Tips for sending mass mailings in your business

Surely as a business owner or manager, you have heard about mass emailing and how it can be used to promote your business. Possibly, you have even prepared emails before and tested this marketing channel, but did you know that there are strategies to obtain better results?

We share with you some outstanding tips to make your email marketing campaigns successful.

Using the right tool

In order to send these emails, you need an email marketing platform. A common mistake is to try to send from your email address, either from your business email or from services such as Gmail or Outlook. 

However, this type of mailings are prohibited on these platforms, and there are software and online services for this purpose, which comply with anti-spam protection. Depending on the size of your mailing list, the number of mailings you plan to send per month and others, you should select the best one for your business.

Subscriber list management

It is not just a matter of taking a group of emails and sending them information every time you decide to do so. The work of the lists is important, since it allows you to optimize the results or conversions that you are looking for with each email.

The first thing to do when building your list of subscribers is to make sure that you have permission to send emails to those people, since new laws in Costa Rica and other countries prevent you from using data that has not been given to you with consent, to protect the privacy of all users.

Once you have this list, you should organize it by tags, if your business allows it. That is, you will have a general base, with all your contacts, and secondary segmentations according to interests, gender, age, birthday month, if they are regular customers, prospects or inactive customers.

The more you segment your lists, the more knowledge you will have of your audience, and the better you will be able to target your mass mailing campaigns.

Keep your contact list clean

At least every 3 months you should do a database cleaning, that is to say, check that the emails you have are active, not having duplicate people due to change of email, and eliminate those contacts that have not opened your messages in more than 3 months. This will help you to direct your efforts to the people who really enjoy receiving your email.

In addition, usually the platforms for sending mass mailings, charge per number of contacts, so it is a waste of money to have inactive contacts. On the other hand, those people who unsubscribe from the mailings are usually automatically cleaned from the list, so you should not worry about it.

Less is more

One of the best tips for sending mass emails is to always keep in mind the frequency and usefulness of the mailing. It is not good to send emails daily, or every other day, especially if the variety of content is not good, although there are exceptions such as news channels. Eventually, this tends to tire the customer, who begins to see your communications as spam and will end up sending it to the trash or unsubscribe from the list, in any case, will relate a negative feeling to your brand.

For this reason, it is important to make schedules that determine when and what content should be sent and to which segments of the list, and then schedule the mailings. For most cases, two monthly mailings is an amount that ensures good results, and can be accompanied by an additional email with content targeted to specific segments, such as promotions, discounts, new products or news of interest.

Avoid spam tactics

If you want your emails to be delivered directly to the inbox, you should avoid certain practices such as over-mailing, repeating the same title in each mailing, sending to links that do not work or have misleading content, titles in all capital letters and certain words marked as possible spam.

Also, remember to send only to groups on your list, and do not send to users who have not provided you with their information, as they could mark you as spam and thus enter the blacklist and not be able to continue sending normally.

Design your emails

As with any other advertising, you must take care that your emails are attractive, dynamic, with clear calls to action and that they really fulfill the function you are looking for. Nobody wants to receive emails that do not load, are ugly or have spelling mistakes, so take care of every detail when sending your mailings.

Most of the email marketing tools on the market have templates for mass mailings of different types, which will allow you to provide quality and variety. If you are a more advanced user, you can design custom HTML templates and upload them to your provider.

Keep track of your results

Once you send your emails, you will need to keep track of their performance. We recommend using Google Analytics on your website to measure what actions are being taken from your email marketing, whether it's site visits, sales in your online store, and what sections they are entering the most, which can not only help you convert on the spot, but also help you better understand what your customers like, so you can tailor future email marketing content.

Invite more users to subscribe

Adding newsletter forms on your website or social media campaigns can help you get more email addresses from potential customers or people interested in your service or business.

In this case, it is important to have mailing automation processes, so that they receive an email when they subscribe, where they are welcomed, and if applicable, you can take the opportunity to ask them about their topics or products of interest with a small survey, this will allow you to segment these new prospects in a better way.

Use email marketing wisely

Not only can you send promotions to your databases, email marketing can be used in multiple circumstances such as:

• Sending for event participation, whether it is reservation of seats, ticket sales, agenda information, and others.
• Company achievement mailings, to keep the human side. These can range from awards won to congratulating individual employees on company achievements.
• Blog posts, news and informational or educational material, which is related to the industry, can be your own content as an ideal, but can also be shared from other sources. This serves to stay relevant.
• Abandoned shopping cart mailings, if you have an online store, you can send personalized emails to users who left items in their shopping cart, offering them a special discount if they make the purchase at that moment by clicking a button, this type of email has a high conversion rate. Also related to online stores, you can send emails with discounts to items in the users' wishlist, to encourage the purchase.
• Sending greetings, not only for holidays or common celebrations, you can also program with customer information, birthday cards and even anniversaries for being customers, it is always good to send them a small detail, such as discounts or a gift on their next purchase or visit.

Now that you know more about mass mailings, we hope you will be successful in your future campaigns. If you need further advice please do not hesitate to contact us.