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eMail strategy planning - creating a mailing approach

13 Mar

Hi, thanks for the visit - hope that you will find useful information. Leave a comment but if you have any comments on the subject.

The development of a mailing concept is often ignored or reduced to a minium. "We send a quarterly newsletter yes", you get to the question about a mailing strategy often heard. But a more consistent use of the medium can someone go far beyond. Especially in the eCommerce field, it has become an essential customer loyalty and sales agents.

The primary aim is a good mix of automated and manually create threads mailings. This one describes the design process at best a fictitious user of the application / purchase to Newsletterabbestellung. Depending on your site it can easily happen that there are several scenarios for this must be. Thus, the example being a B2C, B2B a user and a press representative. The whole can then be visualized as follows nicely in a chart.

Mailing Strategieplanung

Mailing Strategic Plan

Elements of the concept may be, for example the following mailings:

Welcome Mail
Welcome mail after registration. This mail should explain to the users directly what value it receives through this registry, and what steps are to do next. For example: "Thank you for your registry, you can now enter your personal profile here"

Info Newsletter
Classical newsletter may contain a healthy mix of information and offers. It is important above all a value for the subscribers to offer. It offers example of tips to make better use of a product to integrate special offers exclusively for newsletter subscribers or games.

Standalone / Campaign Mailings
Mailing in which only one product is presented. This mail should be sent only to relevant categories of subscribers, as there is a risk that users feel disturbed.

Hot News
Relatively simple mail which for the latest information quickly and easily can be sent.
Objective: Rapid information of subscribers on current events such as traffic congestion, etc.

Users can collect data
Special mailings to the user clearly divided into user groups. This can for example be releases with the linking of two topics. Subscribers have clicked on the subject of an All will then follow at a later newsletter for A. For more information on user data collection I have in the post: " user data and identify seriously elegant ', below. In general, this process is integrated into other mailings, but since I see one important point to enhance efficiency, I have it here again given separately.

Purchase Cancel
Registered users can cancel the ordering process automatically receive an email with the chosen and alternative products. In addition, should evidence of shipping conditions, or lack Faqs not return. Often orders are canceled due to insecurity. Uncertainty about additional shipping costs, payment arrangements 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 little bonus for the user are always good. XING sent mailings, for example birthday with free premium Schnupperabos. Such actions are usually rewarded by customers and to encourage the purchase.

Winback Program
Users who no longer could have a long logged on the website an email with the motto: "We miss you" get. Depending on the site and this product can mail the user

But again, as is everywhere, the whole concept must be appropriate to the individual company, target group, matched to available resources and products are. So it is possible that a monthly newsletter is absolutely sufficient, or even that additional mailings must be included. Moreover, in practice often used mixed forms.

1 Comment

Posted in eMarketing

Nicer underscores

11 Mar

The regularly disturb me quite ugly and not great Typographic underscores which are normally found on the web. Specifically, it bothers me that the descenders of characters are crossed out and the whole thing has pushed this much. For this reason, I went over to the really intended for this purpose and common days CSS text-decoration: underline; to boycott. I think it's much nicer underscores the command border-bottom to realize.

Typographic from the perspective, though still not the optimal solution, since not make the descenders and the underscore. It could therefore be the framework or set pixels further down. Depending on the font, font size and line spacing, but that can swallow up too much space. Therefore, I use this Siete no distance.

The three variants in comparison:

? View Code HTML 
  text-decoration: underline;
 border-bottom: 1px solid;
 border-bottom: 1px solid; padding-bottom: 1px;

Typography

... Not so nice

Typography

... Perfect in this representation, with smaller font sizes but also touching descenders and underlined.

Typography

... For small Schriftgröen meißt the best choice

That is, although this time only a small but sure, in my view little note and I just start calling for "more beautiful underscores. Besides, there are still many more typographic sins on the Web, but to another time.

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Posted in Graphic & Design

Google Analytics: Filter life easier!

04 Mar

Filters in Google Analytics are a very practical and at the same time powerful tool. This makes it possible to manipulate the statistics data, extract, or even integrate. For this reason I have put together some practical examples to explain how the filter in Google Analytics.

In principle, filters in the filter manager which is linked from the Google Analytics Overview page under the site profiles are created. The following examples should be each assigned at the end of a site profile, only the data of the corresponding profile manipulated.

Requests by their IP addresses to exclude
This is the classic of the filter, the self-inflicted traffic is hereby excluded.

Filter all traffic from an IP address to exclude:
IP Address: 193.0.0.0

Google Analytics - IP ausfiltern

More information to include a statement as one can exclude IP ranges I have explained in this article:
Analytics own IP filter out Google (Part 2)

Full referrer Show

The referrer is not shown in Google Analytics completely. This filter is a workaround for the entire Referring URL impersonate custom segment.

Filter Type: Custom Filter -> Advanced
Field A -> Extract A: reference (.*)
Field B -> Extract B: leave blank
Output in -> Constructor: Custom $ A1 segment
Field A Required: Yes
Field B Required: No
Override Output Field: Yes
Case Sensitive: No

Google Analytics - Filter für vollständige Referrer

Then we get the statistics in which one Google Analytics within the referrer statistics page, the dimension of the Referrerauflistung on "Custom Value" surrounded.

Url shorten

If all pages can be tracked in the same subdirectory of the urls shown for clarity can be shortened. In the example below assumes that all pages of this blog in / blog / lie. About the directory name of the filter is removed.

Filter Type: Custom filter -> Find and Replace
Filter Field: Request URI
Search String: grafixx.at / blog /
Replace String: /
Case Sensitive: No

Google Analytics Filter: Url verkürzen

SEO Rankings tracking

This filter is more complex, but also more efficient than the previous one. Here, the referrer URL is processed as Regular Expression. If it is an access via Google, Google Analytics is spent within the location of the entry in the Google results list.

Filter Type: Custom Filter -> Advanced
Field A -> Extract A: reference (\? | &) Q =([^&]*)
Field A -> Extract A: reference (\? | & Start) =([^&]*)
Output in -> Constructor: Custom $ A2 segment (page: $ B2)
Field A Required: Yes
Field B Required: No
Override Output Field: Yes
Case Sensitive: No

Google Analytics Filter: Seo Tracking

Then we get the statistics in which one Google Analytics within the keyword stats page, the dimension of the keyword list to the Custom value "surrounded. in this Satistik If neither side indicated it is the first page, is also 10 for page 2, page 20 for 3, etc.

Urls in lowercase

A relatively simple but the simplicity of the filter is greatly increased. With this filter all URLs lowercase and thus not listed only once.

Filter Type: Custom Filter -> Advanced
Filter Field: Request URI

Google Analytics Filter: Urls klein schreiben

Traffic from Social Media Platforms tracken

This filter requests on social networking platforms (summarized in the example: Facebook, Twitter and Xing) in the campaigns Statstik under the term social media.

Filter Type: Custom Filter -> Advanced
Field A -> Extract A: Campaign Source facebook | twitter | linkedin
Field B -> Extract B: leave blank
Output To -> Constructor: Campaign Medium Social Media
Field A Required: Yes
Field B Required: No
Override Output Field: Yes
Case Sensitive: No

Google Analytics Filter: Social Media Tracking

Then we get the statistics in which you Google Analytics on within the campaign stats page, the dimension of the keyword list to "Medium" surrounded.

These were for the present even a few hopefully helpful filter. This can and must of course be adapted to the exact needs of their site.

18 Comments

Posted in Web Analytics

Typography: Font embedding on websites

February 17

After the tiresome issue of the limited font selection on websites but could still not be complete solved, but at least it seems now some light at the end of the tunnel to give. After Safari 3.1 supports the first browser a method for writing involvement on sites Firefox will now follow suit, version 3.1. Reason enough for current and future possibilities of writing integration in greater detail.

News were "non-standard fonts" usually generated as images (eg via PHP) or embedded as Flash files. These workarounds work, but neither are optimal for search engines or from performance point of view. To counteract this, there are three definitions in the CSS style to the nice "@ font-face". This command allows fonts directly into the site.

For this, I need the fonts or font styles you want to be defined. Then, the defined font styles are used in the usual style sheet.
The whole thing might look like this:

? View Code HTML 
  @ Font-face (
 font-family: 'Fontin-Regular';
 src: url ('Fontin-Regular.otf') format ("opentype");
 )

 h1 (
 font-family: 'Fontin-Regular', Georgia, serif;
 )

Basically, TrueType, OpenType TT and OpenType PS fonts are supported. However, in addition to the relatively low browser support (IE lags behind wiedermal) and the contractual side are observed. It may namely not by far all fonts are stored on the server. It is therefore appropriate to use for the font to be used to question exactly. Therefore, currently offer especially fonts that are distributed through the Open Font license.

Conclusion:
After the whole issue had received little attention at times, again seems to have come some movement in the topic. With the release of Firefox 3.1 Firefox will have the nose slightly ahead of Safari, as Firefox will also support, in contrast ligatures. Even if these two browsers also some details are improved, so is the support of @ font-face but a good sign. By the way, and other browser makers to give under pressure, and sooner or later it will hopefully also support Internet Explorer.

Related Links:
W3C Definition
Comparison Safari / Firefox
Typografie.info - Font embedding in Web pages

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Posted in Graphic & Design

Optimization of registration processes

February 11

The design of registration sites, unfortunately, very often far too little attention. It often happens that a lot of work in the development of the design of a website is inserted, but it bases as Registrieungsseiten are unfortunately forgotten. Precisely in such situations, it happens that such pages are then inserted in Schedule 0815 by the programmer into the existing graphical grid. Then just count the Registirerungsprozesse on the main pages of many sites is - but it eventually to new customers - that seems a bit incomprehensible. Therefore you should take your time and consciously take into account the relevant page in concept and screen design.

In this article I define registration pages as an information site whose mission is to provide the attendees the necessary information and convince. The actual registration form is usually a separate page. At very short forms, such as: Newsletter registration but it can also make perfect sense, both on one side to represent.

As a little inspiration, I now list on potential elements / contents from registration pages. Of course, not all elements for any purpose useful to each will serve any purpose after the registration, in part, different points will be more relevant than others.

  • Elevator pitch

This is a brief summary of the possible meaning of the website / application, etc. for you to register. In Flickr, for example, the "Show your photos. Look to the world. "

  • General Description

A general description of the product should preferably be formulated vivid and easily understood. Descriptions can be in this case very well convey with the help of icons. Below I've shown an example of TripIt. This site is implemented the model in my view.

  • List of services

Listing of the services and functions to the Registering available to help the user to register to convince himself.

  • Listing the benefits to the user

here is the same as for the services at the point about it. However, this should benefit the users of its registration has highlighted clearly would.

  • Call to action

With a visually prominent button it is done with the greatest possible user easy to get to the registration form. I think it's even better if a small version of the form is integrated directly on the registration page. Thus, for example, the User name and email address queried directly. After completing this data, the user can be guided to a detailed form with the remaining fields. This procedure reduces the one hand, the reluctance to begin the registration process, on the other hand can form abortions are recorded and sent by email to a later date, a Reminder. In this case, dispatch of emails will be accepted directly in step with the checkbox.

  • Testimonials / References

Testimonials and / or references are especially in commercial services has become standard. Satisfied customers provide confidence and affects certainly positive.

  • Tour / Screenshots

Virtual Product Tours are ideal for software products. Especially in this segment, it is often difficult for the user to have an idea of what to expect. This can be counteracted with screen shots and virtual tours very well.

  • Show the necessary steps to completion

Under the motto "In 3 steps to your Web site, these steps are listed directly on the registration page. This one takes the user right at the beginning of the fear of endless forms and more complicated to use.

Examples:

Flickr Registrierungsseite

Flickr registration page

Tripit

TripIt

Linkedin Registrierungsseite

Linkedin registration page

Optimization Tips page form, I have summarized in a previous post. This is available here: increase conversions through better forms .

1 Comment

Posted in Design & Usability

Community Building on the example of World of Warcraft

February 6

Currently, I devote myself to the community building theme and try a few strategies to show the example of World of Warcraft. The whole plan is to serve as food for thought for those who operate a community or themselves.

World of Warcraft is one of the most successful online games of all time. Current value of paying more than 11 million players worldwide speak clear figures, and make clear that this game has to exert a special appeal to the gamers. The underlying is a brilliant game (yes I was once addicted, but am now clean again, o)) and mainly a phenomenal community concept. For this reason, I have tried to identify the most important aspects of this game and to show how it creates millions of manufacturers Blizzard aquirieren of players and keep them happy.

Active development - no fixed end
to create a logical point for a successful game for years is the continuous development. Thus offers World of Warcraft (WoW) from the beginning of many further opportunities for the virtual characters of each player. In addition, there are regular updates to the ever new elements to incorporate into the game world. This is no fixes end, it is always new goals to players.

Social pressure to build - Group tasks
The greatest influence in the game has in my opinion, but the social component. In WoW, there are many tasks that can only be addressed in the group. Partly for this reason that players are working together to close the so-called guilds. Within these guilds arise very often close social networks. It is common practice to talk next to the games via the "Voice over IP software (like Teamspeak) to fellow gamers. This effect is primarily the rapid exchange of tactical strategies during the game. But that there are seasons for total of well over 200 hours per player, it is inevitable that even more profound form contacts. Seen in WoW is one of the largest social networks.
Just by resulting close relationship with his guild is often built up within the group should not be underestimated social pressure. Thus, often made appointments to meet, for example, where 25 players online at a specific task to fulfill. These tasks can often not be met only if all players are online. Fall from a player, it can happen that 24 other players have to wait. Therefore, many guilds are being devised a system in which points awarded for the most reliable players. The player with the most points will receive the best rewards when a task has been fulfilled, etc. ... just go and then the players themselves in a circuit without that Blizzard should actively do something.

In schlachtzügen können bis zu 25 (früher 40) Spieler zusammen spielen.

In battle trains can play up to 25 (previously 40) players together.

Creation of virtual heroes
Finally, the community elects their virtual heroes. Thus, for example, the most successful players and guilds in part world-wide known as the hardcore gamers. On their own websites successes are logged by other guilds and recorded. This heroism is enhanced by charts and statistics available online. This looks like the role model of sports stars in real life, promoting also the ambition of many players.

Conclusion
The three points of the World of Warcraft are made very erfolgreicht. Of course there are many other aspects such as: the technically very good implementation, the rich details of the virtual world, many seasonal events like Christmas, New Year fireworks, etc.. In addition, there are also many "Otto-normal game" who manage to play only occasionally, and no matter which virtual models are. These players are then dealt with in most cases with the other aspects such as social contacts, etc..

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Posted in This & That

Shortage as a means to increase sales

February 1

Shortage in that it reduces the available goods is a classic means to increase sales in shopping. However, this strategy also online continues to increase. Industry leaders such as Whoot! For example, set out very fully.

The basic principle is simple:

The lower the availability of a bid, the higher the pressure at the potential customer is to strike as quickly as possible.

This scarcity can of course also be produced artificially. And I will show some more or less aggressive ways of proceeding with examples.

Whoot!
The basic principle is: Whoot offers daily on a single product. This product is only available in one day and the next day there some news. The crunch here is of limited duration and number of items, which probably drives the whole thing on the tip and for the most part to "traditional" shops is much too radical. But Whoot! made in the past, always sit up again, with sales and has become an annual turnover in the mid tens of millions of dollars reached the area.

Scrrenshot Woot!

Scrrenshot Woot!

Although the example of Whoot! is very extreme one can see that something can work in principle. Why would you ever see that is not integrated in a weaker version in their own shop. Some relevant features are often unnoticed already available in many shops.

Optimize Inventory Display
A bearing indicator is one such good form and is already integrated in many shops. Most, however, only as a small side note in the style: "Still three items. In such a case, it lends itself to the one the highlight information visually and in addition to combine with a warning. This could for example, availability of less than 5 pieces the warning: "Caution: There are only x items. The sell-out risk: High. At 5-10 piece is the risk of selling out means and in more than 10 items will be no warning, but no exact number of items issued.
In addition, could all products, which threatens a speedy sale in a separate category, "only more limited availability or be applied directly on the homepage.

Now, some will probably think that one but then the best stocks artificially low to keep the Used to press for a quick decision. In my view, can this be done for individual products. Basically, I consider it more appropriate for high stock levels do not indicate exact numbers. One should never sell for its customers, Stupid. If any product permanently available in a very limited number of copies that will also notice the customers and the best case, the stock level indicators no meaning attached. In the worst case, the customer's online shop can also be classified as frivolous and never come over again.

Time-limited actions
Another possibility is a temporary action. An example would be an action under the title "Product of the Week". In such an action could be offered every week, a product from the existing range of products at special prices. This is a decision to put pressure on the customer, on the other hand, the customer is motivated to visit the site every week to find out what bargains there. Of course, an action of this kind can also help to address generation for the newsletter, etc. are used.

Conclusion:
Shortage of product number or time availability is a very strong tool that can positively influence in various types - from aggressive to cautious - the sales of many shops. However, there is also always be serious, do not sell for the user stupid and adapt the method to the target group.

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Posted in eCommerce

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