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- Tecnoacquisti.com
- E-commerce Marketing
Clear emails (CC) to a group of users should be avoided, under penalty of sanctions from the Data Protection Authority, as happened to a U.S. company that was notified of a personal data breach (art. 33) for sending an informational campaign.
[...]In the context of an informational campaign regarding the distribution in Italy of Eversense XL - a continuous glucose monitoring system for people with diabetes - an institutional email “to limited groups of Eversense XL customers by inserting the email addresses of the recipients in the "cc" field instead of the "bcc" field[...] Read here the full order
Email marketing: what it is and how it works
This term refers to a particular form of advertising marketing focused essentially on sending advertisements, sponsorships, promotions, and informative newsletters via email to a potential list of users, with the goal of converting them and increasing one's actual clientele.
It is considered a direct method, which through communication via email can quickly reach all commercial contacts within the mailing lists, thus creating useful leads for your brand.
It can be divided into two forms, classified based on the type of message dealt with, which are:
- D.E.M acronym for Direct Email Marketing
- E.M acronym for Email Marketing
The substantial difference between these two types of advertising lies in their ‘specialization’ concerning the clientele to whom they will be delivered.
In fact, the former are characterized by a high user profiling, as they will be created ad hoc for that specific contact, who will feel particularly inclined and attentive to the content of the email, making them more likely to make a purchase.
The latter, on the other hand, are considered much less specific, and in this case, they will be sent to mass lists without any division by topic and/or interest towards them (generalized offers without any clear stance).
Essentially, Email Marketing is considered much less effective compared to its new variant, precisely because it is seen as a sort of ‘passivity’ towards the recipients, who will receive unsolicited, useless information that does not align with their tastes or values.
All processes of diversification and choice of the most effective content for your target audience are essential to ensure success in any digital marketing campaign, which must be specifically structured for your business needs and commercial objectives to be achieved.
What are mass emails?
‘Massive emails’ or ‘mass emails’, as already described, are all those email messages that are categorized under Email Marketing, of which they are considered the fundamental part.
This broad group of communication channels refers mainly to an outdated concept of advertising, in which the tastes/preferences/desires of the clientele were not considered at all, hoping only to reach as much potential audience as possible and attempt to convert them.
Specifically, we can find:
- Newsletters (events, updates on various topics, etc.)
- Informative emails
- Reminder emails
They are also divided based on the topics covered, but the characteristic that distinguishes them from Direct Email Marketing remains their lack of specialization concerning the chosen recipients, who will thus find themselves receiving emails that are often useless and unwanted.
The mass method by which they are sent requires particular precautions to preserve the quality of the advertising itself within them, which must therefore be carefully controlled.
Some of the main rules for doing Email Marketing are:
- Segment your mailing list and appropriately divide it
- Check (or improve) the quality of the emails ready for sending
- Use email addresses without sending limits and specifically configured
- Ensure that emails are clearly readable on all devices (including mobile ones)
- Personalize and/or identify the right topic to send
- Choose a call-to-action that is easily recognizable (encouraging purchase)
- Always include an ‘unsubscribe’ link at the bottom (n.d.r unsubscribe from the mailing list)
- Carefully choose the words in the email message to avoid being considered spam (unwanted)
- Avoid sending emails to accounts that have not consciously subscribed to the company mailing list
- Pay attention to the subject line of the email to prevent potential unsubscribes (maintain user attention)
CC and BCC, the differences
They are called 'sending fields' and are present in any email format that is on a private or corporate email platform.
In all cases, they must be filled out in order to validate the sending of a message via the web, while still maintaining the undisputed privacy of the recipients/participants in the conversation.
The fields in question are:
- CC or 'carbon copy'
- BCC or 'blind carbon copy' (BCC), where the B stands for 'blind' (n.d.r blind, obscured)
- It is essential to know that when CC is used, it should be understood that this string will contain the main business contacts to whom communications, news, advertisements will be sent, and thus visible to all recipients!
They are therefore made known to all recipients, who will be able to view them and be informed in the same way of the same information, which does not require a response.
The BCC, on the other hand, is used when one does not want to inform users of the presence of other people within the same mailing list, obscuring their contacts and thus avoiding their identification.
They will be completely invisible, and it will be impossible to view them.
The possible uses of this particular sending methodology are:
- Sending institutional press releases
- Offers for particular types of products/services that involve sensitive topics such as health or one's social status.
- Encrypted communications limited to a certain number of recipients who should not be informed of who is actually involved
The main rule to always keep in mind in this field is that one should never reply to an email where the email addresses are placed in BCC, as this would risk revealing oneself and compromising the purposes of the message itself.
It is extremely important to always maintain the privacy of all participants in individual mailing lists, and rightly so, one is not inclined to disclose their data.
The image of the consumer must therefore always be protected in every form, trying not to put it in conditions of possible ridicule or fraud, which would certainly also have legal repercussions on the company itself.
In conclusion, it is good to remember how essential it is to use the BCC formula for any model of mass Email Marketing that one wishes to transmit, paying particular attention to all the sending details related to it, thus structuring a strategy aimed at success.