Contrary to appearances, the more difficult it is to resign, the bigger number of people actually do it. Methods for running mailing campaigns Having prepared mailing messages and a specified group of recipients, the mailing campaign can begin. If our company does not have its own teleaddress database, we can hire a company that will on our behalf send the mailing to people whose addresses it has in its base. And in this way, we can buy mailing to a given group of free email account users on popular portals. To buy email address databases in an auction or to gather them directly from Internet websites without the users consent is not a good solution.

If we do not know who a given email address belongs to, what their interests or preferences are, such an address will be of no use to us. What is more, by sending mailing to such addresses our company can lose more than it can gain. If we have our own email address database of our clients or potential clients, we will need a tool that allows to send personalised email to a big group of recipients. The program Outlook and the field BCC (Blind Carbon Copy) should not be used for professional correspondence. There shouldn't be any problem with choosing software for mass mailing. There are programs available on the market free of charge (under licence freeware or open source), which can be installed on our computers or systems made available in ASP model (Application Service Provider), to which we can gain access through the producer's Internet website.

The chosen solution in particular situations hinges on the size of address databases or on mailing features (mailing size, the number of mailing campaigns, etc.). The cost of purchasing a mass mailing program licence should not be higher than 200 USD. What is more, monthly subscription to access professional email marketing systems available in ASP model ought not to exceed 100 USD. However, those latter systems have much more possibilities in monitoring a mailing campaign's effectiveness. Conclusion According to the Direct Marketing Association, the number of marketing emails rises about 30% annually. This rise is due to low costs and growing effectiveness of this technique of promotion. As the latest data show, the percentage of replies to emails also increases and is now running at a level from 3 to 8 % and it can be higher with narrow client segmentation. According to the latest research by the company SARE, newsletters are gaining more and more popularity, which are now subscribed by 90% of those surveyed.

The way in which received messages are perceived has also improved, as 75% of subscribers express positive opinions about them. The preferred frequency of receiving newsletters has also changed. Today about 1/3 want to receive mailing even a few times a week, provided that it is concrete, readable and that there is a possibility to resign from it at any time (and in a simple way). The HTML format for newsletters is preferable for the majority of surveyed (80%), only IT department workers are in favour of text format. Research also shows that more than half of companies do not use electronic mail in promotion campaigns yet, but 65% of them are to take advantage of mailing, as today, they see benefits from applying email marketing. Companies acknowledge the possibility of having more contact with clients, the growing number of visits on their website and low communication costs via electronic mail.

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