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Email marketing is a sales tool with low cost per lead and high return on investment. The method is based on direct communication between business representatives and the buyer. For more than 25 years, emails with topical content have proven to be effective due to several factors.
How people imagine email marketing.
7 reasons why email marketing is so popular
Full budget control means the ability to regulate the number of emails sent by setting a daily limit or filters for the subscriber base. Also, if several people from the "cold" list did not open the letters, they can be excluded from the mailing list.
One of the main benefits of email marketing is the ability to build relationships with a customer through a series of "touches" - multiple emails united by the same subject. The first letter is intended to reveal the pain - the client's problem, the subsequent ones - to offer an up-to-date solution. The penultimate letter in the chain removes the objection and closes the sale, the final one - offers an upsell - an additional product or service.
The customer's life cycle can be increased by periodically sending him useful information materials, making individual offers, and providing discounts.
Specialized services help to collect detailed statistics on email open rates, audience activity time, the number of clicks on links, find out contact information on social networks and analyze the subscription base for further segmentation. By dividing the subscriber base into several email lists by age, gender, and other parameters, the marketer can prepare relevant emails for the target audience, thereby increasing customer loyalty.
Where to get email subscribers
Method # 1 - "White" : a special page is used to collect addresses, where the user can enter his email address and subscribe to the newsletter.
Method # 2 - "Gray": you can export contacts of existing customers from CRM, email client, billing system, etc. Some CMS have plugins that will automatically save customer emails to a separate list.
Method # 3 - "Black": using grabbers or web services (examples: LetsExtract, Hunter.io, EmailExtractorPro, etc.). The principle of their work in general is very simple: you enter keywords, the program sends them to search engines, receives a list of pages from them, goes to these pages and looks for email addresses on them.
Before starting the mailing, it is advisable to complete the so-called. "validate" email addresses - check for their existence.
What exactly is checked during the validation process
Online services for email newsletters
Dozens of sites on the Internet offer their services for organizing mass e-mailing.
After registration, the user is offered a visual editor for letters. A set of ready-made elements - templates, forms, buttons, tables, arrows, plates - allows you to make each message unique, visually highlighting it from other letters.
MailChimp is the oldest and largest service. Offers dozens of tools, detailed statistics, email templates. Using a free license, you can collect a database of up to 2000 subscribers and send 12,000 letters per month. The project is designed for English-speaking users, the cost of a monthly license is from 10 to 300 dollars.
SendPulse is a popular platform that interns with, Bitrix, AmoCRM, various CMS. The interface is in Russian. There is a mode of sending Push messages, split testing and secure sending of letters through an SMTP server are available. The disadvantages include the lack of access to Google Analytics in the free version.
Sendinblue is another popular overseas project. The trial license does not limit the number of subscribers, but sets a limit for mailing: 300 letters per day and 9,000 per month. A convenient editor allows you to create templates using the HTML language. Preview of letters is available on different devices (PC, smartphone, tablet).
Each site tries to offer its own unique set of additional services. The main drawback of all online services is all kinds of restrictions. Upon reaching the limit, you must pay for each sent letter, analytics, additional databases, connected tools, etc.
PHP scripts
As a rule, the possibilities of ready-made scripts "out of the box" are very limited. On the one hand, the user is given a high degree of freedom, on the other hand, the basic functionality is scarce, in order to modify it, programming skills are required.
The script may or may not have an interface. The script must be uploaded to the hosting, the parameters of the SMTP server must be specified. If there is a WYSIWYG editor, then it will be possible to create a letter in it, if not, then upload a ready-made HTML template.
The most famous and popular free script is PHPList . It also has an editor, and you can import contacts from CSV and TXT files.
Newsletter programs
Programs (for Windows or Mac) are, in our opinion, the "golden mean". They have no restrictions (like online services) and do not require in-depth IT knowledge. Also, as a rule, you do not need to pay monthly for their use.
LetsExtract Email Studio is a powerful software for collecting user contacts: email addresses, phone numbers, instant messengers, email addresses. With the help of the program, you can collect a database of email addresses from Facebook, Twitter, Google, Yandex, from forum pages, yellow pages, and indeed any sites. There is a built-in validator for email addresses. And of course, a built-in tool for mass mailing. WYSIWYG editor, spam check, unlimited mailing list support and Analytics reports.
Atomic Mail Sender - allows you to import email addresses from various sources, create individual templates for a segmented subscriber base. The main drawback is an outdated interface, rare updates. Access to the program is provided free of charge for 7 days.
AMS (Advanced Mass Sender) is a highly specialized program designed for mass mailing. Enterprise Edition is a powerful email editor with the ability to customize messages. In the field "Username" the full name of the client is inserted, with the help of other operators, you can specify the quantity of purchased goods, an individual discount, the date of expiration of the contract, and so on.
ARD (Advanced Direct Remailer) - directly sends emails to users' servers, not the provider. Thus, in theory, this software allows you to bypass spam filters. Configuring the sending of letters on a schedule allows you to conduct several mailings at the same time and collect statistics for each of them separately.
How people imagine email marketing.
7 reasons why email marketing is so popular
- Full budget control for the day, week, month.
- Turning a “cold” audience into a “warm” one is a sales funnel.
- Scaling the subscription base through Invent marketing.
- Additional sales.
- Collecting detailed statistics.
- Segmentation of subscribers.
- Building long-term relationships and customer retention.
Full budget control means the ability to regulate the number of emails sent by setting a daily limit or filters for the subscriber base. Also, if several people from the "cold" list did not open the letters, they can be excluded from the mailing list.
One of the main benefits of email marketing is the ability to build relationships with a customer through a series of "touches" - multiple emails united by the same subject. The first letter is intended to reveal the pain - the client's problem, the subsequent ones - to offer an up-to-date solution. The penultimate letter in the chain removes the objection and closes the sale, the final one - offers an upsell - an additional product or service.
The customer's life cycle can be increased by periodically sending him useful information materials, making individual offers, and providing discounts.
Specialized services help to collect detailed statistics on email open rates, audience activity time, the number of clicks on links, find out contact information on social networks and analyze the subscription base for further segmentation. By dividing the subscriber base into several email lists by age, gender, and other parameters, the marketer can prepare relevant emails for the target audience, thereby increasing customer loyalty.
Where to get email subscribers
Method # 1 - "White" : a special page is used to collect addresses, where the user can enter his email address and subscribe to the newsletter.
Method # 2 - "Gray": you can export contacts of existing customers from CRM, email client, billing system, etc. Some CMS have plugins that will automatically save customer emails to a separate list.
Method # 3 - "Black": using grabbers or web services (examples: LetsExtract, Hunter.io, EmailExtractorPro, etc.). The principle of their work in general is very simple: you enter keywords, the program sends them to search engines, receives a list of pages from them, goes to these pages and looks for email addresses on them.
Before starting the mailing, it is advisable to complete the so-called. "validate" email addresses - check for their existence.
What exactly is checked during the validation process
- Check for duplicates.
- Syntax - substitution of characters, misspelling of the address.
- Checking the existence of an MX record in the DNS of a domain (not all domains have mx records and can receive letters).
- Checking the existence of a mailbox on the server (programs simulate an incoming letter by connecting directly to the server).
- Temporary mail - thanks to services such as https://temp-mail.org/, some addresses are created only to receive one or two emails, and then automatically deleted.
- Spam traps and service addresses (for example, abuse@, spam@) - these mailboxes often receive spam complaints, which can block the sender's mail or lower his reputation.
Online services for email newsletters
Dozens of sites on the Internet offer their services for organizing mass e-mailing.
After registration, the user is offered a visual editor for letters. A set of ready-made elements - templates, forms, buttons, tables, arrows, plates - allows you to make each message unique, visually highlighting it from other letters.
MailChimp is the oldest and largest service. Offers dozens of tools, detailed statistics, email templates. Using a free license, you can collect a database of up to 2000 subscribers and send 12,000 letters per month. The project is designed for English-speaking users, the cost of a monthly license is from 10 to 300 dollars.
SendPulse is a popular platform that interns with, Bitrix, AmoCRM, various CMS. The interface is in Russian. There is a mode of sending Push messages, split testing and secure sending of letters through an SMTP server are available. The disadvantages include the lack of access to Google Analytics in the free version.
Sendinblue is another popular overseas project. The trial license does not limit the number of subscribers, but sets a limit for mailing: 300 letters per day and 9,000 per month. A convenient editor allows you to create templates using the HTML language. Preview of letters is available on different devices (PC, smartphone, tablet).
Each site tries to offer its own unique set of additional services. The main drawback of all online services is all kinds of restrictions. Upon reaching the limit, you must pay for each sent letter, analytics, additional databases, connected tools, etc.
PHP scripts
As a rule, the possibilities of ready-made scripts "out of the box" are very limited. On the one hand, the user is given a high degree of freedom, on the other hand, the basic functionality is scarce, in order to modify it, programming skills are required.
The script may or may not have an interface. The script must be uploaded to the hosting, the parameters of the SMTP server must be specified. If there is a WYSIWYG editor, then it will be possible to create a letter in it, if not, then upload a ready-made HTML template.
The most famous and popular free script is PHPList . It also has an editor, and you can import contacts from CSV and TXT files.
Newsletter programs
Programs (for Windows or Mac) are, in our opinion, the "golden mean". They have no restrictions (like online services) and do not require in-depth IT knowledge. Also, as a rule, you do not need to pay monthly for their use.
LetsExtract Email Studio is a powerful software for collecting user contacts: email addresses, phone numbers, instant messengers, email addresses. With the help of the program, you can collect a database of email addresses from Facebook, Twitter, Google, Yandex, from forum pages, yellow pages, and indeed any sites. There is a built-in validator for email addresses. And of course, a built-in tool for mass mailing. WYSIWYG editor, spam check, unlimited mailing list support and Analytics reports.
Atomic Mail Sender - allows you to import email addresses from various sources, create individual templates for a segmented subscriber base. The main drawback is an outdated interface, rare updates. Access to the program is provided free of charge for 7 days.
AMS (Advanced Mass Sender) is a highly specialized program designed for mass mailing. Enterprise Edition is a powerful email editor with the ability to customize messages. In the field "Username" the full name of the client is inserted, with the help of other operators, you can specify the quantity of purchased goods, an individual discount, the date of expiration of the contract, and so on.
ARD (Advanced Direct Remailer) - directly sends emails to users' servers, not the provider. Thus, in theory, this software allows you to bypass spam filters. Configuring the sending of letters on a schedule allows you to conduct several mailings at the same time and collect statistics for each of them separately.
