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Эффективная емейл-рассылка: советы и приёмы

31.08.2018 Раздел: Без рубрики Комментарии: (55) Размер текста: A+ / A-

Емейл-рассылка остаётся одним из самых эффективных инструментов интернет-маркетинга. Но зацепить внимание подписчика становится всё сложнее. По данным маркетингового исследования компании Radicati Group, в мире ежедневно отправляется около 120 миллиардов коммерческих писем. Ваша емейл-рассылка должна быть персонализированной, выделяться необычным дизайном и интересным предложением.

Специалисты Campaign Monitor собрали для вас 56 базовых советов для
Email рассылка. Статья переведена и дополнена примерами из российского сегмента. Она будет полезна тем, кто только начал осваивать емейл-маркетинг.

Общие советы

Создавайте больше возможностей для подписки. Позвольте пользователям подписаться на вашу емейл-рассылку не только на сайте или во время оформления заказа, но и в личном кабинете, в блоге, через QR-код и т. д.

Предложите бонус за подписку. Пользователь может обменять свой емейл на ценную для него информацию (руководство, статьи, eBook и т. д.). Настройте емейл-аутентификацию. Это поможет вам попасть в папку «Входящие».

Дайте возможность отписаться. Обязательно добавляйте в письмо ссылку на отписку от рассылки, не забывайте о ней. Пусть ваш подписчик лучше отпишется, чем нажмёт на кнопку «Спам».

Локализуйте емейл-рассылку под подписчика. Учитывайте, на каких языках говорят ваши подписчики. Так вы вернёте 25$ с каждого доллара, вложенного в её перевод.
Не отправляйте рассылки с адреса noreply. Откажитесь от таких адресов вроде noreply@yourcompany.com, вместо этого ищите альтернативы, например, hello@yourcompany.com. Это настроит на дружеский тон и подтолкнёт пользователя к обратной связи.

Следите за статистикой. Анализ ключевых показателей, Open Rate, Click-Through Rate, переходы на сайт и конверсия помогут создать более эффективную кампанию. Они покажут, что работает для вашей целевой аудитории, а что — нет.
Запустите партнёрскую программу. Ваша база в основном состоит из заинтересованных пользователей. Вы можете показывать им подходящую рекламу ваших партнёров и получать с этого дополнительный доход.interviu-despre-email-marketing

Советы по персонализации емейл-рассылок

Собирайте информацию о подписчиках. Расширяйте профиль ваших клиентов. Полученная информация поможет вам персонализировать
емейл-рассылкиСегментируйте. Сегментация — важный инструмент емейл-маркетинга.

Используйте динамический контент. Он оптимизирует содержание, основываясь на информации о подписчике.
Персонализируйте тему письма. Используйте собранные данные для подготовки личного контента емейл-сообщения.
Учитывайте геоданные подписчиков. Узнайте, где живут ваши подписчики, и предложите им более релевантные услуги, товары и акции. Например, вы можете пригласить подписчиков на презентацию товара, которая проходит неподалёку от них, также смотрите html письмо конструктор.

Персонализируйте лендинг. Учитывайте данные подписчика на посадочной странице. Это создаст впечатление непрерывной коммуникации с пользователем. Используйте API емейл-платформы. Для автоматизации емейл-маркетинга необходимо использовать API платформы.

Советы по написанию контента емейл-рассылки

Не обманывайте подписчиков. Обдумайте тему письма. Она должна отражать его содержание.
Продумайте прехедер. Прехедер — это логическое продолжение темы письма или её конкретизация.
Избегайте стопслов. Будьте аккуратны, такие слова, как «бесплатно» или «последний шанс», действуют на спам-фильтры, как красная тряпка на быка. У нас есть свой список стопслов.
Интригуйте подписчика. Любопытство, вызванное темой письма, наверняка повысит Open Rate и подтолкнёт к переходу на сайт.

Обратите внимание на поле from name. Решение открыть письмо или нет зависит от того, узнал ли подписчик отправителя. Убедитесь, что имя отправителя указано верно и полностью показывается на любых устройствах.
Используйте эмодзи в теме письма. Хорошо подобранные символы и смайлы выделят ваше письмо среди остальных, более подробнее смотрите на сайте https://dclite.ru.

Эффективная емейл-рассылка: советы и приёмы Reviewed by Vash-Remontik.ru on . Емейл-рассылка остаётся одним из самых эффективных инструментов интернет-маркетинга. Но зацепить внимание подписчика становится всё сложнее. По данным маркетинг Емейл-рассылка остаётся одним из самых эффективных инструментов интернет-маркетинга. Но зацепить внимание подписчика становится всё сложнее. По данным маркетинг Rating: 0
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