How to work with email marketing

Like any promotion channel, email marketing does not stand still. Mailers change their approaches to mailings, readers have a different attitude to content – you need to constantly monitor everything so that email promotion does not lose its effectiveness.

Therefore, we have collected all our developments on this topic, analyzed and disclosed in the article. It turned out a lot of material – be prepared;)

Personalize your newsletter to increase user loyalty

Increasingly, our clients are asking for a user-focused newsletter for their project, and this is understandable. Such mailings are better perceived by users.

There are two types of personalization in mailings: by purchases and by personal characteristics of the subscriber. Let’s talk briefly about each.

Follow the customer’s purchases to suggest more suitable products

With this type of personalization, we tell the user about products that may be of interest to him, based on the purchases he has made. So we do not litter the mail of subscribers and increase the CR in the purchase – the user has more opportunity to buy what he needs.

For our client, an online store for art supplies, when creating an email newsletter from scratch, we first segmented subscribers by purchasing activity so as not to annoy those who were not yet ready to place an order. To do this, we used data on user purchases for 90 days – such a period in the client’s online store.

Based on this period of time, the audience was divided into two segments:

  1. If a person bought a product in the last 90 days, then we temporarily refrained from selling mailings until the subscriber needs our products again. To warm up the client and remind him of the brand at this time, promotional blocks were replaced with informational ones.
  2. If a person did not buy a product, they warmed it up with a selling mailing list with useful content.

Stick to the wishes of the client so as not to annoy him with the mailing

Here we focus on the fact that communication with the user is carried out at the right time and on the topic that is useful for him – we try to always hear the user and ask him about the newsletter. It makes no sense to write to the client during lunch, when he has already looked through his mail in the morning: at best, the user will simply forget about the letter, and at worst, he will swipe and delete it.

In order for users to accurately answer all our questions, we adhere to several golden rules:

  1. Determine the purpose of the survey. Before you start writing questions, you need to understand what goal you are pursuing. Do you want to get feedback from the audience, find out their opinion or preferences? Or do you want to collect data for market research or sales planning? The answers to these questions will help you decide what questions to ask.
  2. Use plain language. Questions should be clear to your target audience, so try to avoid technical terms or complicated phrases. Use fewer terms and short sentences.
  3. Ask specific questions. Questions should not leave room for different interpretations. For example, instead of asking “How do you rate our company?” you can ask the question “How many points (from 1 to 10) do you rate our company?”
  4. Use different types of questions. For example, using both open and closed questions, rating scales, etc. This will help to get a more complete opinion of the audience.
  5. Make sure the survey is easy to complete. In addition to formulating the questions correctly, it is important to make sure that the survey is even possible to complete. Include a few short questions and limit the number of answers so you don’t take up too much of your audience’s time.

And do not forget about “compensation” for the user’s time spent – ​​for example, a discount on a service or product. So the audience will be more willing to answer all your questions;)

On our project for an online store of professional goods for artists, we take into account how to properly address the user, what information is useful to him, how often he wants to receive letters, etc. At the same time, we try not to overload the reader and strike a balance:

  • if the survey is small (1–3 questions), we can ask the user to give a detailed answer;
  • if the survey is large (4–15 questions), we give the opportunity to skip questions and simplify the answer options as much as possible.

Below are a few screenshots with a large survey that we did on the project.


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