Unencrypted emails (CC) to a group of users must be avoided, under penalty of sanctions by the Personal Data Protection Authority, as happened to a US company which was notified of a personal data breach (art. 33) for sending an information campaign.

[...] In the context of an information 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 entering the email addresses of recipients in the "cc" field instead of in the "bcc" field [...] Readthe complete ordinance here

Email marketing: what it is and how it works

This term indicates a particular form of advertise marketing essentially focused on sending advertising, sponsorships, promotions and informative newsletters by e-mail to a potential list of users, with the aim of converting them and increasing their actual clientele.

It is considered a direct method, which through communication via e-mail can quickly reach all the commercial contacts within the mailing lists, thus creating useful leads for your brand.

It can be divided into two forms, classified according to the type of message processed and are:

  • DEM stands for Direct Email Marketing
  • EM stands for Email Marketing

The substantial difference between these two types of Advertising lies in their 'specialization' towards the customers to whom they will be delivered.

In fact, the former are characterized by high user profiling, since they will be created ad hoc for that particular contact, who will feel particularly inclined and attentive to the content of the e-mail itself, making him more inclined to make a purchase.

The latter, on the other hand, are considered much less specific, and in this case they will instead be sent to mass lists without any division by topic and/or interest in them (generalized offers without any clear stance).

Essentially, Email Marketing is considered much less effective than its new variant, precisely because it is seen as a sort of 'passivity' towards the recipients, who will be sent unsolicited, useless or unsuitable information to their tastes or values.

All the processes for diversifying and choosing the most effective content for your target audience are essential to ensure success in any digital marketing campaign, which must necessarily be structured specifically for your needs in terms of business and commercial objectives to be achieved.

What are bulk emails?

'Massive e-mails' or 'mass e-mails', as already described, are all those e-mail messages that are categorized under Email Marketing, of which they are considered the fundamental part.

This large group of communication channels mainly refers to an now obsolete concept of advertising, in which the tastes/inclinations/desires of customers were not considered in the slightest, hoping only to reach as many potential audiences as possible and try to convert them.

Specifically we can therefore find:

  • Newsletter (events, updates on various topics, etc.)
  • Information emails
  • Reminder email

They are also divided according to the topics covered, but the characteristic that distinguishes them from Direct Email Marketing remains that linked to their lack of specialization in relation to the chosen recipients, who will thus find themselves often receiving useless and unwanted emails.

The massive method with which they are then sent requires particular precautions, such as to preserve the quality of the advertising itself within them, which therefore must necessarily be controlled.

Some of the main rules for doing Email Marketing are:

  • Segment your mailing list and appropriately divide it
  • Check (or if necessary improve) the quality of the e-mails ready to be sent
  • Use email addresses without sending limits and specially configured
  • Make sure that the emails are clearly legible from all devices (including mobile ones)
  • Personalize and/or identify the right topic to send
  • Choosing a call-to-action that is easily recognizable (to entice to buy)
  • Always insert the 'unsubscribe' link at the foot of the page
  • Choose carefully the words of the message contained in the email so as not to consider it spam (unwanted)
  • Avoid sending emails to accounts not knowingly subscribed to the company mailing list
  • Take care of the text of the email subject to avoid any unsubscriptions (keep users' attention high)

CC and BCC, the differences

They are called 'submission fields' and are present in any email format whether it is on a private or corporate email platform.

In all cases, they must necessarily be completed to validate the sending of a message via the web, while maintaining the undisputed privacy of the recipients/participants in the conversation in some cases.

The fields in question are:

  • CC or 'carbon copy'
  • BCC or 'blind carbon copy' (CCN), where the B stands for 'blind'
  • It is essential to know that when the CC is used, it is known that it is precisely on this string that the main commercial contacts to which communications, news, advertising and therefore visible to all recipients will be sent!

They are therefore made known to all recipients, who will be able to view them and be made aware of the same information in the same way, which however does not require a response.

The BCC, on the other hand, is used when you don't 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 therefore be completely invisible, and it will be impossible to view them.

The possible uses of this particular sending method are:

  • Sending institutional press releases
  • Offers for particular types of product/service involving sensitive issues such as health or one's social status.
  • Encrypted communications limited to a certain number of recipients who, however, must not be made aware of who is actually involved

The main rule that must always be taken into account in this field is that you must never reply to an email in which the email addresses are placed in the BCC, since you would risk revealing yourself and compromising the purpose of the message itself.

It is very important to always maintain the privacy of all the participants of the individual mailing lists, and one is rightly not inclined to divulge one's personal data.

Therefore, the image of the consumer must always be protected in all its forms, trying not to put it in a position of possible abuse or fraud, which would certainly also have legal repercussions on the company itself.

In the final analysis, therefore, it is good to remember how essential it is to use the BCC formula for any massive Email Marketing model that you want to send, paying particular attention to all the sending details associated with it, thus structuring a strategy devoted to success.

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