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A few reasons to remember about mailings and implement them in your strategy: It is still one of the main ways to communicate online. More than 90% of adult users use email, including to resolve work issues. Statistical data Work only with target audience interested in products or services. You can reach potential customers with a more precise and personalized offer. Great potential for automation. This is one of the most automated channels, which allows you to save time and resources by creating campaigns with the ability to interact with customers, notify about news and maintain communication. A common misconception is that automation is all about mailings, but this is not true. We talked about the differences in a short video on our channel. Newsletters are only part of it. This is an important plus - the ability to integrate email with other tools and build a detailed customer journey, moving him from stage to stage, communicating with him. Clear analytics of results. Email newsletter services allow you to conduct A\B testing and obtain detailed statistics.
You will be able to test hypotheses and scale the results. Competitive advantage. Email List Clients value high-quality communication when they receive the necessary information in full on time. For example, our clients note that we are always in their field of vision, thanks to the chain of welcome letters. This is a common mistake that we note - refusing additional warming up. Especially during the preparation and consideration of a commercial proposal, when every detail matters and influences the choice. How to make email campaigns work more efficiently Often, disappointment in the effectiveness of email marketing occurs after unsuccessful launches or high expectations. Remember that there are no magic pills for attracting hot leads in unlimited quantities - this is always conscious, systematic work. A common scenario for launching email marketing: a company buys a database and sends out mass mailings. The result is obvious. To avoid this situation, let's look at 3 basic steps that you need to go through before starting. Step 1. Analyzing the audience and understanding its needs Develop a client profile.
This is information about the person who uses your products or services. Not only gender, age, location and education are important. To form a complete portrait, it is necessary to conduct in-depth research and find out: on what devices does he read emails? what are you interested in? how he communicates at work and in informal settings; what objections are there when making a decision, etc. Main sources of this data: interviews with current clients or people working in the same industry; open research; surveys among the target audience, including through special services such as Yandex.Vzglyad; analysis of social networks and forums popular among potential clients. Thus, we get an “avatar” that has not just general parameters (gender, age, position, interests), but also a broader description. This data should be used in email communications depending on: specific stage of the sales cycle; the goals we set; segment, etc. If you skip this step, most likely, the newsletter will pass by users, since it is not targeted at them. Step 2. CJM - follow the customer journey To do this, you need to create a Customer journey map (CJM) - this is the customer’s path from the formation of a need to purchase and subsequent use. Usually it is a table that records the stages that the client goes through and the information important for this stage: tasks that the client solves at a specific stage; channels in which the customer can interact with the company or product; feelings, thoughts, actions on the part of the client; what barriers does the client have; what he pays attention to, what is important for the client to convey.
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發表於 2024-1-9 14:25:04