The techniques and methods of selling e-mail lists

It is about how using its database of subscribers, to organize effective marketing newsletter, which you can use to increase the number of customers and, accordingly, orders, today we'll talk.

One of the most well-known types of marketing communications is e-mail marketing. It is about how using its database of subscribers, to organize effective marketing newsletter, which you can use to increase the number of customers and, accordingly, orders, today we'll talk. Just note, the target distribution is different from the spam that does not fall under the filter postal services, therefore, provides a fairly high level of conversion.

Marketing e-mail newsletter – it…

Under marketing newsletter understand correctly formatted letter sent to a specific recipient and containing any commercial proposal: new products, promotions, discounts and more. With its help it is possible to considerably increase sales. As practice shows, the conversion of a primary online sales of approximately 4%. Successful newsletter, as part of the strategic plan lead nurturing (in translation – it ’preparing to purchase"), maybe several times to increase the conversion rate.

Goals

On the mailing list you can sign as existing clients, and are still interested, visit your website, but set aside the order of the future. From that to which groups of customers you are addressing, you can distinguish the main objectives of distribution:

• First order. You work with pent-up demand, correctly Recalling a possible client about motivating yourself and make an order.
• Hold. You care about your client, offer him additional bonuses, inform about promotions and new products, stimulating it in such a way to make new orders.
• Dobrogei. If you have sufficient information about the client, you have the opportunity to address him, extremely satisfying his needs (similar goods, related services, etc.).

Target

the Newsletter is a mass point or that, as a rule, depends on the nature of your audience and content. If you, for example, sell a pet, you should to split the customer base group’cat owners», «hamsters owners”) and bring targeted message to each group. To gather information about the audience using questionnaires.
More precisely target e-mail message will help You DMP-system, that is, the data providers. They provide the necessary information (gender, interests, age group etc) the advertiser about a particular user may associate this information with your e-mail client that provides the ability to send him the most attractive promotional offer. That is, having information about the client's preferences and studying on the website its behavior, you can satisfy his demand, and to increase loyalty (for example, “catch up” the visitor left the website, a message about the action on those goods which he was looking.

Design mailing list

For the advertising message until there is no accepted standards. However, if you want your message has made the greatest effect, you need to follow these tips:
1. The first screen. The most important thing – this is the first impression. When mailing this is the top of the rectangle, its size - 650 RUB*RH. It is this dimension appears in most mail programs without scrolling the screen. That is, in this place and it is something that will draw the attention of the recipient.
2. Introductory word, logo. The positive effect gives a brief summary of the mailing. But we should remember that the introductory word you need to write a fairly large font, or you need to register as a bulleted list using bullets. Also, the correct solution will be placing your logo at the top of the letter.
3. Structure. It is important to properly use all the space of the letter to the recipient was easier to take in information. The correct way can be called only one information slot (one share, one discounts). What message is formulated predmete, the easier the text.
Important! At the end of the distribution do not forget to place information about the opportunity to unsubscribe with the link, which takes you to do it.

Items selling distribution

Consider the most important elements that determine whether this link is open:

• Sender (it is desirable to specify the name of the company). The user initially looks, from whom this message if the sender of the trust;
• Header (very short phrase, revealing the essence of the message). The receiver scans the header and makes a decision, wondering if he could read this message;
• Subtitle (a small text placed immediately behind the header, but the body of the letter). He clarifies the title and, as a rule, increases the rate Open Rate (the percentage of open letters).

Describe the main elements of the content of the letter:

• Logo – makes the brand more recognizable and increases loyalty of users;
• message Header – must disclose the essence of the proposal (possibly coincident with the header of the message itself);
• Address – includes the name of the recipient (applies optional);
• Image – helps keep the reader's attention, and also facilitates visual perception of the content;
• Digits – are separated from the text more meaningful information;
• Button call-to-action – must call for a specific action (encourage to step on the landing page).

Go to practice

Consider selling the letter in 2 versions and try to determine which of them is more effective, in accordance with the above rules.
The difference between these 2 options is obvious. The application of all major elements of selling letters makes the message is structured, attractive and, as a consequence, motivating go to the desired page. And simplifying tasks with layout pages in the format of dense text that contains links, leads to a decrease in its efficiency.

Tools

to make selling newsletter and to measure its effectiveness (amount of traffic, ROI, goals) are the standard methods manual HTML, you can also configure Google Analytics counter.

Conclusions

it is Important to remember that first visit to the website by the client does not always lead to the target action. But this can be corrected by working with a possible client in the form of e-mail communication. Selling mailing can satisfy deferred for various reasons, the demand, and to increase attendance among existing customers, thereby increasing sales.