How to Use Personalized Mass Mailing in NetHunt CRM
Email sits in a strange spot right now. On one hand, everyone seems to hate them. There are much better and faster means of communication, such as social media, instant messengers and voice chats. On the other hand, it's difficult to ignore the effectiveness of emails as a marketing tool. In this tutorial, we'll be discussing why and how you should send personalized mass emails with Gmail and NetHunt CRM to help you drive sales and improve customer relations.
If you only need a complete tutorial on how to send personalized mass mailing with Gmail and NetHunt CRM, scroll down to the bottom of click here.
Table of contents
- The State of Email Marketing
- Why You Should Be Doing Email Marketing
- The Importance of Email Personalization
- Tips for a Successful Email Campaign
- How to Send Out Email Campaigns with NetHunt
1. The State of Email Marketing
It's 2017 and email marketing is still king. One might think that most people use Facebook, Twitter, WhatsApp, etc. for communication, but the statistics published by The Radicati Group Inc. shows that over 205.6 billion emails were sent every day during 2015. Considering that there are over 4.5 email accounts worldwide, this number shouldn't be a surprise.
What this means is that if you need to contact somebody, email is your best chance at succeeding. Some people might not be fans of Twitter, others might be checking Facebook only once a month (burying your message under dozens of others), but an email is something almost everybody has, especially grown-ups who are most likely your target audience. This is an effective mean of communication, yet, admittedly, it's also not without flaws.
Just like numerous messages in a neglected social media account, emails can get buried under a slew of personal messages, updates, promotions, and newsletters. Your emails might never even reach an inbox, immediately going to the Spam folder. Or the Promo tab in Gmail which most Gmail users rarely visit.
But when approached correctly, email marketing might become one of the most powerful tools in your broader strategy. And in this guide, we’ll be discussing just that.
2. Why You Should Be Doing Email Marketing
Because email is almost a universal communication channel, email marketing is one of the most cost-effective marketing tools. This marketing activity is simple to manage, you have almost a full control over the format of an email (unlike the limitations like the ones you have on Twitter) and you establish a direct contact with you leads or existing clients.
As it was mentioned, there are certain advantages to choosing email as your if not primary, at least one of the main communication channels with clients and leads:
By sending an email, you land in the recipient's inbox. For most Gmail users, emails from various senders are treated equally, so you get a pretty decent chance of getting your messages opened and read.
Ideally, people who appear on your mailing list should give you a permission to add you there. In this case, such people express their explicit interest in receiving newsletter or updates from you.
People on your mailing list are usually your existing clients and you have much more information on them save for just an address and name. This means that you can effectively use such data to personalize messages for them, to send newsletters and promotions on the relevant product or services, reducing the amount of white noise that your subscribers receive every day.
Instead of sending private messages on platforms intended for public communication, the inbox is very personal. Nobody else sees this communication, and the recipients can reply and ask questions in the same private manner. This, in addition to a coat of personalization, helps to build trust and put a human face on you as a product/service provider.
What’s good with email as a whole is that this channel doesn’t belong to just a single company. Everything you send or store on Facebook belongs to Facebook. If Facebook decides to delete one of your friends/clients from the list it can do so (in theory). But as for your mailing list - you own it. If for some reason you decide to abandon Gmail, you can move to Yahoo or Outlook and take your subscribers with you. On the contrast, you can’t contact people on Facebook using your Twitter account.
Sending personalized mass emails in Gmail costs next to nothing (if you don’t count the prerequisites, such as Internet access costs and power bills). Unlike phone calls and snail mail, you send almost nothing for an opportunity to communicate with thousands of people.
3. The Importance of Email Personalization
A research by Experian states that personalized marketing emails have 29% higher unique open rates and 41% higher unique click rates than non-personalized messages.
You, as a service/product provider, have a unique opportunity to tailor your content exclusively for the recipients. You know their tastes, you have a history of their past purchases or the stuff they’ve checked on your site. So why not use it?
However, just because you can include everything you know about a person in his or her emails, means that you should. At some points, personalized mass mailing with an excessive amount of customization may look strange and even creepy. Here’s where you should strive for balance and include only the data that you actually need to use.
Additionally, you’re probably collecting too much data overall. A phone number is OK sometimes, while a pet’s name might be a little over the top. Here you should decide which data fields to include in your registration/sign-up form in order to not scare away your potential subscribers and not to drown yourself under the piles of useless data.
There’s no universal guide on which data should be required in a user/subscriber registration form. The best advice is to reduce the number of required fields as much as you can. But are some fields you might want to include.
Email address. An absolute “must”.
Name. At least the First name. This is a great way to include a personalized greeting into your message.
Interests. This is a broad term. But if your product or service is a rather complicated one, it sure has some aspect in which a user might be interested more than in others. This is a great way to segment your subscribers based on their preferred topic and send them relevant material.
Preferred intervals. This is something that can be put in the “Manage subscription” section, but if it’s explicitly a newsletter subscription form, you can ask your subscribers about how often they’d like to receive updates. This might be either instantly (the moment you have some news to share) or a monthly digest.
4. Tips for a Successful Email Campaign
There are many factors which can influence the success of your email marketing campaign. While you can’t influence all of them, according to John Rampton, entrepreneur and founder of Due, here are some things you can do to improve your open and click-through rates:
Use a Clear Subject Line
State to your readers what’s inside a message they’re about to open. This might do both: either improve your open rates or decrease them. However, in the later case, it wouldn’t waste your reader's time, adding to the open rates, but ignoring conversion.
Use Direct Copy and a Call to Action
Clearly state your benefits. Once again, don’t waste readers time and let them know what, when and how they are getting if they click on a link in your message. Either it’s a new blog post or a time-sensitive promotion, the benefits of both (or, at least, their promise) should be obvious.
As mentioned before, you know your subscriber's’ preferences. Don’t spam them with the topics they aren’t interested in. Don’t send them geo-specific promos if they are not from that region. After all, segmenting your subscribers is a very simple task.
A/B Test and Measurements
It’s essential to test your campaign even before sending it to the whole list. Send it to a fraction with slight elements changes and see which message performs better. Also, measure your Open to Send ratio (to test your subject line) and Click to Open rate (to test your buttons and CTA).
5. How to Send Out Email Campaigns with NetHunt
Email marketing is a core part for most businesses. NetHunt CRM allows you to send personalized emails to each and every of your customers while keeping the important statistics on the campaigns inside the CRM.
Let’s check a quick guide on how to send a mass mail based on a sample "Sales" workspace.
Step 1. Create mailing list
To do so you need to select all respective records and click on Email campaigns button.
Step 2. Choose workspace
Pick the workspace for which you'd like to create a mass mail by clicking on its name.
Step 3. Setup campaign
This will redirect you to mass mail composition window where you'd need to do the following:
1) Give your mass mail a name.
2) Pick a field where your target emails (contacts) are stored.
Step 4. Compose template
Now you need to write the actual message. You can make it one and the same for everyone, but it's much better to...
Step 5. Personalize message
If you want to add a bit of personalization to your messages, click on the Dynamic fields button when composing a template. With it you'll be able to select data from the appropriate records fields to insert the information specific to the recipient. This might include first name, last name, website, phone number, etc.
Step 6. Preview campaign personalization
Click on a record to preview how it would look for every recipient.
Step 7. Send campaign
Click on Send email campaign button to start mass mailing.
Step 8. Analyze results
Once you’re done, you can measure the result of your campaign by checking the general open rates of your messages next to the campaign or...
...Open the campaign to see full open history and the detailed stats on every recipient in the campaign.
These are the basics that would definitely help you when starting email marketing. Good luck!