First, let's figure out why these programs are needed and why you can't send messages from your personal email.
A personal mailbox is not suitable for such purposes - your emails may not reach subscribers and end up in spam.
You won't be able to create a beautiful email with buttons, pictures and product cards.
And you won't know the statistics of your mailings. How many people opened messages, clicked on links, unsubscribed from you or complained about spam.
With the help of special platforms, you can send emails with a clear conscience, analyze the results and save a lot of time.
In addition, they have many other useful features for business.
What types of services are there?
There are many platforms, but depending on the functionality and tools, they can be divided into four large categories:
Transport
They are usually used to send large volumes of transactional emails. These are technical emails that notify customers about registration confirmation, password change, order payment or delivery. Such bulk email services can send messages instantly and ensure that the deliverability is 100%. Why is this important? Imagine that you have just bought expensive plane tickets to Japan. The money has already been debited from the card, and you still have not received any confirmation of payment or a receipt. In such a situation, you are guaranteed a few gray hairs. In addition, you are unlikely to buy tickets on this site a second time. But if users receive notifications on time, their trust in the company grows.
Typically these programs integrate via API or SMTP and have a very limited interface.
Who will benefit : anyone who needs services for sending free emails without an interface or additional functions.
Examples:
enCode;
Mandrill by MailChimp;
Amazon SES;
Postmark;
SendGrid;
UniOne by UniSender;
SMTP from SendPulse;
MailGun.
Plugins
Separate modules with functionality for sending letters, which are located inside CRM services or website admin panels. Usually they have a very modest set of tools - sending simple text letters, analytics.
Who it's for: marketers, entrepreneurs, small business owners
Examples:
Bitrix24;
Salesforce;
Pipedrive.
Marketing
Full-fledged platforms with a large set of functions. As a rule, you can upload a database of email addresses, create a letter in a block editor, unsubscribe people, study pakistan business email list campaign statistics. But you won’t be able to store data on user actions on the site and their orders. For this, you will need more advanced services for creating mailings.
Who will benefit: marketers, email marketers of small companies
Examples:
enCode;
MailChimp;
UniSender;
eSputnik;
SendPulse;
Feedgee;
MailerLite;
GetResponse;
Ongage;
Sendsay;
Mailigen;
Dashamail;
ActiveCampaign;
iContact;
Mailjet;
dotmailer;
Constant Contact;
Estismail;
Copernicus;
SendinBlue;
AWeber;
CleverReach;
Benchmark;
Cakemail;
Charley;
Zoho;
LeadHit;
Carrot Quest;
Mindbox;
ExpertSender;
Exponea;
Emarsys;
Dynamic.
Marketing CRM platforms
If you need to not only send emails, but also store customer data, pay attention to this variety. They have special trackers that are installed on the site and collect information about user behavior. What they buy, what tabs they open, how they interact with the basket. Here you can also segment the audience and create complex triggers and create multi-channel mailings. All customers are different and prefer to receive news from brands on different platforms. For example, in enKod, in addition to emails, you can send SMS, web-push and mobile-push notifications.
Who it's for: email marketers of large brands and companies.
Examples :
enCode;
Carrot Quest;
LeadHit;
Convey;
Mindbox;
ExpertSender;
Exponea;
Emarsys;
Dynamic Yield;
Customer.io.
General functions of mailing services
The software's internals may vary greatly, but there are tools you'll find almost everywhere. All of them make marketers' lives much easier.
Loading contact database
In any email distribution service, you can upload subscribers' addresses individually or in a large list. To do this, simply upload a file with contacts in any format csv, txt, xls, xlsx. You can collect addresses automatically through a subscription form or using a pop-up window.
It is very important that all emails are obtained legally and with the consent of users. With a purchased database, you can not only fall into a spam trap and kill the domain's reputation, but also get a hefty fine from Roskomnadzor. You can read about how to successfully pass the agency's inspection and what documents must be on your site in our article .
Creating segments
Sending a mass mailing to everyone is not the best idea. Let's imagine that you have a pet store. It is unlikely that parrot owners will be interested in reading a message about discounts on fish tanks. And residents of Samara will probably be upset to receive a discount promo code for dinner at a restaurant in Voronezh.
It is much more effective to divide the contact list into segments and create relevant emails for each user category. The depth of segmentation can be different. For example, the audience can be divided by gender, age and place of residence. In advanced programs, you can create complex segments:
“Viewed the products.”
“Added to cart”.
“Signed up for a discount.”
“Scored a number of points.”
Research shows that audience segmentation increases email open rates by 14% and reduces unsubscribe rates.
Setting up segment conditions in the enKod mailing platform
Email editor with HTML upload option
To create a letter with a beautiful visual, you don’t have to be a cool designer. Almost all services have block editors, in which you can easily lay out a newsletter in a few clicks. How does it work?
The editor has a working field where you need to drag the necessary elements (header with logo, blocks with text, images, video, footer) and then edit them. If you don’t want to bother too much with the design, you can choose a suitable template and add your content to it.
Well, if you are an HTML guru, you should give preference to services where you can add your own code.
Popular mailing services: block editor in enKod
Sending newsletters at a scheduled time
Want your subscriber to receive a letter on Cosmonautics Day or on their birthday? Just set the desired time and date and the letter will be sent automatically. This convenient feature helps save time and focus on other important business processes.
