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Posts Tagged 'personalization'

Newsletter: elegant and collect user data seriously

January 10

Hello, thanks for visiting - I hope that you will find useful information. but also leave a comment if you have any comments on the subject.

As mentioned earlier, the trend toward smaller but very much more focused than earlier releases. This naturally raises the question of how best to receive additional information from the user.

Normally, users will be reluctant to disclose personal data and forms to be long shunned like the plague. For this reason, I've had good experiences with a very strong abstraction and splitting of this process. In plain language this means:

Ask only one question per newsletter.
Identify a single question is unobtrusive and it is for the user to answer quickly and easily. Further questions can be asked in the next few releases.

"One-click model"
The data must be with a click on averages. No one cares to work to fill in long text fields and then click to see more on "Send". Therefore provide better a few possible answers, which can be transmitted with one click.

Graphic design
Visually, this should not be standard 0815 form. A visually beautiful treatment that is not reminiscent of popular, often subconsciously perceived negative forms should have a positive impact on the click rate.

Explanation why this information is necessary
A note like: "Please, help us to get only the information that really interest you." Helps to convey to the user that it is good to him, if he specifies data.

Query-relevant information n
It makes no sense to ask the customer if the shoe size you want to sell beauty products in the newsletter. That would seem only frivolous.

Statistical information useful
Depending on the mail delivery system and data protection regulation in the country where it may be possible to obtain data on the basis of click statistics. So 2 days could release after all the receivers have angeclickt an article on sport once again a special newsletter with sporting goods received.

Using these tips, older customer data will be updated in future mailings and targeted to be shipped. This increases acceptance by the recipient and lowers the cost to the recipient.

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Future Marketing Newsletter

December 30

RSS feeds are becoming increasingly popular and slowly recognizes the broad mass of the benefits of feeds. This raises the question of how to proceed in the future. Will disappear newsletter or the RSS feeds only experience a short hype? Neither, in my view it will be important in future versions to offer both distribution and to make active use.

The trend is towards personalized mailings newsletter mailings at lower volumes. The times in which static mass mailings sent to some 100,000 recipients were are over. Firstly, the user only one annoyed by untargeted emails, then the interest is not a major part of the user on the other hand will be followed by less and less interesting for the customer mails, by the mass of information. For these reasons, conversion rates will decline and cancellation rates rise.

From this the following measures can be derived:

  • Aware of high quality subscribers eighth.
  • RSS feeds advertise in the newsletter and unsubscribe pages.
  • User data to collect and send appropriate mailings to small, highly targeted distribution may be.

How to get subscribers to high-quality?
The general answer is certainly a little difficult. Basically, however, that users get the most information about the expected Inhlat the newsletter should. Who "buys" likes a pig in a poke? Therefore, it is certainly not a bad idea to link the application form directly to a sample newsletter mailing. In addition, should the login page directly to the benefit of potential subscribers by the application has to be explained. I hope there is a benefit? Otherwise, should the same be reconsidered, because no apparent benefit to the subscribers can not expect high numbers of applications from interested users. In addition to the benefits of even the possibility of de-registration and an information on the use of personal data is not useful.
If a user of the website should be convinced to sign the registration process in the double opt-in process will be conducted. This will be fun applications or faulty email address immediately rejected.

Also true hands off of gambling as an address generating measure. With competitions can indeed be generated in a short time a large number of addresses, but the quality usually suffers less. Often there is only one interest in the profits of a fundamental interest in the products the site is not, therefore, future newsletters will not be considered.
Purchase of email addresses. Again, I'm very skeptical. While there are cases where it makes perfect sense to buy at addresses such as a new product / new brand to promote. However, should forth the origin and quality of the data are very closely scrutinized.

So together again:

  • Double Opt In use
  • Explain the benefits for subscribers
  • Indicate the nature of the use of personal information and opportunity to opt out
  • Minimum, an exemplary transmission are available online.
  • Fingers away from the lottery address acquisition
  • Beware of purchasing address

For the coexistence of newsletters / RSS feeds and the collection of user interests , I will then write in the next few days a little bit.

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Posted in eMarketing

Personalization is good

December 25

I am now oute times as Personalisierungsfan. My so I do not want all the details of a user and the user will be captured spies. In my view, must be as unobtrusive personalized features that the user does not notice that these are to him personally tailored information.

Unfortunately, there are such functions only very rarely on the web or just in certain areas. Most obvious personalization features with classic ala Amazon eCommerce websites are seen. But beyond that I can think of very few examples. Yours truly, it has also added a variety of reasons not done as often as originally provided for such functions to be realized by the design phase. The reasons were there all the classics such as: budget, feared increased data maintenance, lack of content, etc. - but what I find always a shame, because it is often not very much needed to get you started in this matter to create.

This could, for example, a tourist site on the user's interests can be queried. At the beginning it is quite sufficient only the interests or even to identify the main interest of potential customers. The advantage here is that this quite elegantly allow identification of sub-pages visited. Is therefore a user of the menu item or an item called a cookie on culture with the relevant information is set. Very important here is that no login is required and therefore such tactics can be implemented at each site and used as the user, can surf without additional effort. If the information was collected only once, then can the interests of customers are met on the site. This could, for example, the introductory example, the entire visual world can be adapted to the user.

The whole thing sounds pretty trivial now and many will think to put such a cookie and to exchange a few pictures but nothing special. Exactly true, but just those little features that increase click rates and conversions.

Most customers already have before buying a picture in her mind's eye, he manages a Web site to make this imaginary picture as accurately as possible, you have very good cards for customers. The potential of the guest will be eagerly looking forward to a kitesurfing holiday destinations on a site which receives him with impressions of his favorite sport safely continue.

Of course, such methods subsequently refined and additional information is requested. But as an introduction and to get experience, I believe this simple model for a good start. It is particularly interesting for several operator sites or major portals. In this case, the chance that the visitors have already visited a website operator realtiv large. Therefore, it is possible to exchange data between your portals.

bytheway: The major ad networks rely on this technique suitable for display advertising banners on websites. Due to the very high range can already here some good results are achieved. Therefore, it may be due to such tactics if you have visited a site about fly fishing and, subsequently, on a completely different site of the same advertising network, an advertising banner is displayed on fly fishing.

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Posted in eCommerce