What is the best time to send your newsletter. What time of day is it better to send the newsletter? What can be sent in a postal envelope

Traditionally, much attention is paid to the processes of preparation and accounting of documents, but their delivery to the addressee, in particular by postal services, is practically not considered. Meanwhile, there are plenty of difficulties here. The more a company sends letters, the more urgent is the question of how to streamline the sending procedure and make it as efficient as possible at a minimum cost.

In this article we will consider the types postal items, the procedure for their accounting and search, as well as ways to automate the process of sending correspondence by mail.

Who should be responsible for sending mail?

If the volume of correspondence in the organization is large enough, the process of sending mail needs to be centralized. Usually these duties are assigned to a secretary or courier. It is their task to organize this process in such a way as to spend as little time as possible on it.

Indeed, such an approach to sending letters, when the performers themselves go to the post office, is irrational and is suitable only for those organizations where the volume of mailings is calculated in units. The disadvantages of this approach are obvious:

• it is difficult to track whether the performer really went to the post office;
• the more often the performer writes letters, the more often he is forced to visit the post office, spending his work time, and hence the employer's money for the road;
• with a large volume of work, performers are forced to go to the post office after the working day, which, because of this, increases accordingly.

We work with Russian Post

Most organizations work with Russian Post today mainly because it offers the most favorable shipping rates, delivers items anywhere in the country and can document the receipt of correspondence by the addressee, which is very important in the event of legal proceedings.

For comparison: non-state express postal services work only with those settlements where they have branches; sometimes they can notify of delivery only by SMS and their services are more expensive.

The work of the Russian Post is strictly regulated. It is advisable for the employee responsible for sending correspondence to familiarize himself with the following regulatory documents:

• Federal Law No. 176-FZ of 17.07.1999 "On Postal Communication" (as amended on 06.12.2011);
• Rules for the provision of postal services, approved by Decree of the Government of the Russian Federation of 15.04.2005 No. 221;
• The procedure for receiving and handing over internal registered postal items approved by order of the Federal State Unitary Enterprise "Russian Post" dated 05.17.2012 No. 114-p;
• The procedure for receiving, delivering and handing over internal parcel mail, approved by order of the Federal State Unitary Enterprise "Russian Post" dated January 24, 2007 No. 28-p;
• Guidelines for accepting international mail (as amended on 10/17/2013 at the time of this writing).

If the volume of letters does not allow them to be handed over on a general basis, standing in line, it is possible to conclude with the mail corporate service contract... In this case, on the set days, the post office employee will come to the organization and pick up the letters prepared by the secretary or courier. At the next visit, the postal worker will bring the completed shipping documents. Detailed information about this service is posted on the mail website www.russianpost.ruand is also readily provided by the hotline operators.

What letters are there?

All postal items are divided into two categories: registered and unregistered... The difference between them is fundamental: at the request of the sender, the mail is obliged to find the registered item or provide information about its location. The trace of an unregistered item is lost at the moment when the sender drops it into the mailbox. In turn, a letter registered in the mail will be handed over to the addressee against signature, an unregistered letter will be dropped into a box or simply handed over to the secretary, and no one will prove that the letter was received.

Therefore, it is better to send documents by unregistered, or simple, letter, the loss of which will not entail any consequences of a legal or financial nature, for example, greeting cards for the holidays. And everything that at least theoretically can become the subject of a dispute is strongly recommended to be registered in the mail.

The main type of registered correspondence is registered lettersand parcels ... Unlike simple letters about the receipt of a registered one, the recipient will be notified by a special receipt and will receive an envelope from the hands of the postal worker, as already mentioned, against signature.

You can add a registered item inventory of attachments... This is a document describing the quantitative and cost characteristics of the postal item. One copy of the inventory is put in an envelope over the attachment in the mail, the other is given to the sender along with the receipt. Having received a letter with an inventory, the addressee will not be able to claim that he was not sent any documents.

Note!

It is not necessary to seal the envelope with the inventory of the attachment before sending it: the operator of the post office must make sure that all the documents indicated in the inventory are indeed in the envelope.

Finally, special attention should be paid to simple notifications on receipt of registered letters. The notice is a card that is glued to the envelope. Upon receipt of the letter, the addressee signs on the card, after which it is sent to the sender. The returned notification is a document that officially confirms the fact of receipt of the letter. The storage period for notifications is 5 years.

After the notification is returned, information about its availability can be recorded in the Mailing Log (see below). It is hardly necessary to scrupulously copy from the card who received the letter and on what date. If the performer needs this information, he can always contact the secretary. Most often, there is enough information that the letter was received. It makes sense to scan notifications only if the company has implemented a system electronic document management (SED). The EDMS has the ability to "bind" the notification file to the information about the outgoing document. This is very convenient: the contractor can check at any time whether the letter was delivered to the addressee.

We put it on the shelves

Performers who bring letters to the secretary for sending, in addition to indicating the full address with an index, must make a note on the letter about the type of sending. Alternatively, in the office you can put trays with the inscriptions: "Plain letters", "Registered letters", "Registered letters with notification", "Registered letters with notification and inventory", etc. Then the performers at any time will be able to leave letters to be sent without distracting the office workers.

Our advice

It is recommended to indicate in the regulations for sending correspondence that incorrectly executed correspondence, as well as letters without an address or index, will be returned to the contractor, despite their urgency.

Preparing mail for sending

If there is an opportunity to automate any process, you should not neglect it. So, if the secretary still signs mail envelopes by hand, he should pay attention to the set of functions of the Microsoft Word text editor for labeling envelopes, giving them a corporate identity, and also printing envelopes from the mailing list. In other words, instead of handwriting each envelope, you can specify once in the program:

• sender's return address;
• form style envelope.

After the list of recipients' addresses (mailing list) is entered into the program, all that remains is to put a stack of envelopes into the printer and set the "Print" command. The described functions can be found in the tab Mailings (Create ® Envelopes, Stickers).

By the way

In addition to the address, it is possible to print the recipient's index on the envelope, and to arrange it according to the rules for writing indexes. To do this, you need to install a special font on your computer. It is easy to find it on the Internet - just enter the query "Index font" in a search engine. The font file has the extension .ttf. After downloading it, you need to go to the "My Computer" folder, then in the "Control Panel" folder, find the "Fonts" folder and place the font file in it.

In fig. 1 you can see how a print-ready envelope looks like, created in MS Word.

Figure: 1

When the set of letters to send is ready, you need to fill in first two columns Form 103 "List for sending batch mailings". This postal requirement applies to all organizations if they send 5 or more letters. The dispatcher must list all registered emails to be sent. The rest of the columns are filled in by the post office operator. The list is printed in two copies, signed by the person responsible for dispatch, after which his signature is certified by the seal. One copy of the completed register will remain at the post office, the second will be returned to the organization. It will contain identification code items for tracking.

This form is available on the Russian Post website. The only drawback: the file can only be downloaded in .jpg format, i.e. as a picture, so the form will have to be manually reproduced and saved as a template.

Tracking emails

Registered postal items can be tracked on the Russian Post website. On the left side of the main page there is a link "Tracking postal items" (Fig. 2). We pass on it by clicking on "Details", and find ourselves on the desired page.

Figure: 2

Now you need to enter a unique code (postal identifier), which is assigned to each shipment by the operator. You can find this code either in the receipt or in the list in form 103 (column 3). The code consists of 14 digits. We will enter it in the “Postal identifier” field, then in the field below we will enter a five-digit security code and click “Find” (Fig. 3).

A table will open, allowing you to trace the path of our letter (Example 1).

Example 1

Information about the movement of the letter

By the way

The issue of the legal effect of information about the movement of the letter is rather controversial. It appears to be exhaustive for an organization that monitors its letters, but may not be accepted as evidence in court.
Correspondence with Russian Post will be legally binding. You need to send an official letter of inquiry to the post office, attaching a copy of the receipt or form 103. In response, you will receive a letter on the Russian Post letterhead with the necessary information, which will not raise any questions as evidence in court.

Accounting for sent emails

Any exit of documents from the organization must be recorded, regardless of what kind of documents they are and what the path of their exit is. Letters are no exception. We recommend that the employee responsible for sending mail take into account each letter in a special journal (Example 2). Since the obligation to keep such a journal is not enshrined in regulatory documents and this is just a matter of convenience and control, each company can develop a magazine form on its own.

Our advice

In order not to enter the same text in the log every time, you can use abbreviations, for example: "Post of Russia" - ETC , express Mail - EP , simple letter - P , customized - Z , notification - Have , inventory - ABOUT etc.
The names of departments can also be abbreviated.

Example 2

Mailing log

Filling in the table columns

1. Serial number.The column is important for the formation of a report on the work of the office: you can immediately see how many letters were sent through the postal channels.
2. Postal service.Relevant if the organization uses the services of not only Russian Post, but also express mail.
3. Type of letter.The column is useful in controversial cases or when you need to prove that the addressee received the letter.
4. Destination.The column contains the surname and initials natural person or the name of the destination organization. For the convenience of filtering, we recommend filling in the column starting with the name or name of the organization, for example Ivanov K.A.... or Tea room plantation, OOO.
5. Index.Made in a separate column to make it easier to copy and paste it in the right place when creating an envelope (see earlier). If the secretary prefers to hand-write the envelopes, the zip code can be written along with the address.
6. The address.The postal address of the recipient is indicated.
7. Content inventory.This column contains information, especially necessary in those cases when there is an active correspondence with the counterparty. Allows you not to get confused in the shipments and to know exactly which document was sent on a particular day. It is not necessary to fill in the column in too much detail - just the registration data of the document, for example Ref. No. 4543 dated 23/05/2014.
8. Executor.Indicate the name of the department whose employee brought the letter for dispatch, or the surname of this employee. We recommend to specify the department, because it is a more permanent unit in the organization than the employee.
9. Departure date.The day is indicated when the letter was sent to the mail operator or dropped into the mailbox.
10. Tracking number.A column for specifying a code by which you can trace the fate of a letter on the Russian Post website.
11. Notification.A box to mark that a notification of receipt of a letter has been returned.
12. Note.Traditional graph to indicate additional information (for example, about returning a letter, as in Example 2).

Search by magazine

Since no handwritten signatures are required in the journal, it is kept in in electronic format (for example, in MS Excel). The purpose of this magazine is to be able to quickly find any letter sent by the company. For this you need:

• fix the top line with the name of the graph so that you can always see it;
• provide it with a filter.

All this will significantly speed up the search for letters in the table.

To ensure that the top row of the table is always visible when scrolling through the log, you need to go to the tab View... Here in the toolbar Window choose a team To fix areas, and in the dropdown menu - Pin top line (fig. 4). Now, even if there are many positions in the register, the names of the columns will be fixed at the top of the table.

Figure: 4

It remains only to enable the option to filter the contents of the columns. To do this, in the toolbar Editing click on the icon Sort and filter, then in the drop-down window - Filter (fig. 5).

Figure: five

A button with an arrow icon will appear in the lower right corner of the column name - this is the filter. By clicking on the arrow of a specific column, you can sort any of its values. For example, we need to view all letters sent to Promregiongaz OJSC. We click on the arrow - and we see the entire list of addressees entered in the register. Uncheck the "Select all" value and put it in the checkbox opposite Promregiongaz OJSC. Click the button OK and we see all the letters sent to this organization (Fig. 6).

Figure: 6

If the email was sent to someone only once, it will be easier to press the keyboard shortcut Ctrl + Fto display the search bar, enter information (surname, name, city, etc.) into it and press Find Next (fig. 7). The program will find and highlight the desired cell.

Figure: 7

Regulation of sending documents by mail

The rules for sending documents by mail can be both part of the instructions for office work, and stand-alone document... At its discretion, the organization can supplement them with the procedure for sending documents by express mail. Here is a fragment of the paperwork instructions, which describes the procedure for sending letters by mail (Example 3).

Example 3

Fragment of instructions for office work

"Rules for sending documents by express mail"

7. SENDING OUTGOING DOCUMENTS BY POST

7.1. Sending documents by post (including express mail) is carried out by the Chancellery.

7.2. Reception of letters for sending is carried out daily, except weekends and holidays, from 9:00 to 13:00 and from 14:00 to 18:00 (on shortened and pre-holiday days - until 17:00).

7.3. Before sending documents, the contractor is obliged to check the presence of all pages of the document and the correctness of their location, design and addressing, the presence of signatures, visas, attachments, registration data, links to the number and date of the request (if a response to the request is given). The address of the dispatch, including the postal code, is attached to the document, and a note is made about the type of postal item: plain letter, registered letter, certified letter with simple notification, certified letter with a list of attachments, express mail, etc. If the specified information is missing, the correspondence is returned to the contractor. Incorrectly executed correspondence and correspondence of a non-official nature will not be accepted for dispatch and returned to the performer.

7.4. Sending documents by mail is carried out twice a week: on Monday and Thursday at 15:00. The contractor can send urgent correspondence independently. Correspondence received by the Chancellery after 15:00 on Monday and Thursday is sent on the day of the next dispatch.

7.5. Sending documents by express mail is made on the day the shipment is received by the Office or the next business day if the shipment was received after 15:00 (after 14:00 on shortened working days).

7.6. Upon receipt of documents for sending, a specialist of the Chancellery checks for signatures, outgoing numbers, as well as attachments indicated in the main or accompanying document.

7.7. Correspondence accepted for dispatch is entered into the Journal of Mailings (Appendix 5), after which it is converted.

7.8. The wrapped correspondence is entered into the List for sending batch mailings (Appendix 6). The list is printed in duplicate and signed by the employee of the Chancellery responsible for sending correspondence. The signature is certified by the seal "For documents". The columns are filled in by the postal operator. One copy of the list is returned to the Chancellery and placed on file.

7.9. After receiving the notification of the delivery of the correspondence, the employee of the Chancellery puts a mark in column 11 of the Register of mailings and files the notification into the file.

We have covered the main components of the process of sending documents by mail. We hope this information will help you to better organize your work.

Do you know the secret of a better day to send emails? In any case, when it comes down to it, the success of your campaign will depend on it. And the secret is quite simple - the focus is again on none other than the client. It is from the audience that you need to build on when choosing the optimal moment to start implementing your advertising strategy.

How to do it? There are many studies available on the Internet by both experienced marketers and individual companies. There is no need to waste time looking for an answer on your own, because I have already collected and analyzed for you all the available information regarding this issue.

What day should I send the newsletter by e-mail?

What's the hardest day of the week for you? If it's Tuesday, then you're not alone. The myth of "Hell Monday" has long been debunked, as studies have shown that it was Tuesday that received the laurels of the worst day. Allegedly, on Monday we are still under the influence of the pleasure of the weekend, and on Tuesday we have to "face the cruel reality."

However, it can be the best time to send emails. According to a GetResponse poll, over 17% of people plan to send emails on Tuesday.

Against the backdrop of weekdays, Tuesday has the highest open rate - 18%. Interestingly, in the end, Saturday, with its highest score of 18.3%, should have been the “winner”. But taking into account the small volume of mailings on Saturday, Tuesday deservedly gets its honorable first place.

If there is a high level of clicks, customers subscribing to a webinar or a survey, then it would be more expedient to organize sending on Friday, Saturday or Sunday. Why? Because the highest open rate is on weekends: the influx of letters decreases, and the addressees can finally safely read messages in their mailbox.

Here, for example, is the results of a newsletter that was intended only for a brief introduction: on New Year's Eve (it was Tuesday) Customer.io sent recipients an annual report of their work. The results exceeded expectations - the open rate (41.9%) and click-through rate (21.5%) were in no way inferior to all the previous days. By this we are trying to say that if you have interesting content, then the time of its sending is not so important.

Would you like your letter to be opened? Make mailing of letters in the afternoon!

Yes, most people read their mail in the morning trying to start their day productive. But a lot of, in their opinion, "unnecessary" information is simply skipped or archived. It is very likely that your notification may fall under this pressure. No matter how useful it was, because of the morning stress and rush, a person may simply not notice it. This is strong evidence for the lunchtime and evening mailing lists.

Do you want the person to answer? Send bulk email in the evening!

Experian News Service has published the results of a global customer survey on the best time to mail. They found that while most people send their mailings between 8:00 and 12:00, the highest engagement occurs between 8:00 and 24:00.

Imagine, at work, all your time is spent on completing management tasks, after that you return home and cook dinner, and only before bedtime you have the opportunity to calmly check email... Therefore, it is in the evening that the recipients wish to read your news and offers.

Most emails are opened within an hour of receiving

Research by GetResponse has shown that an email has the highest chances of being opened within the first hour after sending. Over the next 4 hours, the rating drops below 5%. After 24 hours, the chances of your email being opened are 1% of the rating. Based on these numbers, rush hour is the evening, the moment when people relax and can freely devote themselves to reading.

Are you building the perfect strategy? Get to know your audience first

Strategy is good, but it won't work if you don't consider the interests and capabilities of your subscribers. Who are you counting on to create the next mass mailing? Who are your readers? Businessmen who prefer to check their inbox during lunch, or ordinary people who come home late after a hard day at work? How long is the content of your newsletters - daytime or evening? Synchronize the submission with your audience's estimated timetable.

Time and - the most important component life cycle your promotional mailing. Remove at least one detail from the established strategy - and in the near future you will feel grave consequences. For example, you will stop doing. First of all, you will "pay" for it with your time: it will take months before you yourself determine perfect timing to send letters. Therefore, run different campaigns with identical content in different timeto capture the "that" moment. Pay attention to emails with the largest number clicks and send subsequent mailings based on their time.

Ever notice that every single company tries to send emails at about the same time? They usually arrive late in the evening or at night, early in the morning. It's funny that the audience is asleep. As a result, the mail is full by the time you wake up. We think you are familiar with this firsthand. Deleting most of the incoming messages becomes part of a rather annoying morning ritual. You may enjoy reading about data driven marketing, but not at 7 AM.

The days when we checked our mail twice a day - morning and evening - have sunk into oblivion. But certain companies, alas, still follow such a schedule. This strategy is as old as a jewel-styled iMac or a gateway computer gathering dust in the basement. The effort you put into quality content is wasted if you choose the wrong time to send.

We suggest you understand when is the best time to send letters. To find out, the most scientific method was used: we subscribed to 100 different mailings and recorded the time of receipt of letters.

Order Email Marketing for Business

Send them between 11:00 - 12:00, 13:00 - 14:00 or 14:00 - 15:00

This strategy is suitable in cases with low email open rates and falling subscribers.

By the way, not a single letter was received during the study period at the indicated intervals. Below is the graph:

Which interval is optimal? The period between 14:00 and 15:00 has the greatest potential. 11:00 - 12:00 and 13:00 - 14:00 are too close to lunch, the letter may get lost. Even if you are covering a funny topic in a post and expect people to read it during a break, it is still recommended to post it between two and three in the afternoon. This way your audience can relax a bit while looking through the mail. People always clean their letters in the morning, but later they get tired, they need some "procrastination". Your message will come in handy for such cases.

Or from 10:00 to 11:00

If you don't want to be the only one who sends emails during a certain period, there is a perfect timing. When we carried out the research, there were almost no messages from 10 to 11, more precisely, one came. Therefore, there are good chances to withstand such competition.

As you can see in the graph above, there were only a few intervals when few letters arrived. But in terms of usefulness, they do not stand at the same level with a period from 10 to 11. For example, from 9 to 10 the working day usually begins, and from 16 to 17 it ends. This means that there will be a lot of competition for audience attention. To avoid such a development of events, choose the period from 10 to 11. Until that time, readers will already sit at the workplace, coffee will just work, and in the inbox - zero. Definitely it the best time for interesting letters.

In addition, we revealed some oddity: between 10 and 11, experts and opinion leaders send letters. We got one message, but it doesn't matter. What matters is that the gap makes it possible to stand out.

From 18:00 to 19:00 - never

This is the worst time for an email newsletter. It is so busy that at the time of the research we received more than 10% of letters at the specified hour. This is almost 3 times more than the average should be. The graph shows the data clearly.

As you can see, if you decide to send a letter during this period, you will have to compete for the audience's attention. However, remember: from 6 to 7 pm there are about 50 times more letters. If you do not want the message to hang in the mailbox with dead weight, we recommend that you do not send letters in this interval. It is unclear why brands chose to do their weekly newsletter at this particular time. People just return home and rest. They are more likely to open an email with information about a hobby, interesting or active activities.

In this case, you will have to contend with tons of other messages for the attention of users or accept that you were ignored.

Avoid time after 9:00 pm and before 7:00 am

One of the most simple ways getting a letter in the morning in the basket - sending it late at night. You expect people to sleep and read the message in the morning. Some companies think we want the latest social media marketing news at 6:00. However, this is the last wish at such a time. It would be another matter if the message concerned the delivery of coffee to bed. Unfortunately, there are many companies out there using this already outdated technique.

We can go to the post office at any time, we do not need to wake up at a certain moment to find out the news or read the letter. And messages sent at night can end up so far on the list that people never get to them.

During the survey, between 9:00 pm and 7:00 am, we received over 60% of emails.

About 40% of them came from 21:00 to 2:00. With all these messages you will have to "compete" for the attention of users. Most of your audience is asleep, and those who are awake will not want to read the newsletter at this point. Accordingly, the letter is postponed until the morning, and then they simply delete or forget about it. As a result, all your work is in vain. Therefore, don't let content go to waste just because of the wrong timing.

Wednesday and Saturday are good decisions

Similar to a period in a day, it is also important to pay attention to the day of the week. If you send a message on the dates indicated, they will become a kind of "beacon" of quality content.

When it comes to leisure and hobbies, go for Saturday. The audience is more receptive to the text by reading about something that can be realized today. Also, people will have more time to "digest" what they read. Either way, try to ship on both Wednesday and Saturday to determine what works for you.

Why didn't Sunday make it to the TOP list? In fact, a message sent that day will simply get lost in the hustle and bustle and go to the trash can on Monday morning. Moreover, on Sunday people may not have time to read.

Thursday is the worst day to email

Determining the best days for emails wasn't easy. Fortunately, the worst was easier.

On this day, twice as many letters are sent as on Wednesday and Saturday. Almost 25% of all messages came on Thursday.

Some experts have argued that Tuesday and Thursday are better days for mailing. People have blindly followed the advice for several years. As a result, they became the worst decision.

conclusions

Now we have to unsubscribe from 100 mailings or even delete the email address. However, your experiment has provided valuable insight into the optimal time to send emails.

Remember:

1. Send your mailing from 11 to 12, from 13 to 14 or from 14 to 15.
2. Another good gap is from 9 am to 10 am.
3. If the message is about work, post it at the appropriate times.
4. Do not send emails at peak times (when people come or leave work) - at 8 am or 5 pm.
5. Messages sent at night or early in the morning are a bad idea.
6. Thursday is the worst day for mailing.
7. It's better not to write on Mondays and Fridays either.
8. The optimal day of the week is Wednesday.

The main thing is to test these tips with your audience.

Reading time: 5 minutes

Is there a better time to send emails if you have a diverse audience?

There is no single “finest hour” for sending any letters. Why? Because there are many factors to take into account. If it worked for others, it’s not a fact that it will work for you.

The ideal dispatch time is an equation with many unknowns. To understand what time it is best to send a mailing, you should take into account various indicators, many of which will differ significantly for different subscribers:

• subscriber's field of employment: business, media, construction, healthcare, public organizations etc.;
• where the subscriber reads the letters: at home or at work;
• age;
• city;
• income level / average check;
• education;
• place of work and position;
• marital status, having children;
• religious beliefs (for example, different religions there are different holidays, and this affects the open rate of letters).

These rates are relatively stable. But there are also different life situations, the influence of the season, mood, weather, natural disasters ... All this confirms once again that there is no universal “finest hour” for sending a letter that will work today, tomorrow, in a month and in a year.

We will conduct an audit and tell you the best time to send

The best email marketing is done like this

There is no "magic pill", but there are some proven rules. Here they are:

• Don't send your newsletter Monday morning. The subscriber's mailbox will be full, and your letter may get lost among the rest.
• The probability that a letter will be opened peaks within an hour after it is sent. An hour later, it is reduced by 50%.
• Few people send emails on weekends, so you might be in luck. The subscriber can enjoy a well-deserved rest or skim through work mail, and then your letter will fall into the box.
• Most clicks on links from B2B emails occur on Friday. Perhaps this is due to the fact that such letters are read after work on the way home in a traffic jam, or the subscriber opens them at the weekend already at home.
• The best results are shown for emails sent on Tuesday, Wednesday and Thursday. This applies to both B2C and B2B.

Ideal time of day to send emails:

The success of the mailing depends not so much on understanding when it is better to send a mailing, but on the careful development of all the details of the letter and on how relevant the content is for this subscriber personally. So start by dividing your address list into groups and A / B testing your emails.

Divide the list into groups

At the beginning of the article, we already mentioned that a subscriber is not just a faceless address. This is a person of a certain nationality, married or not, employed or unemployed, etc. All this may be the basis for dividing the audience into several groups. Best programs mailing lists such as platform email marketing Mailigen, provide the ability to split the database into several groups and make separate mailings for each of them.

Here are a few more factors to consider:

• Divide your subscribers into B2B and B2C and send them emails at different times and on different days of the week.
• Make sure you are sending the email in the subscriber's native language. It makes no sense to send a letter in Russian to a subscriber from China.
• Pay attention to different time zones and everyday life in other countries (for example, national holidays and weekends). With Mailigen, all this can be configured with just a couple of clicks, and the subscriber will receive the newsletter at the time you need.

Test

To "spin up" your mailing to the ideal, thoroughly test the content. So it's time for A / B testing. The point of testing is that you send two versions of the same letter to two groups of subscribers that are approximately the same in composition. Letters should be exactly the same, except for one detail: themes, pictures, call to action, etc.

After submitting, you compare the results and choose the version with the best open rates and link clicks. You can use the chips from the winning letter in the following mailings.

What to test?

• letter subject;
• sender name;
• text of the letter;
• call to action;
• dispatch time and day of the week.

If you remember just one thought from this article, then let it be ...

The secret to success is to find out in practice what works and what doesn't. You can tinker around manually, or you can automate the process, and Mailigen is ready to help you. We have not only built-in tools for dividing the database into groups, but also a new A / B testing service. So you can make your motto the words: "I promise to keep my nose down the wind and turn problems into opportunities."

Date of publication: 18.02.2018

Annually, the Russian Post sends several hundred million different postal items. More than half of all mailings are written post. For example, only one Voronezh branch of the Russian Post sent more than 20 million letters in 2017. Agree, the figure is more than impressive.

True, in recent years the epistolary genre as a means of communication has almost completely lost its relevance. Communication between people today is due to such modern technologieslike the internet and mobile connection... In view of this, over the past 15 years, the number of ordinary letters and postcards sent has sharply decreased, but the number of registered letters with so-called business correspondence has increased.

How to send a letter by Russian Post so that it will definitely fall into the hands of the addressee? What types of letters are there? What conditions and restrictions apply when sending letter-post, how to write the address correctly - all this will be discussed below.

What is a letter

Before talking about how to send a letter by Russian Post, you should define the very concept of "letter". Indeed, in addition to it, there are two more types of postal items: parcel and.

So, letter - the type of postal item, with the help of which they conduct correspondence, send documents, papers, photographs. The maximum weight cannot exceed 100 grams. A postal item that contains the same photographs, documents or other paper products, but weighs more than the prescribed 100 grams, automatically falls into the “parcel post” category. Tariffs and rules for sending parcels are already somewhat different.

Often people have a question, is it possible to send small objects using a letter? For example, badges, coins, small jewelry, tea bags or magnets. According to the rules of the Russian Post - no! In practice, people sometimes put small items in an envelope and send them safely. There are also unsuccessful attempts to send, when the Russian Post makes a return with a note that the attachment does not correspond to the type of postal item.

Types of letters

There are three types of letters:

• simple;
• customized;
• valuable.

Simple letter - in the literal sense of the word, this is the most ordinary letter, which is most often used to conduct some kind of personal correspondence or send not the most important documents and papers. Those letters that were previously exchanged between relatives or friends living in different cities, were in most cases just simple. A simple letter is not a registered postal item, therefore, it is not assigned an identifier with which it can be tracked.

Plain letter post is delivered by the postman to the recipient's address and dropped into the mailbox. For this reason given view letters are considered not the most reliable, since, for example, they can be stolen from the mailbox. In addition, since this shipment is not registered, if the letter is not delivered to the addressee, it will be impossible to submit a claim to the Russian Post, receive compensation or write an application for search.

Registered letter unlike a simple one, it is registered and handed over personally to the addressee (or by proxy to his representative). What does it mean? Firstly, after sending the letter through the cashier-operator, a check is issued, which indicates the track number, with which you can track the movement of the postal item and find out when it will be delivered and handed over to the addressee. Secondly, the chances that the letter will get lost somewhere and will not reach the recipient are much less than in the case of a simple letter.

Valuable letter - is the same as a registered letter, but has one difference. For a valuable letter, the declared value is additionally indicated. In case of damage or loss of a valuable postal item, the amount of the declared value in part or in full by the Russian Post will be compensated to the sender. That is, in in this case the declared value is some kind of insurance. Accordingly, if you send important documents, which represent some kind of value, it is better to do this with the help of this type of mailing. For example, if you decide to send your passport by letter or some kind of document certified by a notary.

Additional services of the Russian Post (notification of delivery, list of attachments, cash on delivery)

Russian Post offers several additional services that may be necessary or useful to the letter-post sender:

• delivery notice;
• list of attachments;
• c.O.D;
• SMS notification;
• expedited delivery 1 class.

For a simple letter -\u003e only 1 class delivery is available.
For ordered -\u003e all types of services, except the inventory of investments and cash on delivery.
For valuable -\u003e all kinds of services.

Delivery notice - a special document (form) that will inform the sender when (date and time) and by whom (name of the recipient or his representative by power of attorney) the postal item was received. The receipt must be signed by the recipient. This form is attached to the letter and sent along with it. After delivery, it is sent back and delivered also by mail.

Attachment inventory - a document (form), which indicates the contents of the postal item. For each item specified in the inventory, the sender must indicate its value. At the time of delivery of a valuable letter with an inventory of the attachment, the recipient has the right to open the envelope in front of the employee and check the contents with the inventory. If any item is damaged or lost, the organization pays compensation. The list of attachments is of maximum relevance when sending postal items by cash on delivery.

C.O.D - the amount of money that is collected on behalf of the sender from the recipient of the postal item. Cash on delivery is often used to pay for goods purchased over the Internet. In this case, the buyer pays for the ordered goods by mail only at the time of receipt. The recipient has the right to open the envelope or box before payment only if there is a description of the attachment.

SMS notification - the service of informing the addressee about the arrival of the letter at the post office and notifying the sender about delivery. Available only in Russia.

1 class - expedited type of delivery of postal items, assumes air mail. You can find out about the delivery time in the usual way and in the 1st class on the official website of the Russian Post. You should not use this type of delivery within one locality, and also if there is no air connection between your city and the recipient city, since the delivery speed will most likely be the same as in the usual case. At the same time, sending in 1 class will cost more.

How to send a simple, certified or valuable letter by Russian Post

General information.
All letters are sent in envelopes, which may vary in size:

• minimum size 110 × 220 mm (Euro envelope) or 114 × 162 mm (C6 format);
• maximum size 229 x 324 mm (C4 format).

Envelopes can be:

• no stamps and
• with a printed stamp.

The printed stamp can be with a different letter (letter): A, D, B.
These envelopes allow you to send some types of letters without additional stamps. It is forbidden to send letters in an envelope on which there are no stamps at all! Brand - is a kind of payment for a delivery service.

If you purchase an envelope without a stamp, then you will need to buy additional stamps for it, the cost of which should be equal to the cost of sending a particular type of letter at the rate of the Russian Post. For example, if you send simple letter weighing up to 20 grams, then a tariff of 23 rubles (for 2019) applies to it. That is, on an envelope without a stamp for such a letter, it will be necessary to stick stamps for 23 rubles. If this is a certified letter up to 20 grams - 50 rubles.

Postage stamps are sold in different denominations: 10, 15, 25, 30, 50 kopecks; 1, 1.5, 2, 2.5, 3, 4, 5, 6, 10, 25, 50 and 100 rubles. Appearance theirs may differ.

How to send a simple letter

For a simple letter weighing up to 20 grams, purchase either an envelope with an already printed stamp (stamp with the letter A), or an envelope without a stamp and additionally stamps for 23 rubles. You need to stick them in the upper right corner. Indicate all data on the envelope (index, name, address of the recipient and sender). Seal the letter and carry it to send. To send, drop the envelope either into the mailbox located inside each post office, or into the street box of the Russian Post, or hand over the letter to the operator of the Russian Post.

To send a simple letter weighing 20 grams or more, you should contact the Russian Post operator for help. The fact is that for such letters, each subsequent 20 grams are charged. The operator will weigh your letter and add the required number of stamps himself.

If you have scales, you can weigh a letter heavier than 20 grams yourself. For every next 20 grams, you will need to glue 3 rubles worth of stamps.

How to send a certified letter

You can send a registered letter weighing up to 20 grams in an envelope you bought with a printed stamp (with the letter D); or in an envelope on which you yourself stick stamps for 50 rubles. You cannot send a letter as well as a simple one by dropping it into the mailbox. Moreover, in this case, you will not receive a check. According to the rules, it is necessary to send it at the post office through an employee.

Written correspondence weighing over 20 grams must also be sent through the operator. The employee will independently weigh the letter and calculate the amount of payment for it. If you decide to weigh the letter yourself, then you should know that for the next every 20 grams, you need to add stamps for 3 rubles (tariff of 2019).

If you want to send a letter in 1st class, then inform the operator immediately.

If you decide to send a certified letter with a receipt confirmation, then take a free form and fill it out, then give it along with the letter to the operator.

How to send a valuable email

A valuable letter must be sent through an employee of the Russian Post. Only in this case, you will receive a check, according to which you can make a claim if something happens to the letter.

Based on the mass of the letter, the declared value you specified and the additional services you have chosen, the cashier-operator will calculate the exact cost of your shipment.

For a valuable letter on an envelope, in addition to the details of the sender and addressee, you will most likely be asked to indicate the declared value.

A letter with a declared value weighing up to 20 grams at the rate of 2019 costs 110 rubles without VAT and 132 with VAT. Each subsequent 20 years will cost 3.00 excluding VAT and 3.60 rubles. with VAT, as in the case of ordinary and registered letter correspondence. Payment for the declared value: for each complete or incomplete 1 ruble of the assessed value: 0.03 and 0.04 rubles.

If you want to send a letter from - then ask the operator for the form for the inventory of attachments f 107 and fill it out. If a letter with an inventory, then provide it to the operator in an unsealed form. The postal clerk should check that the contents of the envelope match what you specify in the inventory.

If you want to send a letter by cash on delivery - ask for a form for postal order f 112 and fill it out.

If you want to send a letter with acknowledgment of receipt - fill it out

How to correctly indicate the address on the letter

The main rule when writing an address is to write as legibly as possible! Only in this case you can count on the fact that your shipment will definitely fall into the hands of the addressee.

The recipient's address must be indicated in the lower right corner of the envelope. The sender's address is in the upper left corner.

The address must include:

1. full name of the recipient (in the format “Surname First Name Patronymic) or the name of the organization;
2. street name, house number, apartment number;
3. name of the settlement;
4. the name of the district, region, territory or republic;
5. postcode.

We write the index according to the sample:

On demand letters - the street name, house number and apartment number of the recipient do not need to be indicated. Instead of this data, you need to write "On demand".

An example of a correctly completed address is below:

When filling out an address, most people write the name of the region (region, republic) at the beginning, then the name of the settlement and only at the end the street, house number and apartment. There is nothing wrong with that.

Many people write the name and patronymic of a person in abbreviated form (Ivanov N.I.) - such a spelling is not correct, but for simple letters it is generally acceptable. For valuable and registered letter correspondence, always write the name and patronymic in full.

Some people write the name of the sender and the recipient in the nominative case, and not in the genitive and dative, as it should be according to the rules. This is not entirely correct, but it is valid for all types of letters.

If you made a grammatical mistake or missed a letter in the address (name of the district, city, street), this is bad, but your mail will most likely reach the addressee anyway. The main thing is not to make mistakes in the index, house and apartment numbers.

Is it obligatory to write a return address in the letter? According to the rules of the Russian Post - mandatory. But sometimes they can accept a letter without the sender's data. Some people deliberately misrepresent their address and name.

Remember, the post office works ordinary people, not robots. Therefore, the employee can simply “close his eyes” to some permissible violations of the rules.

If you have any questions or do not understand how to send a letter by Russian Post, write in the comments.