When And How to Use Mail Marketing to Get Better Results?


Mail Marketing

Mail marketing is any communication between a company and its contacts via email. These campaigns can be written in text or HTML and can include ads, content, and more.

  1. The Benefits of Mail Marketing
  2. Types of Mail Marketing
    1. Newsletter
    2. Promotional Email
    3. Special Targeted Email
    4. Welcoming Mail
    5. Email for Inactive Customers
  3. Mail marketing for E-Commerce
  4. Email Automation
  5. Positive Metrics in Mail Marketing
  6. Negative Metrics in Mail Marketing

The Benefits of Mail Marketing

Many people are beginning to say that mail marketing is coming to an end with the arrival of social networks, but this is not true. People have fully integrated email into their lives; it's the most basic and simple thing anyone can have on the Internet.

Many people go a step further and even use them compulsively, spending all their time opening mail and checking for every new message they receive.

There is no doubt that social media is a great way to spread information and reach customers. However, these channels are often perceived as more mundane and less engaging than email.

People don't need to see all the posts on a company’s Facebook page, or read all the blog posts of their favorite brands. And it is more difficult to keep track of all the updates posted on social networks.

Emails are generally checked daily. While we all deal with spam, if a person has subscribed to that specific business content and knows it's relevant to them, they’re more likely to open and read one of their emails.

Therefore, mail marketing, when used correctly, is a very effective tool for maintaining relationships, whether they are existing customers or potential interested parties.

Types of Mail Marketing

Mail marketing is a communication and relationship channel that offers multiple opportunities for digital marketing strategies. It supports various communication formats like offers, newsletters, activations, gift cards, helpful notifications, etc.

Each of these formats should be used for specific cases. Some are more focused on product sales, announcements of blog updates, free downloads, commemorative events, etc.


Newsletters are an excellent way to communicate and establish relationships with potential clients and current clients in an easier and closer way.

A product may be marketed to someone who is in the advanced buying stage, but it may also be suitable for someone who is still only interested in articles and advice.

If your business already has a blog with frequent content, a newsletter is a great way to harness the power of your content.

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Promotional Email

By "promotional" email, we mean a "promotional offer", whether it's free content or a product.

Promotional emails only focus on conversions and don't have the same features that a newsletter does.

When done in an optimized way, they have enormous potential to deliver the right message to the right person at any stage of the buying process.

The secret is in segmentation, that is, sending emails to a specific target group that is interested in what you have to offer.

Special Targeted Email

Another way to use mail marketing is to take advantage of each user's special dates to send personalized messages.

These activities can correspond to birthday messages, anniversaries, congratulations for achievements, and celebrations in general.

The main idea is to make your prospects and customers remember, and get your business in front of your audience when it matters.

These types of emails typically use more visuals and short text to grab and hold the recipient's attention.

Welcoming Mail

A welcome email is an email that you send to a customer once they become a lead.

It may seem trivial, but this email has several functions, mainly to encourage the user to get involved in their purchase process by providing them with relevant information. The next step they take will be crucial to the relationship with your company.

Email for Inactive Customers

To increase the level of engagement of your campaign and achieve the goal of sending attracting emails, the first rule for emails to inactive customers is an interesting offer, that matches the characteristics of the audience that will receive the email, and a level of frequency.

It's also important to remember the importance of your email subject lines and the selection of specific users to receive the emails. Additionally, there are some good practices you can use to reach potential customers who are already getting your emails:

  • Ask what content they want to receive;
  • Promote to your leads on social media (use their email to find them);
  • Avoid using group emails (for example, financiers@ or contact@);
  • Inform potential customers that they will not receive spam or include an opt-in or out option (this will help prevent temporary email subscriptions);
  • Clean up your email list.

Mail marketing for E-Commerce

Mail Marketing
Mail Marketing

For businesses operating in the eCommerce model, mail marketing plays a huge role, whether it's in engagement, increasing conversion rates, sending campaigns, or reducing the number of shopping carts left abandoned.

  • Find ways to encourage customers to sign up for your mailing list. Therefore, you are guaranteed a group of genuinely interested people. This is the first step towards an effective and spam-free campaign.
  • Include registration fields to identify email subscriber profiles and send the right message to your customers;
  • Send content that is relevant to your customers and your store, such as promotions, launches, and other information that is relevant to your store, as well as relevant to your business, and that helps consumers solve certain types of problems.
  • Try different options for email subject, content, layout, send time, and frequency; evaluate and use the ones that give you the best results.
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Email Automation

Marketing Automation is any interaction that occurs between the company and the Lead/client in an automated way, with the aim of communicating with them according to the actions they’ve taken on your website, social networks, or mail marketing.

This means that, depending on the path your Lead or client takes, your response to it will be different. That is, the relationship, although automated, will be personalized.

Therefore, the Automation of mail marketing consists of sending automatic emails to Leads, based on a certain action that they performed.

These emails will help you inform the Lead and make them aware of the importance of your solution, increasing the chances that they will buy from you.

Positive Metrics in Mail Marketing

These are metrics that result both from good practices when developing and implementing the campaign, and from positive actions of the lead that received the email, such as opening and clicks, ideally being above average.

Check out the main positive metrics and how to maximize your numbers:

  • Delivered emails

It is the number of recipients who received the email and the percentage in relation to the total number of emails sent. Emails that are not delivered are generally bounces (hard or soft). A good email delivery rate is equal to or greater than 98%.

To maintain a high email delivery rate, it's important not to buy email lists, manually register emails, or send to old contact lists. Sending messages to more segmented lists can also positively affect delivery rates.

  • Open rate

The open rate of an email campaign is the percentage of contacts who opened the email, taking into account the number of contacts who received it.

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In general, an open rate considered good is at least 15%, but this percentage may vary according to the segment, and the type of email sent.

  • Number of clicks

Click Through Rate or CTR is the percentage of contacts who click on an email and is also related to the total number of emails sent.

A CTR that is considered good should average more than 2%. Again, it's a good idea to use an email benchmarking tool to compare against the average in your niche.

  • Conversions

It is important to measure the conversion rate of your emails. If this ratio is low, it may indicate a need to optimize the page for conversions, or use a landing page if you haven't already.

Negative Metrics in Mail Marketing

The main causes of the negative indicators are the low quality or the lack of planning of the events. They are increased by spam, outdated or purchased contact lists, short text emails, and other bad practices mentioned in this article.

  • Bounce Rate

The bounce rate ("bounce rate") is the percentage of emails rejected by the recipient's servers in relation to the total number of emails sent.

There are two types of rejections: soft rejections and hard rejections.

  • Soft bounce: Occurs when a message isn't delivered for a temporary reason, such as the recipient's inbox or email server being down or even offline. Ideally, try to keep this ratio below 5%.
  • Hard bounce: Occurs when a message cannot be delivered for permanent reasons, such as a non-existent email or a server crash. The ideal is to try to keep it at 3%.
  • Spam: Spam marking is manually done by the user who received the email, indicating that the received email is spam. This is a very sensitive metric that can seriously damage your reputation, so when evaluating this metric, your campaign spam rate should not exceed 0.1%.
  • Cancellation rate: The cancellation rate is the number of people who received an email and clicked the unsubscribe link to stop receiving new emails.

It is important that your campaigns do not exceed 1%. Between flagging spam and unsubscribing, it's best for contacts to unsubscribe from the list, as this will have less impact on email delivery. Therefore, it is very important that all emails include an option to unsubscribe.


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