Marketers from different companies send more than a million different letters per day. It could be shops on the Internet, retail, education projects, printing and other. After studying the traffic of e-mails, a compilation of the most popular omissions in the activities of marketers E-mail was created. This article was written to help you work through and prevent errors.
Functioning on the old base
More than half of the users use databases that have been collected over many years, but have never been used. And in the end through it begins sending emails. Thus, the first erroneous action is formed – sending numerous letters through the old, not developed database.
It is not a secret that the majority of E-mail providers require high quality from the base, and also set limits on the number of claims and returns of sent letters. The providers have compiled a list of restrictions that can be found in articles at various sites:
- On Mail.ru is an article about the rules of distribution;
- Yandex is writing about the requirements for fair mailings;
- Google provides recommendations on how to implement multiple mailings.
If active activity is not observed on the subscriber bases, then over time, too many URLs will accumulate inside, which will no longer function. An example is mailboxes that are full and have not been visited for a long time. As a result, the limitations of the mail providers are exceeded, sending becomes impossible.
The best way to remedy the situation is to use the validation service e-mail. The validator conducts a detailed analysis of the database of signatories. After that eliminates non-working addresses, as well as those where the ability to send claims rises to critical heights. With its help, not only the status is maintained during mailings, but also the usefulness of sent letters increases. There is only one drawback to this method – the validator is not free.
There is also another way, but it will take more time to complete it. This is a method of gradually expanding the database. To begin with, the freshest contacts are taken (for example, those who appeared not earlier than three months ago) and the initial dispatch is made. Then, based on the statistics received, bad recipients are removed from the contact list. After that, the older URLs are added to the already cleared database, and the distribution is repeated. From the previous base volume it is recommended to attach no more than 15%. Etc. Repeated actions reduce the risk of a bad effect, while promoting with an outdated base, with the help of positive statistics after cooperation at the addresses that have been tested. One of its advantages is to avoid sharp jumps in vigorous activity, which is not approved by providers.
In addition to the wasted time, of the minuses, the impossibility of stable reactivation of the bases is noted. Further on this will be mentioned in more detail.
Imagine a situation that after subscribing to the newsletter, not a single letter was received. But it comes suddenly and offers a certain type of service or product. At this point, the subscription is completely out of my head. Naturally, the outrage begins and sending a letter to the SPAM folder. According to statistics, provider restrictions are not respected again, the letter in the bath (not in the Russian steam bath).
The best solution is to work with the database immediately after it is collected. Even if the number of subscribers is no more than two. Regardless of the volume, it should be sent at least once a month. Even a small number of users want more attention if they agree to the newsletter.
If there is a pause, the base should be reactivated in a certain way. It should be recalled about the subscription, to tell about when and what exactly will be sent, to attract the user’s interest with a special status so that the number of unsubscribers decreases. In the very first letter you need to describe the benefits that the subscriber will receive. This is an offer that gives the right to a limited sale, unique effective content. Equated to magnetism, used as a subscription to the site.
Sending useless content
The most popular e-mail marketer marketing is to send a newsletter, which is of no use to those who subscribe. It describes the company, product or service, while the user’s interest is not taken into account, the goal is only the possibility of implementation. That is, the subject of the shipment is the product, not the consumer. But it won’t work anymore. Email marketing works from a long-term perspective. Nevertheless, companies stubbornly sent absolutely useless information. We can confidently agree that after a subscription, something like “Click here, do something, pay us right now” is often sent. As a result, recipients complain, unsubscribe from the mailing, and sending companies waste their time and money.
Any letter must take into account the interest of the recipient. It is this knowledge that is decisive for the performance of personal tasks. To create exciting content and competent orientation in the database, it is better to know the audience.
You need to try to think the same way as users. To get acquainted with the fears, doubts and confidence in the poor quality of the products offered, thereby trying to convince the reader in a letter. To write not about the product itself, but about the positive experience of its use. The letter must be so effective that the consumer has a desire not only to read it, but also to show it to friends. It is important to ask, “How useful are letters and how do signatories value them?”. At the same time, one should honestly answer himself, read such letters and why. In the newsletter you need to invest more than the user expects, than he was promised. They waste their time on reading. It is important to give something in return.
Mass mailing, which does not take into account the allocation of certain groups – one of the varieties of the previous error. When divided into segments, all the features of each part of the audience are taken into account, while preparing the company’s e-mail. The more mailing adapts to a specific group of users, the more loyal they will be. Each consumer requires an individual approach. For example, it would be unwise to offer the user in the letter a product that he had just bought. Or it is wrong to tell the mother of a teenage girl about goods for a newborn boy.
It is necessary to identify all parts of the audience and figure out what kind of basic information is required to highlight them. More fruitful information is collected during the subscription. But even if there is no data other than an email address, it is possible to distribute by behavior.
Does it make sense to send a letter to the person who does not read it? Mail providers of such users designate the letter as spam and move it to a similar folder. It is better to form a separate group of “inactive subscribers”, for which the distribution will not be carried out so often, or the chain will be reactivated with a subsequent unsubscribe if the reader does not read any distribution.
RFM analysis should be carried out based on the history of purchases made in order to highlight such groups as “newest”, “promising”, “beneficial”, “inactive”, “group in need of emergency assistance”. It is necessary to cooperate with each of them individually. “Loyal” can be asked to leave a review, “inactive” to prepare a special offer.
You need to send a letter that will follow any action of the client. If it is inactive, it can be configured to perform actions, push back to the site. If he is the opposite, an active user, you need to lure him even more. Those letters, which are based on behavioral analysis, are more useful than mass.
Lack of personalization attention
Very often, when the user fills out a form, makes it hastily and may make a mistake in entering the name, or write it with a small letter. Or even specify the wrong information. In this case, the marketer. based on a false base, sends a letter in which it is addressed by name. However, he believes that it increases the effectiveness of mailings. And it turns out the opposite.
For anyone the individual nominal appeal in the letter is no longer surprising. Each user is aware that this is an automatic action, and therefore gets used that is why a personal appeal no longer causes the proper effect. If at the same time all the information collected in the database is in disarray, the subscriber will finally cease to trust. For this reason, before making an individual shipment, it is important to remain convinced of the correctness of the data indicated in the form. And also that the built-in meta tags perform the correct operation, their value is set automatically. After it is worth testing, which determines the effect of individual treatment on the information exchange.
Not systematized mailings
Most firms send letters in a chaotic manner. I wanted to – sent, did not want to – no. As a result, their effectiveness is reduced to a minimum, they practically do not open and often unsubscribe. Especially bad, if the letters did not arrive for several months, and then suddenly a whole bunch came in just a week. This sometimes happens if the previous e-mail-marketer leaves the company, no one performs his work, and the new one incorrectly uses the base.
Excellent e-mail marketing is only possible if approached with a carefully thought out plan of action. Letters must be sent on a specific system so that the client is ready for a new letter. Planning activities is important a few months in advance. If it is possible, it is better to create all the letters at the same time and then plan their departure so that they no longer distract attention. Ideally, the newsletter comes at the same time, on the same day of the week. The most successful days will have to be determined by experience. At the same time they can be sent with any frequency. This is determined by the plan and visitors – they can be sent daily, or once a whole month, just not to stop. If the interruption occurred anyway, then the base reactivation should be carried out, which is described in the first two paragraphs.
There is no worse solution than deceiving the user. But you can tell a lie even by chance, through inattention. For example, if the written mailings say about the promise of promotional codes only for signatories, but they have never been provided for the whole year, this is a hoax. Or if the user has subscribed to interesting content, but as a result receives only a promotional mailing. Or if the letter arrives daily, instead of the promised once a week. This is at least unpleasant.
It is very important to keep promises. Even better, there will be fewer promises and more actions. Only in this way relationships with consumers will be built on mutual trust. And then users will actively visit the resource, and perhaps even distinguish the brand among others.
Title and content are not mapped.
The most important exchange is if the content of the article is not indicated. This has a direct impact on the reading of the letter, many people know it and brazenly use it. Of course, the name most strongly contributes to the opening of the letter. But if the title is not disclosed inside, the User will be disappointed and will no longer trust the resource. This method is called readers manipulation that no one wants to experience for themselves. That is why often this article receives a complaint and goes to SPAM.
The writing of the name is equivalent to an art form. Naturally, the reader needs motivation to open a letter. But if they are disappointed, then this will negatively affect long-term cooperation. It is for this reason that it is better to reduce the statistics of openings, but to indicate a true topic than to fraudulently lure a client to read a text that is useless for him.
Neglect of the description
Most of the users of mailings are able to display a small description, a preview, which is displayed next to the name. In another way it is called preheader. Often it does not exceed the amount of a hundred characters and consists of the first two lines. What is surprising, many people forget about him. As a result, the reader next to the title sees something like “to see the contents in the browser, follow the link”. Or worse, just a piece of code.
The image shows a random piece of incoming emails in a test email account that receives various emails. You can discern that only half of the firms use the announcement text to indicate the semantic focus. Others do not apply it at all.
Every detail plays an important role for high-quality mailing: an individual appeal, a mailing address, a name, a description, and so on. The announcement moment enhances the content and affects the discoverability. After all, it takes only a couple of seconds to attract the user’s attention. Therefore it is worth using all the available features.
No feedback form
If the company sends a letter from the address of a no-reply or from an unknown mailbox, then this indicates an unwillingness to communicate with users. But lost the chance to attract new consumers through the most direct channel for communication.
You can not write uninteresting “Administrator (admin)” or no-reply. Or other boring words in the sender’s point. A person wants to communicate with a person, not with a mail robot. In letters you need to ask about the possibility of re-communication, instead of urging never to write in response. If a person can communicate with technical support and find out answers to topics of interest to him, then he is likely to become a client in the future.
Mailing lists are often overwhelmed with requests to go to a website, place an order, write a comment, review, subscribe. This is an infinite amount of useless content where it is impossible to recognize the purpose of the written text. As a result, mailing loses effectiveness. It will even be difficult to measure it, because it is necessary to analyze several factors, and their data may differ. If there is a single measuring point (for example, clickability), the content is clearer and more truthful.
It is necessary to describe to the reader as accurately as possible the data that I wanted to clarify. And also make sure that enough information was provided for this. The most optimal ratio, if in one letter there is only one urge to action. Then the proposed text will be told correctly, and therefore the exchange of data will increase significantly.
Mailing is not tested before sending.
Departure to the SPAM folder, incorrect layout, this is a consequence of poor quality or completely passing mailing tests.
There are many nuances and guidelines for writing text. For example, if a letter looks like a single image:
- Lost adaptation for mobile devices;
- The user who has disabled viewing of images will not see the contents;
- Risks of becoming spammed increase.
There are also other requirements, such as: you can’t use hyperlinks and a domain name from the prohibited list, you cannot write stop words, write with Caps Lock and other things. It’s hard to remember everything. Moreover, provider filtering constantly suffers updates. There is only one method to verify the correct direction and display the letter – testing.
Here the expression “the word is not a sparrow, will fly out; you will not catch it”. During the creation and sending of letters you need to be especially attentive. Before starting the main shipment, it is best to test it. This way the meta tagging is checked, subject to their availability. On the testing address base, it is better to enter your email address on various mail providers. And be sure to skeptically assess the result. Showing interest. Without trust. Not convinced? Boldly cut, edit and refine.
Repeat after others
A larger number of enterprises are afraid to conduct experiments. Therefore, truly unique letters are too rare. Typically, you get typical advertising texts that do not attract attention. But in the incoming letters of the reader there is already a lively competition in order to attract attention specifically to himself. Why should the user spend precious time to read a dozen identical texts, but from different companies? Easier to unsubscribe.
It is necessary to analyze the competitive mailing, and perform exactly the same actions, but vice versa. You can track the most successful actions, but not repeat them with accuracy. It is worth considering what subtleties can be included in your own letters. It is possible that the reader subscribed because he liked the style of writing, he agreed with the point of view or for another objective reason.