Email newsletters help businesses stay connected with their subscribers. With the help of letters, you can talk about new promotions, send fresh articles, invite to participate in contests or events.
To send emails, you need to register with the mailing service. This is a program that has tools for sending email: working with a database of contacts, letter templates, constructors of subscription forms, automation.
Sometimes marketers are intimidated to launch email marketing because they ve heard that the channel is hard to set up. If you send something wrong, you end up in spam. Incorrectly composed the subscription form – again in spam.
In fact, it is not so difficult to launch email campaigns if you know which side to approach them. I ll show you how to send your first email using the UniSender email service as an example.
Preparing the first newsletter in 15 minutes
To send emails, you need to create an account with UniSender.
2. Download the subscriber base
Honest email marketing requires an active subscriber base. It can be collected through the subscription forms on the website, at events or by phone. The main thing is that each of them gives prior consent to the newsletter.
If you don t have a database yet, it s not a problem, you can send a test letter to your personal mailbox.
If there is a database, go to “Contacts” → “Contact lists” → “Import contacts”.
You can download contacts from a file or manually. If you already have a subscriber base in csv, xls, txt or xlsx format, just drag and drop it into the input field. Make sure that all fields are grouped correctly in the file:
In an Excel spreadsheet, each column must contain a separate field
And in the txt file, different fields can be separated using commas
After loading, the service will offer to match the fields from the file: for example, indicate where is the name and where is the email subscriber. After that, we select the list of contacts (a folder inside the service where contacts are stored) and go to the next stage.
3. We clean the base, if necessary
If the database is more than 2-3 months old and during this time there were no mailings, then some contacts could become outdated. Some of the subscribers changed their address, other contacts initially got into the database with an error, others have not used mail for a long time and it turned into a spam trap.
To clear the database of invalid addresses, we recommend running a contact check. UniSender has built-in functionality that will help you remove unnecessary contacts. You can find it on the main page or in the section with contact lists.
“Checking contacts” on the main page. It will appear if you have made at least one mailing list before
“Checking contacts” in the section with contact lists
Contact Checker is a paid tool. The price depends on the size of the database: for example, checking 3000 contacts costs $ 6, and 80,000 – $ 80.
In addition to the built-in functionality, you can use services on the side – you can read about them in our article about validators.
If you have an up-to-date base on which you regularly sent mailings, just go to the next stage ?
4. Checking the settings
If you want to try the mailing service and send a test email, skip this step. But be sure to come back to it if you want to send a lot of emails in the future. Correct settings will improve deliverability and keep you from getting into spam.
What should be done:
Register corporate mail. For bulk mailings, you need to use corporate mail, not a personal mailbox. For corporate mail, the domain coincides with your site (for example, [email protected]), and for personal mail it is the domain of a free provider (for example, mail.ru, gmail.com).
If you already have a corporate mail – cool, it will be useful to us at one of the next stages. If not, then here are detailed instructions on how to start it.
Authentication. These are several records in the domain s DNS zone that mail services check. It depends on them whether mail providers (Mail.ru, Yandex.Mail) will allow mailing to be sent to the Inbox. For email marketing, you need to configure SPF, DKIM and DMARC.
If these entries have already been made, go to the next step. If not, here s a guide to setting them up. There is nothing complicated, you can add them without programmers ?
5. Choosing the parameters of the letter
It s time to create a letter. We go to “Mailings” → “Create a mailing list” → “Email”.
In this section, we need to set the sender s address, sender s name, subject of the letter and its recipients.
Sender s address (“From address” field). This is your corporate mail. If you want to send a test letter to your personal mailbox, you can specify mail on a free domain (mail.ru, gmail.com).
Sender s name (“From” field). Here you can write the name of the company, the name of the manager or a fictional character. We will tell you in detail how to choose the correct sender name.
Letter subject. If you don t know what to write in this field, then here are some ideas:
How to write a commercial proposal: everything after the fact
To whom we send. In UniSender, subscribers can be divided into lists – separate segments that differ in something: the date of registration, activity, the source from which they came. Choose the list you need and move on to the next step.
When everything is ready, click “Continue”.
6. Create a design
In UniSender, you can create a design in 4 ways: in a block editor, using ready-made templates, in an HTML editor, or uploading a ready-made letter.
Block editor. You don t need to know HTML or CSS to work in the block editor. We take ready-made blocks, drag and drop them and change the content inside.
Ready template. UniSender has 100 ready-made design templates for different types of letters and business areas. Choose any, change the text, insert your pictures and get a design that is beautifully displayed on all devices.
HTML editor. Useful if you need to create an email using HTML and CSS. In addition to direct work with the code, there is a convenient editor in which you can see the appearance of the letter and change the key elements: text, links, pictures.
Download the finished letter. You may already have a ready-made type letter – for example, it was created by the layout designer or you are in another letter editor. Transfer it to UniSender and send it to your subscribers.
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When the letter design is ready, move on to the next step.
7. We send
What we advise you to check before shipping:
- So that the weight of the letter is no more than 102 kB. Otherwise, Gmail may collapse part of the message from subscribers.
- Is everything okay with the web version of the letter?
- How the letter is displayed in your mailbox. To do this, send a test email to a test address.
If everything is in order on these points, click “Send / Schedule”. You can send the letter instantly or put it at a specific time, for example, at 14:00 the next day. If you have configured integration with Google Analytics or Yandex.Metrica, click on the corresponding checkbox and specify the channel, source and campaign for tracking statistics.
When everything is ready, click “Start mailing”.
What else can UniSender do?
1) Evaluate statistics
In the service, you can view the main mailing metrics: deliverability, openings, referrals, spam complaints, and unsubscriptions.
If you click on the word “Transitions”, a map of clicks will open – which links were followed by subscribers the most.
Advanced analytics is also available in UniSender: the dynamics of openings and transitions, the best letters, statistics on individual mailing lists. All this data can be viewed in the section “Tools” → “Analytics”.
2) Create subscription forms and unsubscribe pages
If you need to make a beautiful shape, but the designer is not around, use a ready-made solution from UniSender. In the block editor, you can create a regular static or pop-up subscription form in 10 minutes. After that, you just need to add its code to the site.
3) Integrate with other tools
An email marketer or business owner can manually bundle UniSender with other useful services. You can integrate CRM and CMS systems, services for ecommerce, designers of landing pages and subscription forms.
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If the service you need is not in the list, you can always connect it via API. And you don t even need to call programmers for this.
4) Automatically send emails
How many different emails can a person send in a day? If we take into account the layout, preparation of the letter, the choice of lists for sending, then no more than 4-5 pieces. What if each of these emails needs to be sent to 10 different subscriber segments? And if there are 500 of these segments?
Where a person ceases to cope, automation comes to the rescue. With the help of automatic emails, we can:
- Send mailings in response to various actions of subscribers: subscription, registration, purchase of goods.
- Compose a series of single letters that follow one after another according to a prepared script.
- Send emails to thousands of different segments with just one click.
In UniSender, automatic emails can be configured in the “Automation” section.
5) Personalize and segment emails
Personalization helps you create unique emails that take into account the demographics, interests, and desires of different subscribers.
Segmentation is part of personalization. It is needed so that users receive only relevant information: women – letters about women s clothing, guitarists – information about new guitars, VIP clients – discounts and additional offers.
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What UniSender has for this:
Advanced segmentation. In UniSender, you can select narrow groups of subscribers according to different criteria: activity, email domain, gender, age, phone number, or by your own tags. We can launch a separate mailing list for each segment.
Subscriber rating. Each subscriber, depending on his activity (discoveries, transitions), receives a rating – from 1 to 5 stars. If the subscriber has not received any letters yet, this field will be empty.
Substitutions in the letter and subject. In each letter, we can add automatic substitution of the name of the subscriber, his city or profession. For example, to insert a username into the subject line of an email, you need to click on “Personalization” → “Name” in the mailing settings.
A small video showing how to send mailings:
6) A / B tests
A / B tests (split tests) help to make important decisions regarding emails: what color of the button to put, which topics work better, whether it is worth making several CTA buttons or one is enough.
The idea is simple: we send two emails to two small groups of our subscribers. Letters differ in one detail (for example, the subject of the letter). We send the letter that will receive more openings / conversions / sales to the rest of the base.
In UniSender, you can configure the A / B test of any message. To do this, before submitting, click on the “Conduct split test” link.
Fill out the form: specify the name of the split test, select the mailing list and emails to compare, set the conditions for winning the test and the time of sending. When everything is ready, click “Run”.
The A / B test report can be viewed in the Mailings section → A / B test reports.
UniSender is free to try. You will have access to 1500 letters and all the tools of the service.