August 23, 2016 at 09:45Pechkin email "wiki": Email newsletter checklist
More recently, we talked about what the new Pechkin mail will be like . The transition to a new engine, which will happen very soon, affects the improvement of the user experience. Let's talk about it today.
Transactional emails are an effective tool for communicating with customers. Their feature is that they are sent automatically when the user performs an action. Unfortunately, not all marketers know how to work with this tool.
Well-known investor and founder of the 500 startup business incubator, Dave McClure, created the universal model AARRR: Metrics for Pirates
”, In which he identified 5 main stages of the user’s life cycle: acquisition, activation, activation, retention, referral and revenue. Thus, the abbreviation "AARRR", reminiscent of the battle cry of pirates, means the sequence of steps of a user who went all the way from finding your site to buying, and recommended your product to friends.
At this point, you must convince the user to visit your site. The first transactional letter you sent to the user sets the tone for his further expectations. According to the results of the Experian study, the probability of its discovery is 4-5 times higher than in any other case.
By adhering to the following rules, you can create an effective welcome letter:
1. Try to respond to letters within a few minutes from the moment you receive the user's email address.
2. A call to action should have one goal - a specific user action (place an order, read information, make a purchase, etc.). Several CTA buttons are not the best idea, but pictures and large bright CTA buttons are hard to miss.
3.You can encourage the user with a free trial of your product or an ordinary discount.
4. Do not perceive people as a homogeneous mass. Even such a simple personalization element, as the inclusion of the recipient's name in the subject of the letter, can significantly increase the percentage of opening letters.
5. The welcome letter does not interfere with a brief guide to using your product or support contact information.
6. HTML layout is needed not only for the design of letters, but for a single logic of behavior (the letter and the site should have the same style and respond to user actions the same way).
7.The process of unsubscribing should be extremely simple. A human approach to refusing to receive letters will help to find out the real reasons for what is happening.
Here you need to make sure people use your newsletter. In order to activate new users, you need to understand what can prevent them from doing this. At this point, unsuccessful welcome emails or a confusing interface can be a hindrance. Users will only be happy to talk with a real person, but you will find out the desires of your customers, their problems and you can find a solution.
Let's try to deal with onboarding letters. Of course, they should not be too intrusive. Customers need to be “led” and “trained” so that they are fully aware of the value of your product or service. Your onboarding messages must be consistent with your activation goals. It is advisable to set one goal and implement only one call to action.
As soon as you yourself have led the first users to the activation phase, you can summarize all the knowledge gained and then automate this process. Thus, new subscribers will be able to automatically receive the right information at the right time. The marketing strategy takes into account the characteristics of each segment of users and the time when they should write to make sure that as few subscribers as possible “drop out” of the funnel.
Users who have reached the retention phase become extremely valuable. They already use the product and are just a step away from payment. Trigger letters are effective at this stage.
Notification letters are letters sent in real time in response to any user action. So that your letters are not boring and useless, divide users into segments depending on preferences.
Regular mailings allow you to set clear expectations for users - they will know when to wait for the next letter, and as a result a trusting relationship will be established between you. Letters can be filled with educational and informational content - to keep people updated on how your product is developing. There are still options with polls and reviews that will help divide users into segments and check the effectiveness of this action.
According to a study by the Worthno Business School, customers attracted by recommendation or participating in referral programs are 20% more loyal to business and have a higher retention rate compared to other customers. This marketing channel is especially good because it can be used at any stage of the funnel.
Everyone knows about the Dropbox example, which offers additional disk space to those who recommend the service to friends. Such a simple move increases the attendance of the referral program by 15% or more.
Users subscribed to your product, and officially became your customers. You have come a long way, but there is still a lot of work ahead. At this stage, your goal is to encourage users to buy and keep their interest after making a purchase. This can be done with the help of automatically sent letters about the abandoned basket.
It is important that these letters do not look as if they were written by a robot. Remember that giving a discount is not a panacea, but do not underestimate the ROI of gifts. This technique works equally well in both SaaS and ecommerce. And this is a great opportunity to remind you of purchases that your client has not yet had time to make or pay.
Remind users what they refuse. It is possible that having abandoned the basket, the client after some time still decides to make a purchase.
PS Other materials from the blog Pechkin-mail :
”, In which he identified 5 main stages of the user’s life cycle: acquisition, activation, activation, retention, referral and revenue. Thus, the abbreviation "AARRR", reminiscent of the battle cry of pirates, means the sequence of steps of a user who went all the way from finding your site to buying, and recommended your product to friends.
Stage One: Attraction
At this point, you must convince the user to visit your site. The first transactional letter you sent to the user sets the tone for his further expectations. According to the results of the Experian study, the probability of its discovery is 4-5 times higher than in any other case.
By adhering to the following rules, you can create an effective welcome letter:
1. Try to respond to letters within a few minutes from the moment you receive the user's email address.
2. A call to action should have one goal - a specific user action (place an order, read information, make a purchase, etc.). Several CTA buttons are not the best idea, but pictures and large bright CTA buttons are hard to miss.
3.You can encourage the user with a free trial of your product or an ordinary discount.
4. Do not perceive people as a homogeneous mass. Even such a simple personalization element, as the inclusion of the recipient's name in the subject of the letter, can significantly increase the percentage of opening letters.
5. The welcome letter does not interfere with a brief guide to using your product or support contact information.
6. HTML layout is needed not only for the design of letters, but for a single logic of behavior (the letter and the site should have the same style and respond to user actions the same way).
7.The process of unsubscribing should be extremely simple. A human approach to refusing to receive letters will help to find out the real reasons for what is happening.
Stage Two: Activation
Here you need to make sure people use your newsletter. In order to activate new users, you need to understand what can prevent them from doing this. At this point, unsuccessful welcome emails or a confusing interface can be a hindrance. Users will only be happy to talk with a real person, but you will find out the desires of your customers, their problems and you can find a solution.
Let's try to deal with onboarding letters. Of course, they should not be too intrusive. Customers need to be “led” and “trained” so that they are fully aware of the value of your product or service. Your onboarding messages must be consistent with your activation goals. It is advisable to set one goal and implement only one call to action.
As soon as you yourself have led the first users to the activation phase, you can summarize all the knowledge gained and then automate this process. Thus, new subscribers will be able to automatically receive the right information at the right time. The marketing strategy takes into account the characteristics of each segment of users and the time when they should write to make sure that as few subscribers as possible “drop out” of the funnel.
Stage Three: Retention
Users who have reached the retention phase become extremely valuable. They already use the product and are just a step away from payment. Trigger letters are effective at this stage.
Notification letters are letters sent in real time in response to any user action. So that your letters are not boring and useless, divide users into segments depending on preferences.
Regular mailings allow you to set clear expectations for users - they will know when to wait for the next letter, and as a result a trusting relationship will be established between you. Letters can be filled with educational and informational content - to keep people updated on how your product is developing. There are still options with polls and reviews that will help divide users into segments and check the effectiveness of this action.
Stage Four: Recommendations
According to a study by the Worthno Business School, customers attracted by recommendation or participating in referral programs are 20% more loyal to business and have a higher retention rate compared to other customers. This marketing channel is especially good because it can be used at any stage of the funnel.
Everyone knows about the Dropbox example, which offers additional disk space to those who recommend the service to friends. Such a simple move increases the attendance of the referral program by 15% or more.
Stage Five: Income
Users subscribed to your product, and officially became your customers. You have come a long way, but there is still a lot of work ahead. At this stage, your goal is to encourage users to buy and keep their interest after making a purchase. This can be done with the help of automatically sent letters about the abandoned basket.
It is important that these letters do not look as if they were written by a robot. Remember that giving a discount is not a panacea, but do not underestimate the ROI of gifts. This technique works equally well in both SaaS and ecommerce. And this is a great opportunity to remind you of purchases that your client has not yet had time to make or pay.
Remind users what they refuse. It is possible that having abandoned the basket, the client after some time still decides to make a purchase.
PS Other materials from the blog Pechkin-mail :