Free services for sending letters. What is an email newsletter?

You have found yourself in the email marketing section, where you will learn what it is and what it is needed for. I will also tell you how email marketing on the Internet works and how to improve its effectiveness. And for dessert, at the very bottom there will be cool cases and articles with free lessons on this topic.

What is email marketing

Email Marketing is a comprehensive activity aimed at establishing interaction with subscribers and clients through email and mailing tools.

The purpose of such communication is to strengthen audience loyalty ( customer retention and return). That is, you need people who learn something about you not to leave after a certain action, but to stay close and support you. We would monitor how you develop, what you offer, and so on.

In fact, it is also a good one. After all, with the help of such mailings you can generate additional traffic to your resource. This is especially noticeable with a large base of active subscribers.

Why is this so important?

According to statistics, 98% of Internet users have email. 91% of them check it every day.

As you can see, email is one of the main sources of communication. This is the biggest reason why email marketing still works.

Misconceptions

Many people still have misconceptions about email marketing. Basically, they are divided into two parts:

1. Many people think that this is banal spam. But that's not true! This is communication with subscribers of our own database of email addresses with their prior consent.
2. Also some people think that it is banal mailing by email. However, in reality, in addition to the usual action, communication strategy plays an important role. If you sent a person only one email and didn’t send anything else, then this is not email marketing.

Let me give you an example.

A person wants to buy a tablet, but doesn’t know which one is better. As a result, he starts looking for information on the Internet. Through a search, he goes to some website and sees that they offer a free training course.

The user agrees!

He enters his data into the subscription form and agrees to the terms. Then this course is sent to him by email. He begins to study it.

Then, after some time, the person receives a second letter. There, in general terms, there is an introduction to the author of the course. A brief biography of the person and a history of working with tablets is given.

The subscriber learns a lot about the author and sees that he has already encountered a similar situation. In addition, the letter promises to solve the problem. The author also warns the subscriber that he will send new lessons and additions to the course in the future.

After a certain series of lessons, a final letter is sent. There they sum up various results and at the end there is an offer to buy the product. And not just buy, but buy at a good discount.

It is also said that if a person makes an order during the day, he will be provided with free accessories for the tablet.

As a result, the subscriber agrees to purchase!

Some will think, why bother so much! After all, online stores immediately provide the same advantageous offer.

But the fact is that at first a person does not have trust in the company. Therefore, in the example here, the author of the newsletter has a greater chance of selling something. After all, the author himself became a good friend to the subscriber and helped him solve the problem. This is what it's all about the essence of email marketing!

That is, do not use sales directly. First, make friends with the person. Try to solve his problem. Show your expertise and provide cases.

But the most important thing is that you are working for a long-term relationship. This is not just a site where the user came, looked, left and forgot.

No! With the help of a series of lessons, you are constantly in contact with your subscriber, thereby reminding them of yourself and strengthening your brand.

Advantages and disadvantages of email marketing

Below I would like to list the important benefits of email marketing:

• This is an additional source of traffic to the site
• Cheap channel support. You can collect information about your subscribers and send emails completely free of charge.
• The ability to collect a current subscription base of your audience. That is, exactly those people who are directly in contact with you at the moment.
• Creation of communication ( regularity of touches) between brand and consumer
• Establishing a strong relationship with the client
• Effective involvement in the implementation of necessary actions. For example, sharing information, viewing recommendations, purchasing, etc.
• Increase efficiency through personalization based on customer information ( who he is, where he lives, what his interests are, etc.)
• You can quickly replenish your database of email addresses
• Increases the average check - you can use upsells

Disadvantages of Email Marketing:

• Spam filters are constantly being improved - sending out mailings is no longer as easy as before
• You need a clear strategy and segmentation of the target audience - if you send uninteresting information, people will unsubscribe or send it to spam
• It is not suitable for everyone - for example, such marketing will not work for funeral services ( no one wants to be reminded to buy a coffin or a wreath)
• Setting up your service for mass mailings will seem very difficult to many
• Tariffs of mailing services for intensive work with large databases are not cheap
• You constantly need to check and clean the database of inactive subscribers
• Regularity is necessary - otherwise the subscriber will forget about you and at the first uninteresting letter he will simply unsubscribe

Email Marketing Performance Indicators

There are certain indicators that help measure the effectiveness of email marketing:

1. The number of subscriptions is the size of the subscriber base
2. Open Rate - email open rate by subscribers (50 - 60% is considered a good indicator)
3. Click Rate - how many recipients who opened the letter completed the target action
4. Number of unsubscribes
5. Messages marked as spam
6. Recipient conversion rate - the rate of donations or purchases made after clicking on a link in an email

Typically, all this data is available through the email newsletter service you use. It is worth noting that the accuracy of determining such indicators may vary greatly for each service. Some give better statistics, others worse.

Below I want to give you some useful tips and cases on email marketing. To start, personalize, but don't use automatically inserted fields like “Dear [insert name].” It’s just that the name during registration may not match the real data.

People also often fear that it is phishing or spam. After all, most of these letters are usually fake.

So make your personalization more natural. It's done well through segmentation subscription base by gender, age, social and other characteristics.

The more clearly you segment your base, the better your email open rates will be. After all, in this case, you will offer your subscribers only what is interesting to them.

Also in letters you need to address header length. There is no specific answer as to what works best. Long titles or short ones.

But there is a title length that is called the “Dead Zone” (60 to 70 characters). You should try to avoid it. That is, do either less than 60 or more than 70 characters.

Also try to choose the best time for email newsletters. There is no clear answer here either. It will be different for each target audience. Therefore, you need to conduct A/B testing and see at what time the open rate is best.

The next tip is free gift. Give something to your subscribers so that they will be grateful to you. This could be some kind of e-book, webinar recording, templates, and so on.

Must also be present adaptive design letters. Then the messages will look good on different devices.

Still not bad send emails on weekends. On such days people are less stressed. Therefore, they have more time to check email. However, again, there is no clear answer here. Therefore, this point also needs to be tested.

Sometimes remind yourself. That is, there should not be too long pauses in the mailing. You can also use subscriber segmentation based on email open rates. Those who open emails frequently can be interacted with more often.

Well, definitely track statistics. It is she who makes it clear how effective your actions were.

Types of letters in the newsletter

1. Informational - these are various stories, useful tips, cases or lessons
2. Active - we offer to take a survey or invite you to some events
3. Commercial - we offer to buy some product or order a service
4. Transactional - an email that is automatically sent after a target action is completed on the site ( subscription confirmation, reminder of items in cart, etc.)
5. Autoresponders ( trigger letters) - configured for specific user actions ( for example, an automatic series of emails to complete a course)

It is worth noting that there should be at least twice as many information letters. After all, if you often ask people for some help, there will be a high probability of unsubscribing.

So give people more information. For example, news, some stories, useful cases, articles, and so on.

How to improve email open rates

Many people have a problem with how to increase the open rate of emails. To begin with, we can highlight two important indicators. This is From Name ( who did the letter come from?) and the subject of the message itself.

If you are sending letters as an organization, you have two options. Can From Name name on behalf of the organization or simply write the name of the employee.

But there is no specific answer here! Therefore, you need to test everything and see how it will be better in your case.

A lot depends on how well the audience knows you. Of course, it is much more pleasant to receive a letter from a specific person whom you already know.

Well, about subject of the letter don't forget either! The shortest and clearest headlines work best in many topics.

It also has a big impact on open rates. dispatch time. The largest number of emails are opened during the lunch break and in the evening.

Opening rates are worse in the morning. People at the beginning of the working day are focused on work. Therefore, some letters will be ignored or even deleted.

And one more tip is database segmentation subscribers. You need to know your subscribers and what will be interesting to them.

Best day to open emails

Industry	Day
Hotels	Monday
Accounting	Monday
Veterinary services, animal care	Saturday
Art, culture, entertainment, museums, music, cinema, theaters	Wednesday
Cars	Friday
Products and services for children	Saturday
Associations, clubs	Monday
Consulting, trainings	Monday
Education	Monday
Finance	Friday
Fitness centers, yoga studios, bowling clubs, gyms	Monday
Government organizations	Monday
Healthcare, dentistry, hospitals	Monday
Real estate, construction, landscape design services	Tuesday
Insurance	Wednesday
Manufacturing companies	Tuesday
Marketing, advertising PR	Monday
Cleaning companies	Wednesday
Photo studios	Wednesday
Publishers	Monday
Real estate	Tuesday
Religious organizations	Monday
Restaurants, bars, cafes	Monday
Retail	Monday
Beauty Salons	Monday
Development of websites, online stores	Tuesday
Transportation	Sunday
Tourism	Thursday
Other	Monday

It is very important not to end up in spam when sending emails. To start, avoid safe words. The easiest way is to use the Glavred service ( glvrd.ru). It immediately highlights such words in the text. For example, buy, sell, advertising and so on.

Also avoid capital letters in words (except for the beginning of sentences). Spam filters react very harshly to this.

Still don't need to use much bright fonts and colors. I recommend using simple email templates.

Also, don't insert large images(both in size and weight). This has a very bad effect on loading information. Especially for mobile devices.

The field of the letter should contain minimum 200 text and numeric characters. Avoid large quantities exclamation marks.

Use subscription confirmation. This is when, after filling out the form, a confirmation email is sent to the person. To finally subscribe, the user must follow the link in the email.

Be sure to use this double confirmation!

Firstly, it helps to get rid of inactive mailboxes. After all, sometimes people can accidentally enter the wrong email address in the form.

Secondly, a person will not simply sign without his final consent. That is, you need ironclad confirmation of the owner of the box.

Also, a person must be able easy to unsubscribe from the newsletter. If this does not happen, then it will simply send the letter to the spam folder. The robots will take this into account and, of course, will worsen the deliverability of letters to other recipients.

More spam filter criteria:

• Checking the IP address in blacklists - if you get there, then it is better to use your smtp servers
• Pay attention to SPF, DKIM and DMARK records
• Check email and sender name
• If you link to bad and suspicious sites, your letter will be filtered. Hiding links through java scripts improves email deliverability. I also recommend making all links through a redirect from the sender’s domain.
• Monitor the number of messages and the speed of their sending - for large values ​​they turn on blocking
• They take into account complaints from email recipients - if people put your emails in the spam folder, then the mailing list begins to be blocked
• Pay attention to the frequency of the email database - you need the majority of addresses to be active. That is, for users to go into the mailbox and check it. But if there are many inactive and deleted mailboxes, then it may be blocked from sending letters. You also need to avoid email traps. These are boxes that were not initially subscribed to any mailing list. If there are any, the systems will track you and then block you. Therefore, do not use third-party databases under any circumstances.
• Look at information about the company and so on

I really want to give you tips on how to increase your email subscriber base. To begin with, come up with A good reason to subscribe.

To do this, people need to be given some kind of bonuses for subscribing. Usually these are free books, webinar recordings, checklists, and so on.

When people unsubscribe, you can also give them some additional bonuses. Even when unsubscribing, do a survey asking why the person decided to unsubscribe. To do this, you can insert a short questionnaire with answer options. Or, after a typo, direct the person to a page with a survey.

I also recommend offering educational content. Through an automatic series of emails, you can offer subscribers to take a course. That is, after subscribing, you automatically send letters with lessons at a given time.

This gives additional user engagement.

Plays a very important role in collecting the subscription base. subscription form. She must be attractive. If you are offering a book or course, be sure to include a beautiful cover of the product in the form.

It is worth considering the number of fields in the form. The more there are, the less likely it is that a person will subscribe.

Pop up window with form

Use the tools attention grabber. Pop-ups work very well in this regard. Also use beautiful buttons and links with calls to action. Additionally, you can add animation.

How email marketing works

You need to understand that any email newsletter service consists of three elements:

1. SMTP server - deals with sending email messages.
2. POP server - accepts incoming correspondence.
3. Spam filter - controls the SMTP and POP server. It monitors emails and evaluates them as spam based on a number of criteria. A message is blocked if it meets at least several of these criteria.

Your letter first goes to the servers of the mail.ru service. That is, it first goes to SMTP and then is checked by the mail.ru filter. If the spam filter approves the letter when sending, then it is sent to another mail service. For example, on yandex.ru.

How email marketing works

Your message first leaves the mail.ru spam filter and gets to the yandex.ru spam filter. Yandex will already have its own criteria for selecting letters.

That is, different systems have one such filter. However, for each of them it works according to its own specific algorithms.

So, the Yandex spam filter checks your letter. If it is approved, then the message goes to the POP server of the same Yandex and then goes directly to the recipient.

If your letter meets at least several criteria that violate the spam filter, then they either go to the spam folder or simply do not end up in the inbox.

If the recipient decides to send you a reply message, then the principle of sending is absolutely the same.

First, the message goes to the SMTP server and is checked by the spam filter of the outgoing mail service (for example, Yandex). Then it goes into the spam filter of the receiving mail service (for example, Mail.ru) and is sent to your email via the POP server.

This is how a regular email newsletter works between two users who use regular services.

If sending occurs within one service ( for example, between mail.ru mails), then it simply goes through the SMTP server. And then, passing through the spam filter, it returns through the POP server and is sent to another user.

Email distribution within one mail service

In any case, even if messages are exchanged through one mail service, all letters are still checked for spam.

Email distribution to the database

Bulk email distribution to a database differs in that the message is automatically sent to several recipients at once. That is, there is a mass phenomenon. To organize it, you need programs to automate the above-mentioned process.

This software is installed on a computer. Then in this program you can create message texts, place images and various files.

But the main thing is that you can upload a list of email subscribers into the software for whom the newsletter will work.

Sending email via a free SMTP server

This is a simple protocol for sending a letter. You can connect it to your program and then send messages. But this has its limitations.

Service	SMTP server	Sending speed
gmail.com	smtp.gmail.com	500 emails per day
hotmail.com	smtp.live.com	200 emails per day
yahoo.com	smtp.mail.yahoo.com	100 emails per hour
rambler.ru	smtp.rambler.ru	200 letters per hour
mail.ru	smtp.mail.ru	60 emails per hour
yandex.ru	smtp.yandex.ru	150 emails per day
aol.com	smtp.aol.com	500 emails per day
lycos.com	smtp.lycos.com	250 emails per day
meta.ua	smtp.meta.ua	200 emails per day
ukr.net	smtp.ukr.net	250 emails per day

I would like to note that if you send emails very quickly through such free SMTPs, your mailing list may be blocked at any time. That is, the email that you used as the SMTP server will be blocked.

Therefore, this mailing method is only suitable for a small subscriber base. If you have a large database, then this method can also be used. However, in this case you need to connect proxy servers. They allow you to hide your computer’s IP address and make it seem like the sending is coming from different devices.

Sending email via free SMTP

Sending emails via your SMTP server

For hosting you need to buy a VDS or VPS server. Next, you create your SMTP and POP server on it. Then you set everything up and send out mailings.

Advantages of your SMTP servers in Internet distribution

What are the advantages of your own smtp servers for internet distribution? To begin with, here no restrictions by the number of letters sent. Everything depends only on the power of the VDS or VPS.

You can still customize your entries:

• DKIM - domain electronic signature
• SPF - domain permission to send letters using your mailbox
• DMARK - DKIM and SPF identification

All these entries increase the number of successfully delivered SMTP server emails!

Another advantage is that here there is no spam filter. That is, for outgoing correspondence, your letter will not be checked for spam. After all, this is your smtp.

Another advantage is the possibility blocking ip address sender when using multiple SMTP.

Sending emails via your own SMTP

If you send a message, your computer's IP address is blocked. Therefore, other spam filters of mail systems create the impression that you are sending from several smtp servers.

If you are sending from one smtp server, then the filters will see that you are sending from one IP address. Then, once the letter has passed the spam filters, it reaches the end user.

Third party email marketing services

For example, they have a very convenient one. This allows you to conduct a normal analysis of your email newsletter. Some other services may offer a set of beautiful subscription forms and letter templates.

Email service statistics

You will also receive active technical support. For many beginners this will be a big plus.

Good services:

SendPulse - there is a free plan ( up to 2,500 subscribers and 16,000 letters) for beginners with good support and useful features. There are many mailing options available. And the presence of artificial intelligence will help you easily increase the effectiveness of email marketing. The system itself will compose a suitable letter for you and select the necessary elements. Tariffs here are cheap. There are a number of free bonuses and big discounts. They provide cool subscription form designers, templates and many other interesting features.

MailerLite is aimed at beginners and small businesses only. The rates here are reasonable. In terms of functionality and prices, it is inferior to the previous service. However, the basic tools here are quite sufficient for small businesses. There is also a free plan for up to 1000 subscribers.

GetResponse - has all the necessary marketing functions. Therefore, it is suitable even for large players! A powerful landing page builder, a flexible system for automating processes and more than 500 letter templates. You can create stylish subscription forms and surveys, warm up people using webinars, and so on. Tariff prices here are not high. The only thing is that there is no free option. However, for testing they give 1 free trial month with all the functionality.

Disadvantages of third-party services

Such services also have their drawbacks! For example, some companies have strict rules for loading their subscription database.

They also make sure to check the validity of the subscription database. That is, they look for inactive email addresses and decoy boxes.

Depending on the tariff plan, services may limit the number of subscribers and emails sent.

Well, don’t forget that you have to pay for everything!

Luckily, many companies offer us free initial plans. But as a rule, the functionality there is greatly reduced. That is, it will no longer be possible to engage in full-fledged email marketing here.

And if you switch to paid options, good companies usually charge high prices. Therefore, high cost is another disadvantage of such services!

Email distribution through third-party services

Email distribution through third-party services

Also, initially the service itself checks your subscription base and the letters you send. If, for example, there are a lot of spam words, then mailing to the email database will be blocked. However, before this you will be notified that there are violations and you need to review the format of the letter.

If letters begin to end up in spam or there is a large wave of complaints from recipients, then spam filters notify the service’s technical support about a suspicious mass email campaign.

But if you send to a small subscriber base, then your letters are likely to end up in inboxes, since such SMTPs are on the white list of spam filters.

Your own email newsletter service

Your own email newsletter service

A distinctive feature is that such a service is located and installed on your SMTP servers to which your domain is attached.

Here Main advantages email newsletter scripts:

• We host everything on our own server
• User-friendly web interface available
• No restrictions on email newsletters
• Very convenient statistics
• You can hide the IP server on which the script is installed
• SMTP servers without restrictions - if some part is blacklisted, they can be replaced with new ones
• Good tools for randomizing texts and message topics

Bulk email sending through your service

Now let's figure out how mass email sending works through your service. You use it through your web interface. It's on your domain.

Bulk email sending through your service

If the setting was correct, the server IP address will be blocked. Only the SMTP IP will be visible. Sending comes as if from each separate server with a separate IP and maximum randomization.

As a result, spam filters of mail services see that the mailing is coming from different people. This advantage makes it possible to effectively create large mass email campaigns without ending up in spam.

That is, despite the criteria of spam filters to limit the letters sent, you can significantly increase the number of subscribers and the sending of letters and at the same time not fall under spam.

So, if you have a very large base and are closely involved in this area, then this option is perfect for you! There are no restrictions here. Everything depends only on the power of the server.

In general, now you know what email marketing is, why it is needed and how it works. Below are free cases and articles with training lessons on this topic. They will help you improve the effectiveness of your mailings.

Say thanks using the buttons below:

18.01.2018

When creating newsletters, an email marketing strategy is very important. However, to create it, you need to try hard. Therefore, to make your life easier, I have prepared step-by-step instructions for developing such a strategy especially for you. There will be interesting examples and useful cases.

SMS mailing and notification service

The fastest way to deliver short messages with a high reading rate is still SMS messaging. Preparing and sending a short text message (SMS) takes a minimum of time and, as a result of a small time investment, will help notify the maximum number of clients.

Preparing and sending a newsletter takes a few minutes - just upload a list of subscribers and come up with an SMS text. After sending an SMS campaign, you will also know how many customers you can expect to respond to in the future, and which mobile numbers are no longer valid to remove them from your mailing list.

SMS notifications

SMS notifications (transactional SMS) are a good way to remind a client of the need to use an already purchased service - to inform about the start of a webinar, an upcoming concert or a flight for which a ticket has been purchased, in order to increase satisfaction with the service and motivate repeat purchases and recommendations to friends.

Email newsletter service

Reliable delivery to your inbox

To fully comply with the requirements, in your FEEDGEE account you will find SPF and DKIM settings for your domain's DNS, which will help ensure that your messages are fully authorized and that mail services trust you as a sender. Setting up DNS takes no more than 10 minutes, but at the same time helps users of email marketing services to ensure the expected effect of sent messages. Description .

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More videos on our channel - learn internet marketing with SEMANTICA

Let's say a person lives in an apartment building. All houses have it. And periodically there are advertisements there. A resident leaves the apartment and sees advertising brochures sticking out of all the mailboxes.

What is bulk email?

Bulk sending of letters is one of the areas of marketing.
Any marketing campaign is aimed at attracting customers to you. And sending letters by email is another channel through which clients can come to you.
Electronic mailing may mean:

• sending emails;
• sending SMS messages.

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

If you overdo it with letters, write to the user too often and intrusively, then there is a risk that you will lose the person from your contact database. He will stop reading similar and uninteresting emails, send them to the spam bin and unsubscribe.

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

Types of email newsletter

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

Newsletter

The newsletter is needed to inform the client. Such letters do not force him to buy or place an order, or 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 some portal. And he will receive a selection of news for the week by email.
The newsletter should help a person solve his problem. She can tell an interesting story, report on your experience, suggest an interesting life hack that a person can immediately use.

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

Letters should be thematic. If you are the owner of an online store of pet products, then your newsletter should be appropriate. Include materials about keeping animals and interesting facts about their lives. And if there are articles about installing plastic windows, that’s strange to say the least.
These letters work for long-term results. Their task is to increase the interest of the audience and warm it up.

If you want to directly talk about your products and invite people to your site to make purchases, organize a commercial newsletter.

Commercial mailing

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

Transactional mailing

These are automatically generated letters. They confirm the action that the user performed on your site.
For example, a person placed an order for cat food. Confirm this action by sending him a check in the mail. Once again, indicate the order amount, make a list of the goods 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 simply makes it easier to use your website or service, a trigger email is sent depending on the condition.

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

As a rule, such letters are personalized. Their goal is to retain a person and sell him a product. Therefore, such letters are personalized. User profile data is used and the letter is made personal. The person is addressed by name; if possible, the addressee’s personal information is included in the text.

Another type of classification of mailing types is by direction:

• by target audience;
• by region;
• massive.

Mailing to a target audience involves selecting people who will be interested in a specific letter. If you want to inform the buyer of your online store about a new promotion, first select recipients who will be interested in your offer. For example, a person orders only cat food from you. You probably shouldn't tell him about discounts on dog leashes. Such a letter will cause nothing but irritation to a person.

Regional mailing - sending letters in accordance with the subscriber's geography. The address database is collected and segmented by geographic parameters.
Bulk email is . Sometimes people buy databases of email addresses and just start sending letters to them. This is a dubious method of attracting customers. Such emails usually end up straight into the spam folder.

How to send emails

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

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

How to organize mailing using services

There are services that help you send emails. You can set up automatic collection of data from your website into mailing lists, and segment the lists according to many parameters.

You can customize the template. If you don’t know how to type out letters directly, you can use the block constructor.

Be responsible with your email campaigns. This is a powerful tool that can be used in marketing. The newsletter will help you build trust among your audience, talk 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 click on links. Is what you are doing even necessary?

Hello everyone!

It’s been a while since I wrote anything in the E-mail marketing section, although there are a lot of interesting topics. And I want to talk now about one of them - email mailing programs. Quite a lot of people do not use online services like MailChimp, but rather PC programs.

In total I know several programs and services:

• . English-language e-mail newsletter service. I am using it now and am completely satisfied;
• UniSender. Paid online service, but there is also a free plan. And technical support is at the level;
• Epochta Mailer. A paid program for e-mail newsletters, but there is also a free, stripped-down version. Installed on PC. It is in certain demand, as it is almost the best option. I have experience working with it;
• . In November 2016, this email newsletter service was closed. Reason for closure: stopped bringing pleasure and satisfaction from work to its creator. In short, the creator got tired of Smartresponder. However, the service was the most convenient and practical among all others, in my opinion;
• AMS Enterprise. Direct competitor to Epochta Mailer. Shareware free program.

By the way, recently a new player appeared on the domestic email marketing market - the Falconsender service. The project was created from scratch by guys who worked on another large service for a very long time.

When you first meet you, you will be struck by a convenient and accessible interface and the presence of all the functionality necessary for mailings. We are pleasantly surprised by the prices, one of the lowest on the market: with a base of up to 1000 subscribers, you can use the service absolutely free, and a tariff with a base of up to 10,000 subscribers will cost only $14!

Among the shortcomings, it is worth noting that the service is just beginning its journey, so there are some minor shortcomings.

The support service responds very quickly and tries to listen to all wishes.

If you need stable service at a reasonable price, then this is an excellent choice.

Of course, there may be much better options, but these are the only ones I know of, and I have only worked with a few. I have already written about two online services (Smartresponder and MailChimp), and today I would like to tell you about the Epochta Mailer program.

You can buy/download the program. Cost - 2900 rubles. But you know that there is always a way out 😉

Benefits of the program

I became acquainted with this program when I was still quite green, when I was just starting to access the Internet. Then it was planned to find clients through e-mail newsletters, but for some reason it didn’t work out for me (I don’t remember exactly why). I worked with it for literally a week, but already during this time I saw a number of advantages that the paid version has (I somehow managed to crack the program):

• Unlimited number of e-mail addresses;
• SPAM test. A very useful thing;
• Clear interface;
• Ability to monitor the effectiveness of mailings;
• Detailed reports;
• The program supports HTML message format;
• Well, and a few others.

And this is what the Epochta Mailer interface looks like:

Click on the image and it will enlarge. As you can see, it’s convenient to form letters here and send letters too - just make a couple of clicks. However, before sending it is necessary to make a number of settings, without which the program will not be able to work.

Setting up Epochta Mailer

In order to be able to send letters, you must have an SMTP server - a protocol designed for simple sending of letters. Epochta Mailer has a built-in one, but it will not be enough for the program to work fully. But we can use other options:

1. SMTP server of your Internet provider. To use it, you need to check with your provider whether it provides SMTP. Most likely there are strict restrictions on the number of letters sent. In some places you can send 500 letters, and in others less;
2. The hosting provider's SMTP server can also be used for sending via Epochta Mailer, but most likely there will also be limits here, but much more expanded. For example, certain providers allow you to send up to 3,000 emails per day. For many this will be enough;
3. Free email services from Yandex, Google, Mail.ru. Anyone can use it, the main thing is to have an account in the system whose SMTP you want to use. In this lesson we will use Yandex;
4. Renting an SMTP server. There are special services that allow you to rent servers and send messages.

As I already said, we will use an SMTP server from Yandex. The limit is 150 messages per day, as far as I remember:

1. Open the program and fill out a short form. It opens when you first start the program:
   Be sure to fill in all fields, otherwise sending letters will not work;
2. Next, on the top panel, click on the “SMTP Wizard” button:
   In the window that appears, select “Use external SMTP”:
   This way you can use all available free SMTP servers. Click "Forward";
3. Next, click on the “Add” button:
   A window will appear in front of you with a list of all available servers. Select the server of the mail service where you have an account. I will choose Yandex (smtp.yandex.ru):
   In the same window we see limits on the number of messages per day;
4. Then double-click on the SMTP server in the selection window, after which another window will open with server parameters, where you will need to specify the login and password of the account from which letters will be sent and SMTP will be used:
   
5. Click OK and then Finish.

This completes the setup. Now you can create a letter to send to subscribers. The editor here is such that it won’t be too difficult to work with him. Everything is extremely simple and clear:

Sending letters

Before sending a letter, you need to upload addresses for mailing. This can be done through the “Addresses” item:

The finished database can be downloaded by importing a .xls or .csv file, or via Google Sheets:

It’s not difficult to figure it out in your mind and choose the best option. Let's together... By sending out the first option, i.e. mailing program from a computer, after a fairly short period of time your IP will be calculated and added to the spam database. To fix this problem, you need to start using a proxy server. There are a lot of them on the Internet, and you can find them simply by searching by entering the phrase “free proxy server”, only the IPs of free proxies have long been added to the spam database, because you are not the first to come to this decision. Should I use a paid one? Their cost is about $10/month. The IP of which, also after a longer period of time, will be added to the spam database thanks to your mailing list. You will have to change proxies on average 2 times a month. Those. 20 $ or 580 rubles, with the condition that the text of your letter is not in the spam databases. And again, to put it mildly, these are problems and time.

Sending from hosting, cash investments are the same as in the paragraph above. Only you risk the IP address of the entire hosting and the possibility of being blocked. The principle remains the same - either buy a proxy or a dedicated IP - which is the same, not for long. Or, in addition to the domain, buy bullet-proof hosting for mailing - but they cost a lot of money, we won’t even consider it.

The last option is to send from web services where there are no problems associated with spam databases, IP changes, etc. The cost of services varies, but on average, mass notification of clients will cost 500 rubles. per month. On such services, all issues with spam databases have long been resolved; they almost always have a discount program and multifunctional sending.

Putting aside bias and looking objectively, it is not difficult to choose the best option for sending mass e-mail letters to postal addresses. Having understood the above, let’s dive into the tactfulness and conscientiousness of notifying subscribers.

Internet mailing ethics.

Internet ethics– this is a fairly broad concept. Applied specifically to the operation of mass mailings, it is rather tact, responsibility, respect and integrity. Naturally, without observing etiquette, your mailing service will not last long... Many negative reviews and complaints will appear, which will lead to loss of income, ban, or even worse, account blocking.

Everything is transparent with this question, the subscriber asked, you listened to him kindly, answered politely and fulfilled his wishes. In case of refusal, objectively explaining the entire situation of the impossibility of fulfilling his requests.

For example, they asked you to unsubscribe an e-mail address from their mailing list. Under no circumstances wait for a negative connotation to appear in your subscriber’s requests. Just unsubscribe the first time you contact him and reply to him about the end of your subscription. They will not only say thank you for such conscientiousness, some of them, on occasion, will speak positively about your service online.

Of the tips, we will show you the most obvious ones, failure to follow which can quickly get you banned.

• Do not send letters to addresses that did not voluntarily request mailing;
• Unsubscribe at the first request, or after talking change his desire to unsubscribe;
• Do not send a lot of letters to the same email address; if the text of the letter is large, it is better to send it as an attachment;
• No censorship, insults, fraud, etc.;
• Write letters from the “kind” heart.

If you ignore requests, subscribers will find a way not only to ruin the reputation of your business, but also to completely ban it. AND email newsletter will become an instrument of collapse.