Today, any structure of telecommunication services, regardless of the declared name and real software, technical and communication capabilities, is a business center, marketing, PR agency, telephone sales center, - in the segment of high affordability services, it offers newsletters of informational and / or informational and advertising nature via one or several channels of switching with customers. Depending on the purpose, the newsletter can be used to increase the level of service, and therefore the degree of customer loyalty to the company, brand / brand, product / service (newsletter - notification of debt, balance sheet, promotions, changes in the rules of work, pricing policy , contractual relations, etc.) or to stimulate consumer demand for a specific / new product / service, but in fact - to search and attract customers (newsletter about new products / services, their benefits, discounts on products / services, etc.).
As a rule, the overwhelming majority of newsletters offered today are SMS messages, sometimes MMS format messages, faxes, as well as email, including Direct Mail. Such mailings almost completely replaced the traditional mailings of the second half of the last century on paper, which were carried out using mail services, but at the moment, SMS, fax, and Direct Mail are gradually being replaced by new types of transmission of information and advertising messages to the client - through IP applications telephony, in web chats and, of course, in social media, as well as individual mailing via communication channels convenient for the client. This is due to the fact that:
- SMS messages, due to their mass character, are annoying to the consumer and in most cases are deleted from mobile phones without reading, especially since mobile providers and mobile devices often use inconvenient fonts to read;
- MMS mailing is quite expensive and is not accepted by all means of mobile communication;
- email distribution, including Direct Mail, is successfully and permanently blocked by the user using spam modules of email clients;
- without exception, all "mass" mailings cause irritation among users of mobile terminals, email clients, and therefore negatively affect consumer loyalty to the company, brand / brand, product / service.
In contrast to the "mass" mailing of the "conveyor" type, modern Today offers:
- individual mailings of standard formats - SMS, MMS, fax, email, Direct Mail, but targeted at a specific user of a mobile terminal / mail client with its specific preferences, due to age group, gender, nationality, social status. Those. the newsletter is sent to the user in a format adapted for the communication channel convenient for him (SMS - to pensioners and the elderly, the working population with mobile terminals - SMS, MMS, email newsletters, young people who prefer smartphones - SMS, MMS, notifications via IP applications ) At the same time, information and advertising mailing list is not only created in a format adapted for a convenient communication channel, but is also formed for a specific user with the text / design most comfortable for the age group, gender, nationality, social status;
- individual mailings (messages, posts) in client niches of social networks, blogs, microblogs, interesting for business, on company brand pages in social networks, where the call center operator not only creates an informational-advertising or informational message, but also answers 24/7 to questions of interested users, including voice or video chat.