up in Spam).

3. The last plus is the provision of statistics: how many letters have reached, how many have been read and other factors, depending on the service.

Which email service to choose?

An important factor is how many subscribers you will have 50-2,000 or 2,500-5,000 and how often you are going to send letters once a month or several times a week.

This I mean that if you have few subscribers and rarely will be mailing lists, then you can organize a free mailing list. However, if you think big, you will have to pay for services anyway.

Not so long ago, I talked about which are worth a try to increase conversions.

However, I repeat here that it is best to use it, where all the most modern functions are implemented and it will be free for up to 100 subscribers.

- allows you to create a free email newsletter, up to 2,500 subscribers. I think this is one of the best services that can be recommended.

What Unisender Email Creation Looks Like

Creating a custom email for a domain

Of course, you can use the regular mail registered to you, but it will not look pretty. If [email protected], recommends reading the article or watching promotions on the site.

Therefore, be sure to create mail like [email protected]. This causes more trust among readers, such letters are less likely to end up in spam and give a certain slice of the brand for the site.

How to make mail for the site?

The first way: if you have sprinthost, timeweb, beget or any other good hosting, then you just need to go to the hosting control panel and create a mail. The process takes 3 minutes.

Creating a subscription form on the site

The last and extremely important step, because with the help of the subscription form, people will agree to receive your letters. Your goal is to create the most beautiful form that attracts attention.

Such forms are created in any email marketing service and are easily copied to the site. Since I use UniSender, I will also insert a lesson on creating a subscription form from this service.

How a subscription form is created in UniSender

However, this method has a disadvantage, namely, limited form design and loading of extra scripts on the site, which is not very good. Therefore, for webmasters, I offer another way out.

You can create your own subscription form, and then connect UniSender to a new beautiful form. To do this, you will have to copy a few inputs and you will be done!

Video on integrating your own form with UniSender

After choosing an email service for mailings and installing a form on the site, most likely the set of subscribers will be slow and I want to immediately protect you from stupid decisions.

Mistakes that everyone makes

Mistake #1— The first thing that comes to mind for many webmasters is where can I find subscribers? And after searching the Internet, they start downloading email databases or adding their acquaintances to the mailing list.

This leads to the fact that people, without giving consent, receive letters from some site, which will eventually lead to this site being blacklisted. And in the future, all letters will go to the Spam folder, and not to the target audience.

Mistake #2- after watching great cases on email marketing, where they sell for 100,000 rubles using mail, some run and shove affiliate links right into the mail to sell the services or goods of others.

Sometimes it really works, but the main purpose of the newsletter should be exploratory in nature and make the subscriber go to your site, where everything is described in detail (it will give 3-5 times better results!)

Mistake #3- there are people who just start a newsletter, whatever it is, and offer subscribers to read the latest articles or see the latest products, unfortunately this is ineffective (I would say that this leads to getting into the Spam folder).

You have 40 title characters, where the first 3-5 words should carry the key idea and arouse curiosity. Therefore, try to create interesting headlines, they play a key role in email marketing.

But there is not enough time physically to correspond with each user individually, even if you work 24 hours a day. And mass mailings, for example, in the social network Vkontakte, give us the opportunity to give information quickly and to a large number of people at once.

Sending group invitations

To send messages to Vkontakte, you first need to promote the group and gain a sufficient number of subscribers. Advertising will make this process faster, but if there is no budget for an advertising campaign, you can send invitations to users yourself. This can be done in two ways: manually or using special programs.

• Open the menu under the group logo.
• Select "Invite Friends to Group".
• In the window that appears, select the users to whom you want to send invitations.

From the dropdown menu, select "invite friends"

You can send out no more than 30 invitations per day. If you use a special application for mailing, this limit may be exceeded. But excessive activity in the group is a direct reason for temporary or permanent blocking of the community (at the discretion of the administration).

Select the friends you want to invite to the group.

Newsletter in VK to subscribers of the group

Before you read the step-by-step instructions, it should be noted that Vkontakte mailing lists cannot be used to spread spam. This means that the user must first agree to receive messages from the group, and only then become a mailing list member. The administration of the social network is actively fighting spam, so in order to protect your account and group from blocking, you should not distribute advertisements to users without their consent.

If it is impossible to send spam on behalf of the group, then the question arises why mailings on Vkontakte are needed at all. In fact, if you properly organize the process itself, then you can get a lot of benefits from mailing.

• Acquisition of an additional tool for interacting with subscribers with the possibility of a personalized approach.
• Increasing trust and loyalty to the company.
• Unlike posts on a community wall, an important message won't get lost in the News Feed.

So far, the dissemination of information through social networks cannot replace SMS and. But there is potential. After all, the percentage of open messages in Vkontakte is much higher than in e-mail, and cheaper than SMS messages. At the same time, there is no risk that the company's letter will be lost among hundreds of similar letters.

How to make a VK newsletter to subscribers of your group?

To try out this marketing tool in practice, you must first check the community settings. To do this, in the menu you need to select Community Management - Messages. If community posts are enabled, the settings remain unchanged. Otherwise, you need to enable them.

• In the settings menu, select Community Management - Applications.

• From the available applications, select "Messaging" and click "Add".

• Set application settings.

• Click "Save".

• Subscribe to your mailing list to see how messages are received by users.

In the initial settings of the application, the user needs to adjust only 4 items: button name, visibility, snippet and application name. A button with which users will be able to independently consent to the newsletter will be located on the right side of the community. The owner of the group can give it any name, for example, you can use "Subscribe to Newsletter", "Subscribe to Newsletter", "Latest News", etc. The visibility settings determine who can see this button. Here you need to set "All users".

Next comes the Snippet. In simple words, this is the name of a button with which users can subscribe to the mailing list at the request of the group owner. That is, in order to draw people's attention to the fact that they can receive fresh and relevant information in private messages, the administrator can place a link with a button on the community wall, on the company's website, or send it individually. For the snippet, it is also better to choose something neutral, for example, "Open" or "Go".

The name of the application is displayed at the top of the subscription page after the name of the group. It can be left unchanged or titled according to the purpose of the mailing. After that, you need to save the settings and try to use it in practice. In order for users to actively subscribe to the newsletter, it is best to use all traffic sources. Therefore, you need to place a subscribe button on the company's external website.

Installing a widget for mailing on the site

To send messages not only to group subscribers, but also to third-party users who visit the company's website, it is appropriate to place a subscribe button on its pages. For this you need:

• Create a new mailing list in the app.
• In the settings, check the "Hidden list" and "Collect subscribers to this list" options.
• Follow the link https://vk.com/dev/AllowMessagesFromCommunity and generate button code.
• Set options.
• Copy and paste the code on the company's website.

It is worth noting that this will not only increase the list of users for the mailing list, but also attract new subscribers to the group. In addition, you can give users a choice and make several thematic mailings. This is useful for both subscribers and the owner of the community. Since users will be able to receive only the necessary information, and the owner will be able to divide the total mass of subscribers by interests into separate lists.

How to make a VK newsletter to all friends?

For those entrepreneurs who offer their services not through a group, but from a personal account, it will be interesting how to make a VK mailout to all friends. The good news is that there is no limit for sending messages to friends. But, as practice shows, sending the same text to several users is regarded by the administration as spam.

There are several ways to send messages to all friends:

• Manually. You can create a message in advance, and then send the message to everyone on the list using the copy method. To facilitate the process, you can use a program that allows you to record a sequence of actions on a computer, and then automatically play them without your participation.
• With the help of programs.
• By creating a conversation.

Creating a conversation is the way to send with the least risk of getting banned. But it has a significant drawback - when each person joins and leaves the conversation, all its participants receive notifications. If the user is not interested in the topic of the conversation, he will quickly leave it due to the intrusiveness of notifications.

To create a conversation, you need:

1. Go to Messages and click the "+" next to the search bar.
2. Select members from the friends list.
3. Enter a name for the conversation and click Create.

When choosing participants, you can mark only those friends who are online. After creating a conversation, you can add new users from your contact list. But they can leave it only at their own will.

Click on the "cross" and select the friends you want to invite to the conversation.

How to make a VK newsletter to non-friends?

There are strict restrictions regarding sending messages and friend requests to strangers. The number of messages per day is no more than 20, requests - no more than 50. Some users bypass these restrictions by creating fake accounts.

The administration of the social network also prohibits such actions, but this is not the most depressing. Messages from such pages are usually not viewed by recipients or serve as a cause for complaints. Therefore, before sending out mailings from additional accounts, you will have to make them “live”, and this will take a lot of time.

To manually send messages to strangers, you must first add them as friends. Since the number of requests is limited, when filtering users, you should set search criteria that match the target audience. This:

• Age.
• City.
• marital status, etc.

At the same time, you can attach an accompanying message to the request, which can be of interest to addresses. The messages should not mention the words: promotion, free, buy and the like. Letters that come in a personal are also moderated, so the administration quickly recognizes intrusive advertising. And this, in turn, is another reason to block the account.

Programs for automatic sending of invitations

Bots and special software that will send messages to users on its own are classified as “gray” promotion methods. This means that no one, even the developers of such programs, can guarantee that the group will not be banned.

• Quickly attract new subscribers.

• High risk of blocking an account (community).
• Attracting a questionable audience.
• High price.

Programs for automatic mailing are of two types: partially paid and paid. Partially paid allow you to use the software, but with limited features. Fully paid programs allow you to try out their functionality for free during the test period, with subsequent payment for the full version.

It is not recommended to use third-party applications for community promotion. If you have start-up capital, it is better to use the services of special agencies, otherwise high-quality and interesting content will attract the public no worse than other promotion methods.
But even after users have begun to actively join the community, you can’t let it take its course. The public needs to be retained - this is what VK mailing lists are used for to subscribers of their group.

The decision to use automation is up to the user. There are many programs on the network that are designed to automatically send messages. However, you cannot use several of them at the same time. Therefore, you will have to make a choice and download one of them. Of the most popular, two programs can be distinguished: LSender VK PRO and Quick Sender.

LSender VK PRO

LSender VK PRO is a paid program for sending messages to the target audience. It provides 16 automatic mailing methods. At the same time, the developer assures that the risk of account freezing is minimized.

In addition to mailing, the software allows you to create template responses for automatic dialogue with the client. Moreover, dialogues can be conducted simultaneously from two or more user accounts. The program has a convenient and intuitive interface, but even if questions arise, the user can use the instructions for use, which is issued after purchasing the program.

Quick Sender

Quick Sender is a program for commercial mailing, community promotion and target audience generation. It has a separate block for the parser (search for the target audience) according to a set of criteria. The user only needs to set the search parameters.

Another feature of this program is the liker. This is a mechanism that automatically puts likes under the posts of users included in the target audience in order to attract attention. After that, the program will automatically send out messages that need to be delivered to the recipients.

Also available to users, reposts, automatic inviting and posting. You just need to set the necessary parameters, and then the program will be able to do everything on its own.

The use of multifunctional programs for the promotion of Vkontakte communities does not guarantee the success of the enterprise. Content plays a decisive role. If the community cannot offer users high-quality and interesting information, nothing will keep them subscribers. Therefore, first of all, you need to rely on your own strength, and not on a set of instructions and algorithms.

It's no secret that successful online stores squeeze maximum sales from their audience. Initial conversion optimization is a good thing, and, of course, you need to constantly work in this direction. But 70% of the profits of large online stores come from repeat sales, often generated by email marketing.

Where to begin

Many site owners assume that it is imperative to notify the audience about new products daily. But with this approach, your entire mailing list will soon turn into spam, and you will definitely not increase sales, but, most likely, you will only receive negative feedback from customers and unsubscribes.

Determine the main triggers for which you will send emails. It can be:

1) Product triggers

• Seasonal sale.
• Holiday discounts.
• Thematic mailing.
• News and special offers for subscribers.

2) Behavioral triggers

User behavior (after a certain number of days after registration or the last order, it is necessary to stimulate the client for further purchases) for each site individually, you need to always track user transitions and understand where they are lost. Gather statistics on individual users to send information on the goods they are interested in.

3) System triggers

• Transactional (order confirmation, dispatch, receipt at the warehouse or delivery services).
• Track forgotten carts and unobtrusively remind you of abandoned items.
• Notify about changes in the site, delivery, terms of service.
• Be inspired by the experience of major ecommerce companies such as ozon.ru, enter.ru, kupivip.ru, asos.com, ebay.com, etc. Look for ideas for communication and organizing the structure of emails.

Segment your audience, divide it by gender, age, region, subscriber activity, try to ask about what types of goods are interesting to specific users, make a personalized newsletter. Often, segmentation is carried out when subscribing, when the user indicates their interests in the questionnaire, but later this division can be supplemented by purchases and visitor actions on your site.

Newsletter structure and template

After you have decided on the triggers, you need to choose the structure and template of the newsletter, as well as its general direction. It is better to dwell on the friendly tone of letters, use original signatures. The main thing is that your letters are interesting to customers and motivate them to buy.

I fully agree with the advice of Alena Mellon from the Academy of Sales Letters, UniSender: “There are only two really important questions: “How did you collect this database?” and “What will you write to her?”. The issue of choosing a platform, it seems to me, is secondary. ”

For beginners, it is better to use ready-made templates that services offer. Once you master the basics, you can switch to professional platforms and order custom email designs.

Also, when organizing a mailing list, pay attention to the continuity of the letter template and the user’s transition page (namely with a landing page), so that the person does not have the feeling that he was deceived and he was lost on the site.

Experiment with the content in the body of the letter, add video, various graphics, interactive elements.

The page we land on when we go:

Take a look at this page (how exactly my segment is defined):

• Offers female clothes.
• Once again informs that everything is correct, this is the promotion page "- 25% off winter wardrobe”, and we see a banner with the same girl as in the letter.
• opens Russian version site, and shows the conditions for the Russian-speaking segment of the audience (delivery, currency, content).

How to send and collect statistics

Let's get acquainted with the services that carry out the mailing. Of course, you can organize the mailing list yourself, but this way it will be harder for you to track statistics on opens and clicks of users. Each service has its own advantages and limitations, and test free modes help you choose your own. I will list the most famous and convenient:

1. mailchimp.com is a well-deserved leader in organizing email newsletters, easy settings and fast moderation of letters, organization of split testing, a large selection of ready-made templates, there is a free plan for up to 12,000 letters per month based on a base of 2,000 people. The entire interface is in English, but Russian is supported both in the body of letters and in the fields.

2. unisender.com offers a free "Sales Letter Academy" training which will be very helpful for beginners. The functionality of the service is quite wide, it includes detailed email analytics and simple integration with Google Analytics. Just like mailchimp, it allows you to set up email chains and do segmentation. A free plan is available for a base of 100 people and includes sending 1500 letters.

3. sendsay.ru - the service has great functionality, it is also possible to send SMS messages. Sendsay statistics allows you to track literally everything: the number of clicks from mailing lists, the number of clicks on links in emails - there is also a built-in map that shows all the actions of subscribers. The free plan is available for a base of 200 addresses and includes sending 1000 letters per month.

• pechkin-mail.ru;
• epochta.ru;
• smartresponder.ru;
• Aweber;
• constant contact;
• Campaign Monitor;
• Blue Sky Factory;
• Emma.

Always track the statistics of your emails and work on improving them. Here is an example of the most important metrics to track:

• Percentage of delivered emails.
• Percentage of openings.
• Percentage of transitions.
• Number of spam complaints.
• The number of clicks on links in the email.
• Sales from sent emails.

Conclusion

P.S. If you want to learn more about email marketing, leave your comments on questions of interest.

To make an effective email campaign, you must follow the basic steps correctly: choose a reliable email service, adapt content for reading from mobile screens, write catchy texts, collect a sufficient number of addresses of potential and existing customers, and segment the audience. But sometimes this is not enough: your competitors do similar mailings, so you cannot surprise subscribers with something new and interesting. In this article, you will find 20 tips to help you figure out what to write to your clients and understand how to make your promotional emails stand out and be commercially successful.

Let your subscribers feel like they've been chosen. Encourage them to sign up for an exclusive newsletter for top customers. You can nominate regular customers, consumers with a certain check amount, owners of a certain product as the best ones.

Offer membership in an exclusive club to subscribers in personal letters. At the same time, make sure that they do not look like the so-called "Nigerian letters". Ask the client to confirm membership in the club.

Include great deals, discount coupons, new product pre-order offers, etc. in your mailing list for exclusive club members. With the help of word of mouth, this will make membership in the club desirable for all your customers. They will strive to fulfill the conditions necessary to receive an invitation.

Your subscribers receive dozens of emails a day. They hardly pay attention to every offer to download something for free, take advantage of a 3% discount on the purchase of a turbojet lawn mower with a mid-range air travel function, and also ignore questions about the desire to earn millions without effort and initial investment. Advertising noise does its job - people develop deafness to marketing messages.

Another thing is if you manage to show care for the client in a letter. How to do it? Here are some ideas:

• Let us know that the special offer ends in a day. Perhaps the customer forgot that he wanted to buy a lawn mower at a discount.

• Explain why it is important to use your product.

• Offer subscribers valuable information. For example, imagine how many men will thank you if you offer them gift ideas for their loved ones on March 8th.

Pay attention to the subject line of the email. It should let the subscribers know that you have written something of value.

The secret to this tip's effectiveness is personalization. You should personally approach the client and ask them to explain their choice, provide feedback, or help you conduct your research.

The Litres e-book store asks for a review for each book purchased. Moreover, the authors of the first reviews of new works receive bonus money to their account.

The ReadRate service offers to take a thematic test.

And Optimizely marketer Jessie Becker offers to ask her anything.

These include reviews, research results, cases, awards, ratings. Please note the following letter:

Litres announces a book that takes first place in the rankings of the best works of 2014 by well-known publications and the Amazon online store. The Russian-speaking audience did not have time to read this book. There are no reviews on the book sites Litres and ReadRate, one super positive review on LiveLib, no one on Facebook knows anything.

Social proof works: the audience is hooked on the Amazon rating and the word “super bestseller”, although there are still very few real reviews of the book by Russian-speaking users. The book is sure to sell well.

As mentioned above, email personalization helps you get feedback. The possibilities of personalization are not limited to this: it increases the overall effectiveness of the mailing. E-mail was created for correspondence between people. Keep this in mind when writing sales letters. Use the following guidelines:

• Write on behalf of a real person, not a brand.
• Make sure the messages are relevant to the specific person.
• Contact the user personally.

Another example of personalization is the ability to receive personalized recommendations from the LiveLib service.

Effective emails provide a high click-through rate of links in messages and the conversion of subscribers into consumers. Look at the design of the letters from the Death to the Stock Photo project. The conversion button here is located above the message itself.

What happens if the client is not interested in the offer? The authors of the following mailing list provide the user with an alternative.

For what? This increases audience engagement. Above is an example of a Death to the Stock Photo email that prompts the subscriber to first download a package of free stock photos and then proceed to read the email. There are other successful examples of mailing with downloadable content.

Readers will surely pay attention to the financial forecast, beautifully designed in the form of white paper.

Do your customers want discounts? Let them download.

Do it with calls to action. They significantly increase CTR and email conversion.

You can use more aggressive CTAs.

Use the urgency factor, the words "free" and "no registration".

On the one hand, your subscribers need to understand the meaning of the message by reading the topic. On the other hand, you should intrigue them and force them to take the necessary actions out of curiosity. See how the subscriber is motivated to open the letter by the magazine "Behind the wheel".

Howard Zoss is intriguing fellow marketers with the unprecedented rise in online video.

Tip #10: Use the same subject line for all emails

This recommendation is suitable for you under two conditions. First, your audience must trust you implicitly. This is possible if you have been working in the market for a long time and have an impeccable reputation. Secondly, the content of the letters should be similar to each other. For example, you can email your customers every week with the subject “Top 5 Products of the Week” or “Last Week’s Most Popular Content.”

This tactic has a simple meaning: subscribers get used to receiving emails from you with a certain subject, they are easily recognized and found in their inbox.

Referral links work because their use benefits all parties: the referral, the referrer and the business. The first receives favorable terms of service, the second tries for the sake of bonuses, and the third stimulates sales.

Tip #13: Offer your audience a lot of useful information

Surprise your audience regularly with big emails with useful information. Do this once every two weeks or once a month. This way you teach users to wait for your messages and pay attention to them. Remember, you don't have to make each letter huge. For example, you can send standard messages to users twice a week, and once a month create a large digest of publications on the site or an analytical report.

Large letters are difficult to demonstrate with an illustration, so check out the examples at the links:

Tip #14: Remind Users What You Do and Who You Are

If you work for Google or Sberbank, skip this step. And if you have a small or medium-sized enterprise, be sure to follow the recommendation. Remind users how you can help them.

Litres Bookstore includes a reminder in every letter:

The Advego exchange in one of the letters made a detailed advertising cheat sheet:

Tip #15: Leverage Your Partners' Brand Awareness

Imagine that you have just opened an online store where you can buy electronic gadgets. Naturally, the audience does not know the name of your project. But she knows brands that produce gadgets: Samsung, Apple, LG and so on. Use it in your mailing list. Here is an example implementation of this tactic:

And here is an example of a more subtle use of brand awareness:

No, you don't have to be a god or a billionaire to do it. To make subscribers happy, it is usually enough to give them some kind of modest gift. The main thing is that users do not perceive it as a marketing ploy.

These are the gifts people don't need:

And this is better:

And Privatbank successfully used an important event - the World Cup.

"Litres" timed the sale of books at a discount to the premiere of the film adaptation of one of the works.

Say "thank you" at every opportunity. Thank users for purchases, for reading emails, for leaving a review, etc. This has a positive effect on your subscribers and builds loyalty.

For example, "Svyaznoy" thanks even for adding products to the cart:

And the FotoMag store is not limited to gratitude in words:

Users do not like to read promotional emails. You can solve this problem by making commercial messages look like neutral ads. For example, say that a new product is on sale, prices have been reduced, and delivery terms have been updated.

A bookstore you know regularly sends out neutral emails when new books are on sale:

The household chemicals store reports that products that the client was once interested in are back on sale.

Email marketing is considered a convenient and inexpensive way to attract customers. It is actively used by Internet entrepreneurs and not only. How to make a mailing list by Email, how to increase its effectiveness, what myths are associated with it - read the article.

Major misconceptions

It is generally accepted that mailing is easy and simple. It is enough to have a database of addresses and regularly send letters with offers to buy this or that. However, take a look in your box. How many emails do you go to spam? How much do you delete without even opening it? When was the last time you bought something after receiving a letter like this?

Technical knowledge about how to send bulk email is clearly not enough to get a good result.

Firstly, the address base must be legal, purchased subscribers or received from a partner will not meet your expectations. Ideally, the target audience should be collected.

Secondly, the letters should contain interesting and useful information. Equally important is the form of presentation of the material. You need to write in such a way that you want to read the letter. Headlines are extremely important, otherwise no one will open the mailing list.

Important plan. You should know in advance when and what you will tell your readers about.

A simple conclusion follows from this. You need to learn how to do email marketing the right way. Read books, take part in trainings and, of course, try in practice, look for your own approaches and methods.

How to do email marketing the right way

The purpose of emails from a company is to sell your product. But you can get there in different ways.

1. The first way is gaming. A certain fictional character is created - the hero of letters. Stories are told on his behalf, he can also share his opinion or impressions about something. The purpose of such letters is, first of all, to entertain the reader, but also to offer a product too. Play and sale should be separated. As an analogy, we can recall an interesting program with advertising blocks.
2. The next path is cognitive. It is this strategy that is followed in the Megaplan mailing list. Letters are a kind of business magazine filled with useful information. Articles are written by authors or reprinted from other sources. Thanks to this approach, audience loyalty and an expert image of the company are formed.
3. The third option is direct sales. It is considered the most ineffective of all possible. These are the emails that most often end up in spam. Even with this approach, only 20% of the information should be selling, and 80% - useful. Otherwise, the method will not work.

How to form a database and not become a spammer?

When choosing a mailing list, you are on a slippery slope. Letters are a real invasion of personal space. People don't like it, so they press the "Spam" button and complain. It is important to ensure that the information is interesting and relevant to readers.

How to make email marketing useful? Don't write about your company or how good your product is. Take on broader topics that will hook your audience. About success, about life around, share working secrets and techniques. Let your emails help people solve problems, even if they haven't bought anything yet.

The effectiveness of the distribution is directly related to the quality of the database. Accept the fact that a maximum of 20% of the addresses will turn out to be working, and 80% are dump boxes that are not even checked. The database will be better if it includes people who signed up themselves, because they were interested in something. To collect just such addresses, you need to treat the mailing list as a serious project that requires an investment of time and effort.

Regularity

Naturally, you need to contact the audience regularly. If you don't plan on doing this, then don't even start. Most often, letters come once a month or once a week. It is better to send quality material, but less often than low-quality, but often.

It is believed that the most effective regularity ranges from two emails per week to one email per two weeks. Frequent appeals are perceived as a manifestation of importunity, and if you remind yourself too rarely, they can completely forget.

Technical points

So, you have decided on the content of letters and regularity, have collected a database of addresses. What's next? How to send out an email newsletter?

If the database is small, then a very real task is to send letters without involving paid services. How to do your own email marketing? Very simple.

When you've finished your letter, complete the To, Cc, and Bcc fields. Addresses must be separated by commas. There is a limit on the number of recipients. For example, in Mail.ru there cannot be more than thirty of them.

In addition to the fact that this method is time consuming, it has another danger. Spam filters treat messages with a large number of recipients as unsolicited. To bypass this protection, you need to send messages not in bulk, but send each message separately. With a large database, this is simply impossible to do manually. How to make an email newsletter in such a situation? You will have to resort to the help of special mailing services.

How to send everyone by email: links to services

There are three most popular ones today: SmartResponder, Subscribe, UniSender. All three are domestic. Thanks to this, they have a Russian-language interface and Russian-speaking technical support, which is very convenient.

Also, all of them provide official documents for services, which is extremely important for legal entities.

UniSender and Smart Responder are democratic. If the database is small and there are few letters, then it is possible to use the services for free.

In addition to email, through these services, you can send SMS messages. It is also very important that there is access to statistics: how many letters are open, how many are sent to spam, how many people have made transitions to the site, etc.

Another advantage of the services is that they actively educate their users on how to make emailing to unfamiliar subscribers effective. You will receive articles, books the very next day after you go through the registration procedure.

Now you not only know how to create a mailing list based on Email, but also have information on how to make it interesting, effective and help promote your business.