What is mailing, how to do it and successful examples

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Marketing via email was one of the most used practices when the digital boom began. This has transformed and evolved to continue attracting and retaining customers in a very profitable way, in terms of return on investment (ROI).

But is it still a powerful tool? The answer is yes , and even more so when you know how to use it strategically, with well-segmented databases or through automated workflows that optimize lead tracking and nurturing.

By 2025, it is estimated that there will be around 4.6 billion users with an email account . And if you take into account that more than 2.63 billion emails are sent every day , then you can surely see the great opportunity you have to develop a marketing strategy based on email.

Below we will explain everything about mailing and tell you how to successfully implement it in your business. Let's go!

What is mailing?
Mailing is a marketing strategy that consists of sending emails australia whatsapp lead with content that stands out for its design and elongated format, to promote your brand's products and services. It is used for different purposes: sales, notifications, customer acquisition, gratitude and loyalty.

In order to implement mailing within your company, it is essential that you have your own databases. For this reason, it is important that you develop conversion strategies with landing page forms, where potential clients share their name, email address and other data with you.

One of the most notable features of mailing is the mass sending of emails to huge databases. However, it can also be done in a segmented or specialized way, as we will explain later.

What is mailing for?
The main goal of mailing is to enable your company to establish contact with your customers, and thereby strengthen the business relationship between the two. With your contact database you can develop different strategies:

How to do successful mailing?
1. Establish the objective of your mailings
Before you start any action, it is vital that you first determine what the objective of sending mailings will be. It may be to generate more sales, promote the brand, offer special discounts, customer retention, make yourself known to potential customers, etc.

Set aside enough time to establish a single objective for each email you are going to send.

2. Select the appropriate tool
Consider the features of different email sending platforms and identify which ones are best suited to your brand. The best option is a tool that allows you to easily edit your mailings, organize your databases well, carry out sending tests, adapt them to mobile format, schedule and personalize the sending, as well as create reports of the results generated.

For example, a tool like HubSpot's free software allows you to easily manage your email sends, contact lists, and more.

3. Create and segment your databases
Here it is important to enter your brand's contact bases and then categorize them. According to our data, one of the most effective strategies for email campaigns is subscriber segmentation, with 78% of marketers voting for it . So, depending on the nature of your brand, divide your bases by age, location, gender, interests, behavior, frequent customers, leads, etc.

The better you segment your contact bases, the more likely you are to connect with that specific audience to position your brand.

4. Design an original mailing
Use your creativity and ingenuity to design a mailing that matches your brand's style and personality; use a high-quality format, images and videos. As for the content, make sure it is clear and eye-catching; leave long texts aside unless they are absolutely necessary. Also, create a personalized subject line that will be attractive to potential customers.

Also, be aware of the words that are considered spam by each email company, so you don't use them when writing your subject line. The last thing you want is for your email to end up in the spam folder, right?

5. Preview and send the mailing
It is important to preview your email before sending it, so you can see how it will reach your contacts; make any necessary corrections based on this. It is also essential that the format is compatible with mobile devices. Most platforms allow you to perform test sending, so take advantage of this option.

Finally, select the database and send the mailing, or schedule the sending for another time or date.

How to do email marketing with HubSpot?
Within our Marketing Hub tool , from its free version to subscription plans, you can easily create and send mailings. It has everything you need to show yourself as a professional to your clients. We'll tell you how to do it right away.

1. Go to the create email section
Once you're logged into Marketing Hub, go to the Marketing section , then Email , then Create Email .



2. Select a template
In the tab that says Drag and drop you can create different templates with different objectives, including creating a mailing: either with pure text, with text boxes and images, among others. Choose the one that best suits the design you have in mind.



3. Adjust and modify your design
Within the left column of the screen you will find two tabs. In the Content tab you can add images, hashtags, buttons, divisions, text, layouts and more.

How to create an email in HubSpot: adjusting the design

In Design you can modify the background, element and border colors, as well as all text fonts for headings and paragraphs.

How to create a mailing in HubSpot: edit

It also allows you to move each box by clicking its blue left border, clone it by choosing the gray Clone or Copy and Paste icon , and delete it by clicking the gray Trash Can icon .

4. Edit the footer
Once you have fully adjusted the design, don't forget to also edit the footer of the mailing, add your company address and the button to unsubscribe from your database. Remember that it is better if your database is made up of people who are really interested in your brand.

How to create an email in HubSpot: edit the footer

5. Personalize the email
To insert a personalization token, click on the Format bar . Then select Contacts or Company as the type, depending on the nature of the contacts in the database. Under Property, indicate whether you want the first name, last name, or company name to appear in the email. Finally, add a default value.

How to create an email in HubSpot: customize the email

6. Set up shipping
To set up the sending, you need to indicate the name of the sender, that is, the name of your brand or that of one of the brand's executives. Then, enter the sender's address, that is, the email address you want your contacts to see.

Additionally, add subject line, preview text, internal email name, campaigns, and language.

How to create a mailing in HubSpot: configure the sending

In advanced options, preview the email, test sends, and create A/B tests for contacts. Finally, you can schedule the send for another date or do it at that time. To create marketing emails, you can try our drag-and-drop email editor .

5 outstanding mailing examples
1. Uber Eats
We have an Uber Eats email with a color palette in harmony with the brand. It encourages people to use their food delivery service with an attractive discount on their first purchase; in addition to subscribing to their premium membership. Further down, in the white box, there is the specification of the terms and conditions of their promotion; although it has quite a bit of text, in this case it is necessary.