How we got + 200% of regular users by fixing the newsletter
It is not difficult to lose sight of an important part of the project when you are developing your startup. So it happened with us. One spring day we suddenly began to receive letters complaining from people who could not register on our service. At first we decided that some kind of software failure was to blame, but the situation was much more serious.
Not only did users not receive letters confirming registration, but our entire mailing service was “cracking at the seams”, which hit the conversion very much. Within a few days, we found obvious flaws and errors in the newsletter, fixed them and returned regular users.
Most likely, most startups have some problems with mailing. To help you not step on our rake, we identified three main “childhood” mistakes that we made and want to share with you ways to resolve them.
1. Letters do not reach recipients or get into spam
I will say right away that this is not about some kind of mass weekly mailing of materials, but about everyday service mailing of letters to our users. We send notifications about problems with sites, about found threats, successful treatments, registration, etc. Of course, many thousands of such letters are sent daily.
The first “lying on the surface" problem that we learned from our users was the regular lack of delivery of letters.
There are a lot of tools to track the effectiveness of mailing, but to detect the source of our problem, we made a panel showing the ratio of confirmed letters to the number of sent messages for each mail service separately. Now we could narrow our search for the problem. The picture looked like this:
Obvious difficulties were observed with Google and Yandex. It turned out that literally 50% of letters do not reach people or fall into spam (the middle of the diagram). The problem also spread to mail for the Google and Yandex domain. During the proceedings, it turned out that the cause of the problem was several circumstances at once:
- Our users often, instead of turning off the distribution of notifications in their panel, clicked the "spam" button in their mailboxes.
- Google and Yandex mail servers often blocked our messages for a while due to their opinion that the limit of a “healthy person” on the amount of information sent from one IP was exceeded.
What we did to solve the problem:
- We wrote several calls to Yandex support, but the problem was not solved. Then we drove a letter to the Yandex office asking us to solve the problem. The support guys contacted us for several days and the situation returned to normal.
- With Gmail, everything turned out to be a bit more complicated. First of all, we again went over the paragraphs of recommendations for Google mailings .
In part of our letters there was no “Unsubscribe from the newsletter" link. I had to fix the defect and send a request to Google for recheck. Of course, we were informed that letters will now begin to be delivered to the recipients, and their automatic getting into “spam” itself will pass after a while. And so it happened, but literally a week later letters to Google again stopped coming. We looked at the server log. It turned out that Google’s SMTP limit has worked and does not allow new letters from our address. We found a feedback form ,
wrote through it to Google about the problem. Honestly, they did not expect a miracle, but after 2 hours everything worked. To date, there are no new problems with the delivery of letters.
2. Letters are not beautiful
Having solved the delivery problem, we decided to take a closer look at the templates of our letters. An unpleasant surprise awaited us here too. Everyone likes to receive beautiful emails from good services. We believed that ours are just such. However, this was not so.
The last time we did templates was a few months ago. During this time, most of the graphical interface elements have improved and changed. In the letters, not only did the images not correspond to the new style of the service, but in some cases (due to oversight of the debuggers) the images did not match the letter template. In a letter about connecting a service, for example, there was an image from a letter about replenishing the balance.
All the dull old images had to be redrawn urgently. The difference between old pictures and new ones is visible, to put it mildly, right away (I will give three pieces):
At first glance, we could stop at this, but something tormented us. We started looking at the email templates further.
3. In the subject of the letter and in the headline write the problem whose solution you are selling
So we come to the most important point, in my opinion. We drew attention to the subject and heading of some letters that we sent to our users. It turned out that in some cases, instead of informing people about the problem, we told them about spending the balance. Most services do not allow such errors - we have made.
Instead of writing: “Site protection is disabled,” we wrote: “There is not enough money on your balance sheet to extend the service.” Other semantic errors also occurred.
Just by trying on such content for yourself, as well as we, you will not understand directly what the problem is and what is required of you. So it came to the realization that you need to directly inform people about the existence of a problem with the service for which they came to us. I had to fix everything.
As a result, our letters began to look like this (example of a letter about disabling protection):
How Improvements Affected Conversions
We received + 200% over the course of 1 week as a regular user thanks to corrections and improvements to our mailing lists. Previously, some people simply did not receive letters, and some of those who received notifications simply could not understand what to do next.
We also have tools that we use daily to track the effectiveness of email delivery. Actually, the case I described and the links to the tools should be enough for you if you experience a similar problem with our newsletter.
If you want to try to improve the quality of your service, and with it the conversion to regular users, try working on your templates for mailing lists. It will help! At least it helped us.