What is messaging. What is email distribution. How to organize a mailing list using services

and little tricks

In today's article, we will talk about what automatic mailing is, why it is needed and how to work with it. I have already promised to tell you about this more than once - and now, finally, I got together!

Automatic mailing - what is it and why?

So the first question is: what is automatic mailing? I think it is already clear from the name that this is a mailing that occurs automatically. This is usually a series of letters (sometimes even one letter) that is sent automatically when certain conditions are met.

What conditions exactly? In fact, very different. From subscription to the newsletter to the expiration of some period after sending the previous letter. At the same time, a lot depends on the service through which the mailing is carried out and on its capabilities.

By the way, today we will consider automatic mailing using the GetResponse service as an example. I think that for most of our readers, its capabilities will be quite enough.

Why is such a distribution necessary? The main task is to facilitate the work of marketers. After all, it is much easier to automate your actions to get results than to do everything manually, tracking the fulfillment by subscribers of a wide variety of conditions. And here everything is simple - set it up once - and reap the benefits.

The second, but no less important task is to increase conversion and, accordingly, increase the number of sales. After all, mailing automation allows you to give each subscriber exactly what is needed and interesting specifically for him.

Clicked on the first link? Get related information. For the second? This means that the information you need is completely different. Birthday? Catch congratulations! Read one letter, get another. Fulfilled the goal on the site - here's a letter for you!

In general, the number of different chains that we can offer our subscribers, depending on the actions they take, is almost limitless.

Which letter works best after execution certain condition? How long does a chain of letters lead to a larger average check? And so on and so forth - there are, in fact, a lot of opportunities for tests.

What are the conditions for mailing activation?

So, what conditions for sending emails does GetResponse offer us? There are only 8 main conditions. This is sending a letter:

• at a given time;
• by click;
• after reading;
• when subscribing;
• upon reaching the goal;
• when data changes;
• along with another letter;
• on your birthday.

Moreover, each of these options has additional settings.

Setting up automatic mailing

Let's see which ones, using the example of the first option - sending a letter at a given time. And at the same time, we will figure out how exactly automatic mailing is configured.

For starters, we can choose exactly when the email will be sent. As you can see, by default we have the option "On Day 1". This means that the email will be sent the next day after the contact enters the auto-response cycle (that is, after the specific email address is on our list of those who receive automatic mail).

If you want the letter to be sent on the first day, then enter the value "0" in this field.

The second field allows you to choose which mailing list subscribers will receive this automatic series. For example, I have the same e-mail campaign that subscribers of our blog receive. By the way, if you have not yet subscribed to our newsletter, then it is not at all difficult to do this - just use the subscription form on the right.

Let's move on to the next form fields. So what is there to choose from. First, the exact time the email was sent. The default is "at the time of subscription". That is, the letter will be sent at the same time when the person subscribed to your mailing list.

You can also choose the options "with a delay in" a certain number of hours after the moment of subscription and "exactly at" a certain time (although a certain time does not include minutes, only hours). By the way, when choosing the last option, you can also enable time zone tracking. But that it works correctly, I'm not sure.

The next block allows you to select the days of the week when you need (or do not need) to send letters. For example, only on weekends. Or, on the contrary, only on weekdays.

And, finally, the final chord is the choice (or creation) of the letter that we will send. And also inventing a service name for the letter (that is, a name that will be visible only to you). I recommend making it as conversational as possible, so that later you don’t get confused in a bunch of letters with similar names when trying to view analytics.

As you can see, everything is very easy to set up. For the rest of the condition options, the setting looks about the same - the corresponding items are simply added.

For example, when sending a click-through email, choosing a link that the subscriber should click on…

...and when sending a letter when the data changes, the data that it changes.

On the one hand, it seems that the choice is small. On the other hand, thanks to the possibility of fine-tuning, you can create very complex and intricate chains that intersect in different ways, continue and pass one into another. The main thing is not to get confused and start sending the same emails to the same subscribers!

What does automatic mailing look like from the inside?

So, now you know what automatic mailing is and how it is configured. Let's look at a couple of examples of what a ready-made automatic mailing looks like.

All autoresponders are divided into two types - by time and by action. By time - these are those that are sent after a certain time after the subscription. And by action - those, the conditions for sending which are some actions.

GetRespose allows you to use two options for viewing automatic distribution - all results together (with the ability to select only specific types) or separately distribution by time, separately - by action.

Here, for example, is a small automatic mailing of three letters:

As you can see, the first email is sent at the specified time, the second email is sent by click, and the third email is sent by subscription. By the way, do not pay attention to 0 contacts in the first letter. For messages sent at a given time, this column indicates only the number of subscribers to whom the letter is sent today (that is, on the day of viewing).

And here is another sorting option - by types of letters. Here in the first place are letters sent by time:

As you can see, everything is arranged in the form of a calendar. And when you click on a specific day, you can add a letter for that day. And, of course, do not be surprised that there are 33 days in a “month” - after all, in fact, this is not a calendar, but just a counter of days from the moment the contact entered the autoresponder cycle.

So my story about what constitutes automatic mailing has come to an end. If you have any questions - ask them in the comments, and I will definitely answer them.

Surely you have received more than once the so-called "letters of happiness" from network operators, providers or electronic stores. In most cases, you immediately disposed of them, set up anti-spam and denied in every possible way. To the question of what a newsletter is, everyone will answer differently, but hardly positively. Thus, the simplest and most affordable way of advertising has turned into an annoying woodpecker that "hit the head" of a potential consumer. A logical question arises: "How to disable the mailing list?"

What do we see?

Try not checking your email for a couple of weeks. It is not so important whether you use the Internet for correspondence or write letters by hand in the old fashioned way. Within a week, your real mailbox will begin to swell with all kinds of flyers, flyers, free newspapers and discount coupons. But if a regular mailbox has a limit, then the virtual counterpart can be "littered" almost forever. In a week, more than a hundred letters will accumulate there, and only a couple of them will be really important and interesting to you. But the rest of the contents of the box answers the question of what a mailing is. These are letters with the same information sent to a large number of users at the same time. Sometimes they do contain relevant information. For example, information about a new mobile plan, a sale at a corner store, or an upcoming water outage. But, in fact, mailing does not give you necessary information, so you can easily do without it. If you suddenly feel the urge to change the tariff, then you will do it yourself, without intrusive prompts from outside.

Why are they coming?

Why do these unwanted emails keep coming? Here the principle of the newspaper works, when you subscribe once, and the issues keep coming and going to your address. They usually come once a week or a couple of times a month. Now imagine that you subscribed to a hundred newspapers and magazines at once! From such an abundance of income, you can really go crazy. In this case, it is easier for the author of the mailing list to work than for the editor of the newspaper, because he only needs to upload one letter to a special program that will send it to a thousand addresses. That's what distribution is. In fact, this is real spam. But receiving mailings is voluntary. So why are the emails coming without your express consent?

In fact, you may not remember how you agreed. Perhaps in a lingerie store you filled out a questionnaire on discount card and tick the appropriate box. Or maybe they somehow attended a seminar of author's cuisine and there they gave their contacts in the hope of getting a free frying pan. In the simplest case, you may search the Internet for information and wish to receive updates from the site. After such an expression of consent, a letter will be sent to your e-mail box, to which you need to respond, thereby confirming your desire to receive the newsletter. And - voila, your mailbox has been added to the list of site subscribers. Fresh materials will flow like a river to all addresses from the list.

Candy subscription

Marketers have long understood that a person is more willing to make contact if you promise him a gift. Let it be a candy, a book or a short video course. You are asked to indicate the address to which the gift will be sent. Here you are in the base of the site. Now spam mailing is provided to you. At the same time, the user's interest is obvious, but the author does not remain with nothing. It is beneficial for him that there are more subscribers, respectively, the number of visits is growing, the life of the forum is enlivening. If a person visits the site once, then he can return, and at the same time buy something. It seems that everyone wins. But this does not take into account the fact that the mailing list does not always offer what is really interesting to the consumer, but frequent letters can be annoying.

They asked

Questions are especially often asked by older people who are used to thinking that a letter should contain important information. It is difficult for them to understand what mailing is, and difficulties with the term entail difficulties with consequences. For example, is it free? Yes, there are paid options, but do not panic. Money will not be written off if you just click the "subscribe" button. However, the resource will be incomplete for the user, since some videos or books cannot be viewed until you make a payment. To do this, you need to send SMS or transfer money from the card. Think for yourself if you need such a service.

Is the mailing safe? In general, yes, since the author of it can only transfer your address to another spammer. This is the maximum evil action that can be committed. But this happens very rarely, because it makes no sense for the authors of the newsletters to lose a potential client.

And here is the logical question: "How to get only the information that you are interested in?" Alas, no way. The author acts as the first critic and selects those materials that are of interest to the majority.

Main question

What to do if spam mailing is completely out of reach? How to cancel it? To the great joy of many Internet users, any mailing can be disabled, and the algorithm of actions is similar regardless of the device used. In each letter that comes to your address, there is a special link with a proposal to remove your address from the subscriber base. If you click it, then the information from the author will no longer bother you. Usually such a link is at the very bottom of the letter. But there are also dishonest authors who seek to deprive the consumer of his legitimate opportunity to remain in the dark. But in such cases, the mail sites themselves help you. At the very top of the email there is an "unsubscribe" or "add to spam" button. With one click, you can remove the author from the database or send him to the black list.

Write me sms

It happens that you are really looking forward to the cherished SMS from your loved one, count the minutes, and here it is - the squeak of the phone. But, alas, there is SMS mailing. At times like these, I want to smash my phone against the wall. It is especially unpleasant when information comes that is absolutely superfluous in your life. For example, advertising new gaskets that are sold only in a supermarket on the outskirts of the city, where you once stopped for water. Unsolicited SMS is becoming a real problem for many phone users. Messages come every day, and their number is growing every year. And after all, it is extremely difficult to stop such an SMS attack without outside help. It won't be as easy as with a computer. Yes, and through the operator the problem is not always solved. However, you can still unsubscribe. If no one coordinated the mailing list with you, then this is a direct violation of the law, and the author may receive a hefty fine. That is, you have the right to write a statement to the OFAS indicating a violation of the law "On Advertising". But you can do it even easier, acting as a weapon for the authors of the mailing lists. There is a "SMS is not necessary" service, which makes it possible to unsubscribe from annoying ads for free. You will need to fill out a form and submit an application. It is even easier to act on a smartphone, because there you can install a free antivirus with the function of detecting phishing and malicious messages.

There are parallels

There is something in common between mailings to the phone and e-mail. In both cases, your nerves may suffer from your own forgetfulness or neglect of your means of communication. Most of the spam gets to your mail at your will. And with it come all sorts of viruses. If you find it difficult to dramatically change your attitude to all sorts of new products, interesting offers or trial copies, then you will have to learn over time. So, by the way, spam filter and SMS blocker work. For a phone, this is a highly specialized application that blocks unknown or advertising mailings. The same filter helps to clean email newsletters. All blocked messages are sent to a separate folder, where you can later deal with them: delete or "pardon", that is, return them to the Inbox.

In general, you need to learn to take care of your messengers. Use spam filters to mailing lists to keep your inbox free of spam. Don't forget to unsubscribe from emails you no longer need.

For example

V Lately more and more Internet users are complaining that Yandex mailing list is annoying. Two-thirds of the mailbox is filled with all sorts of promotional offers. Regular brushing doesn't help. What to do? Maybe you should get rid of mailing lists once and for all? So, go to the mail. On the home page on the left side you will see all the information about messages and your correspondence. Find a small picture of a paperclip. This is the designation for emails with attachments. And right above the paperclip there is an inscription "Customize". Activate. On the left side, a menu of available services will open. Among all the sections there will be one with the name "Mail processing rules". In this tab, you can work with the addresses from which the mailing is sent. If you do not need them, then feel free to send everything to the black list. After this step, all new letters will go straight to the trash, without cluttering up your mailbox. You can go the same way if you are tired of information from other sites or letters from any people.

There is a second way to unsubscribe from "Yandex" mailing list. To do this, go to the mail and open the message with the distribution. Now click the Unsubscribe tab. This method, of course, is simpler than others, but it involves repeated operations.

Have a contact

Perhaps one of the simplest action algorithms requires mailing to VK. It is never imposed here, except in cases where your account has been hacked. In all other cases, mailing to VK goes automatically, since once you yourself wrote messages to groups or subscribed to notifications. If the information received is no longer relevant, you can unsubscribe. To do this, in the dialog box with the group, find three dots in the upper left corner. The Deny Messages tab appears. Activate it and enjoy the absence of spam.

And what is the program?

The top three most popular mailing programs include GetResponse - a service with very rich functionality. Here you can set up complex email chains, run tests, and personalize emails. The service is easy to learn, there is a mailing list template and technical support in Russian. True, 100% deliverability is not taken to be provided here either. A month is given for testing. Of the minuses, you need to highlight the price. It is indicated in dollars and jumps absolutely inexplicably.

The second most popular is " Pechkin-mail.ru" is a domestic service, very easy to learn and with a lot of templates. You can send 500 letters a day, and a database of up to 100 subscribers is stored for free. Prices are very, very affordable.

However, technical support leaves much to be desired, since the only way to contact is through emails. But the knowledge base is great.

Optimal choice

The third most popular, but optimal mailing program in terms of parameters ratio is MaestroMail. It is much more profitable to pay for the number of letters. So, if you plan to launch a newsletter from your site, then you can start with this program. They also cannot vouch for 100% deliverability, but they offer a user-friendly interface, prompt response from technical support, and advanced service functionality.

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Suppose a person lives in apartment building. All houses have. And there are ads from time to time. A resident leaves the apartment and sees advertising leaflets sticking out of all the mailboxes.

What is Bulk Email

Mass sending of letters is one of the directions of marketing.
Any marketing campaign is aimed at attracting customers to you. And sending letters to e-mail is another of the channels through which customers can come to you.
Email can mean:

• sending emails;
• sending SMS messages.

These are email newsletters. Marketers are actively using this channel to inform and attract customers.
With the right strategy, mailing can attract and interest the audience, lead through all stages of the sales funnel and encourage a person to perform the main action for which all efforts are made - to buy a product or use a service.

If you go too far with letters, write to the user too often and intrusively, then there is a risk that you will lose a person from your contact database. He will stop reading the same type and uninteresting letters, send them to the spam basket and unsubscribe.

In order not to lose people, constantly replenish the address book with new addresses, you need to make the newsletter useful and necessary for the user.

Types of email distribution

• information letters;
• transactional messages;
• commercial letters;
• event letters.

Newsletter

Newsletter is needed to inform the client. Such letters do not force him to buy or place an order, they do not ask him to take advantage of discounts. They give the recipient food for thought. They talk about something new.

For example, a person can subscribe to the newsletter of a portal. And he will receive collections of news for the week in the mail.
Newsletter should help a person to solve his problem. She can tell an interesting story, tell about your experience, suggest an interesting life hack that a person can immediately use.

Such letters allow you to gain trust with your audience. We said that people love it when their problems are solved. And if in your letters a person can find an answer to a question that worries him, which is interesting to him, then in the future he will turn to you.

Letters must be topical. If you are the owner of an online pet products store, then the mailing list should be appropriate. Include materials about keeping animals, Interesting Facts about their life. And if there are articles about installation plastic windows- it is at least strange.
These letters work for a long-term result. Their task is to increase the interest of the audience, to warm it up.

If you want to talk directly about your products and invite a person to the site to shop, organize a commercial mailing list.

Commercial mailing

Tell the user about your products, discounts or promotions. And invite him to take advantage of such an advantageous offer.
Typically, sales letters are sent out periodically. Do you constantly arrange promotions and discounts? Tell the person about it, include descriptions of several products in the letter - give them the opportunity to choose.

Transactional mailing

These are automatically generated emails. They confirm the action that the user took on your site.
For example, a person placed an order for cat food. Confirm this action by emailing him a check. Specify the order amount again, make a list of products that the user bought. Show him that his order is being worked on.

Trigger mailing

These are also letters that are sent automatically. But if a transactional email just makes it easier to use your site or service, a trigger email is sent depending on the condition.

You can plan entire chains of trigger emails. A person has registered on the site - send him . A person only buys cat shampoo from you - inform him about new discounts on these products. A user buys goods from you once a month - thank him for his loyalty and give him discount coupon for the next order.

As a rule, such letters are personalized. Their goal is to keep a person, to sell him goods. Therefore, such letters are personalized. User profile data is used, the letter is personalized. The person is addressed by name, if possible, the text is included personal information addressee.

Another type of classification of mailing types is by direction:

• on target audience;
• by region;
• mass.

Mailing to the target audience involves the selection of people who will be interested in a particular letter. If you want to inform the buyer of your online store about new promotion, first select the recipients who will be interested in your offer. For example, a person orders only cat food from you. It is hardly necessary to tell him about discounts on dog leashes. Such a letter will cause nothing but irritation of a person.

Mailing by regions - sending letters in accordance with the geography of the subscriber. The address base is collected and segmented by geographical parameters.
Mass mailing Email- it . Sometimes people buy bases email addresses and just start sending letters to them. This is a dubious method of attracting customers. Such emails usually go straight to the spam folder.

How to send out emails

For email marketing to work, you need to work on every email campaign.

• Collect the address base.
  Do not use ready-made purchased databases of addresses. You should only send your emails to people who agree to receive them. Most effective method- send a letter to the subscriber's mail with a unique code, with which he can confirm his consent to receive your letters.
• Think about infomercials.
  You can't send letters mindlessly. Every message should have a purpose. Tell us about new products and services. Make a selection the best materials published on your site to interest a person.
• Make a distribution schedule.
  Find a time that is convenient for your subscribers. For example, some people check their mail more often during their lunch break - at 12 noon Moscow time. But suddenly you have people with Far East, where is a completely different time zone?
• Check letters.
  No one is immune from typos and errors. Always check email before sending. Send yourself a test letter, see if everything is written correctly, if it is correctly laid out and displayed.
• Add the option to unsubscribe.
  A person must be able to remove his address from the database. His activities, interests may change, the cat may run away. And your letters may become redundant. Leave an unsubscribe link in the email. You can ask a person to leave a review, describe the reason why he no longer wants to receive your letters.
• Keep the database of addresses safe.
  The list of addresses should not be shared with anyone. And the newsletter should only be received by people who subscribed to it.

How to organize a mailing list using services

There are services that help to make email newsletters. You can set up automatic collection of data from your site into mailing lists, segment the lists by many parameters.

You can customize the template. If you do not know how to type letters directly, you can use the block constructor.

Be responsible with your email campaigns. It is a powerful tool that can be used in marketing. The newsletter will help you build trust with your audience, tell about your business and attract customers. But, as in any business, it is important to understand whether what you are doing is effective.

Set up UTM tags, see how many people open emails, how many people follow links. Do you even need what you're doing.

In essence, this tool is a mailing of various
material on behalf of the community in the user's private messages.

This tool, it is quite possible to call it an echo, which
were so popular in the 2010s. Also in its structure, this tool
very close to .

You can use this tool in absolutely any area, because. he is very
flexible and versatile.

How to start using this tool?

We will go a simple way so that you can start using it already in
soon.

1. First you need to install (application) "Mailouts
messages" to your page (group).

This is done through community management.

1.1. Go to "Management".

1.2. After you went to "Management", you got to "Settings"
pages (communities). Next, you need to go to the "Applications" section.

1.3. In the window that appears, select "Go to directory".

1.4. After you have gone to the Application Catalog, you need to find
“Mailing lists” and click the “Add” button.

1.6. After you add the widget, you will be informed that the widget was successful
set.

1.7. After you have switched to the installed widget, go to
"Settings".

1.8. In the window that appears, you are offered to create your first "List", where
users who want to subscribe to your newsletter will be collected.
Click the "Create" button.

1.9. In the pop-up window, you must assign a name and write a description of your
the first list.

Also, you need to check the box "Collect subscribers in this
list" and click the "Save" button.

2.1. After you have created your first list, you will be taken to a window with
lists.

In this window, it will be necessary to write the text in the "Message" item, which
You want to send to your subscribers.

After, click on the "Test" button to send a test message to yourself
yourself.

2.3. After you have received a test message and it suits you all,
then you can proceed to mass mailing, for this you need to select
"Mailing list", check the box that you have checked the test message and
select the time of mailing - "Send now" or specify the time.