To date, the promotion of social media (SMM promotion) is becoming more and more popular, and it would seem that everyone forgot about the old and trusted method of e-mail marketing. Many consider the advance in this direction as an ahrhaic, gone in the era of the 2000s.
Of course, to date the flow of information has shifted very much to the social side, however, despite the large reach of the audience, people come to social projects for communication and entertainment and are not very keen to perceive commercial information.
The book "Marketing Newsletters" from Jan Brodie does not call for getting rid of all the latest methods of promoting products, but it clearly explains why one should not forget about old-good mailing lists as an excellent method of promoting your product to the market. However, with this tool you need to be more careful than with many others - to spoil your reputation by using improper use of e-mail mailings is much easier than using any other methods.
The book details the following aspects of marketing mailings:
- Why segmentation of the audience is important and how to identify the subscribers that you need.
- Why are the "purchased" e-mail databases bad, even if they correspond to your audience.
- How to compile the right subscriber base and why it is better to delete inactive subscribers altogether than to keep for volume.
- Technical aspects of mailings - how to bypass anti-spam filters, how to collect correct statistics by users.
- Pros and cons of frequent emails, and what is right to maintain the interest of users to your newsletter.
- Personalization of subscriptions based on user information.
- Use of psychological methods of influence for sales and satisfaction of the user's needs.
- Evaluation of the effectiveness of e-mail marketing, as well as an overview of tools for mailings.
The book is written in plain language and at the same time is very concise - its reading does not take you much time. It is recommended for reading to anyone who deals with sales on the Internet.