Where is it more effective to do mailing lists
3 April 2023
Mailing lists play an important role in the marketing process. Effective mail campaigns inform customers about new products and special offers, offering useful content while ensuring your prospective customers do not forget about you. A well executed campaign increases loyalty, sales, and the average check, strengthening the brand.
In the article we will discuss where mailing is more effective – in messengers or by email.
In the article we will discuss where mailing is more effective – in messengers or by email.
Types and types of mailings
There are 2 types of mailings:
- By communication channels — email, Telegram, WhatsApp.
- By the method of sending — mass or automated.
Mass mailings can be sent to the entire audience at once, or you can pre—divide it into segments, It all depends on the purpose and content of the mailing list, but the message is sent to everyone at once.
With automated mailing, the client receives an email after a trigger action, for example, if they filled the shopping cart on the site, but did not complete the purchase.
With automated mailing, the client receives an email after a trigger action, for example, if they filled the shopping cart on the site, but did not complete the purchase.
Popular types of mailings:
- Greeting – for example, when signing up for a subscription.
- A transaction is a letter with useful information after a targeted action, for example, a purchase.
- News and announcements – changes in the product, industry news, the appearance of a new service.
- Promotions – reminders of discounts and special offers.
- Useful content – articles, life hacks, links to webinar recordings.
Receive fresh insights, strategies, and market analytics.
Let's keep in touch
Performance metrics
We have selected 5 key metrics that are suitable for analyzing the effectiveness of mailings by email and in messengers:
- Deliverability – what percentage of recipients received your message or letter.
- The conversion rate is the percentage of sales based on the results of the mailing list.
- Clickability – how many customers clicked on the target buttons inside the mailing list.
- The coefficient of unsubscribes after mailing.
- Blocking or spam complaints based on the results of the mailing list.
How to make mailing lists effective?
Add useful content to your mailing lists, for example, articles and promo codes, then their effectiveness will grow.
- Use different channels to reach a large audience (for example, Viber, WhatsApp, and Telegram).
- Segment the mailing lists. It is not necessary to send the same messages throughout your database. Yes, it speeds up the process, but it reduces the quality.
- Connect chatbots to automate mailing lists in messengers. In a chatbot from Rox.Chat, you can write a script so that it sends messages depending on the actions of the client.
- Use cross-marketing.
- Invite users to subscribe to you in messengers and convey the benefits of your email newsletter.
Comparison of mailings in email and messengers
Advantages of messengers:
A high percentage of message openings.
Relevance due to linking to a mobile number.
Prevalence among users.
The main drawback is strict restrictions. WhatsApp, for example, does not allow you to create more than 250 new chats per day, and users can ban you in one click.
Advantages of email newsletters:
Privacy and security.
Suitable for long texts.
Flexibility of settings.
Detailed analytics of the mailing list.
Both distribution channels are budget-friendly, support a high level of automation and multimedia (pictures and videos).
What to choose: mailing by mail or in messengers?
Comparing mailings by email and messengers, it is important to note the response of customers to communication through these channels. Once upon a time, we were all annoyed by commercial emails coming to our email. Today, this is taken for granted.
With messengers, the situation is a little different. Users want to be able to write to companies in messengers, but they often react negatively to messages trying to sell them something. It turns out that email is a safer option. At the same time, emails are easier to ignore than a message in Telegram or WhatsApp. What should I do?
With messengers, the situation is a little different. Users want to be able to write to companies in messengers, but they often react negatively to messages trying to sell them something. It turns out that email is a safer option. At the same time, emails are easier to ignore than a message in Telegram or WhatsApp. What should I do?
Experiment and watch the audience's reaction.
Avoid cold mailings in messengers, so as not to get blacklisted by potential customers or earn a reputation as an intrusive company. A good strategy would be to send messages to those who have given their formal consent to this by providing their phone number or email.
Remember you don't have to choose just one approach. Both channels can work simultaneously, complement each other, and improve the efficiency of the marketing department.
Remember you don't have to choose just one approach. Both channels can work simultaneously, complement each other, and improve the efficiency of the marketing department.
Rox.chat provides effortless connectivity with all of them.
Stay connected with your customers
