Internet Marketing: How to Make Content Relevant



    We are often called "spammers" and do not know that there is nothing more offensive than this. After all, every time it turned out that the customers were dissatisfied with the newsletter, unsubscribed from it or put in spam - this is the failure of the campaign. Each mailing list manager dreams of guessing the movements of the soul of his client in such a way as to create the perfect content: in demand, necessary, which customers do not just open and “go through”, which customers are waiting for. That's really what we dream about - and you say “spammers”. In this article, let's look at this problem from a different angle - perhaps happiness awaits us somewhere very close, around a new turn?

    If we have a problem that cannot be solved, we need to do the following set of exercises of ancient magical hatha yoga:

    1. Remove the obstacle.
    2. Move forward
    3. Achieve the goal

    Our goal: to create content from which the client will piss boiling water, instead of * bricks. Let's see what we can do.

    TROUBLESHOOTING


    Let us turn to Eastern wisdom and rephrase it. We will get the mantra: "To make the letter work, you need to abandon yourself." Now we will explain this difficult, but such an easy statement. In fact, one of the most common mistakes made by mailing list managers is to write a letter based on their own motives. I need to write a letter, I need to send it to as many people as possible, I need leads and sales ... I, me, mine - as the Beatles sang, and little has changed since then.

    In fact, the letter you write is not for yourself, so to make your letter work, you need to make it useful to the client. Your problem at the moment sounds like this: irrelevant content. Translated into Russian, this means content that the client does not need to fuck.

    What to do? You need to know what the client is interested / need. We must not forget that the specifics of marketing newsletters is such that you are most closely, closely communicate with the client, practically "come to his house." Therefore, often, when you come in a noisy demanding crowd, you are simply “escorted”, and they do this quite naturally.

    Entire works are devoted to how to avoid this error. The problem of the sphere of interests and needs of the client is as old as marketing itself.

    Of course, you can argue that if you are selling any outright x-nu, then the client does not need it in any case, which means that you or not will do what we will discuss later - there will be no result. However, there is an axiom: you can sell anything. If as a result of the study you came to the conclusion that your base is not your base at all, you may go to extreme measures and begin collecting a new base, abandoning the old one. Or maybe buy a pink elephant. Whatever you do, your decision should lead you to the goal, no matter how extravagant it may be. Therefore, before reading further, go back to the beginning of the article and formulate the goal once again: why move and do something at all?

    FORWARD MOVEMENT


    Remember, we said that you come to the client almost home. You are in a favorable position, because in this case you have a ton of tools in your hands to analyze the situation. Indeed, if you came to a person’s house, you can get to know him at a time better than a year meeting somewhere in a cafe.

    So, the first tool you can use is money. But it is far from the only and, often, not at all effective, especially if there is little money, especially if we spend it on numerous pseudo-specialists of Runet. Therefore, if you want to spend money, it is better to give them out as cash prizes to customers, having organized a competition within the framework of one of the research tools listed below.

    As a rule, in order to find out the preferences of clients, the following simple tricks are used, as applied to mailing list clients:

    1. The client is asked to undergo various tireless polls, in exchange for bonuses \ downloads \ other attractive things. (Remember, you just wanted to spend money by ordering a study at some agency? Score it, it's better to spend it here).

    2. Base segmentation in order to more closely tailor the content of letters to the needs of specific groups of clients.

    3. Split testing * in order to identify the distribution elements that cause the greatest response from the database.

    4. CRM service that records complaints, requests and wishes of customers, their degree of satisfaction, which then must be communicated to you (otherwise why collect them?)

    5. Collection of information about the client, allowing to predict his future needs and acquisitions that he plans, with the aim of influencing them (the so-called propensity modeling). - This method is no longer directly related to mailing lists, we just mentioned it as a possible direction in which you can look for something to implement the actions described above.

    ACHIEVEMENT OF THE GOAL


    By what parameters can you determine that the actions you have taken have led to the achievement of the goal? This is the most important question. If you don’t know how you will answer it, do not start any project. Including a project to improve, personalize and increase the relevance of your content. In this case, we will ask you the parameters by which you can determine the effectiveness of the measures taken. These will be, first of all, standard indicators for mailings:

    1. An increase in the number of open letters - an increase of this indicator by 20% can be considered a very good indicator
    2. An increase in the number of clicks on links in a letter - an increase of 30%, this indicator cannot but please the eye
    3. Reducing the level of unsubscribing and complaining about spam - there will never be zero anyway, because a person may just have a bad mood in the morning, and he will unsubscribe from your letter without looking. However, 0.01% is a good result.

    You can expect an increase in the number of leads when the results of your research efforts on your customers are used to improve the content of your site. So, knowing that your client is interested, you can offer exactly this in exchange for registration, and thus increase the number of registrants. However, this will already be somewhat beyond the scope of the mailing list. Although, in our opinion, any activity, including mailing lists, should be approached comprehensively to achieve a synergistic effect.

    *Speaking of split testing. We now have a competition for the best split test with cool prizes. If you have experience that you could share to win a carpet, for example, here you are .

    Also popular now: