How to start e-mail marketing: 10 useful tips


Email marketing is an important online marketing channel in Russia. And if you don’t know how to use right, we will help you with it!


Here is a list of the 10 most important steps you need to start email marketing in Russia.


Choose a right service


If the address database is up to 10,000 subscribers, and we are only talking about setting up basic triggers, such as welcome emails, then a simple service is enough. For example, you can use Sendsay, Unisender, SendPulse or GetResponse for such projects.


If the base is more than 10,000 contacts and you are sure that you need complex mechanics, it is better to immediately include advanced services. We use the Mindbox. Exponea, Retail Rocket, and Emarsys are also suitable.


Set up subdomain of a sender


All mails should be sent only from the subdomain of the third level and higher. This is a kind of safety net: if the reputation of the main domain deteriorates (and this can happen even if you do not send spam), everyone will suffer – both mailing lists (including transactional ones) and corporate mail.


Set up technical titles


Don’t forget about DKIM, SPF, and DMARC. At least the first two, if you don’t want mail services to perceive your mails as spam.

DKIM (DomainKeys Identified Mail) is a technology that works for the benefit of email recipients. It uses public encryption keys and other obscure words to confirm that the email was actually sent from the claimed subdomain. Simply put, it reduces the risk of automatically getting mails in spam.


SPF is a Sender Policy Framework or Protocol that the sender uses to specify a list of servers that can send messages on their behalf. The goal is the same-to minimize the risk of getting into spam.


DMARC (Domain-based Message Authentication) is optional, but useful. In principle, the presence of SPF and DKIM is already sufficient, since DMARC works on the basis of their authentication protocols. One way or another, it detects the sender’s domains and prevents phishing attacks (fake emails from pseudo-banks, for example).


Set up FBL


FBL is another important abbreviation for Feedback Loop. This thing automatically unsubscribes from mailing lists of users who send them to spam. Without it, you will still send emails to those who don’t want to. This „hygiene“ of the database reduces the risk of getting into spam.


Set up postmasters


These are tools of mail services where you can track the sender’s reputation – how much % is delivered to Inbox, how much to spam. And some of them have advanced statistics on mailing lists, such as how many users opened, how many read, and how much time they spent reading. Postmasters are configured in the interface of mail services for subdomains from which messages are sent. To configure it, you will need to confirm ownership of the subdomain, so you will need the developer’s help here.


Set up a script of monitoring


This should be done if the email platform needs data about user actions on the site. In order for the platform to know that the user, for example, put the product in the“ basket“, but did not complete the order, the site must have a special code that will track this information and send an email.


Create a template of mails


All platforms have standard templates, but they are difficult to customize. So it’s better to create your own template with a lot of universal and interchangeable elements, from which each newsletter can be collected in blocks, like a constructor. As a result, all emails will be in the same style, and their coordination will be easier, because all the main elements have been agreed for a long time.

Set up integration with CRM


If you plan to launch mechanics that require information from the CRM (for example, the current status or order composition), then this integration is necessary. Ideally, such data should be transmitted in real-time mode, but not all email platforms can do this. Then you need to set up uploading several times or at least once a day.


Warm up a database


A newly created subdomain should be „warmed up“ – gradually increase traffic from it. For example, first send the first newsletter to 1500 addresses, then-to 3000 addresses, and so on. If you send it to a large number of addresses at once, there is a risk to worsen the reputation of the sender’s subdomain.


In the first mailing list (especially for a long-collected but unused database), you should immediately indicate its value, so that users do not rush to unsubscribe from a company that suddenly wakes up.


Test all


Be sure to test after completing each step. Otherwise, you will never know that something is not working for you. For example, a user puts a set of pots in the „Basket“ and doesn’t buy them, but they won’t get a reminder letter. Or due to incorrect DKIM settings, emails will start getting into spam.

Targeted advertising in Instagram for dealer and manufacturer of medical equipment

Our agency has a large experience in setting up targeted advertising in various social networks. Before launching a campaign, we will analyze the audience, create relevant ads and develop creatives based on the customer’s wishes.   In 2020, we set up targeting for Endomed – a distributor of medical equipment.   Read more in the article.   Goals and objectives   The goal of the project was to increase the number of orders for products.   To achieve it, the following tasks were set:   1. Analysis and parsing of the target audience2. Creating the concept of advertising publications (texts, creatives)3. Launching and tracking campaigns4. Summary of results, preparation of reports   Before we share the project, let’s have a few words with the company.   About the customer   Endomed is a dealer and manufacturer of endoscopic and electrosurgical equipment, endoscopic systems and systems for the diagnosis of osteoporosis, as well as devices for video capsule endoscopy. In addition, the company is a service center – repairs devices, provides advice on their operation for medical personnel and conducts training sessions.   The brand has been cooperating with private and public hospitals for 24 years, providing them with high-quality equipment.   Over the years, Endomed has managed to serve more than 3,000 customers.We started working with the organization in 2020, and one of the areas of promotion was setting up targeting in the social network Instagram.   Implementation   Analysis and parsing of the audience   The company has a website, and is also promoted through Instagram. The page contains news, information and sales posts.   When collecting the audience, the following parameters were taken into account: gender, age, social status, field of activity and interests.   We used several sources for parsing:   1. Subscribers to the pages of your competitors 2. People interested in these topics: medicine, endoscopy, gastroenterology, rheumatology and osteoporosis3. Medical organizations (selected addresses based on the „medicine“ interest).   Using the collected categories and selected parameters, we created a look alike audience.   A Facebook pixel was also installed to collect visitors from the client’s site.   After collecting and segmenting the database, we started preparing texts and visualizations.   Development of advertisements   Images and videos play a key role in Instagram. They should be attractive, bright and catchy. We have created a number of creatives in the corporate style (red and white colors). Examples of announcements We had several campaigns, so the creatives changed every week.   We also wrote sales texts taking into account the wishes of the customer and the needs of customers, described the characteristics and advantages of the products. Examples of announcements The last stage was summing up the results and preparing reports.   Analytics and reporting   We provided the client with both interim reports and full-month totals. During the operation we monitored the reaction of users.   Each individual campaign was analyzed by performance parameters, which helped to make changes in time and offer ideas that…

Promotion of medical centers in Russia

Many clinics in Europe and USA are popular in Russia. Also the amount of the monthly searched keywords, regarding medical services or medical centres, is huge. So, an active online advertising of medical services would definitely attract more Russian patients.   Due to the situation with COVID-19, of course, less of them will be able to use the services of medical centers in the nearest future, but if you start your advertising campaigns now, it will be a good contribution for your company, a sort of investment.   Why do Russians choose foreign private clinics?   Unfortunalitely, the level of service and medicine, by and large, in Russia isn’t very high. There are also a lot of private medical centers where people can get tested or use some other services, but the prices are really too high. So if there is a choice between foreign clinic and Russian with the same price list, it is better to choose the first ones.   Moreover, there are some services and medical supplies that people cannot simply find in Russian hospitals. That’s the reason why they are obliged to go to the other counties to get them.   Other reasons are better standards, high technology, more research and medical experiences in the foreign medical centers.   Usually, Russian patients prefer clinics in Germany and Israel due to the geographical position and high level of medicine in general. More popular, but also in demand the following countries – Turkey, Singapore, Swiss, France, USA, Poland, Hungary, Czech Republic, Lithuania and further Eastern Europe.   What services and domains are the most popular?   There are some services and domains that are especially in demand among Russian patients. For example:   1. Cardiology and cardiac surgery.2. Oncology.3. Eye surgery.4. Orthopedics.5. Plastic surgery.6. Neurosurgery.7. Check up programs.8. and medical rehabilitation.   As you can see, these fields require high-end technology for medical treatments and diagnostics so it’s a reason why people choose them. To attract attention to these services and to clinics in general, it’s important to know how to build a marketing strategy.   How to promote medical centers in Russia?   First thing that you should do is to translate your website in Russian and create communities in Russian Social Media. It is really indispensable because even people with high income in CIS countries don’t speak English or other languages and it’s more comfortable and easier for them to read information in their native language.   When you finish with translation and creation of new groups in Social Media, you could start your marketing.   There are many methods to attract patients to your clinics, but the most effective are SEO, contextual advertising, ORM/SERM, SMM.   SEO Yandex   Yandex is the biggest search engine in CIS region so you should start promotion there. In our other articles we have already told about this method.   In general, there are several parts, how to make the website optimized for search engines:   1. Onpage SEO.2.

Beauty-marathon in „Rive Gauche“

We have been cooperating with Rive Gauche for a number of years. The company is our regular customer and partner. We have already held more than 10 promotions for the brand, including festive openings of new outlets in different regions of the country.   In March of this year, representatives again approached us to organize events dedicated to International Women’s Day. In the framework of the event visitors were able to receive gifts, free makeover and discounts on products.   From March 1 to 9, events were held in a number of cities. We were responsible for holding „Client Days“ in St. Petersburg, Rostov-on-Don, Yekaterinburg and Kazan.   Goals and objectives   The customer has set 4 goals for us:   1. To hold a festive event in the retail outlets.2. Announce current and future discounts.3. Increase store traffic.4. Strengthen the positive brand image in the selected regions.   To achieve the goals, the following tasks were set::   1. Development of mechanics and scenario.2. Search, hiring and training of staff.3. Technical support and design of the zone.4. Summarizing results, providing reports.   Period: March 7-8, 2020.   Implementation   We organized an event that lasted 2 days in a row.   Next, we will tell you more about each area of work:   Script development   We have worked out the plan taking into account the timing. It was important for us to calculate the time to have time to install the equipment, create a festive decoration and coordinate the staff. The host had to tell visitors about the history of the creation and favorable offers from Rive Gauche, timed to coincide with the holiday. At the same time, he moved around the hall, communicated with visitors, learned their mood and the purpose of visiting the store.   In addition, he had to offer visitors to use the free services of a make-up artist and make-up using a certain brand of cosmetics. On March 7, products from Chanel were used, and on the 8th – Giorgio Armani.   Finding and hiring employees   We found the host, who was instructed in advance and prescribed the text.   We were also responsible for coordination, introduced him to consultants and make-up artists with whom he needed to communicate and interact.   Additional instruction was given by makeup artists, who told the guests about cosmetics, its advantages and application methods.   On-site consultants worked to tell customers about the best offers, offered to buy certain cosmetics and perfumes.   Additionally, photographers and a video operator were hired to film the process.   Technical support   Our task was to prepare the site and bring all the necessary equipment.   We found and installed microphones, speakers, and checked the sound quality.   Previously, the location of zones in the store was studied so that the staff could quickly navigate the places (photo zone, make-up stations, sections, etc.).   In addition, we have installed advertising materials: a press release, a banner, a design (balls).