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EMAIL-MARKETING: HOW TO MAKE PEOPLE READ YOUR LETTERS

Igor Potievsky, director of a strategic online agency MediaHead, exclusively for Marketing and Advertising, answers questions about the effectiveness of email marketing, the problems of this tool, and the most effective methods of messaging.

1. Please provide your understanding of this area of internet marketing. What is its specificity in your opinion?
Email marketing is one of the first formats of advertising on the Internet. Its mission is to tell customers about current services or products in the form of a personalized email. Today, there are several important criteria for email marketing:

  • The relevance of the client base: was the base formed by your team or purchased through third parties?
  • Clustering the base by target groups and attributes to further form personalized emails.
  • Creative and copyright of the letter: the picture and the amount of text that can attract the user 's attention, that can "catch" it.
  • Time: relevance and repetition of promotional text.
  • And the bonus criterion is getting a customer response to your email (in the form of a purchase or email).

If each of the criteria is well-crafted, we will be able to get a reaction to our emails, resulting in improved advertising performance.


2. Why do you think email marketing remains a "king of ROI", given the frequent and persistent criticism of this tool? In other words, as of today, it is one of the most effective communication tools. What are the main reason?
To begin with, you can criticize anything, anywhere, always. However, such a thesis is not constructive. In each situation, it is necessary to understand and delve into its study. Email marketing is a strategic component of a great marketing strategy. It is very difficult to attract a new customer, considering the variety of products/services. However, if you are already interacting with your customers and getting their contact information, you have the chance to re-sell at a minimal financial cost. That is the main reason for the popularity of this tool. The hardest thing about email marketing is creating a quality customer base. This will give you a server detailing your customers, keep the database updated by managers, and linked to sales and analytics.


3. As you know, the biggest problem with email marketing is its association with spam. How to get the recipients' voluntary consent to receive messages sent through email marketing and build a stable customer base?
This issue is no longer relevant. Instead, the urgent problem is that it is profitable to distinguish among a large amount of spam. If you are an active online user, you may have 20-40 subscriptions to various online stores and more. And the goal of the business is to send a letter with the very message that may interest you and at the moment when you are most open to "consuming" this content. I would put the question of voluntary consent into: "what benefit can a user get from sharing contacts?" Each business will have its answer. Find it – build a quality base.


The base should be formed gradually:

  • Bought a client base? Check it out and test a small group mailing list. Then repeat the analysis.
  • Do you sell products? Collect all contacts.
  • Did the mailing on the base? Find out who responded to what and why (you can always call and ask).
  • Do everything step by step, do not try to build everything at once.

4. Can you name the best practices for email marketing? Is there any specificity of "creative" in such messages?
Unfortunately, it is impossible to put all the experience, knowledge and approaches into one paragraph. If it was that simple, then everyone could do it and everyone would be successful. You need to learn to understand your target audience. And if you can create multiple profiles for your audience, then for each profile you need to create your message and letter, as close to personalization as possible.


5. Can you give examples of the effective work of the company (Ukrainian and foreign) in the field of email marketing?
The major online stores are the best with email-marketing: Amazon, Aliexpress, Rozetka. There are a lot of them. They track as much as possible of all user movements within their resources, sales and across the internet. On this basis, they formulate their proposals in email marketing. But they didn’t get there in a second. Their success is the result of hard work and many trials and errors. However, email marketing is only a small part of a large-scale marketing strategy.