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Email marketing remains one of the most effective digital communication channels in 2025. In the age of AI and personalized user experiences, a well-built email campaign can take your business to a new level. As an agency experienced in creating bespoke websites, online stores and software, we often see how a strategic approach to email marketing brings exceptional results. In this article, we'll reveal the key steps, little-known techniques and practical examples for building a successful email campaign in 2025.
Set clear goals
Before launching your campaign, define exactly what you want to achieve: sales, contact requests, brand recognition or loyalty? The objectives will determine the whole strategy - from the content to the choice of tools.
- SMART goals: Specific, measurable, achievable, relevant, time-bound.
- Example: "To increase online orders by 20% in 3 months through a series of 6 automated email campaigns."
Segment your audience
Segmentation is the key to higher engagement. Segment your contacts by:
- Geography - e.g. clients from Sofia, Plovdiv, Varna
- Behaviour - new vs. regular customers
- Interests - products/services viewed or purchased
- Age and gender - customize messages according to demographics
Example from our client: An online cosmetics store increased open rates by 42% after it divided customers by favorite product lines and sent personalized offers.
Use automation and artificial intelligence
In 2025, automation is mandatory. Software solutions such as MailerLite (in Bulgarian), Mailchimp or Sendinblue allow:
- Send automatic greeting emails
- Dynamic content according to user behaviour
- AI-generated product recommendations and time targeting
The custom software we develop for clients integrates email automation with ERP or CRM systems for maximum efficiency and traceability.
Create irresistible content
Content is the heart of any email campaign. It is important that it is:
- Short and concise: Users read diagonally.
- Visually attractive: Use images, GIFs, video.
- Localized: Speak the language of your audience, take into account the Bulgarian market and cultural specificities.
- Measurable: Include a clear call-to-action (CTA). Example.
Creative tip: Include personalised video messages or audio greetings for greater impact - a very rarely used but highly impactful practice.
Test and optimize
Failed campaigns are often the result of a lack of testing. What to try:
- A/B testing of topics and content
- Different dispatch time
- Different types of offers for different segments
Use analytical tools to keep track:
- Openability and clicks
- Conversions and ROI
- Write-offs - analyse the reasons
A true example: For a software client in Plovdiv, we optimized the campaigns by changing the send time - the result was a double increase in conversions for B2B services.
Comply with legislation
GDPR and national e-commerce laws in Bulgaria impose strict requirements. Make sure:
- You have explicit consent to send marketing emails
- Provide an easy way to unsubscribe
- Store data securely and use it only for its intended purpose
Tip: Use double opt-in and clearly explain the benefits of subscribing. This will reduce SPAM complaints and build trust.
Prices and tools for the Bulgarian market
Prices for email marketing services vary according to the number of subscribers and the frequency of campaigns. On average:
- Strategy and content development - from 400 to 1200 BGN.
- Monthly maintenance and shipping - from 250 to 1000 BGN.
- Software fees (MailerLite, Mailchimp) - from 25 to 90 BGN/month for up to 5 000 contacts
Many Bulgarian companies prefer integration with local CRM systems or ERP solutions for better performance tracking and automation.
Little known but effective techniques
- Interactive emails: Include surveys, booking calendars or mini-games in the email itself - this increases engagement by up to 30%.
- Local storytelling: Tell a story related to Bulgarian holidays, customs or local causes.
- Collaborations with influencers: Include links to a video review of a product by a Bulgarian influencer - proven to boost confidence.
- Dynamic Content Blocks: Use a dynamic section that displays different products according to customer behaviour.
- Secret offers for loyal customers: Subscribers only - create exclusive codes or events.
Case study: successful Bulgarian email campaign
Our client, a manufacturer of handmade furniture from Ruse, wanted to increase online orders. We created a series of 4 emails with personalized suggestions, a video interview with the craftsmen, an interactive poll about preferred styles and a discount code for subscribers only. The result: 35% increase in online orders in 2 months, 18% more site visits and 9% decrease in unsubscribes.
Frequently Asked Questions (FAQ)
What is the best day and time to send an email campaign in Bulgaria?
The best results are achieved on Tuesdays and Wednesdays between 10:00 and 12:00, according to our analysis of over 50 Bulgarian campaigns. However, test for your specific business!
How do I quickly gather quality email subscribers?
Use a lead magnet - free material, discount or access to special content. Integrate pop-up forms on the site and promote the subscription on Facebook and Instagram.
How do I reduce unsubscribes from the newsletter?
Segment your audience and personalize content. Don't send too often and always provide value - helpful tips, exclusive offers, personalized recommendations.
How often should I send emails?
Optimally 1-2 times per month for B2B and up to 4 times per month for B2C campaigns. Monitor responses and adjust according to interest.
Contact us and get a quote
Ready to boost your results with a professional email marketing campaign? Contact our team for a free consultation and custom quote:
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