In brief: Emailing is the distribution of email messages to a selected group of recipients. It needs a documented purpose, quality data, technical deliverability, understandable content, and easy unsubscribing.
How I use emailing in practice
In practice, I connect emailing to a concrete customer situation. Content, timing, and the next step should change according to what a person has done and what they can reasonably expect from the company. I first go through an automation manually with a test contact, including the error branch and unsubscribing.
What to watch out for
A database is not an unrestricted asset. With emailing, unclear consent, old contacts, missing authentication, and pressure on frequency are problems. In the short term, more messages may increase revenue, but they can also damage deliverability and trust, which are slow to repair.
Questions for the decision
- Why should the recipient receive this message right now?
- Do we have a documented purpose and the correct type of consent?
- How will we verify delivery, response, and business benefit?
- What happens in the event of an error, unsubscribing, or a change of details?