What Is Mailing?

El email marketing (emailing or e-mailing) is the term used to describe sending email in bulk to a set of contacts. Sending an email marketing campaign is at once an act of online communication and of direct marketing, aimed at promoting a message to a group of users through their inbox.

Email marketing suits your business not only in terms of results, but also from an ethical and environmental standpoint. And because digital life has spread worldwide, consumers look badly on companies that use anti-environmental practices or interrupt their day with offers.

 In recent years, the rise of communication with leads and customers through social media has driven a decline in campaigns run over email. It is worth remembering, though, thatelectronic mail has become an integral part of daily life, emerging as the fastest growing communication technology in history. Likewise, according toTezinde, Smith and Murphy, email and the Internet have an especially close relationship, since most Internet sessions involve using an email account.

 Because of its many virtues, as the article states: The Influence of Relationship Quality on Sport Consumption Behaviors: An Empirical Examination of the Relationship Quality Framework, in 2011 alone an estimated US$1.5 billion was invested in mailing. Email marketing is the ideal medium for reaching thousands of people anywhere in the world directly, quickly and at scale. A good mailing campaign lets you segment and personalize messages, and include images, music, videos and every kind of tool that helps catch the attention of customers with entirely different profiles.

Email marketing also lets you check a campaign's success almost immediately through a range of reports, letting you analyze open, click and bounce rates, traffic to your website, subscription and unsubscribe statistics, and even individual tracking of each user's behavior. With those metrics you can verify your campaign's success almost instantly and apply corrections where they are needed. 

 Sending email marketing campaigns is cheaper than other digital marketing techniques such as radio, TV, SMS, print press and so on. According to a study by Gleanster, the strongest reason business owners do email marketing is its low cost.

It is also worth remembering that with mailing, both production and distribution happen in a digital environment, which saves tons of paper in advertising. Mailing keeps a fast, direct communication channel with your customers in an environmentally sound way.

Sin embargo, el e-mail marketing has to be used intelligently and in moderation, since consumers regard their inbox as personal territory, and that privilege should not be abused.

Poor planning and misuse of mailing can produce a dreadful campaign that ends up as spam. Of the 210 billion emails sent every day, spam accounts for 78%. An email can also be defined as spam if it is sent without specific reference to the recipient's personal needs and offers disproportionate benefits to the sender. A key source of frustration among recipients of unwanted mail is the sheer volume in which it arrives.

One way to avoid sending spam is to keep your own databases, so you know the user asked for the service and their message lands in their inbox. According to the site salvemos al árbol, opt-in databases (voluntary subscription) can reach open rates above 80%.