Contents
- What is an email marketing service?
- Why use an email marketing service?
- What can email marketing services do?
- How much does an email marketing service cost?
- What to consider when choosing an email marketing service
What is an email marketing service?
An email marketing service, also known as an ESP (email service provider), is a powerful tool for mass email sending. It allows companies to send messages to hundreds, thousands, or even millions of recipients simultaneously. With such services, businesses can effectively engage with customers, inform them about new offers, share useful content, and send order confirmations. In Russia, the most well-known services are Unisender, Sendsay, NotiSend, and DashaMail. All of these platforms operate through a browser, and some offer mobile applications for user convenience.
Why use an email marketing service?
Email marketing services are essential for sending a large number of emails to people you do not know. For example, they are ideal for informing customers about special offers and promotions. While it is theoretically possible to use a regular email inbox for mass mailing, you will encounter many limitations. An ESP ensures reliable email delivery, minimizing the risk of landing in the "Spam" folder. For instance, Unisender sends over a billion emails monthly, and almost all of them reach their recipients thanks to the quality of their database.
Advantages of using an ESP
- Guaranteed delivery: emails sent through a reliable service have a high likelihood of landing in the "Inbox".
- No quantity restrictions: with an ESP, you can send an unlimited number of emails, significantly speeding up the communication process.
- Analytics and efficiency: most services automatically gather statistics on mailings, allowing for improvements in their effectiveness.
What can email marketing services do?
Modern email marketing services offer a wide range of capabilities that significantly exceed the functionality of regular email programs. For example, they allow for uploading contact databases in various formats, segmenting subscribers by different criteria, and personalizing emails, which greatly increases their open rates and engagement. Additionally, ESPs simplify the creation of responsive emails without the need for designer assistance, thanks to built-in builders and ready-made templates.
Key features of ESPs
- Contact import: the ability to upload address databases from files in csv, txt, xls, and xlsx formats.
- Segmentation: dividing the database into groups based on various parameters for more targeted mailing.
- Personalization: the ability to add individual data, such as the recipient's name, which increases the likelihood of the email being opened.
- Analytics: automatic collection of statistics on open rates and engagement with emails.
- Automation: setting up automatic email sending scenarios based on user actions.
- Subscription form creation: the ability to create and integrate contact collection forms on websites.
How much does an email marketing service cost?
The cost of email marketing services varies widely — from 500 to hundreds of thousands of rubles per month, depending on the number of contacts and available features. Many ESPs offer free versions that may be sufficient for small companies, allowing them to evaluate basic capabilities before choosing a paid plan. Some features may be limited in starter plans, so it's important to carefully review the offerings.
What to consider when choosing an email marketing service
When selecting the right email marketing service, it is important to consider several factors:
- User interface convenience: test the interface and basic features to ensure simplicity and intuitiveness.
- Additional features: explore what additional tools the service offers, such as SMS mailings, page creation, or integration with CRM systems.
- Integration: the availability of ready-made integrations with other products can significantly simplify your work.
- Support: it's important to find out in advance what language support is provided and how accessible it is in case of questions.