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Introduction To Mass Mailing

This document discusses mass email marketing. It defines mass email and mass mailing as bulk sending of promotional emails to customers and contacts who have opted in. The key advantages of mass email marketing are that it can be used to generate sales, provide information, build loyalty, gain credibility, and foster goodwill. The document provides guidelines for universities on appropriate uses and rules of mass mailing, such as only sending important communications to opted-in recipients and keeping messages brief. It also discusses software that can help optimize mass mailings.

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200 views

Introduction To Mass Mailing

This document discusses mass email marketing. It defines mass email and mass mailing as bulk sending of promotional emails to customers and contacts who have opted in. The key advantages of mass email marketing are that it can be used to generate sales, provide information, build loyalty, gain credibility, and foster goodwill. The document provides guidelines for universities on appropriate uses and rules of mass mailing, such as only sending important communications to opted-in recipients and keeping messages brief. It also discusses software that can help optimize mass mailings.

Uploaded by

ETL LABS
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Introduction to Mass Mailing

MODULE – 4 EMAIL MARKETING 45


What Is "Mass Email" Is It The Same Thing As Mass Mailer?
Mass email is a mass marketing method that
produces very significant results.

When it comes to mass emails and mass


mailer, there is no real difference between the
two terms. They both mean bulk sending of
promotional emails to your customers and
contacts. At times, people mistake mass
emails for spam. However, the difference
between the two is that spam is unsolicited,
whereas mass emails are permission based.
Mass email marketing has some very profound
advantages over all other forms of marketing.

MODULE – 4 EMAIL MARKETING 46


Why Mass Mailing?
These are:

• Sales letters to generate sales.


• Informational flyers to expand
awareness of your company,
its products, and its services.
• Special discounts to build
customer loyalty.
• Educational newsletters to
gain credibility and answer
common questions.
• Greeting cards to foster good
will.

MODULE – 4 EMAIL MARKETING 47


HOW TO DO MASS MAILING?

MODULE – 4 EMAIL MARKETING 48


Rules for mass mailing
This sets out the University's
rules on sending mass
mailouts, using mass mailing
software or mailing lists.

• Background
• General guidelines
• Practical guidelines
• Software for mass mailings

MODULE – 4 EMAIL MARKETING 49


Rules for mass mailing
Background
Email is a cheap and efficient way of
communicating with University members, but
many are concerned about the amount of
unwanted email they receive, and the University's
ICTC Regulations forbid the transmission, without
proper authorisation, of e-mail to a large number
of recipients, unless those recipients have
indicated an interest in receiving such e-mail.

There are obviously circumstances in which it is


necessary and appropriate that administrative
information is sent to all members, or to defined
subsets, and the Information and
Communications Technology Committee has laid
out guidelines under which this may be done.

MODULE – 4 EMAIL MARKETING 50


Rules for mass mailing
General guidelines
The use of mass emailing is restricted to important matters where this means of communication is
considered to be both appropriate and necessary to reach the required audience. Details of less
important matters such as conferences, events, etc. should be published by other means, such as
notice boards or opt-in mailing lists.

Mass mailings to all members, or to general subsets, eg those defined by staff category, may only be
sent by the University central administration. This will include the Vice Chancellor's Office, the
Registrar's Department, and the Council Secretariat. Other bodies that may send information relating
to their particular areas include Student Administration and Payroll.

Information particular to members of a particular division, faculty etc may be sent with the authority
of the Head of Division or Faculty.

Departments responsible for facilities, services, etc, may send information about those services to
those who use the services.

MODULE – 4 EMAIL MARKETING 51


Rules for mass mailing
Practical guidelines
All bulk email messages should contain the following
information:

• subject line: with clearly stated subject


• from: line that contains the email address of sender which
must be a valid address. To be used to collect failures.
• reply to: optional, which is the preferred address for a reply.
• to: email address or list being sent to
• content line that includes University group/s to which the
mass email is being sent
• signature information with identifiable information about the
sender
• instructions for the recipient to request not to get such mail
• do not use Cc which will reveal email address of other
recipients

MODULE – 4 EMAIL MARKETING 52


Rules for mass mailing
Practical guidelines
Email should:

• be text only - this will enable your message to be read by


the widest number of devices eg mobile phones, Linux
machines, and does not assume the reader has access to
the same software you used to create the message
• be less than approx. 200 words - if longer than two
paragraphs, put the details on a web page and send the
URL in the message
• not contain attachments
• be targeted to the people who are likely to be interested
in the content eg students for exam instructions, women
for a 'women only' course, congregation for voting,
freshers for fresher events - people get very angry if they
receive inappropriate mail especially from 'official' bodies

MODULE – 4 EMAIL MARKETING 53


Rules for mass mailing
Software for mass mailings
Most mail clients will let you add additional people as a Bcc: ( Blind carbon copy) or set up a
distribution list. This is suitable for a up to 50 or so addresses.

Try a mailing list such as Sympa: any university member, except undergraduates, can request a
mailing list. Sympa will remove addresses which fail, which can help in the management of your
list.

Specialized software is available commercially which can:

• customize your message eg Dear Fred Smith


• let you send to any number of recipients
• allow you to customize the sending address, eg. [email protected], [email protected]
• specify a different address to receive failures
• remove failed email addresses

MODULE – 4 EMAIL MARKETING 54


Examples of The Realm Of Marketing Services

MODULE – 4 EMAIL MARKETING 55

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