Ivonne Flores
Mailing campaigns designed to sell something are very effective tools that companies can use to:
- Share their message with a large number of people
- Acquire new customers
- Support their existing customers' relationships
Benefits of Mailing campaigns
- With a single email that is massively and immediately sent to a target audience, you can achieve more than with any other type of campaign.
- The sending of emails is immediate and so are our customer's responses.
- The target audience is usually receptive to our emails since the recipients gave their consent to receive these emails.
- The impact of the campaign is immediately measurable thanks to live statistics.
- The viral effect favors mailing campaigns for companies, since certain Internet users forward these commercial emails.
- The costs of mailing campaigns are lower, no shipping costs are required and the costs that can be generated are very low.
Things you should keep in mind for the success of your mailing campaign
Objectives
Define the objectives of your company's mailing campaign, this will help you create the content of the mail.
Title
Write an attractive and short title, 3 to 7 words maximum. It's the first information that will be read by the recipient. The title should reflect the content of your email. It must be clear, concise and interesting.
Content
- Useful
- Personalized and that has your company logo.
- Appropriate for your target audience. Content must be different according to every kind of customer or potential customer.
- Choose your format: simple text or html to insert images, colors, links.
Mailing time
Don't send your email on weekends; avoid mailing them on Mondays and Fridays. It's always better to send them on Wednesdays, first thing in the morning. Actually, it's recommended to do it at 6:45 am. By doing so, it'll be the first email they'll receive in their inbox.
Analysis
Evaluate the results of your mailing campaign. Emailing campaigns give you the opportunity to immediately know the statistics of your campaign and the results for your company:
Statistics
- Reception rate (sent/rejections)
- Opening rate
- Click rate
- Rate of visitors generated on your professional website
- Rate of post-click actions: registration, downloads, forms filled out on your website
- Disenrollment rate.
This data allows you to specifically focus on recipients (remove rejected addresses, select recipients who did respond, etc.) and content (success of a particular kind of offer after sending your email) so you increase your company's ROI in your next campaigns.
Obligations and Mistakes to Avoid
- If your campaign is designed for a group of people, keep in mind that in some countries, it's mandatory to first get the approval of the recipients, before sending your emails to them.
- You must be clearly identifiable as the author of the mail.
- Recipients must be able to unsubscribe easily, by clicking on a link.
Otherwise, your emails may be considered as spam and your mailing campaign will have the opposite effect of the expected one:
- A negative image of your company's brand
- A low campaign response rate
- A significant number of un-subscriptions.
Learn more by clicking on these links:
Reasons not to buy email lists (Unless you like throwing money down the drain)
