What is relevant for e-commerce and content projects?
Direct mail marketing is most relevant for the e-commerce and content projects segments — for the former, it creates sales, for the latter, it creates traffic. Let’s take a closer look at how everyone can make a mailing more effective. Looking ahead, we can say that the advice almost completely confirms the studies cited above.
For e-commerce
each mailing is a way to return a previous client to the store, to provoke a repeat sale. Or, say, to remind oman phone number data him that he filled his basket
and forgot to place an order. There are many scenarios, but the rule is one: a mailing is a chance to sell.
Automation. Especially if it is not a mini-shop of handmade designer goods, but a store of a large retailer. Automation also includes sending trigger mailings — a powerful “awakening” tool.
Trigger mailings — programmed for a specific event, for example, if the user has not completed the order and does not return to it within 24 hours.
Delivery of a relevant
message. An online store mailing list is almost always a recommendation. If you recommend random products to a user, they will lose interest in you from the first letter, and from then on you will be writing to their spam basket. But how do you know what to recommend to a user? Here it is time to remember the buzzword of recent years – Big Data. The larger the database that your mailing platform analyzes, the more correct its algorithms, the more accurate the recommendations will be in reaching the audience.
It is also important to remember that the specifics of recommendations may differ for two different online stores. For this, there are industry algorithms – a special mathematical logic by which recommendations for individual industries work: fashion, tourism, sporting goods, and so on. However, this is the topic of a separate article.
For content projects, mailings are a truly high-quality channel for attracting readers to specific materials and to the resource as a whole. Content projects live off traffic, and users read them because of the content – so here is what you should focus on:
Design and copywriting. If your number one goal is a click on the email title, and your number two goal is a click on the link inside, then make your emails a tasty morsel. The trend is absolutely natural: attractive content in the email how to calculate special consumption tax and special creates an expectation of even more attractive content on the site. Personalization. Many people read from tablets. Some visit strictly defined sections of the site. Some love traveling and extreme sports. Do you think this is a set of random facts? Not at all. Here are excerpts from data on the “psychological portrait” of the user. Having a complete portrait, you can recommend in your mailings only those materials that will interest him personally.