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The development of a mailing concept is often neglected or reduced to a minium. "We send a quarterly newsletter 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 your site it can easily happen that there are several scenarios for this type needs. Thus, the example being a B2C and a B2B User and a press representative. The whole can then be visualized as follows nicely on a graph.
Mailing strategy planning
Elements of the concept can be for example the following mailings:
Welcome mail
Welcome mail after registration. This mail should explain to the user directly to the added value it receives through this registry, and what steps are to do next. For example: "Thank you for your registration, you can now enter your personal profile here"
Info Newsletter
May include classical newsletters a healthy mix of information and offers. Is especially important for a premium rate for subscribers to offer. It provides, for example, to tips for making better use of a product, integrating special offers exclusively for newsletter subscribers or contests.
Standalone / campaign mailings
Mailing in which only a single product is presented. This mail should be sent only to subscribers relevant groups, as there is the danger 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 about current events such as traffic jams, etc.
Collect user data
Special mailings to the user clearly divided into user groups. This can be for example press releases to the linking of two topics. All subscribers have clicked on the topic then get a result in later newsletter on A. For more information about the user data collection I have in the post: " User data to determine elegant and serious , "explained. In general, this process is integrated with other mailings, but since I do make an important point to increase efficiency, I can see it here again listed separately.
Purchase termination
Registered users can cancel the order process automates a mail with the chosen and alternative products. In addition, should evidence of shipping conditions, or lack Faqs not return right. Orders are often interrupted by reason of uncertainty. 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 little bonus for the user is always well received. XING sent as birthday mailings with complimentary premium Schnupperabos. Such actions are usually well received by customers and motivate customers to buy.
Winback Program
Users who no longer could long have logged onto the website an email with the motto: "We miss you" get. Depending on your site and mail the user of this product may
But again, like so everywhere, the whole concept has to be individually appropriate to the company, target group, matched to available resources and product 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.
