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The development of a mailing concept is often neglected or reduced to a minium. "We send a newsletter quarterly yes", you get to the question about a mailing strategy often heard. However, a consistent use of the medium can someone go far beyond. Especially in e-commerce sector, it has become an essential customer retention and sales agents.
Primarily it's about a good mix of automated and manually create threads mailings. This one describes the design process at best a fictitious user of the registration / purchase to Newsletterabbestellung. Depending on the website it can easily happen that there are several scenarios for this must be. Thus, the example being a B2C and a B2B User and press representatives. The whole can then be visualized as follows nicely in a diagram.
Mailing strategy planning
Elements of the concept can be for example the following mailings:
Welcome mail
Welcome email after registration. This message should tell the user what value he receives directly from the registry and what steps are to do next. For example: "Thank you for registering, you are now here to enter your personal profile"
Info Newsletter
May include classical newsletters of a healthy mix of information and offers. It is important above all a value for the subscribers to offer. Thus, for example, offers tips on making better use of a product to integrate special offers exclusively for newsletter subscribers or games.
Standalone / campaign mailings
Mailing in which only a single product is presented. This mail should be sent only to subscribers relevant groups, because there is a risk that users feel disturbed.
Hot News
Relatively simple mail for which current information as quickly and easily can be sent.
Objective: Rapid information of the subscribers on current events such as traffic jams, etc.
Collect user data
Special mailings to the user clearly divided into user groups. This may for example be releases with the linking of two topics. All subscribers have clicked on the thread 1 will then follow in subsequent newsletters on the subject of A. For more information on the user data collection I have in my post: " user data to determine elegant and serious , "explains. In general, this process is integrated with other mailings, but as I point to an important increase in efficiency, I can see it here again listed separately.
Purchase termination
Registered users can cancel the order process automates a mail with the selected and alternative products. In addition, should evidence of shipping conditions, FAQs or missing not return. Orders are often canceled due to insecurity. Uncertainty about additional shipping costs, payment methods, or uncertainty in the operation play an important role. These uncertainties should be taken exactly in the mail as much as possible.
Birthday Mailing
Automated Geburtsstagsmails with a small bonus for the user are always well. XING mailings sent as birthday with Free Premium Schnupperabos. Such actions are usually well received by customers and encourage the purchase.
Winback Program
Users who no longer could long have logged into the site an email with the motto: "We miss you" get. Depending on the website and product can mail this user
But again, like so everywhere, the whole concept must be individually appropriate to the company, target group, matched to available resources and products are. So it may be that a monthly newsletter is absolutely sufficient, or even that additional mailings must be included. Moreover, in practice, often used mixed forms.
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oyun
Third April 2009 at 21:20
thank you because I had never thought would be equal to the work :)