THE ART OF CONGRATULATING: HOW TO MAKE AN INTERESTING ONEAND A USEFUL PRE-HOLIDAY NEWSLETTER
On the eve of holidays, greetings are sent to the mail mailing lists. Someone gets off with standard ” wishes happiness in your personal life”, someone sends great deals and pre-holiday catalogs… We delete most of them without opening them. How do I make a mailing list that works?
This was told by an invited expert
Moscow Business School, chief operating officer and co-founder of WIM. agency, head of direction email marketing and CRM Lingualeo Ivan Zelenin.
DECIDE WHAT YOU WANT
The first and universal advice-understand, why do you send newsletters to users?
Don’t try to cover everything at once. The lack of a clear goal makes mailing lists unreadable. And therefore, useless.
Examples of reasons for mailing:
Holiday sale with discounts (catalog)
Selection of gifts for the holiday
Store opening hours on holidays (if the schedule changes)
Presentation of a new feature (online order, new communication channel, mobile app)
Greeting + gift (the gift must be real)
Formalities are not necessary or interesting to anyone.
Better an honest mailing list “50% DISCOUNT on EVERYTHING”,
than a fake greeting.
Don’t use General phrases, try to reach out
up to the user, write so that they understand
that your message is for him personally. This is great
creating targeted mailings will help,
designed for a specific audience.
DON’T MAKE A MAILING LIST FOR THE SAKE OF MAILING
Users appreciate the attention and effort you put into congratulating them.
Start planning your mailing list in advance.
Perhaps it will lead to a separate page,
where a festive interactive is prepared for subscribers,
or contain a personal discount on interesting products
products that will help the user with dignity
meet the upcoming holidays.
Then it will make sense and bring you sales
For example, on April 1, Lingualeo sent a joke newsletter
with an unprecedented online course that uploaded knowledge
straight to the brain. Subscribers appreciated the joke: the newsletter was
received very warmly, and sales volumes of gold statuses
SEND IN ADVANCE
Even the most beautiful, informative and creative newsletter sent a couple of days before the event will not make sense. Even if it offers something that you can’t do without on the eve of the holiday. In this case, it is better to send not one newsletter, but several, starting five or six days before the event.
For example, offering to buy a training course a few hours before the New year is a guarantee of failure. People are busy preparing for the holiday and the last thing I think about education.
At the same time, a letter at 7 am on March 8 “Forgot to congratulate your favorite?” with an offer to order flowers or other gift, beautifully packaged and assembled, can be very well opened and effective.
BREVITY IS THE SISTER OF TALENT
When preparing a newsletter, keep in mind that the average user will spend from 20 seconds to a minute reading it.
Don’t overload it with information and don’t spread out
thought on the tree. Don’t forget about the image
to attract attention. If you cook simply
congratulations — a small one will be enough
informal text and illustrations. With sellers
mailing lists always work well banners at the top,
which contain an advertising offer.
However, all rules have their exceptions.
Users who subscribe to content mailing lists,
ready to spend your time reading.
INTRIGUE MORE CAREFULLY
Your mailing list is ready, and you only need to choose a topic
and preheder (the first line of the email that
displayed in the mailbox after the theme)?
Don’t try to intrigue your subscriber with appeals
guess what’s inside. People don’t like it very much,
after all, their expectations are usually deceived.
Forget about the garbage expressions ” Very profitable
offer” and “it’s time to buy”.
They will most likely be sent to the trash.
Subscribers feel false. Remember, the main principle —
honesty. Just write from the bottom of your heart why you sent it
the letter, and then it will most likely be opened and read.