E-COMMERCE MANAGER
In line with the increase in online shopping, the importance of digital marketing is increasing daily. In this article, we will share some of the highlights about mailing, which is a low-cost option among Digital Marketing tools. Mailing is actually sending bulk e-mails to registered users about your products or campaigns. As the term refers, there are 3 main elements of the mailing process. These can be classified as registered users (customer data), identification of product and campaign contents, and finally delivery of these contents to users with the right tools.
Creating User Data
There are several methods for this process, which forms the basis of sending mails. It is possible to create these data on the condition of obtaining prior permission from the users who are members of your website, or to collect these data using conventional methods. For instance, in exchange for getting a specific discount card that a conventional store has defined for you under a customer loyalty program, you may give this permission by registering for the e-newsletter of a blog site, to allow that store to send you mails about its campaigns. Then the company can process this collected user data according to the Law on Protection of Personal Data, divide it into segments and create a data pool in order to deliver the right content to the right target audience.
“Bulk mail delivery (mailing) process is one of the lowest cost tools of digital marketing.”
Preparing Content
The next step after creating user data is to prepare content. Assume that you want to prepare a mailing campaign for the target audience you have selected for a new product. The elements to be considered here should be that all the content does not consist only of text or images, spelling rules should be followed, materials such as the company/person name and logo that indicate who the mail came from should exist in the content, the subject of the mail, the sender’s name, the texts that will stand out in the first place, and an ”unsubscribe” button that allows the users to leave that mailing group when they want. You can use stock photos as visuals, or benefit from a visual of the product/service you want to promote, or use a specific icon that can express your promotional message in the most striking way. Also, the links that you will use should be directly related to your content.
Choosing a Mailing Program
After the user data and content are prepared, now it’s time for selecting the 3rd party software that will enable bulk mail delivery. As there are many companies providing this service, basically they all offer more or less similar features. The important point here is that each company offer packages at different prices and each package offers a different content. You can buy the most suitable content for you and start using that service. However, there is a common mistake made at this point. That mistake is, to send bulk mail from your own mail server instead of using such a 3rd party company. When bulk mail is sent directly without using the infrastructure of a 3rd party company, there is a risk that your own domain name will be marked as “spam” by international service providers. In such a case, it is also possible that no user can send mail through your own mail server, or there may be consequences such as all the emails you send falling into the “Spam” folder. In accordance with the agreements of such 3rd party companies with the service providers, there is no such risk and you can send bulk mails safely. In conclusion, bulk mail delivery (mailing) process is one of the lowest cost tools of digital marketing. With mails prepared correctly in accordance with all procedures, you can deliver your campaigns and products to your target audience with a single click and perform your marketing activities with a high interaction rate.
