Email marketing

Email marketing builds additional communication with the client. It can be used to increase conversions and, subsequently, profits. The tool helps distribute informational and commercial content that builds brand reputation and increases audience loyalty.

Let's talk about the basics of email marketing: we'll tell you what types of letters there are and how to launch a mailing list.

What is email marketing

Email marketing is a way of communicating with customers or subscribers through email newsletters how shown on SOCLEADS.

It is used:

• commercial companies - to promote the product;


• non-profit organizations - to present their activities, find like-minded people, and provide information;


• individual content authors - for commercial and non-commercial purposes.

Goals and objectives

Newsletters are needed to lead users to purchase or retain existing customers. The main tasks of email marketing:

• Warming up. Users who have recently subscribed to the mailing list need to be interested. Informational and entertaining letters will introduce the client to the company's products and create a need for them.


• Lead generation. Users are encouraged to take the desired action with the help of advantageous offers, discounts, coupons.


• Increase repeat sales. For example, mailings offer products based on the customer's previous purchases.


• Return of customers. The company sends reminders about abandoned carts, notifications about sales, coupons and promotional codes.


• Informing. Customers are notified about updates, failures and troubleshooting, and are sent useful materials and company news.


• Company promotion. The newsletter helps the brand stay on the radar and build a trusting dialogue with customers.


• Automation. Sending notifications about registration on the site, purchase, order status reduces the load on the contact center.

Why Email Is Still Relevant

There is an opinion that mailing is something outdated and ineffective. However, practice shows that people continue to actively use email. 

There is a stereotype in the minds of users that email is a channel through which important information comes. So, if you contact a social service or law enforcement agencies, notifications about the status of your request will come to your email. That is why users regularly check their email and pay close attention to incoming letters.

It is more convenient to correspond and receive constantly updated information in social networks and instant messengers. However, email has its advantages:

• Expanded format. Large arrays of information look organic in mail. They are easy to perceive: there is no intensive flow of updates in which the letter can get lost.


• Storage and filtering. You can search for letters by subject, date, sender, content - these functions are partially implemented in social networks and messengers. Mail displays tables and other complex formatting, without which many data lose their meaning.

Advantages and Disadvantages of Email Marketing

The main advantages of email marketing include:

• Low cost. Payment for mailing services is written off monthly. Additional expenses, except for registration of a subscription, are not necessary.


• Availability of functional links. They help organize a quick transition to the site and order placement.


• Informativeness. Services collect statistics and demonstrate the effectiveness of the advertising campaign. 

Disadvantages of email marketing:

• the audience confuses mailings with spam and skims them;


• users are irritated by commercial offers from companies, especially unexpected ones;


• Email marketing is used by many companies, which creates high competition for recipients' attention.

Types of Letters in Email Marketing

The choice of mailing format depends on the purpose of the message and the result that needs to be achieved with the letter.

Regular mailings

These are letters that marketers collect manually. They are made in the format of digests with news, analytical articles and recommendations.

Such mailings are sent with a certain frequency to constantly remind about the brand. They also show that the company does not stand still, updates the assortment, launches new lines. The frequency of such mailings can be weekly or monthly, less often - in the format "once every two weeks".

Trigger emails

They come when a trigger is triggered. This could be registration, order placement, or transition to a new stage in the sales funnel. Some letters are sent even after a long period of inactivity of the client to remind him about the company. 

A characteristic feature of such letters is that they form a whole series. The user activates the trigger, and messages begin to arrive automatically to the mailbox. The main goal of this format is not to sell goods directly, but to introduce a person to the company, to provide information for further cooperation.

Transactional letters

They resemble trigger letters, as they come to the mailbox of users who perform certain actions. The distinctive feature is that such letters perform not a commercial, but an informational function. They inform the client about changes in the personal account, for example, notify about a change in the order status. 

In this way, letters confirm a transaction completed by the user - some action on the company's website.

Advertising letters

Their goal is to encourage the user to make a purchase. Such emails include:

• product selections;


• special offers;


• information about promotions and discounts;


• invitations to cooperation.

How to communicate via email

Depending on the task and goals, the type of mailings will vary. For each goal, you can choose the most effective delivery.

Automatic mailings

To keep users informed about events related to a product or technical processes, automatic newsletters are necessary.

These emails are created on the server as soon as a pre-defined event occurs. They are sent to the user if he:

• registered and should receive login details;


• changed authorization data;


• subscribed to the newsletter;


• added an item to the cart but did not pay for it;


• logged into your account from an unfamiliar device.

So, if a user has registered on the site, he should receive a login and password to log in. Often the system sends him a user agreement, resource rules, reference information, for example, on issues of purchasing additional services or changing login data.

For clients, companies set up notifications about changes and additions to the current product, service, or service. Particularly important are mailings with information about changes in departure times from an airline or tariff conditions from a mobile operator.

Email newsletters are used for internal information. Employees are informed about changes in the work schedule and salary payments on holidays, and invitations to educational events are sent.

Regular mailings

They are used for sales or information. For example, a developer sends information to customers about a product update, and an online store sends information about promotions or special offers. Information resources offer selections of thematic news, analytics, reviews that are of interest to a specific user. 

Regular mailings are a way to establish long-term contact. Subsequently, the subscriber can become a regular customer or actively attend partner events.

Regular mailings serve several purposes.

Sales. This is a need not only for online stores, but also for educational resources, content authors and those who promote affiliate products. You can become a mailing list recipient even without being a client of the company. It is enough to express a desire to receive letters, for example, by subscribing to the mailing list or leaving your contacts in the data collection form.

Current customers can receive messages with updates and additions to what they already use. So, if a call tracking service developer introduces a new feature, it can notify customers about it via email.