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Checklist of questions you should ask before sending out a newsletter
Are you preparing for the new season, but your sales plan has not been met yet? "We need to sell everything urgently, including through mailings with the promotion," your boss insists? Stop panicking and take control of everything - to calm your spirit, three tricky questions.
1 How badly do we need sales or how many emails will we send?
All promotions are: short-term, timed to a specific event, most often for one person - a birthday, and long-term - they are for everyone, and do not serve as a sufficient reason for purchases, and therefore, need additional motivation. If you are going to do something large-scale and arrange an analogue of Black Friday, then prepare a budget for several series of mailings, but you can please the birthday people with a gift bonus for a purchase on the day of the promotion once, or by supporting the letter with an SMS.
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2 Why is it important to be honest?
As we wrote at the beginning, people are suspicious of unexpected gifts and can't wait for you to come up with a cunning plan, and for them (like Sherlock Holmes) to expose it. Be frank: tell them about the good reasons for the promotion, admit that there is a good product that hasn't sold out during the season, and you don't want it to go to waste. Or you want to help with choosing gifts for the holiday and have already prepared sets that will please friends and family... In short, earn loyalty points, and don't be afraid to seem greedy, because no one likes being taken for idiots.
3 How to choose correctly for others?
Leave the principle of "don't think for others" for everyday life if you are a marketer and your job is like that. Think over and create segments for mailings timed to specific dates, marital status, status, gender and age of the audience. All this is not just information for the sake of appearance, but important conditions for creating a high-quality mailing that hits the target audience. Understand what it needs and offer it as part of the promotion.
Technical details, or how to supplement the promotional offer:
Once you have an understanding in your head and even a draft strategy has been formed, let's move on to the important details:
Prepare a segmented base or several groups based on different characteristics
Create a proper schedule taking into account the preferences of the target audience and the end date of the promotion (if it is timed to coincide with a holiday - by the way, leave March 9 on the list to skim the cream)
Preparing a template: history and description of the promotion
Good attitude: bonus cards, promo codes and other special conditions for participation in the promotion for the most loyal ones - you can read more about this in the article by email marketer Natasha Ustimenko fromeSputnik, which talks about the features of this mail service
We support SMS mailings, track efficiency and enjoy sales!
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