|№ 1 (2018)||E-mailing as an Internet marketing tool||Annotation|
E-mailing as an Internet marketing tool
UDC 339.138 https://doi.org/10.31867/2523-4544/0024
Nosenko Yu. M.1, Sinelnik L. M.2 Grain Crops, 2018, 2 (1), 170–179.
1National Academy of Agrarian Sciences of Ukraine, 9 Myhayla Omelianovycha-Pavlenka Str., Kyiv, 01010,Ukraine;
2NSC "Institute of Agriculture NAAS", 2b Mashinobudivnykiv Str., Chabany, Kyiv-Sviatoshynskyi district, Kyiv region, 08162, Ukraine
The main components of e-mail marketing are analyzed: e-mail analysis of competitors' e-mails, e-mail mailing services and their functionality, target audience identification and segmentation, ways of generating mailing databases, the main types of e-mail lists, their advantages and disadvantages; types of letters; e-mailing efficiency parameters, technical aspects of e-mailing, e-mail strategy planning elements.
The purpose of this article is to investigate the components and mechanisms of e-mail marketing for constructing an algorithm and determining the strategy for conducting e-mail messages.
A study of literature and Internet resources on the use of e-mail newsletters in the marketing activities of science institutions.
According to the results of the research, 10 components of e-mail marketing have been identified. The analysis of the types of mailings and their use at each stage of e-mail marketing: on the covered audience (mass mailing, distribution by segments, individual offers) and on the tasks (regular information (thematic) distribution, transactional letters, letters-anons, event letters, service letters, advertising letters, electronic newspapers.The methods of research of the target audience and its segmentation by common features (geographic, frequency of purchases, the spectrum of purchases, social belonging etc.). Studies in more than 30 mail services for mailing lists and describes the characteristics of the six most used SendExpert, eSputnik, SendPulse, MassDelivery, UniSender, Mailchimp. The conditions for the production of the subscription page (simplicity, attractive design, call to action, obvious advantages, confidence indicators, limitations, relevance), free methods for its replenishment of the mailing list are identified, and 8 basic parameters for evaluating the effectiveness of email e-mails are identified. Summarized technical details of successful e-mail newsletters. The elements of the e-mailing strategy are highlighted: the strategy of attracting subscribers, the strategy of retaining subscribers, the sales strategy.
The results of the research show that e-mail marketing is one of the fairly simple but effective marketing tools, a means of communication with potential customers and increase of confidence in the enterprise. E-mail marketing is closely related to the basic marketing strategy of the institution and other components of Internet marketing, in particular the quality and relevance of content. There are 7 main components of e-mail marketing strategy, which should be taken into account by scientific institutions when planning marketing activities: 1. Definition of the purpose of e-mailing (goods will be promoted, consulting support, etc.). 2. Analysis of competitors (analysis of e-mail rivals of competitors, weak and strong points). 3. Analysis of types of mailings and selection of the type of mailings to be used. 4. Analysis of the target audience and its segmentation. 5. Creating an image of the master mailing. 6. Choosing a platform (service) for distribution 7. Creating a subscription sheet. 8. Making a subscription page. 9. Formation of distribution databases. 10. Evaluation of the effectiveness of e-mailing mailings. For the formation of effective e-mail marketing, planning is advisable with a combination of subscriber engagement strategy, subscriber retention strategy and sales strategy.
Keywords: e-mail marketing, e-mail distribution, target audience, segmentation, mail services.