Misconceptions about email marketing are slowly being forgotten, and most businessmen already perceive it, as an effective tool to increase profits and sales. And although the development of this direction in our country is not yet so resonant, like abroad, the trend of increasing its demand is clearly visible. Furthermore, even among the recipients, there is already an opinion that, that the newsletter is not spam, as sending it requires the permission of subscribers, who left their data to receive useful information from the company. Email Marketing has become a very effective communication channel for business communication.

In the domestic market, the level of competition among services is increasing every day for email marketing. The most sought after of them, but, stay for a long time Smartresponder, Unisender, MailChimp. Hopes are given by other promising projects, among which the company eSputnik.

One of the most important subjects of competition was and remains the functionality, allowing for advanced segmentation.

Segmentation – is the division of the database into groups of buyers, which have similar characteristics, including, response to those, or other actions of the marketer.

Young, but a promising Ukrainian project eSputnik managed to show himself in a favorable light, in particular, thanks to such an important advantage, as a caring attitude towards the client. Users appreciated such its advantages, as a free use of the base template, the ability to receive special reports on the effectiveness of mailings, clear and friendly interface. eSputnik is not inferior to other services in terms of available integration modules, has a good resource for base segmentation.

The service offers to use additional contact fields, which will allow you to download more data. The more information you have about your audience, the easier it is to make the newsletter customer-oriented and effective.

For manual synchronization contact base between eSputnik system and internal CRM frequently used tool, how to import contacts. It allows you to create lists very quickly from excel and csy files.

You can save time and avoid routine work, setting up trigger mailing, so that eSputnik automatically congratulates your customers on their birthday and informs you in advance about discounts and promotions for birthdays.

It is very convenient to use such tools in the work., like lists, conditional and compound contact groups.

In a blog post, eSputnik recommends using the new recipient segmentation features, including, RFM analysis, which is based on the behavioral factors of the segments. This method makes it possible to assess the general state of the database, highlight more and less active customers, and as a consequence – organize an email campaign.

RFM is a segmentation by three parameters: date of last purchase (Recency), total frequency of purchases (Frequency), purchase volume (Monetary).

These figures must be calculated for the period, which more accurately displays the necessary data. RFM – excellent segmentation method, which predicts customer response and improves interactions, increases profit. He, using customer behavior, defines, how to work with each of the customer groups.

Segmentation according to this principle makes it possible to determine those, who is really worth working with, dividing them into segments: active, sleeping, growing. Targeted marketing offers are developed for the most active customer groups.

Email marketing service Smartresponder positions itself as one of the best, having a user-friendly interface with very detailed instructions for use. This is especially great for beginners., who can start using its service for free, albeit with some restrictions. In terms of segmentation, the service offers a truly invaluable tool - subscriber surveys.. Besides, he is constantly improving in the field of working with groups.

Few services practice other than email, also sms mailings, among them are Unisender and eSputnik, which we have already analyzed. The first, having a representative office in Ukraine, offers quite attractive rates and affordable integration with Google Analytics. To segment the base, the service uses a label system, as well as special functionality, allowing to save filtering results, replenish the segment with new addresses automatically, create compound and conditional groups.

Service MailChimp owns the most advanced tool for tracking the effectiveness of mailings, progressive integration system and demonstrates a number of other advantages. Segmentation by basic features is available to users (gender, age, place of residence, etc.), by the proximity of the client to making a purchase, etc.. Here there are "chips", but, lack of adaptation to the Russian-speaking audience sometimes significantly complicates the work.