How to personalize mailings and increase audience loyalty

IN previous article we mentioned how important personalization. Template letters do not just do not sell - they do not even read. To sending out "shot", you need to contact the customer by name, specify the correct from the point of view Geolocation addresses and phone numbers, and most importantly - to offer the products that are needed here and subscriber now.

Personalized mailing - a letter containing the relevant information for a particular user. Individual values ​​are substituted by using tags.

How to personalize the newsletter? It would seem that the answer is obvious: to collect customer data and compile relevant emails. according to a study Experian69% of users are willing to provide personal information if they are to be used for further personalization. But the practice is that the more in the form of subscription columns (especially marked with an asterisk), the more reluctant potential subscribers to fill it.

How could collect customer information, and most importantly, apply it correctly? Modern statistical tools allow you to get all the necessary data, and professional services are email-marketing - segmenting and interpret them. This symbiosis displays personalized mailings to a qualitatively new level.

Some chips personalization, such as segmentation and geolocation, we described in a previous article. We will not be repeated - follow the link and read about these cool things. Today, let's see which user data can be obtained with the help of analytics tools Pechkin-mail.ru and how this information is used.

Personalization on the behavior of the site

This is one of the most effective types of personalization in email-marketing. Learn what the page is viewed, how many time he spent on the site, how many sections flipped, Whether used in search and, if so, he was looking for, you can create a personalized commercial sentence. Imagine a customer for a long time choosing a bike, maybe even bought it, and before you close the site, quickly looked into the section with accessories. If after that he will receive newsletter with a selection of helmets, reflective stickers and locks for the bicycle, it is almost certain return and make repeat purchase.

Most marketers to study the behavior of users on the website using Google Analytics.

To integrate Pechkin-mail.ru with Google Analytics and / or "Yandex. Metric ", you need in your account go to the tab" Desktop "on the left column and" integration "push the button" Connect your account. "

according to Privacy policy Pechkin-mail.ru, only reliably secure connection is used for integration. In addition, integration can be disabled at any time.

After you have carried out the integration Pechkin-mail.ru personal account with your accounts in Google Analytics, and "Yandex. Metric ", you need to put only one check mark at the fourth step of creating a mailing -" Settings ". So you can track traffic to the site with each individual email-campaign.

Now you can expand the incoming traffic on the shelves. First, find out how many people came to the site from the distribution. Second, analyze user behavior.

• How many times a customer was on the site?
• How many page views?
• Bought?
• What is the percentage of new visitors?
• What percentage of closures?
• How much money you have earned, on average one buyer, who came from a mailing?

ROI (return on investment) - is the return of investment in email-newsletter.

Simply put, this parameter allows you to understand how much money your mailing. To calculate the ROI email-mailing a special formula. At the same time to obtain a reliable factor is important to consider data on orders with a certain letter, not all monthly orders. On Pechkin-mail.ru ROI is calculated automatically based on the data obtained from each newsletter from Google. Analytics (or "Yandex. Metrics ").

Based on ROI, you can evaluate the effectiveness of a particular type of mailing. It is believed that if the ROI is less than one, the campaign failed. Good ROI - by two or more. If ROI is poor, then you need to change something - the subject line, text, design, threads, and so on.

Personalization on clicks and discoveries

Statistics on clicks shows which links and how many times your subscribers passed. This allows customers to evaluate the activity (whether or not they read the letters), as well as to understand what is interesting to a particular audience segment. For example, if you send mail to women up to 30 years and there were two references (one, say, goods for mothers and the other on the beauty-products), clicks you will know that your subscribers will interesting: childcare or care for themselves.

Pechkin-mail.ru captures the URL and replaces them with his own. In other words, the subscriber clicks on the link in the email, the system detects it, holds it through their servers and then sends to the desired page - everything happens instantaneously. This is necessary to reflect clicks in the report.

Heatmap of clicks

Thermal clicks map helps to analyze the statistics for scrolling pages, it is similar to the weather, but instead of the highest and lowest temperatures displayed distribution clicks.

With this email-marketing technology can determine which elements are sending attracted users and which are not.

discoveries Statistics also helps to personalize the mailing. Every time you send emails to your customers, Pechkin-mail.ru attaches to them (different each time) Web beacon. These "beacons" report, if the letter is opened, which is also displayed in the report.

Thanks to this marketer can understand why a certain category of people did not open a particular newsletter. For example, it is possible to identify that an email with the best offer auto service female part of the audience is almost completely ignored. Conclusion: The girl motorists need another offer.

Recently Pechkin-mail.ru improved report on web browsers and mobile devices. Now you can see not only the number of times opened the newsletter, but also with a browser and the gadget is made. It also helps to personalize the letter. For example, if the report you see that most people are sitting on the iPhone, it is appropriate to offer them "apple" products.

As you can see, the analyst makes a detailed study of its subscribers. Turn them from faceless database of people with certain habits and desires. If you have any questions about tools Pechkin-mail.ru statistics, email us at [email protected].

Effective your email-marketing and loyal customers!