System trigger emails Pechkin-mail.ru return customers and increase sales

A week ago, we considered steep email-marketing tools. Among them - avtorassylki. They increase the loyalty of the audience, but are sent in large quantities and are most commonly associated with temporary factors. Today we will speak about another kind of mailings - trigger.

A well-known marketer and business consultant Murphy Lincoln (Lincoln Murphy) considersThat the distribution based only in the frequency and time of sending, fading. Present and future of email-marketing - a trigger letter, that is event-driven, based on user activity. In forming the mailing system it is important to take into account actions of clients and on this basis to build interaction with them. Let's get acquainted with trigger mailings closer and learn how they can help to return customers and increase sales.

What is the trigger letters

Trigger - is a user action on the website (visit, authorization, purchase, etc.). Triggers are added in various chains - scenarios typical behavior.

Trigger a letter - a response to such a scenario. This event email, not sent en masse, the entire base and targeting a particular person who has committed a certain action. Trigger letters into account the client's interests, provide targeted offer, and therefore the most effective.

According Pechkin-mail.ru, statistics discoveries trigger mailings up to 95%. The percentage of formal replies and complaints of spam tends to zero.

With the help of trigger mailings can return visitor to the site, to push it to the end of the purchase, to remind him of the payment, motivate them to re-shopping and so on.

Golden rules trigger emails:

1. Contact name (or nickname). No one wants to be "one of the ...". If the letter looks like a mass mailing template, it is unlikely to be opened. The customer must feel that you have created that message for him.
2. Know your customers better themselves. Learn all the characteristics of the target audience and make sure that these people were easy to use your product. Consider gender, location and interests of the user, by sending him a letter.
3. Finish the message a call to action: to buy, to engage, to read, and so on. Trigger letter should not simply inform, and encourage customers to push them to engage in dialogue.

How to use trigger emails

There are different types of trigger messages. The choice of scenarios should be based on user behavior. Consider some systems trigger mailings.

Welcome Letters

Welcoming the letter sent in response to a first contact with your company. For example, registration or first purchase. Standard content of such a message: "Thank you for choosing us!".

Welcoming the letter should be personalized and meet the interests of the client.

You can go the original way: make a welcome e-mail in the form of a training manual on how to use your product or how to navigate the site. Another option - a welcome letter with inspiring case studies of successful use of your product or service.

After Sales letters

This letter, sent after the customer made a purchase. The goal - to push him to the cross-Salem, that is, to purchase related products.

Immediately after the transaction the user will automatically be sent an email with the details of it: delivery time, order number, and so on. You can also offer to link and evaluate the quality of service.

Within the next two or three days you must send e-mail to the user with a selection of goods satellites.

For example, if a customer bought the phone, then it is possible to offer cover, headset or other accessories for this model.

Follow-up letter

The situation when the user put the shopping bag, but was distracted and did not finish ordering, called "abandoned shopping cart". A person should be reminded of unfinished business. And so it clearly made a deal, and not just emptied the Recycle Bin.

Three hours later, after the goods have been "forgotten" in the basket, you need to send the first reminder letter: "We put this product for you, it will be waiting for you more day. Take the time available there are only five copies! ".

After this message the client usually comes back and buys the product. If no response, then the next day you want to send another newsletter. It is possible to offer special conditions: free shipping, a bonus gift, a reduced price. The main thing is that such action was limited in time: "If you make a reservation today, you will not have to pay for shipping."

Letters responding to behavior

If the user is:

• I was looking for something on the site;
• looking through a certain section of the site (product category);
• I read the reviews about a particular product;
• I looked the goods, but did not put it in the basket.

In all these cases it is possible to send e-mail with a relevant proposal.

So, if the client was looking for a tablet, then send him a letter with your best models and novelties.

Also be attentive to customers. If the user can not log in, send him a letter with a password reminder or link to its recovery. Believe me, people will appreciate this concern.

Letters of "vozvraschalki"

If the user for a long time did not appear on the site and do not open your mail, it is not a reason to exclude it from the customer base. Dialogue with the customer can be resumed.

Analyze the reason for cooperation froze. Determine the current needs of the user. On this basis, make a letter.

help the client to return:

• New attractive offers;
• discounts, promotions, sales;
• distribution of prizes.

Here is an example. Let's say like "Game of Thrones", "at least in your store bought a couple of books by George Martin. It is coming out of the sixth cycle of the novel (yes, yes, "The Winds of Winter" promise to release next spring). Why not please the fans and did not offer to buy the other works of the author?

Thanksgiving letters

Hear words of gratitude is always pleasant.

Do not forget to say thank you to your customers!

For what? For registration (in this case, to get two in one - in gratitude, welcome letter). For purchase (can be combined with transactional mailing about the order details). For that person with you for a year or two or three.

holiday letters

Message, mark the dates and events, almost always open and read. So do not be lazy to greet customers with a birthday, New Year or March 8.

But remember: congratulatory letters should be almost intimate. A chance to increase sales, if email begins with the words "Dear men, we congratulate you on February 23 ...", small. Another thing is a personal appeal: "Sergey, Happy Birthday!".

Thus, if desired to send letters at the right time, you can achieve good results. But to create a system trigger dispatches manually is practically impossible: too many scenarios need to calculate. It is better to use a professional service email-marketing.

How to set up the trigger newsletter from Pechkin-mail.ru

Trigger alerts in Pechkin-mail.ru provided partner MailTrig.ru.

To create a trigger newsletter, you need to see "Desk" cabinet click on "Create newsletter" and select "Trigger distribution."

Then you need to come up with scenarios and check their logic. This can also help Pechkin-mail.ru consultants ([email protected]). For convenience, the script for the most common events (added to the shopping bag, visited the site, etc.) is already there.

To alert earned, it is necessary to integrate the site with the system on their own or with the help of a specialist Pechkin-mail.ru. It is necessary to collect and process triggers.

Then you can first test mailing (if everything is working, whether the tracked events), as well as try out the trigger emails in the case.

For more information about how to create a trigger on a newsletter Pechkin-mail.ru, read here.

Sometimes even have enough free time to verify the effectiveness of trigger messages. This tool is one of the best to attract and retain customers and increase sales. Indeed, thanks triggers the user receives exactly the information they need. This means that the observed one of the key principles of the email-marketing - personalization. Let's talk about this in detail in the next article.

Create a trigger newsletter