Successful email-campaign stands on three pillars: personalization, automation and monitoring the results. To ensure all the components needed staff or marketing... a professional service email-marketing. In this article we will explain what tools have Pechkin-mail.ru to create profitable mailing.
In the previous article we discussed how important it is in the email-marketing and personal approach as a professional mailing services help to reach it. In Pechkin-mail.ru have two instruments through which subscribers have the feeling that the letter, which fell to him in the box, written for him.
Personalization is based on the tags. Tags - a label with the help of which the system takes the information from a particular address database. Thanks to them, you can refer to the subscriber by name, given its floor. Yes, yes, Pechkin-mail.ru automatically determines gender identity, sometimes hiding behind the faceless email-address. Working with tags simple: read instructionsAnd forward.
Agree, nice when you turn on the name, and the subject line in your best interest. In addition, the personalized message, the better chance he has to get past the spam filters.
Increase the effectiveness of mailings also help segmentation of the subscriber base. This can be done by the following criteria:
- Geographically. For example, if you are planning an offline campaign in Moscow, you can make a special newsletter for the residents of the capital, without disturbing the inhabitants of other regions, that this information is useless.
- Most Active subscribers. Some customers are reading your letters, others immediately remove them. To understand why this happens, you can experiment, for example, a distribution header. Perhaps other words help to reach out to a specific group of subscribers.
- By date of birth. It is obvious that the interests of teenagers and senior citizens differ. Strong. Owners of online stores can be to make individual selection of products for every age group customers and webmasters - segmented newsletters.
- On the floor. As already mentioned, Pechkin-mail almost infallibly determines the sex of subscribers. It also helps to create a separate mailing list for both men and women.
So, before you send a letter, you need to examine the subscribers. This lesson learned. Lesson number two: Analyze the actions of people and use them to achieve their marketing goals. This tool will help in avtorassylok. What it is?
- New customers to sign up for the newsletter - greet and thank him, and it is better to give him useful content (thematic life hacking, a link to the webinar and so on).
- The user has opened the announcement - he should send a new, more detailed letter describing the product, service or promotion.
- The user clicked on the link to the video in a letter - make for these users mailing list, where they can find all their videos.
In other words, significant from the point of view of marketing events you can create a newsletter that will be sent automatically to the right users. Avtorassylki - this is a manifestation of attention in interpersonal communication. They substantially increase the involvement and loyalty of subscribers.
Another tool to help achieve the goal of the letters and generate revenue, called a split or A / B-mailing.
In the context of email-marketiga is testing the effectiveness of different content mailings a small group of subscribers. It implemented so. Fifteen per cent of subscribers to send emails with a single title, the text and form of the personal treatment, while another 15% - with a completely different content. The system then every three hours, collects and analyzes data on the discoveries and clicks. On their basis, selected the "winner" of the two versions of the mailings. The remaining 70% is sent to the email that users are more willing to read and clicked.
According Pechkin-mail.ru, split-mailing discoveries increase the number by 11% and the number of clicks - by 17%. In this case, from the user point of view of the instrument A / B-test is implemented as simple as possible - do not even need to re-generate the winning newsletter.
Even personalized letter, composed by all the canons of selling texts, as confirmed A / B-test, can not shoot. Why? There are two reasons:
- Mail client crooked opened the letter, because of what the distribution looks unpresentable.
- Message in Spam.
Both of these problems can be solved with the help of special tools Pechkin-mail.ru.
"Keen eye" checks will look like a letter to the most popular e-mail programs and online services, including mobile gadgets. (Available for the users monthly plan or email-credit.) The client receives a set of screens and may adjust newsletter, if in a particular e-mail client has bugs (can not see images, fonts are not supported, and so Further).
"DoktorSpam" - is a module for checking of emails for spam. The tool is not for nothing called the doctor. He does not teach Mail.ru deceive spam filters or "Yandex" and help to "cure" the newsletter of the common mistakes because of which it can get into the network spam filter that is never, in any form does not reach the recipient.
Professional email-marketing services to spammers!
Check for spam Pechkin-mail.ru carried out using two tools:
- the likelihood of settling letter Mail.ru filters and "Yandex";
- SpamAssasin, showing the number of parameters by which distribution may be regarded as spam.
Obtaining the opinion of "DoktoraSpama", you need to change either the subject line or name of the sender, or text or image or the number of links. When on these and other parameters will be "green light" newsletter can be sent.
Also, to improve the quality of delivery in Pechkin-mail.ru have a tool that allows you to use custom domains for sending the most letters of branded and easy collection of statistics.
- Domains to send emails. Some e-mail clients and services are added to clarify the address of the sender. For example, in Gmail it looks like this: [email protected] via pechkintrust.ru. To avoid this, if you do not want to disclose to subscribers that use a professional service email-marketing, you can register your domain to send mailings.
- Domains for statistics. Alas, not all customers in good faith - some deliberately using email-marketing platform to spam. Because of this Pechkin-mail.ru domains can sometimes fall into the spam filters. To protect yourself and not depend on dishonest clients, you can register your own domain statistics.
In internet marketing important figures: the percentage of letters discoveries, conversion rates, the ratio of the transition towards open and so on. Quickly explore these and other performance indicators mailings help visual reports Pechkin-mail.ru.
Customers can analyze:
- Total and personal statistics. The first shows a summary of how many people opened your emails, how many clicked on the link, and the number of unsubscribe, and the number of "broken» email-addresses. For a detailed study of customers have a page "Subscriber Activity."
- geolocation. To know where and at what time live customers, it is extremely important since it is not the time came a letter sent to the trash. In addition, it is necessary to take into account local circumstances: if the city is no river, online store fishing gear is unlikely to be successful in it. In Pechkin-mail.ru all geopokazateli visualized as a map. The system determines the subscriber area when he opens a letter or clicks the links in it. For each newsletter can be generalized to obtain statistics on the country, and segmented - by region.
- Card clicks. It allows you to see where users scholkayut site. This, in turn, helps to improve vorstku mailings and increase their efficiency.
In addition to clarity in reporting Pechkin-mail.ru there are still a number of advantages. For example, statistical data can be viewed online or upload to Excel and print. Also, if the client has multiple address databases, it gets statistics for each of them. Finally, you can compare the results of their email campaigns-mailing efficiency in system average.
Any statistical data is important to interpret. That competent analysis turns subscribers into buyers and customers.
Pechkin-mail.ru offers ample opportunities for analysts effectiveness of mailings, and also helps to calculate ROI. Service integrates with:
- google Analytics;
- and / or "Yandex. metric».
Many people use both GA and "metric". The first allows, for example, to estimate how much, on average brings every customer who came from email-newsletter. The second demonstrates the depth views, time on site and other parameters.
Thus Pechkin-mail.ru analyzes together with clients and advises clients how to improve the quality of mailings. Thus, the service gives advice on start-time email campaign.
For example, you want to notify subscribers about the discount shares, which operates a total of 12 hours. Pechkin-mail.ru analyze the geography of email-database and tell you what time to send e-mail to reach the largest segment of users.
Finally, every Friday Pechkin-mail.ru customers receive a letter with the results email-campaign for the past week. Service compares your results with the average for the industry and the size of the address database: green - an excellent result, yellow - all in the normal range, red - on that still need work.
Now that you know by what tools Pechkin-mail.ru can make your internet marketing is really cool. The next article will talk about another such feature - trigger emails.