If you are a mobile/smartphone user, you have probably received an e-mail newsletter at least once. E-mail newsletters are known as one of the marketing methods, but when it comes to distributing them, it can be difficult to know how to respond. We will comprehensively explain everything from the definition of e-mail newsletters to their benefits and distribution methods.
What is an e-mail newsletter?
E-mail magazine is an abbreviation for
e-mail magazine
and is a marketing method that sends information about your company’s products and services via e-mail. Sent to registered subscribers for the purpose of building relationships with customers and users. Also, with e-mail newsletters, it is possible for the sender to send only the information they want to know at any time they want. It can be said to be a distributor-driven marketing method.
Background to the spread of e-mail newsletters
It is said that e-mail newsletters became popular among the general public in 1999, during the time of
the IT
bubble in Japan. Originally, it was a text-only input for PCs, but with advances in technology, it has become possible to send it to mobile phones as well. Later, HTML email also appeared. Today, you can choose from a wide variety of designs and layouts.
Main purpose of email newsletter distribution
・Providing information
・User referrals
・Promoting purchasing desire
E-mail newsletters are a type of marketing method, but they can be effective if used in the right situation. Before considering distribution, let’s organize the purpose.
Information provision
The main purpose of e-mail newsletters is to encourage users to continue using a product or service. The information provided is mainly to introduce the company’s products and services, but there are also cases where users are encouraged to continue using the service by providing effective information such as weather forecasts. It may also be used to provide information during disasters, such as local governments, disaster prevention, and crime prevention information.
User referrals
An e-mail newsletter that can be sent directly from distributors to users. You can freely communicate what you want to convey to your subscribers at any time you like. Another advantage of e-mail newsletters is that there is no limit to the number of times you can send them. Sending an e-mail newsletter regularly, not just once, will help you get repeat customers.
Promoting purchase intent
By sending notifications about sale information on your own products, the arrival of popular products, and the introduction of new services, you can guide people to your own page. Ultimately, it encourages people to buy products and use services. In addition to content aimed at increasing sales, you can also disseminate useful information to users related to your company. It creates opportunities for contact and a sense of familiarity, and sows the seeds for future purchases.
Types of email newsletters
When distributing e-mail newsletters, you can choose between two main formats. First, understand the characteristics of each type before making your selection.
text
Text email is the same format as the email you normally use for work or with friends and family. Create using only letters, numbers, and symbols.
merit
・Reduce data capacity
・Easy to distribute without any difficult knowledge
Text emails use only letters, numbers, and symbols, so the amount of data used when sending them can be reduced. Also, since it is in the same format as regular email, you can easily create it without any specialized knowledge.
Disadvantages
– It is not possible to insert images, resulting in poor design.
– Unable to measure email newsletter open rate
In the case of text, it is not possible to insert images, so the disadvantage is that the design is poor. There are also concerns that open rates cannot be measured.
We will explain the open rate in detail below.
HTML
HTML
mail is an e-mail newsletter mainly composed of character strings used when creating web pages. It has different advantages and disadvantages than text email.
merit
・It is possible to change the text font, color, and insert images, making it rich in design.
・Can measure email open rate
With HTML emails, you can change the text color and font, and insert images, making your email newsletter rich in design. Also, unlike text emails, open rates can be measured.
Disadvantages
・Requires specialized knowledge to create
– Garbled characters may occur.
HTML emails require specialized knowledge of HTML to create. Also, depending on the user, there may be cases where the characters are garbled or the message cannot be received at all.
What is the open rate of an email newsletter?
Open rate = number of actually opened ÷ number of deliveries x 100
Open rate refers to the ratio of the number of people who actually open an email to the number of recipients of the email newsletter.
Open rate can be measured using the formula above. To measure open rates, you need to send emails in HTML format. If you are sending it with the assumption that it will be measured, please set it in advance.
Useful materials:
Advantages of distributing email newsletters
・Cost reduction
・You can approach users directly
・Able to send out information tailored to user groups
E-mail newsletters are a widely used marketing method, and as you can see, they have many benefits. We will introduce the charm of working positively in many industries.
cost reduction
By using e-mail newsletters, you can reduce costs. Since we use email, there are no shipping charges. When compared to DM such as postcards, the more messages you send, the lower the cost per message.
You can approach users directly
E-mail newsletters are a way for distributors to directly approach users. On the other hand, web pages are basically passive methods that wait for users to access them. E-mail newsletters allow for an active approach. It can be used for sales promotion, branding, and giving users a sense of intimacy.
You can send out information tailored to your user base
Compared to web pages, which are visited by an unspecified number of people, e-mail newsletters allow you to send out information that is tailored to the user group. By having readers enter information such as age, gender, and needs when registering, it is possible to provide information tailored to the user group. This system is called segment mail.
How to distribute email newsletters
・Use a distribution system
・Combined use of Excel and Outlook
・Use of Google tools
・Send with BCC
Use a distribution system
Using an email distribution system, you can easily distribute email newsletters. No specialized skills or knowledge are required. Depending on the distribution tool, detailed settings and open rate analysis are also possible.
Combination of Excel and Outlook
Email newsletters can be distributed using both Excel and Outlook. After creating an Excel destination, reflect the information in HTML and send it using Outlook. However, since I have some knowledge, it may be difficult for some people.
Using Google tools
You can also send email newsletters using Google tools. List distribution destinations in a spreadsheet and create content in a document. Send with Gmail. With this method, there is a limit to the number of submissions per day.
Send with BCC
You can also send the email by directly entering the recipient’s email address in the BCC field of the email. However, this method is not recommended because the risk of personal information leakage is higher than other methods.
Points to keep in mind when creating an e-mail newsletter
・Quality of content
・Be aware of the user’s perspective
・Include a call to action
While e-mail newsletters are easy to implement and convenient for distributors, they can also give users the impression that they are annoying or persistent. Let’s create it keeping in mind the key points so that it functions properly as marketing.
Quality of content
Content quality is a very important element in e-mail newsletters. Of course you want to send information that is useful to users, but also be conscious of readability. If your e-mail newsletter is difficult to read, there is a high possibility that the content will not be read to the end.
Be aware of the user’s perspective
It is also important to be aware of the user’s perspective when writing email newsletters. Because the broadcaster can send the message at the initiative of the broadcaster, it is necessary to be aware of the user’s perspective and create a sense of intimacy. If users feel a sense of affinity, they will be more likely to make future purchases or use your services.
Include a call to action
Be sure to include a call to action in your email newsletter content. It is an effective method to include transition links in the text of your email newsletter. By placing links in appropriate locations that follow the flow of the text, rather than just including them, the click-through rate will also increase.
Points to note when distributing e-mail newsletters
・Specified E-mail Law
・Personal Information Protection Act
There are two laws to be aware of when distributing email newsletters. Please take care of this in advance to avoid any problems.
Specified e-mail law
・Send to consented (registered) users
– Specify the sender’s name, name, email address, etc. in the body of the message.
・False sender information is strictly prohibited.
・Distribution will not be made to users who refuse to receive the message.
・Specify how to refuse reception
The Specified Email Law is a law regarding the regulation of spam email. Please abide by the rules listed above. Violations are punishable by “imprisonment of up to 1 year or a fine of up to 1 million yen,” and “penalties for the offender and a fine of up to 30 million yen.”
Personal information protection law
The user’s name and email address used when distributing email newsletters falls under personal information. Please pay close attention to the handling and security of your personal information.
Examples of contracts achieved through e-mail newsletter distribution
- rakuten market
Rakuten Market is one of the largest online shopping malls in Japan and handles a wide variety of products. Rakuten Market’s e-mail newsletter provides personalized product and sale information based on users’ purchase and browsing history. We also distribute point campaigns and limited coupons, which have succeeded in increasing users’ desire to purchase and increasing the number of repeat customers.
- Amazon
Amazon sends emails with personalized product recommendations based on the user’s purchase and browsing history within the online shopping mall. This email motivates customers to purchase and increases repurchase rates. It shows the importance of personalizing your email newsletter content to suit your customers’ needs and interests. By providing useful information and benefits at the right time, you can increase customer engagement with Amazon and close sales.
- recruitment
Recruit operates the employment and career change sites “Rikunavi” and “Rikunavi NEXT” and distributes e-mail newsletters that provide job information tailored to the user’s job type and industry. By providing personalized information tailored to job seekers’ needs, we maintain a high level of engagement, leading to an increase in the number of job information views and applications.
Summary: Effective marketing is possible by understanding e-mail newsletters correctly.
E-mail newsletters are a valuable marketing method that allows distributors to approach users directly. By correctly understanding the types, purposes, and benefits, you will be able to make the most of them. Also, keep in mind that you need to be extremely careful when handling personal information.