Effective email-notification

Email marketing is not limited to e-mail newsletters. This scope is multifaceted and there is a huge mass of different nuances. On one of them today and will be discussed.

Every day we get a lot of email notifications and to some extent, we do not pay much attention to them. But this is a very powerful tool in the hands of marketers. After all, in fact this is another reason to remind the client of its existence, to offer additional products or services, to raise his loyalty.

The principle of notification means their automation - they should be generated automatically based on the occurrence of any conditions:

• Ordering, a change in its status;
• Send order delivery;
• Registration for the site;
• Filing an application, completed application form;
• Download price list / distribution / brochures etc.;
• And much more.

In fact email-notification must be a reaction to your business model on the development of situations and events. Therefore, the more speedily it will be sent, the more relevant it will be about current events - the more effective can be the result.

To reveal the essence of the preceding paragraph will give a simple example based on an online store (MI). Assume a registered client was looking on the site of MI refrigerator, looked at various options, comparing features, but did not issue the order. Reaction to this client's behavior may be sending him 1-2 days email-notifications when a new batch of refrigerators or offer additional discounts. This can qualitatively affect the client's decision to purchase a refrigerator in this IM. But in order to implement such a mechanism, of course, require significant effort required to implement a system for monitoring customers' activities on the site and writing rules that email notification will be sent. Such systems are adopting mainly large companies.

But there is much more than simple email-notification system that can be fairly easy to implement in any online business. For example, in the same online store customer adds order to the cart and places an order. Immediately following this event on email notification is sent that the order was discharged and given instructions on how to pay. Further more:

• If the client is in no hurry to pay for it - daily recall the presence of outstanding orders (of course with the ability to disable the notification data);
• After payment, the customer is sent a letter confirming the receipt of funds, that he was sure that the money came and will not be lost;
• If the goods require an international or long distance delivery - after the shipment is sent a notification that a client can expect your order within N days;
• And finally, when the client received the goods and have enjoyed them for some time - sent a letter with questions whether it is satisfied quality service them, what his wishes, etc.;
• If the client does not respond, you can duplicate it for greater certainty, it nevertheless was a client read.
• Such actions can build customer loyalty to your business, increase the likelihood of re-ordered.

Another example is the introduction of email-notification - say, in some abstracts service customers pay a monthly fee for use of the site. In order for customers to pay for services on time, you can send email-notification for 5,3,1 day before the end of the paid period, then if payment has not arrived - remind yourself long enough each week. Thus it is possible to increase the coefficient of re-ordering service and return customers after the failure.

Ok, we assume that the essence of the email-notification, we figured out:)

Now pay attention to the organization's own notification system. I tried to create a list of key points that should be addressed are:

How well prepared the template and the text of the notification? Whether it is optimized for display in the e-mail programs? Is there personalization, if competently made headline writing, introductory offers, whether it is possible to unsubscribe from emails etc? All this has a very weighty significance for the overall system efficiency.

How often notifications are sent? They are monotonous or constantly different? It is not necessary to send the same notice several times, the text and the essence of the notification should be changed so that the client does not get boring like writing and not a desire to unsubscribe from emails.

Adjusts to determine whether the text and format of the notification by the individual customer behavior, his interests? Ideally, the notification system should analyze the actions or omissions of the user and sends an appropriate notification.
Notification sending lots of companies. It should be understood that the user can receive many emails daily, so you must choose a time when the effectiveness of them can be a maximum when the letter will not get lost in many others, and will be read. You must evaluate the conversion of open letters and clicking on the links, depending on the time of sending.

These are key points that you should pay attention when forming and sending notifications.

As for our company, we are actively using this tool, send:

• A series of letters when downloading programs;
• Letter when you create invoices for payment;
• A series of reminders about unpaid order;
• A series of notices of termination of free software updates;
• Reminders of the ending balance on the account;
• And several others.

For ourselves, we have long appreciated the effectiveness of email-notification and constantly improve our intelligence system.

And the main thing is not to be confused regular email newsletter with the email-notification. Newsletter is written for a large number of users and does not account for the behavior of the customer notice is attached directly to the actions of clients and most personalized.

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