Newsletter In Telegram: How To Use It Effectively

Newsletter in Telegram is an effective marketing and business tool that is rapidly gaining momentum. Users have been switching from e-mail to messengers for a long time for a number of good reasons: chats are faster and easier to communicate, information is more personalized, it is possible to communicate directly with the brand - the effect of detachment disappears.

Newsletters are part of this effective strategy. The open rate of such messages is higher, respectively, and the percentage of conversion is growing. You will learn how to correctly create and use Telegram mailing lists so that your messages are read and reacted to them, you will learn from our material.

Telegram features for business

A simple interface, high and reliable security are significant positive characteristics of the Telegram messenger, which are important for convenient user communication and are highly appreciated by businesses. It's nice that even when used for commercial purposes, this tool remains free.

Many business representatives note the functionality of Telegram. This resource can be used as a means of intra-corporate communication, a tool for communicating with clients, a "cloud" for storing data and solving a wide range of problems.

According to statistics, more than half of Runet users have Telegram accounts. Around the world, 500 million subscribers constantly use this messenger. today's audience

Telegram is still smaller than that of the market leader WhatsApp, but these platforms are already close in terms of popularity. In the middle of autumn last year, WhatsApp experienced a malfunction, which contributed to the increase in the number of Telegram users by 70 million! Already in the current 2022, this messenger confidently occupies a leading position in 50 regions of the Russian Federation.

Telegram as an instant messaging system, founded by the creator of the social network VKontakte P. Durov and his brother, is very popular not only in our country. This messenger is used in India, China, Iran, countries of the former Soviet Union, etc. The first cross-platform application was introduced in 2013 under the name Telegraph.

To ensure a high level of data security, the system was created using MTProto encryption technology. You can use the messenger on smartphones, tablets, laptops and desktop PCs with instant synchronization.

Note that Telegram functionality is much wider than just messaging (in groups or personal). Here you can use tools such as:

• chat broadcasts and voice notifications;
• video (calls and messages);
• sending files with documents, archives, audio and video;
• communication in secret chats, which can be deleted after a set period of time;
• channels for subscribers.

The messenger allows you to effectively solve a number of business tasks, including working with the target audience.

Positive aspects of using Telegram by commercial enterprises

• The absence of a monthly fee and any restrictions when using all the functions of the platform.
• Instant message delivery to friends, partners, employees or customers.
• A simple mechanism for creating channels and groups.
• Availability of tools for automating processes (for example, you can set up mailings in Telegram through a bot, without special applications).

In 2018, Roskomnadzor decided to block Telegram. The reason was the refusal to provide encryption keys to the FSB of the Russian Federation. But many users still have not abandoned this handy tool. Two years later, the blocking was lifted and now the messenger can be legally used in all regions.

The basis of the audience (30.6%) of the messenger are young people aged 25-34. Approximate parity is observed in the number of other age categories, with the exception of teenagers, who account for only 7.7% of subscribers. In other words, platform users are mostly adults.

If you carefully consider the statistics, then the representatives of the stronger sex prevail in the Telegram audience (61%). By professional affiliation, these are IT specialists (77%), representatives of industrial specialties (22.5%) and trade (10.6%).

In addition to the above categories, the messenger is used by marketing specialists, financiers, educators, etc. According to statistics, 46% of the Telegram audience are employees, of which 11% are in senior positions. There are only 5% of business representatives on this platform. Freelancers and self-employed account for about 15% of users.

It should be noted that 60% of the Telegram audience are people who graduated from universities, and 25% of them also continue their education, receiving a second education, or who are on a master's degree. There are only 11% of students among all messenger users.

On this platform, quite solvent people are gathered. Approximately 20% of the audience have a monthly income of over 90,000 rubles. All these statistics indicate that the messenger platform should be considered as very effective in the context of organizing sales and promoting various products or services.

Telegram tools useful for business

• Channels

A channel is a messenger tool that allows you to notify subscribers of new information through pop-up windows in the application. Sending messages to Telegram can be supplemented with text files and emoji.

In the Russian version, there are more than three hundred thousand channels. The most common ones are informational: almost 83% of subscribers learn about events taking place in the world through Telegram. About 44% open the messenger to find out the news in their profession, and 60% of users subscribe for exciting content, and almost the same percentage for channels with politics. For the purpose of self-development and self-education, 54% of subscribers enter Telegram.

Business processes in this messenger are promoted through content filling in private channels or through marketing in chats with the appropriate target audience.

• Group chats

Such messaging tools unite the target audience, which has the ability to make group calls and data exchange. They differ from information channels in Telegram by mutual communication: any subscriber in them can write a message in a single chat, and in the channel they can only comment on the post (and even then, if the administrator has not disabled this feature). In public groups, you can reply to a specific user, or mention them with @.

Types of Telegram chats:

Classic - include up to two hundred subscribers, each user has the opportunity to add a new member and edit the description of the group.

Super chats - already include more than two hundred people. The creator of such a group can assign a specific function to each user, limit the actions of some members. Such chats are very convenient for business communications or for mass mailing in Telegram.

• Bots (applications) Messaging bot for Telegram is an automated multifunctional assistant that shows information to subscribers.

Regular applications perform only one action: text verification, spacing order, music search, video download and other useful functions. More thoughtful ones can already communicate with subscribers and solve some problems. Telegram messaging bot is a replacement for mobile software for companies. They require less business investment to create, and subscribers do not need to download another application on their devices. Internet bots take over the messaging in Telegram and even help place orders and pay for them.

Telegram functionality for marketing

When using the messenger to engage the audience, make a profit and retain subscribers, you need to study individual Telegram tools.

Due to its unusualness, this platform is more suitable for those companies whose main target group is modern young people under 35, because they are the most here at the moment.

Classic Solutions

For companies that currently do not want to monetize their channels in the messenger, there are typical and very simple methods for using Telegram mailing lists to promote and trade with it.

Setting up any method will take no more than a day of your time, and some questions can be dealt with in about fifteen minutes:

• Technical support for customers is another way for a potential consumer to communicate with your channels. As proven in practice, it is thanks to this additional service that you can increase the number of purchases. For most users, this is the most convenient way to communicate. For example, there are firms that accept about 10% of orders through Telegram channels.
• Push notifications. You no longer have to bother with calls to customers. You just need to send a message to everyone in Telegram, for example, notify about a new delivery of goods, tell about promotions and discounts, changes in price. This is a great way to cut down on the costs of informing customers, and email marketing is no longer so relevant.
• Channel with a specific theme. A very good replacement for VKontakte or Instagram groups. You can use the Telegram mailing list for information blocks on certain topics that are related to professional activities, but are not directly related to PR. This is a real blog, only in the form of aggregate marketing techniques inside the messenger.

• Company channel. Almost the same as the thematic one, only it tells about all the events taking place within the company. All communications are carried out unilaterally, that is, the subscriber cannot ask questions, but only receives new information and notifications through your channel.
• Real time communication. A fully functional Telegram chat is a very useful thing for doing business. It consists of a large number of interested participants who communicate with each other on certain topics. This method is ideal for those areas of activity where all subscribers are interested in obtaining up-to-date information.

Non-standard solutions

Such methods will not allow you to do everything you need with a simple wave of your hand in ten minutes, but, nevertheless, their effectiveness has been proven in practice:

• Stickers of own production. A very cool way that companies can use for long-term brand promotion. The main point is that you come up with individual stickers (like emoticons in instant messengers). They can be saved and inserted into messages with contacts. If you have provided for your totem animal when developing a corporate trademark, then the creation of such stickers is greatly facilitated.

• Bots for communication. Simply put, a bot is an account of a certain social network that you have configured for specific functionality. Such a robotic assistant is ideal for resolving issues related to customers or attracting a new audience to the dialogue. Bots for sending messages to Telegram can be adjusted depending on the desired effect.
• Internet bot for sale. You create something similar to a store in Telegram, where the audience can not only view the offered products, but also order them directly from the channel. If you reproduce the opinion of any owner of such a channel, then they look something like this: “Great! Automatic trading! Everything I wanted!”

Now there are small problems in that such a bot is not yet familiar to our compatriots, and is relevant only for advanced young users. Many people are wary of paying for purchases on the Internet with a personal bank card, they are afraid that they will fall for the bait of scammers, and then there is a more misunderstood online store.

Tasks solved by mailing to Telegram

In order not to get on the list of spammers, as is often the case with sending e-mail and SMS, where you need to take into account a large number of requirements, use the messenger. Everything is simpler here: no layout is needed, there are no restrictions on stop words in a text message, and sending to Telegram is absolutely free.

Telegram mailing options:

• informational: in the form of various reviews, author's publications and promotional text liners with links, visual content;
• advertising publications;
• individual mailings.

Besides, distributions can be of the following types: by bases; mass, with the placement of advertising and other messages in chats through special tools; customized with a bot.

Such distribution is considered the best media marketing option. Due to the simplified technical process, the abundance of various programs and bots in Telegram, it is very easy to debug the system for sending messages in this application.

What tasks can be solved with the help of mailing in Telegram

• Greet and thank the person who subscribed to your channel or chat.
• For those who like to buy cheaper, offer various promotions and discounts.
• Find clients represented by admins from the thematic chats you are interested in. You can offer them your services.
• Remind about the reviews that customers so often study, but are too lazy to leave themselves.

Establish promotion of client programs or business. This will certainly be of interest to people involved in the promotion of other people's sites or entrepreneurs running their own business.

Congratulate your subscribers on various holidays. This may not seem original, since many sites have this type of service, but there is never much attention, especially if the majority of your audience is female.

The advantage of sending to Telegram is that it allows you to:

• You can increase sales using mass mailing, directing traffic to personal or partner sites for subsequent monetization.
• Increase brand popularity and customer loyalty to the company through interaction with subscribers through the mailing system.
• Receive feedback from customers through various surveys and cooperation with them, for example, encourage them to be active: “Leave your feedback on the quality of the product” or “Ask a question that interests you” and so on.
• Inform about the news, describing in letters what events have occurred recently in the company.
• Create individual letters, which is very important for confirming a transaction or receiving a personal discount.
• Organize online training - the opportunity is used by companies organizing distance courses.

There are personalized and mass mailings in Telegram. It all depends on the content of the letters.

If you need to send spam for bets, you can do it in Telegram. If you want to communicate only with those who have agreed to receive messages, this is also the right decision. Both marketers and spammers have the same goals - to make more money with the mailing list. How moral it is - let everyone decide for himself, since everyone has their own methods of work.

But still, there is one important rule - you don’t need to be too intrusive and you shouldn’t send advertising on the forehead, without showing any imagination and creative approach to business, otherwise in both cases you can get the opposite result.

Newsletters in Telegram or e-mail: what is more effective

The program for sending to Telegram in terms of efficiency is in many ways superior to the postal one or by phone number. Let's consider its advantages.

• All messages without exception will be received by the addressee

Emails are often sent to spam, but even if the message is in your inbox, it may still go unread. A large number of them are often simply deleted or marked "Read" without even opening.

As for Telegram, here all messages reach the addressee, since all notifications are the same, both from the work chat and from friends. Even with notifications disabled, messages arrive regularly until the group chat subscription is disabled.

• Telegram mailing costs are minimal When using the mailing service, e-mail users must first invest a lot of money and effort into it: pay for services, spend time on writing letters, resort to the services of a designer or a paid editing service.

In Telegram, you can avoid such costs. Everything is extremely simple on this service - you just need to write the text, arrange it in a readable format, for example, attach emoticons, photos or videos, links. If you don't feel like doing it yourself, freelance messaging services are much cheaper here than on other platforms.

Ways to set up a mailing list in Telegram

Today there are several options for how to set up a newsletter in Telegram. As a rule, all the options available in the application are free, but additional payment will be required to use third-party services.

Below are step-by-step setup instructions for each option.

• Sending in individual messages

Telegram provides good protection against spam. It differs from the WhatsApp application in the absence of mass mailings to users' private messages. The presence of such an option would guarantee an incredibly high conversion rate.

In Telegram, mailing is available only for groups, chats and channels.

• Sending messages to groups and chats

Telegram has a large number of chats, among which are those in which there is a lot of spam. Such channels are constantly monitored by moderators. In parallel, there are chats that are just beginning to develop. Automatic placement of ads in them can give positive results. The only condition is that you should not submit PR quite rudely, it is desirable that the messages look natural.

At the initial stage, you need to select suitable groups and chats for the upcoming mailing list. The audience must be active and lively, and most importantly, it must have an interest in your product.

After that, you need to use a specialized service.

The action plan should be as follows:

• Register on the service for setting up mailings in Telegram.
• Add the name of the account on behalf of which the distribution will be carried out.
• Define a list of chats for sending messages. These can be ready-made lists of certain categories (cryptocurrency, business, etc.) .

After that, the service can function independently - send the necessary messages to the selected contacts. Testing is free.

Newsletter to Telegram channels

This method is convenient because the community administrator does not get blocked for spam even when the user leaves it or turns off notifications. But, of course, this is not a reason to overload the channel with various advertisements. A huge number of letters not only causes negativity among subscribers, but also contributes to filing complaints against the creator of the channel.

An excessive desire to earn more can have the opposite effect - the most active consumers of information will be lost.

The sequence of actions here is almost the same:

• We choose a service.
• We form a list of addressees.
• We write a text message.
• Adding and highlighting the link (follow/subscribe, etc.).
• We integrate visual elements into the text: gifs, pictures, videos, etc.
• Add footnotes if necessary.
• Set the ad creation time.
• We start mailing.

Then it remains only to track the statistics of messages that received the most positive response from users, and determine what is worth paying attention to.

It should be noted that attracting the audience and keeping its interest is carried out primarily through useful and high-quality content. To avoid mass unsubscribing, you need to update the information every day and monitor the reaction of recipients. Regarding the recommendations of advertising - it must be placed moderately.

Tip : The PR format should not be aggressive, you should not rudely offer and impose the purchase of goods - such a message is likely to be sent to spam and blocked. As a rule, a chat is a place for people of the same interests to communicate, so messages should be unobtrusive.

Here are some examples of suitable chat messages:

• I have been on Instagram for about 1 year and only within 4 months I made 100,000 subscribers, after which the channel received a shadowban, and after one month the increase in subscribers increased and amounted to more than 90,000. I still shoot and edit, and also write about my experience and will be happy to share it with anyone who is interested on my channel @channel.
• We organized an advertising exchange with friends on the TikTok channel, here everyone can find orders from the first person - you get 100% of the application without intermediaries. The main condition is the presence of 10 thousand participants in the account. You can join us using the @tiktok bot.

The best services for messaging in Telegram

To create effective mailings in Telegram, you should use additional services. Consider some resources that will expand the functionality of the messenger.

3seller

3seller is a service that knows how to make a mass mailing in Telegram. It was developed with an eye on advertising agencies, arbitrage and social media specialists, as well as owners of chats and bots in this system, sellers of various products.

How does the service for mass mailing in Telegram work? First you need to connect an existing account in the messenger, which will be used to send messages. The 3seller service will automatically subscribe to the selected channels and you can start working. For mailings, it is better to create a separate account, after which you need to select the appropriate chats and compose the text of the messages. After that, you can start the mailing list in Telegram.

Most popular features:

• Organization of mailings in Telegram according to pre-created lists. To do this, you must manually select chats and save them in your file. If you use ready-made lists offered by the service for mass mailing, you may not get the desired result. This is due to the fact that such lists may contain low-quality channels, where several advertising messages arrive every minute.
• Resending mailing. Thanks to this feature, it is possible to duplicate a message in chat channels with a set frequency. You can include pictures, videos, and links in your newsletter.

Advantages:

• simple settings and intuitive interface. After registration is completed, access to a window appears in which you can select chats and create messages;
• low mailing cost;
• no subscription fee;
• registered users are provided with a free test limit for messaging in Telegram (10 messages).

Disadvantages: ready-made lists of the service may contain low-quality chat channels.

The cost of a delivered message is 1 ruble.

SendPulse

SendPulse is a resource with which you can create mailing lists by e-mail, social networks and popular instant messengers (Telegram, Viber, VK).

How to work with the service: at the first stage, you need to create a bot on @BotFather for free and link it to your account on the SendPulse service. After that, you can make additional settings. For the bot, it is possible to create a menu and automatic answers with buttons.

The next step is to recruit subscribers. If you have your own Internet site, you can invite its visitors to the newsletter in the Telegram messenger. Social networks are used to advertise the created bot. Then you can already carry out mailing in Telegram according to your database.

SendPulse Tools:

• A graphical application for recruiting subscribers can be placed on the pages of the site. The widget will help you build a base for the bot. You can create a single graphical application for assistant programs that work with various instant messengers.
• To configure filters by mailing recipients, use the subscriber segmentation function. To filter subscribers, criteria such as their activity and subscription date are used. In addition, there are settings for conditions: contains, does not contain, equals, does not equal.
• When using text variables, personalized messages can be sent. For example, "Hi, {{Name}}, where the recipient's nickname is inserted.
• Statistical calculations for the bot allow you to find out the total number of subscribers, the number of new and unsubscribed subscribers, sessions and sent messages.
• The statistics of mailings to Telegram channel subscribers shows the number of delivered messages and the percentage of engagement (any form of interaction, including comments, button clicks, replies).
• Button to go to an external site. In addition, using the settings, you can create a trigger chain.
• Mailings can be performed immediately or after a certain time.

Advantages:

• a multifunctional tool that regulates mailings on different platforms;
• the availability of options for setting up a free bot;
• a graphical application for recruiting subscribers on various resources;
• detailed statistical calculations;
• the ability to choose a free mailing tariff in Telegram for subscribers.

Disadvantages: low efficiency of support.

Cost: the free plan implies a limit of 10,000 messages to Telegram every month, using 3 bots, without limiting the number of subscribers. For paid functionality, you need to deposit at least 576 rubles. per month.

ClientHunter

СlientНunter is a resource for organizing mailings in your database. This is a kind of automatic funnel constructor.

How it works : at the initial stage, using @BotFather, you need to create a bot for free, which will be linked to the mailing service account.

ClientHunter functionality:

• automatic distribution to Telegram according to a specific schedule is configured in such a way that the start message arrives to the addressee after subscribing, and after a few minutes the next one is sent to him.
• Differentiated distribution allows you to configure distribution to specific subscribers based on their activity. For example, the next message comes only to those who opened the previous one. You can find this feature in the Mailings menu. When using the "Messages" section, the message is sent to the entire subscriber base.
• Buttons. The ClientHunter resource offers two options for buttons. One of them, with a specified url, redirects the subscriber to the site. Another button sends the next broadcast message.
• The ad tag, by analogy with the utm tag, allows you to get statistics on which group the subscribers come from.

Advantages:

• free bot creation;
• setting for the entire period of use is performed once;
• availability of detailed statistical calculations;
• a convenient tool - an advertising label;
• clear menu is available even for beginners;
• if you pay for the services of the service for 3 months, then a free service for setting up Skype is provided.

Disadvantages: the limit of free mailing in Telegram is only 10 messages for 50 recipients in one auto funnel.

Available versions: free with minimal features and "Pro" with unlimited functionality for 450 rubles. per month.

Telesender

The advantages of the resource are due to a clear menu, simple settings, the availability of a partner search function and operational technical support.

Capabilities:

• increase in sales;
• work with brand awareness;
• reduction of terms for advertising the project;
• collection of detailed statistical data;
• providing quality traffic.

The disadvantages of the service are reduced to the need for a separate payment for all additional features.

Common messaging mistakes in Telegram

Newsletter via Telegram channels is, of course, a very effective tool. But it should be borne in mind that errors in its use can lead to devastating consequences.

To prevent such a development of events, consider the most common options for incorrect actions when working with mailing lists:

• Sending messages that are unwanted by the recipient. Your subscribers need to understand what they should expect from you. What's more, the best option would be for recipients to choose which messages to receive, as well as determine the time and frequency of notifications.
• You cannot use duplicate messages for different channels. Of course, copying the same messages saves you a lot of time, but there is a risk of losing certain advantages that are present on specific channel chats.
• Incorrect setting of the distribution time can lead to a violation of the message timeliness requirement. The message should motivate for urgent activity. Most likely, your subscribers will not be happy with notifications that come in the middle of the night.
• Sending very long and spacey notifications to Telegram subscribers. The message should be short, informative and pleasant. Most often, subscribers, receiving long messages on their smartphones, simply ignore them. The optimal message size is in the range of 160–180 characters.
• You can not include more than one call in one mailing list. We have already said that messages should be short, so you can not include several motivating points in them. No matter what you offer recipients, subscribe to something, take part in a contest or sale, answer a question or solve a problem, there should be only one call in one message.
• Too many messages in a short period of time. By sending several mailings per day to one database, you can get a reaction in the form of unsubscribes or blocking. A reasonable frequency of marketing messages is one or two per week.
• Try to put yourself in the place of subscribers and think about what kind of Telegram mailings they would like to receive.
• How to create a newsletter in Telegram so as not to get banned
• Use native (natural) advertising. Do not send direct links.
• The newsletter must be customized for the target audience. You should analyze the interests of subscribers and work with them.
• Send messages to recipients who have confirmed their consent to receive them. Otherwise, the reaction may be a complaint not unwanted messages.
• Get creative.
• Do not send a chat mailing in Telegram more than once a week.

Is it possible to disable the blocking applied for mass mailing in Telegram? If it is imposed temporarily, then you should wait for its completion or contact support to justify your case.

Note that Telegram alone cannot replace all available electronic channels, including SMS and email. All available options will not conflict or compete with each other. Using multiple channels in parallel will ensure uninterrupted communication with the target audience.

Avoid the mistakes of mass mailing in Telegram described above, properly set up sales funnels and their tunnels. Want to get banned for violations? Use a bot with auto-replies and distribution by message threads, spam mailings to recipients who have not confirmed their consent to receive messages.