Introduction

Mailing is sending emails to a list of contacts, usually customers or potential customers. It is an effective way for companies to communicate with their target audience. Most companies use mailing to promote new products or services, special offers or to inform customers about the company.

Having a good mailing strategy is very important for businesses. An effective mailing can lead to more website traffic, more leads and ultimately more sales. In our opinion, email marketing is inexpensive and measurable. Companies can also use mailing to build personal relationships with customers.

Types of mailings

There are different types of email campaigns that businesses can send. Some common types are:

Newsletters

Newsletters are sent regularly to keep subscribers informed of a company's latest news, product updates and other relevant information. The advantage of newsletters is that they increase engagement with customers. A disadvantage can be that they are seen as spam if sent too often.

Advertising mailings

Advertising mailings aim to promote a product or service. They often contain special offers or discounts to entice the recipient to make a purchase. One advantage is that they can increase conversion, a disadvantage is that they can come across as intrusive if the timing is wrong.

Transaction emails

Transaction emails, such as order confirmations and shipping notifications, inform customers of the status of their order. The advantage of this is that it makes the buying process smoother. A downside may be that it generates additional emails that customers may see as spam.

Relationship emails

Relationship emails, such as birthday emails and surveys, aim to strengthen relationships with customers. The advantage is that they provide valuable information and create loyalty. A disadvantage can be that they come across as too personal if the timing is wrong.

Building a mailing list

One of the most important parts of a successful mailing is having a quality mailing list. But how do you get those e-mail addresses? There are roughly two ways: collect them yourself or buy them.

With self-collection, it is important that people give explicit permission to be listed. This is called opt-in. For example, you can put a subscription form on your Web site where visitors can enter their e-mail address if they want to receive your newsletter. Make sure you make it clear what they are signing up for. That way you will get motivated subscribers.

It's also important that people can unsubscribe from your newsletter again. This is called opting out. Every mailing should contain a clear unsubscribe link. Always respect when someone unsubscribes and immediately remove the e-mail address from your list.

Another option is to buy a mailing list. This can provide a large amount of addresses quickly, but the quality is often not as good. People have not explicitly signed up for your mailing. This can lead to more complaints and unsubscribes.

In general, it is better to take the time to build your own list via opt-in. That way, you cultivate a loyal group of interested readers. Quality over quantity when it comes to email marketing.

Creating the perfect mailing

Mail structure and formatting play an important role in writing an effective mailing. First, it is important to write a catchy subject line. This should arouse curiosity in the recipient. Use concrete descriptions and don't be too general. Personal salutation is also very important. Address the recipient directly with "Dear [name]" instead of general terms like "Dear Sir/Madam." In terms of length, it is advisable to keep the mailing concise. Long emails are not read as well. Aim for a maximum of 6 paragraphs of 3-5 sentences. Also make sure there are enough blank lines and use bullet points for clarity. Finally, readability is very important. Use short sentences and everyday language. Avoid difficult technical terms and keep the message simple.

Measuring results

It's important to properly measure the results of your mailings so you can see what's working well and what you can improve. Here are a few key metrics to keep an eye on:

The open rate measures what percentage of recipients actually open the mailing. A high open rate means your subject line and preview text are effective in triggering interest. Measure this over a period of several mailings to discover trends. An open rate of 20-30% is generally considered good.

The click rate measures what percentage of opens actually click on a link. This helps you understand which call-to-actions and content are the most engaging. A click rate of 2-5% is average.

Conversion measurement is crucial to seeing how many leads or sales your mailing generates. Make sure you can track conversion events (such as a purchase or signup) to maximize the ROI of your mailings.

A/B testing can help optimize different parts of your mailings, such as subject line, preview text, content and call-to-actions. For example, test two different subject lines against each other to see which performs best.

Analyze the results regularly and adjust your approach based on what works well. This will allow you to continuously improve and optimize your mailings.

 

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