Do you often wonder what emails should be in your mailing list? We analyze all the subtleties and details in this article + video.

Video for the article

Greeting Series

A greeting is 1-2 letters where we get to know our audience, join them and show that we understand and know their problems. In this chain, it is important to show that you understand the pains and challenges our audience faces.

In these letters, we get to know each other and say what will be useful in the mailing list. Avoid outright self-promotion. It is important to show your expertise in the first emails. But do it in terms of benefit and benefit to the reader. Then your letters will be opened and read with pleasure.

Usually, if you have a sales funnel built, then this series of greetings consists of 2 letters. The first email is sent immediately after registration. In it, you talk about yourself, get to know each other and say that the requested material will come after a while (usually 10-15 minutes). In the second letter, you give the material that your readers have subscribed to (lead magnet).

To summarize, the welcome series includes the following items:

• what will be in the mailing list
• who is author
• what's the benefit
• why you need to read
• link to download free material.

Selling Series

Selling series are used almost throughout your entire auto funnel. The selling series consists of at least two letters.

Selling series sometimes reach 15-20 letters, i.e. we build interaction and warm up the audience in such a way as to subsequently sell them a certain product or service.

A selling series involves the inclusion of various triggers, for example:

• the desire to belong to some community, if you have a group training
• a logic trigger when you show the results of clients on numbers, on some specific cases and examples.
• loss trigger when offer ends.

No selling series financial result auto funnels, no matter how cool the whole mailing list is. You can sell not only to a new base, but also to those who have already established themselves as a client. Write sales letters to give you the opportunity to buy your other products and materials. This builds repeat sales.

Content, trust & expertise

These are the emails where you are not selling anything. And if you sell, then you do it on the principle of "sales without sales." It is important to provide useful content, build trust with the audience and show your expertise.

To do this, you must have a very high quality avatar of the target audience. As a rule, there should be several of these avatars. Under each avatar, you should write the pains of the target audience. It is under these pains that you need to prepare content that will help solve problems.

You can release such a newsletter 1-2 times a week. Also, content series work well as a warm-up before launching your products or services. How it works? You collect a preliminary list with a certain number of subscribers. Then you build trust with them through a certain chain of content. This is how you prepare the subscriber for a future purchase.

At the same time, you are not selling "on the forehead", but are preparing such a useful series.

You can send this content once a week throughout the database, post in in social networks etc. When you post such helpful content on social media, be sure to include a call to action at the end and motivate people to subscribe to your free content. Thus, you will not lose an interested audience, you will collect a fresh base. A properly built auto funnel will bring you sales.

Client letter series

The customer series is overlooked by virtually most internet entrepreneurs. You've made a sale, and you're not selling anything to an existing client.

This is a marketing error.

In addition to sales, the client series helps to bring people to the result. If there is a result, there are subsequent sales. If you do not have customer results, then you cannot confirm your expertise in any way.

A customer series is created in order to help people get a result and subsequently make an additional purchase within this series.

What are these letters? Imagine that you are leading an 8-week training session. During the first week, a person has a huge charge of motivation. The training has begun, a lot of emotions, everything is cool.

In the third week, as a rule, a small rollback occurs, skipping classes begins. Tasks somewhere are not completed or are not completed to the end, work begins carelessly. Through a certain amount of time people become less actively involved in the program.

To prevent this from happening, you need a client series.

Perhaps you will record a couple of motivational videos that will tell you how to get the best result. Perhaps you will give some additional materials in the client series.

Throughout the training, several times a week, you can give additional bonus mailings exclusively for the audience that is undergoing the training.

What to write in such a newsletter? Not necessarily only letters on the subject. Let's say you have traffic training. As soon as your students start getting clients, the question may arise of how to get everything done, organize projects, and not miss anything. A cast about how to manage time or how to get the maximum result in the minimum time will be very useful.

Follow-up sales of related materials, trainings, programs, services, products, and so on can be built into the client series.

For example, let's say you're teaching watercolor painting. You have created a client series, told a lot of useful things, and at the end, after completing the training, you can offer the second step.

Let's say a person has completed your basic watercolor or pastel op program, and then receives an offer to go to the advanced second stage for those who passed the first stage. The second option is to offer a set of materials for skill courses: brushes, paints, paper, etc. Think about what you can sell as a "trailer" within this series and how you can give the maximum result in this series.

Resuscitation series

A certain number of people during a given period of time stop opening your letters, reading your newsletter. Every 3 months it is optimal to send 3-4 letters to this segment of the base to reanimate the base.

What does it mean to revive subscribers?

This means getting people to read your emails and open your newsletter again. They will be able to move into some new funnel, during which they will become customers again.

What are these letters?

Letters are sent in a wave, according to not opened each time.

The first letter is sent to everyone. This is a soft format. Topic: “Welcome”, where we remind you what kind of project we have and give some kind of gift (lead magnet to enter a new or old car funnel). Why do we write "Welcome" in the topic? Because a person thinks he signed up somewhere, and we can interest him.

The second letter is sent to those who did not open the first letter. Subject: Are you okay? Inside, we ask the person if they want to continue receiving our newsletter. Here you can recall the benefits and benefits of receiving your letters. In the same letter, we repeat the link to the gift. You do not repeat with gifts and new offers, because you only send an email to those who did not read the first one. So - I did not see your link to the gift.

The third letter is sent to those who did not open the first and second letters. It is tougher and here we can work more assertively. Ask if the person signed up just because it was free? Or maybe you've lost interest? Say that if the letters are not interesting, you can unsubscribe, or you yourself will remove the reader from the database.

The wave is that we do not send three letters to everyone in a row. Letters each time go only to those who did not open the previous ones. So you don't burn out the base.

For three letters, we are working to get as many people involved and involved as possible.

A very important aspect is the hygiene of the base.

When people do not read you, you can filter out in any mailing service those who do not read your letters in the last 3-6 months and do not respond to the resuscitation series. And yes, it will be difficult and you will be sorry to delete them. But this must be done so as not to spoil your statistics.

Reading time: 7 minutes

What is this?

Let's say you're running a promotion. Send an email about it. Someone will not see the newsletter, someone will read it late, and someone will simply forget about it on the day of the action. One alert is not always effective. People need to be reminded of themselves systematically.

A series of letters is a series of mailings, united by a common theme and purpose. They are sent in stages at certain intervals - after all, here each letter has its own task. If this is a promotion, they are first notified about discounts, then they are reminded of them, and at the end they are invited to the last day of the sale.

If this is a welcome series, each letter consistently talks about the brand, introduces goods and services.

What series are there?

For each task, you can come up with your own series of letters. I will describe 4 classic scenarios.

Welcome series

The welcome series is the first letters that are sent to get to know subscribers. Enough 3-8 messages. Welcome emails have the highest open rate, because at the subscription stage, you are actively interested. These mailing lists are worth considering inside and out.

The exact plan of the welcome chain depends on the specifics of the business. But here are a few universal themes that can be brought up in first emails:

• Your services, reasons to buy a product
• Newsletter/website/product guide
• Handling fears and objections
• Examples of using
• Product Reviews
• Getting to know the team
• Brand history
• Subscription Gift

It is not necessary to devote a separate letter to each topic. In the first message, you can say hello, tell about your services and give a bonus for subscribing. In the second, handle objections and include feedback. And in the third show how to use the product.

Let's see how I made a welcome series famous brand Bonduelle. The first letter is built according to the scheme: thanks for the subscription + a guide to the site and the Bonduelle mailing list.

The second letter is clearly a continuation of the welcome series. Here is the history of the company and the story of production.

promotional

If you are running a promotion and want to invite as many subscribers as possible, a series of letters is definitely needed. It warms up the audience, and also regularly reminds about discounts.

Of course, it makes no sense to warm the audience for 10 days if you open a promotion for a day and are going to sell goods at a 5% discount. But if you have profitable proposition, and the promotion goes on for several days, think over a series.

The Austin store launched a clothing sale from March 14 to 17. The brand designed a series of 4 letters - sent reminders every day. It's easy to see how a company is attracting subscribers to a promotion by looking at the headlines. Just do not confuse the distribution chronology: in the mail, the first letter is displayed at the bottom, the last at the top.

In the start letter - the validity period and conditions of the promotion, as well as a discount promotional code. Nothing extra. The first mailing was sent on the day of the sale. It was possible to send an additional letter a day before the action. Perhaps more subscribers would pay attention to the offer.

The filling of the series is product selections, but not simple ones. Austin has suggested several looks that can be made up of clothing in the promotion. The second letter looks like this.

It's great if you get a little creative and use examples to explain how your products can be used. The blue Austin scarf does not look as impressive on its own as it does when paired with a specific coat, handbag, and trousers.

Feel free to add entourage. Let's say you sell tea sets. Place tea saucers, sweets and decor items on the photo, and below describe how great you can spend time drinking tea. Agree, this already looks more interesting than just 10 packs of tea put in a row?

educational

If you have a complex product, use a mailing list for education. Compose several letters in which you show the functionality of the product. Typically, training series are made to teach a person how to use an online service; these letters are also suitable for information business.

You don't have to look far for an example of a tutorial series. If you have registered with Mailigen, you have received 5 educational emails.

In these letters, we briefly talked about how to use the platform and touched on the hottest questions: how not to get into Spam, why segmentation is needed, where to write a letter and what texts to write.

In training emails, try to fit some of the information into graphics, screenshots or videos. Don't scare people away with long text. By the way, structure it - divide it into paragraphs, add lists, highlight the main thing in bold. A person must open the letter, go through the mailing list and immediately imagine what he will find here.

resuscitation

Alive or not alive? The purpose of resuscitation is to cheer up the sleeping segment and return interest in the mailing list.

If the user has not opened emails for 3 months, a resuscitation chain is launched. This is for the B2C segment. Resuscitation for B2B is carried out in six months. Terms are conditional. It all depends on the nature of the business.

Resuscitation has its own characteristics. Letters should go often - make sure that there are more of you in the box, become more noticeable. Use emoticons and CapsLock in your headings. In the newsletter itself, offer a discount, free shipping, or a gift.

Clothing store TOPTOP sent a resuscitation letter to the post office. By the way, just 2 weeks after I stopped opening emails. It is too early for a clothing store to start resuscitation - a person is simply not ready to buy new dresses and trousers every day.

However, the company noticed that I did not open the mailing list and collected the most profitable products for me.

In this letter, it is bad that the bonus is hidden at the end of the letter. If you want to interest a person, start with discounts and individual offers. Ideally, the TOPTOP text might look like this:

Elizabeth, hello!

You haven't read our letters for a long time, and this upsets us. Perhaps a 20% discount will make shopping in our store more enjoyable. Your individual promo code XXX. It is valid for the entire new collection for 3 days.

P.S: Bodysuit with cranes is cool, right? The discount is only for you. Make up your mind!

What else?

Chains - great way attract attention. Some of the series can be configured automatically: that is, letters will come when a certain condition is met. For example, a person subscribed to a mailing list. Then the welcome chain or training series is automatically launched. If the user has not opened the mailing list for 3 months, resuscitation will begin.

Promotional series, reminders of an upcoming webinar, festival or concert are usually not automated. Each letter is sent manually, following the intended content plan. Just write down in advance on what day and time users should receive the newsletter.

If you don't know how to compose a chain of letters for your business, please contact us. Call 8 800 770 70 23 or write to team@site.

We will develop letters for your tasks

While email marketing is a well-coordinated mechanism, a real conversion machine

• new subscribers in potential clients,
• potential customers into new customers,
• those who tried to buy - in those who bought,
• new customers into repeat customers
• losing customer interest - into returning customers,
• returned and repeat customers regular customers(these are the ones that provide stability to your business),
• loyal customers - into VIP-clients (and these are the ones that generate additional zeros on your current account), etc. and so on.

Here it is, the email marketing of your dreams that works to grow your business while you work on yourself:

And here is another picture for greater clarity.

Here are two types of irrigation mechanisms. On the left is a simple sprinkler irrigation system that wastes a lot of water on weeds that then have to be fought. On the right - a much more advanced mechanism - a smart micro-drip irrigation system that supplies water to the roots of the right plants in the right amount.

So. A simple sprinkler (that is, watering everyone in a row) content mailing will never cope with all the transformations of new subscribers into regular customers mentioned above. Even if you hire the best copywriters and designers in the world, and spoil your subscribers with the most delicious (and even such that it is a pity-to-give-for-free) content highest quality- then you will get, at best, a loyal audience that will warm your soul with grateful reviews, while your wallet will continue to be empty.

Fortunately, technical progress does not stand still, and today any entrepreneur or marketer who does not suffer from technophobia and understands more or less English language, can assemble a real machine from several chains of letters converting leads into regular customers. This is the minimum program.

The maximum program is to bring the average LTV of a client in your business (lifetime value, the value of the life cycle of a client is the amount of money that a client brings to your business for the entire time of working with him) to the maximum possible value in order to squeeze the maximum of that financial result out of the business, which he is capable of.

How?

You have probably already heard about all sorts of trigger chains and automatic series. Here are their examples:

• Welcome Series
• Presentation Series
• Engaging series
• Alerts mailing list (sending out special offers and promotions)
• Content distribution
• Segmenting series
• Selling Series
• Up sell series
• Cross sell series
• Down sell series
• Abandoned cart series
• Feedback-series
• Retention-series
• Series for reactivation
• Unsubscribing series

Do not be afraid of these words, these are just the gears of our conversion machine. We will now find out how each gear works, then we will see how to benefit from it, and, finally, we will analyze the case, but not a simple one, but Websarafan's.

What is the point in general?

The whole deep essence and sacred meaning of marketing comes down to work with each segment of the audience the way he deserves it. The basic tasks of any branch of marketing are audience research and segmentation.

In email marketing we deal with behavioral segmentation- and this is the most powerful way segmentation of all existing in nature. It is behavioral segmentation that underlies the construction of that same conversion machine.

The feature of behavioral segmentation is that we offer each subscriber what he wants ready, not what we want to offer him. What he is ready for, we determine by his behavior. By the way, a skilled lover will always determine by the behavior of a woman what she is ready for, and will never get ahead of herself. It is the same with a subscriber - we will not try to make a sale until we see that he is ready for this (by the way, in B2B marketing there is a corresponding term - lead qualification - this is a definition of how ready a lead is for a purchase).

So, we divide subscribers into different groups and work with each group in our own way using a series (or chains) of letters. Which pile a subscriber gets into depends on his actions.

Actually, the very action of the user that activates a series of letters is popularly called a "trigger" ( trigger translated from English as "trigger"). Therefore, chains of letters are often called "triggered".

The main question, the accuracy of the answer to which will depend on how much money you earn:

Which subscriber segments are important to highlight and what should be done with each of these segments?

Here it must be said that there are no universal recipes, because each niche and each product on it are unique and unrepeatable. In each case, the set of segments will depend on the configuration of the sales funnel and how the processes are set up. But most often we deal with the following patterns.

Segment #1. New subscribers. The goal is engagement.

These are people who have just entered the funnel and are not yet familiar with you or your company. Imagine they are just now voluntarily signed up - it is at this moment that their interest has not yet faded, and you have every chance to win their trust and turn them from subscribers into potential customers. Therefore, do not hesitate! In a week, they will already forget about you and with an 85% chance they will not even open your letter. So don't wait until the subscriber cools down, but IMMEDIATELY launch an engaging series.

Your task is to convert new subscribers to your faith, that is, to make them loyal to you and your brand, and therefore receptive to the following emails. Just for the creation loyalty and directed an engaging series.

Remember: a new signer's attention is gold. New subscribers should be handled with the utmost care. One bad or spam email and that person will never open your mailing list again. Therefore, under no circumstances send spam to your new subscribers and any stubborn garbage like this (a screenshot from my mailbox, and this is the very first letter - try to guess what they even want):

Segment #2. Potential clients. The goal is to convert a subscriber into a customer.

These are the followers who act like they already want something more:

• often open and read your letters;
• follow links in emails and show their interest in products;
• respond to letters.

(For each specific case, you should develop your own criterion for readiness for sale, which is determined either by experience or by common sense.)

As soon as new subscriber becomes potential client, he starts receiving letters selling series.

If you have a lot of different products in your line and you don't know what product to offer to a "ready" subscriber - run it through segmenting series, which will help you determine his product interest.

Segment #3. Made a step towards the sale, but did not pay. The goal is to "finish".

You probably have a landing page or website. Do you know how many people, passing through the funnel, “get stuck” on payment? In some cases, more than half of the users "merge" from the payment page. A lot depends on how convenient the payment method is for the audience. But your task is to find and patch the hole, and the series codenamed "abandoned cart". The easiest way to figure out why a person didn't complete a purchase is to ask them about it - maybe they're having trouble paying or something.

Only if you have an online store, then you need to look deeper. It is important to distinguish between two situations here:

1. when the user added the product to the cart and proceeded to checkout, but did not pay for the order;
2. when the user added the product to the cart and did not even try to checkout.

The fact is that many users of online stores use the functionality of the basket as a wish-list (I do it myself), and in this case the question "what's the problem?" will often be inappropriate.

It is better for a user who added goods to the cart and did not even try to place an order to follow up with a letter with goods from the cart with the following content: “Here are the toys (clothing/dishes/etc.) that you like. You can find them in your mailbox at any time and purchase them. By the way, such a letter can also be sent about products that the user simply viewed - this will increase sales.

Segment #4. Just bought. Target– up sellorcross sell.

What to do with a customer who just bought? Most the best option- offer him some complementary product at a bargain price in order to increase the amount of the purchase. When a customer spends more money buying additional options for a product, this is called up sell, and when he buys other, related, goods, this is cross sell. So in the order confirmation email that the buyer receives, it would be nice to add something like: “We started packing your dress and remembered that this necklace fits it well. We are ready to give you a 20% discount on the necklace, because it will give your dress a special charm. Please add it to your purchase now before we hand your order over to the courier." The benefit is mutual, right? The buyer buys the necessary product, which he "forgot", receives a discount and does not pay a second time for delivery. And you sell two products instead of one and increase the average check in 30% of cases.

Segment #5. Not bought. Target -down sell.

Suppose a subscriber carefully read the entire selling series and even followed the links. But I didn't buy it. This should give us a hint. Often the reason for refusal lies in the price. Maybe the person found it unfair, or such a purchase simply does not fit into his budget. Well, do not let him go home? Wise salesmen use such a technique as down sell - this is when the buyer is offered to buy a cheaper analogue or substitute product so that he does not leave without a purchase. So to subscribers who showed their interest in the product in the selling series, but did not buy, we send series "down sell".

Segment #6. New clients. The goal is repeat sales.

It depends only on you what will happen to your new customers - whether they turn into regular ones or go to competitors. Therefore, in no case do you let go of the client who made a purchase from you, but start working on building a long-term relationship with him.

It is advisable to resell anticipating the wishes of the client. If you hit the mark, it will be yours forever. Sales analytics will help to guess the desires of the client. If products are combined into baskets by complementarity, then it makes sense to include goods from the basket in the next offer. If there is a certain sequence of purchases (well, for example, first young parents buy diapers, then a pacifier, then formula for feeding) - then it is worth offering the next product from the sequence (this is called the "next best offer").

If you do not know what to offer to this particular client, then you should not “poke your finger in the sky”. In this case, it is better to pass it through product segmentation. By the way, for segmentation it is not necessary to send a segmenting series of letters to the client. Often, product interest can be prompted by the links that this person clicked on in letters, or the sections that he visited on the site.

Segment #7. Asleep. The goal is to awaken.

These are subscribers who do not even open your letters and lie dead weight in the subscription list. For example, for 3 months they have never opened a single letter.

Why do anything with them? There are 2 reasons for this:

1. They spoil the statistics by ignoring your letters. After all, its deliverability depends on the disclosure of the mailing. And deliverability, in turn, affects discovery. If we do not unsubscribe the “dead”, then we ourselves tighten the loop of negative feedback on our base. Among email marketing practitioners, there is an opinion that with the growth of the subscription base, disclosure inevitably falls. Now, it's not like that. Decrease in disclosure can be avoided if the “skeletons” are cleaned out in time.
2. They spoil such an indicator as the ROI of investment in email marketing. Simply put, you are wasting money on your mailing service for them - after all, they do not even open your letters.

Such guys who fell asleep should send the so-called “reactivating series”, and if they do not re-activate after it, simply unsubscribe. I will give an example of the last farewell from Viktor Kopchenkov, since I recently received it.

I have not talked about all the possible maneuvers, but if you implement what we have discussed here, sales will increase significantly. You don't have to do everything at once. Start with what will bring the greatest impact, measured in money. As soon as you get the first results, clarity will come by itself. You will become a real conductor of your email orchestra.

And we have prepared for you a convenient template that works great. And you can test it on your clients.

Where to begin?

The most important thing is to learn how to separate the wheat from the chaff - that is, customers from subscribers.

The most important segment, which holds a huge potential for profit growth, is newly bought customers. Keyword here "just now" because the recency of the purchase tells us about the warmth of the customer. The warmer the customer, the more likely they are to make a purchase.

If you analyze your sales, you will find that most of the customers you had in your entire sales history made only one purchase from them and merged. Can you imagine how your profits would increase if they became regular customers? Entrepreneurs lose a lot of money by not paying enough attention to their new customers. Those who manage to establish a process to find out the reasons for not repeating a purchase (and the reasons can be the most unexpected, from late delivery to an inconvenient interface) get the opportunity to significantly reduce customer churn and increase LTV.

Some readers at this point will have a question - how does the mailing list service know that the subscriber has bought something from me - the subscribers are in Mailchimp, and the clients are in Bitrix (or in general in Yandex-checkout)? So, this is just not a problem, since now all self-respecting products can be interconnected via the API, although for this you need to be able to code a little. If you do not have a developer, then you can use a service that connects the APIs of different products, such as Cloudwork , Ifttt , Workato , Zapier .

If you use Mailchimp, then you have quite a lot of options to link your subscriber base with your customer base. Mailchimp has a special feature linktracking- you can use it to track the behavior of your subscribers on the site, including "tracking" purchases - and pass this information to Mailchimp.

eCommerce360 gives you the opportunity not only to set up segments of those who bought different products in the mailchimp list, but also to create automatic chains, the trigger for which will be a purchase. Like this (screenshot from the Automation - Trigger section):

And now let's move on to serious things.

Case of Websarafan

What was the problem:

1. At Websarafan, the funnel is designed so that every new podcast and every new event is a source of new subscribers. In addition, on the Websarafan blog, “traffic magnets” are placed everywhere, which collect subscribers in different lists. Mailchimp has accumulated about two dozen sheets with duplicate subscribers. As a result, Websarafan paid twice or even three times for some subscribers. Such a number of subscription lists made it difficult to work with the database. Some lists have already been forgotten, where did the subscribers come from.
2. Websarafan subscribers received the "News Digest" mailing list. But Websarfan has quite a few products in various internet marketing topics, and most of the subscribers didn't even have a chance to learn about these products because they weren't mentioned in the digest mailing list. That is, email marketing did not work at all for sales.

Had not only put things in order in the database, but also start working with it correctly, locking it up for sales. And this is what was done:

Here example of such a magnet. If you are reading this article, it means that you are interested in email marketing, which means that the sales series template will come in handy. Here he is.

• Added subscriber statuses in the database to determine actions with them.

Key statuses:

1. Status « Nurturing»- These are non-segmented subscribers who currently do not have a pronounced product interest. They all receive a newsletter-digest, the purpose of which is to segment and move to the next level, in the status of "Product Sales-loop".
2. Status « ProductSales-loop"- these are users who have passed the segmentation and got into the selling series of emails. There are as many such series as there are products. Thus, for each product that is on Websarafan, you need to match the corresponding content, on which the corresponding magnets, which lead to the corresponding productsalesloops, which, in turn, lead to the corresponding sellers pages.

If subscribers become buyers in this series, they move further vertically (Upsell); if they don’t buy, they return to Nurturing.

1. Status « MembershipSales-loop" - these are users who have bought some product and receive a series of emails selling WS-Membership. There is only one such series and does not depend on which product the user bought. As an exception, the status of "Membership Sales-loop" can be received by:

Users who have shown their loyalty while in the Nurturing cycle;

Users who went through the segmenting magnet having already bought the product they were supposed to be on the Sales-loop;

Users who got into the database new not through a magnet, but through the purchase of some course on the WS platform.

Everyone who didn't buy membership, return to Nurturing.

1. Status « WS-membership"- these are those who went through the entire vertical and bought WS-membership. They receive a digest mailing list, but when they pass through the segmenting magnet, the selling campaign does not start for them. As soon as their Membership ends and they don't renew it, they go to Nurturing.

At any particular moment in time, a subscriber can have only one of the key statuses. It is located either in one of the Sales-loop, or in Nurturing, or in Membership. That is, the same subscriber cannot simultaneously receive a digest mailing list and a selling series of letters. At the same time, only one product-sales loop can be activated for one user at any given moment.

Additional statuses:

1. Status « New". As soon as the subscriber enters the database, we check whether he is new or old. You can get into the base for the first time in 2 ways - through a segmenting magnet and through a non-segmenting one. If the subscriber is new, one welcome letter is always sent to him, regardless of how he got into the database.
2. Status « Inactive". If the user has not opened any letter for 3 months, then a re-activating series is sent to him, and if he does not open it either, he must be pulled out of the database and put in storage.
3. Status "Abandoned Cart". This includes users who clicked on the "buy" button, but did not end up buying. In this case, a system notification is sent to them in 2 hours and in a day.

This is how the scheme turned out:

The colors here highlight 4 patterns, each of which corresponds to a certain status.

To implement this scheme, a consistent system of rules was written, where edge cases and branching were taken into account.

• Established a relationship between subscribers and buyers. In order to connect the subscriber base with sales, it was decided to use the Mailchimp eCommerce plugin. Triggers are defined that change the status of the subscriber and launch the corresponding series of emails. For example, a series that sells membership is triggered by the "bought a product from the main category" trigger.

Fortunately, in life everything is much simpler than in theory. Any complex problem can be decomposed into simple components. This is only the first stage of putting things in order in the Websarafan sales funnel. Next, you will need to take metrics, analyze the results and continue to improve. You will definitely find out how this story ended if you closely follow the Websarafan project.

Email marketing for business: how to create newsletters so that they are opened, read - and bought your products and services
3 days, 7 speakers, 12 sessions.

For whom? For you/entrepreneurs and marketers
-When? from 14 to 16 March
-How can I participate? Online. Live. Buy records.
-How many? Online broadcast for free. Recordings 990 rubles (there will be 2000) Live, St. Petersburg 2000 rubles (30 seats in total)

Who is speaking?

Dear friends! I have a lot for you again interesting information: today we continue our column "Publications of honored guests" with a new post in a double format. The post turned out to be great, informative and worthy (you will see for yourself in less than a minute).

So, the person I want to introduce you to today is - successful businessman, an expert on employment on the Internet and making money while traveling (by the way, he broadcast his post from the island of Bali, where he currently lives).

Now this person owns more than 50 projects and has been constantly traveling around the world for the last year and a half. He is convinced that everyone is able to build the life of their dreams and earn money remotely.

Meet, today we are visiting - Igor Poltavtsev. And today he will tell you how he managed to earn more than 5,000,000 rubles with the help of sales letters with a conversion of 80% (!). He will also tell you how to create such letters and much more.

By the way, if you still have questions, or you want to get a job on the Internet with a salary of $500 or more, contact Igor in the comments.

As I said, today's post is in two formats: video and text (for those who can't watch the video). When watching a video, you can adjust the quality (to save traffic, select 360p by clicking on the gear in the lower right corner). The broadcast text comes immediately after the video block. Igor, you have the floor.

History of Igor Poltavtsev

Text version

Hello, dear subscribers of the site site. Today I, Igor Poltavtsev, will share with you practical copywriting and how I could for enough short term earn more than 5,000,000 rubles by writing sales letters.

What did I sell?

I had my own small SEO company and about 30 sites. I sold links, and they contributed to the good promotion of clients' Internet resources.

What is important to know?

It is very important to clearly understand the "diseases" that your existing and potential customers have. Then you can know where they have “pebbles in their shoes”, where they have “aches”, where they have “headaches”, where they have “chronic diseases”, and where they have “cancer”. Those. you must clearly understand which places you can “pressure”, and know how to help the client earn more in the near and long term. In other words, you have to "cook" in this topic and clearly understand what your customers need.

What are people paying for?

What are people actually paying for? They pay you not for the fact of the work performed, not for its urgency, not for responsibility, etc. People pay money to take the burden off their shoulders.

Imagine a person who has a huge brick tied behind him, such a healthy one. And this man is trying to get rid of him. And in fact, he has a lot of such bricks. And you can solve one of his problems by making his life a little easier.

If you do this incompletely or at the wrong time, or in some other way, and the client will have part of the cargo left, then he will be dissatisfied. Your task is to completely remove the load from it. So that if a client comes to you, he understands that after talking with you, he may no longer think about his problem and can occupy his brain with other things.

When you take the load off a person’s shoulders at the very first cooperation, he will definitely come to you again, because as soon as he has a problem, he will immediately remember the positive emotion that he received from you. And he will cooperate with you, even if your prices are higher than those of competitors.

Also, do not forget that people do not buy goods after the fact. For example, people don't just buy a laptop. People buy those feelings, those emotions that they get from this laptop. This is what people are paying for. In other words, you must do your job in such a way that the person gets the maximum of emotions as a result.

Do not tell the client that the laptop has so many gigabytes of RAM, so many gigabytes of hard drive. The consumer is all and so, most likely, perfectly knows.

Tell him better about what this laptop will give him, what new opportunities the client can open with it, how people will look at it differently. In general, all those implicit things that can make his life easier.

How to write commercial letters?

In my business, where I sold over $100,000 links, I had a situation where I needed to communicate with people through text. Only through text. Those. there was no way to talk to them on Skype, and my profit depended on what I wrote to them.

When you already have clients or when you are still looking for them, you have to process large layers of people. Let's say a thousand people. The main thing here is to avoid typical mistakes, due to which letters end up in spam or which are simply deleted without being read.

I will now share with you the tools thanks to which you can send letters to at least thousands of people, and at the same time all these letters will be received with a bang. The approach here is very simple.

First, in the header, you write the name of the person, making an anchor: when the name is present, this increases the credibility of the letter, and the likelihood of being spammed is reduced. Along with the name, you write a phrase that is intriguing, but not like the typical letters you receive in the mail, but something unfinished. This phrase should look natural.

Further, in the text of the letter itself, you write how you previously contacted this person. If he has already bought something from you, you should definitely write about it. If he did not buy anything from you, then in his profile from social networks you can find his hobbies, hobbies. Then you write, say: “I also play football or I am also interested in a healthy lifestyle.”

Through your entire text, you must make it clear to the person that you are the same as him, that you have common interests with him, that you somehow crossed paths with him before, although this might not have happened. And then your letter will be fully read. And only between the lines do you intersperse about what benefits a person receives by buying your product or performing the target action you need.

Forget about making one general letter that will suit everyone. At this stage, the main thing is to make a very precise and very personal letter to a specific person. You make a kind of template out of it, and then you just change the keywords in it.

For example, you replace a person's name with another name, you replace an occupation with another person's occupation, you replace hobbies and hobbies with another person's hobbies and so on.

And so, according to the template, you replace all this data, and the letter (offer) itself remains the same. Next, you send the modified letter to the second addressee, then to the third, and so on, working through your entire contact list.

At first it may seem that it takes a lot of time, and not the fact that there will be a result. But in fact, if you send such a personal letter to at least ten people, then the probability that they will open it, that they will react to it, is about 80% (in my experience).

If you send one general faceless letter to a database of 1000 people, then only a few people or several dozen people will answer you. Those. you will use the contact base in an unreasonable way. It is much better to work with each person individually. It is very important.

It is much easier to have regular customers: you bring them once, once you spend money on them to attract them, and then they already bring profit constantly, without additional investments.

The second time to sell to a person is much easier than to look for a new clientele. Another strong approach is when you write a thank you note to the person. For example, if he is engaged in some interesting business, or is engaged in charity. In any case, you can find something to praise a person for. So, when you praise a person (in moderation), treat him respectfully, spend time writing a letter, then the person appreciates it, and you can sell him anything. The recipient will read your letter to the end because it says about him beloved.

In no case should you write about yourself, your company, how many years you have been on the market, your regalia, awards, etc. This can only be mentioned in a postscript. The whole letter should be made up of the benefits of the person, it should be made up of his praise, from moments similar to you, from situations that you experienced together with him, and then all your letters will be read to the end.

At the end of the letter, you can do a tricky "feint with your ears." Write something like: “You probably have very little time, because you are a busy person, so please do not reply to this letter.”

If you write such a phrase, the person will definitely answer: he will thank you and, most likely, will accept your offer.

How to stand apart from competitors?

So how do you get ahead of your competitors once and for all? I have such a very strong example in my case. I had a database of contacts. I did it neither in MySQL, nor in any programs - all this was in the usual Google Excel.

I kept a simple account. I wrote down the full name of the person, his occupation, loyalty to me, the type of client (cold, neutral, warm, hot). I wrote down what kind of relationship we have with him, his date of birth, his hobbies, the last topic that we discussed with him, as well as the maximum information about him. Thus, when the time came to let him know about himself, for example, write to him in a month (and in a month everything about a person is completely forgotten), I had all the necessary data at hand.

So you could immediately understand: I have a “hot” relationship with this person, respectively, you can write a letter to him in the style: “Greetings, how are you doing ...?” Those. you show this person a certain approach as a loyal customer.

But if the client is cold to you, then you also clearly see this in your database. Accordingly, you write something like: “Hello, please excuse me, we want to make you such good things…”. This approach personalizes your letter and makes writing it much easier. You do not think about what to write: you have all the information about this person - you just need to pour out the approach on paper.

What else matters?

To get even more customers, you need to have as many good, cool reviews as possible. Make it so that people want to leave a review and ask themselves: “Maybe you should write another review?”.

In my case it happened like this. I wrote a letter to a client saying: “I will give you a little more of my product, and for that, please leave your feedback.” Those. if I needed to update a topic on a forum, I would simply say to the person, “Do you want me to add another link to your site for free, worth $10?”. And the client agreed.

Nice? Why not? The client already buys links, and it is not difficult for him to write 2 lines about good cooperation with you (after all, this is not a lie, it actually is). Plus, he has an extra link from this. You also need to find something in your business that you can give to a person for free.

For example, if you sell an iPhone, you can give a person a small case, you can give some accessory, some figurine - anything that the person will really be very pleased to receive and for which he will be grateful to you. Then the review will not only be written, but also written very well.

These are my tips, I hope you were sitting with a pen and a piece of paper, if not, watch the video or reread the text again and apply these techniques in your practice.

I want to increase your sales! Igor Poltavtsev was with you, and I hope we will see you soon, bye!

Writing sales letters is a special direction.

Do you want the letter to be read?

Need to reach the recipient?

Then it is IMPORTANT to get a strong sales letter for mailing!

We - Text iS copywriting agency, in our state professional copywriters who created hundreds of high response sales emails. Here you will definitely find what you were looking for: solid sales letters with good conversion.

About writing sales letters and mailing lists

You don't want your letter to end up like this too?! Then you need to order a sales letter that would be different from the general gray mass and have its own style.

Essentially, what you need is not a letter to send by E-mail, but a small personal message that will be of interest to the person. Such that it spoke to the recipient in his language.

It is clear that in this case you should not press on the standard and so annoying to everyone “It's incredibly profitable”, “Buy now”, “We are the best and coolest”. This hasn't been working for a long time. You need a text that will sell or tell something, but at the same time will not become a mental burden for the reader.

Do you want to order a sales letter for mailing or direct distribution? We will help!

Types of sales letters:

Sales letters for E-mail and regular mailing lists

News releases and news (series of 3 texts)

Business letters for partners and clients

trigger emails

Emails from professional copywriters

You do not have to waste time studying dictionaries, reading special literature on marketing and choosing “delicious headlines”. Entrust all these problems to the authors who are well aware of the rules for conducting sales correspondence, who immediately see correct options supply of material.

You just need to send your abstracts and indicate what exactly you want to get as a result. We will definitely develop 2-3 schemes for writing your sales letter. You just have to choose the scheme you like to get started.

Regular letters and sales letters from the pros

The sales letter still works

The main thing is to present the information correctly

Let's reach out to your reader!

What will your letter be like?

Writing sales letters is exactly what our writers love and know how to do. We do not resort to formulaic phrases, we do not try to impress the reader with the beauty of the syllable or the number of exclamation marks.

We write to all readers, but we reach a specific person. Each recipient of a sales letter reads it as if it was addressed PERSONALLY to him. Yes, it's not easy, but it's possible. It is extremely important to study target audience and be able to make friends with the reader immediately. From the first sentences. No warm-ups or introductions. We are so good at it.

The potential of sales letters

Regular letters

Personal message

You can search for "your" artist for months, or you can order a letter for mailing right now. Kind, strong, smart. Everything from the subject of the message to the wish for well-being will be written in a positive and lively style. If necessary, we will spice up your letters with a pinch of irony and good humor.

Want to order business letter V information style without extra "beauties"? Could be so. The agency's copywriters are experienced enough to write in the style and emotional message that will work best with a particular audience.

Letter text with graphics

Do you want to not only order writing a sales letter, but also arrange it graphically? No problem! The project employs an excellent designer who has already designed dozens of such letters. All you have to do is fill in the terms of reference for graphic design. Soon the text will be enhanced with spectacular graphics.

Hello!

Email marketing is universal and allows you to reach a large audience. Not everyone uses Instagram and Facebook, however Email almost everyone has it. And this should be used.

We will talk about what exactly should contain "selling" letters.

1. Define a goal

For each letter, you need to have a clearly articulated purpose. Tell about a new product, inform about a discount, promotion, special offer, arrival of the desired product, which will help to identify the most weak spots in the work of the online store and so on.

It is from the goal that you will “dance” in writing the letter itself. Its text should be simple and understandable for your customers.

2. Define your audience

The range of your online store may be intended for different customers. In order for an email campaign to hit the target, effective segmentation of the list of recipients is necessary.

The recommendations are simple: create several groups, send out emails with an individual appeal, depending on the needs and preferences of buyers. This ensures that your client does not receive information about what he is basically not interested in. Such an approach can offend and offend.

3. Consider a subject line

Many recipients don't open emails or don't read past the first line. There are several reasons for this: they were not interested in the subject of the letter, they were jarred by the impersonal appeal.

The subject line should be catchy: “Hot items at a low price”, “Summer novelties at a discount”, “Exclusive item”, “Sale up to 90%”, and so on.

In terms of hits, a number of studies show that email personalization improves clicks by an average of 14% and can increase conversions by 10%.

4. Write concisely and clearly

Emails are not the place for long reads. The message that you want to convey to customers through email newsletters should be clear, concise and as concise as possible. Letters in which the essence of the proposal is hidden at the very end, and before that the mass does not go to everyone interesting text, annoying.

You can place informative and detailed content on your website, and indicate a hyperlink to it in the letter. If the buyer is interested, he will go to your online store. No - so no. But in this case, he will have a choice.

Of course, if you wish, you can fill the letter useful information but do it right. Warn the recipient about what he can read in the mailing list. In this case, you also provide a choice: read - do not read, limit yourself to one item, or view everything. This is respect for the personal time of the addressee and increasing his loyalty.

• An important point: write simply, accessible, not pretentious. Divide email text into paragraphs (one paragraph - 4 sentences maximum) or break it down into subheadings for ease of reading.

• Let your letter be as close as possible to the style of communication that you practice in the online store. Clients should feel that they are not being communicated with by a bot sending out mass emails, but by a live person who is interested in cooperation and interaction.

• Use emotions, be polite and sincere, show concern, ask questions, provoke feedback, all possible ways show that you want to help and solve the problem of your customers.

• And, of course, thank you - for the fact that the client took the time to read the letter, that he answered the questions, that he chose your product or showed attention to the assortment of your online store. "Thank you" is an emotional message that, in most cases, will not go unnoticed.

5. Make the letter useful and recognizable

One of the most effective ways to get a client interested is to send a useful email with recommendations related to a particular product. Tell us, for example, about the latest product reviews posted by popular bloggers on their resources. Reviews are a great way to draw attention to the desired product and encourage a purchase.

In order for your letters not to get lost in the stream of other messages, make them recognizable, create your own corporate template. This allows you to do popular services email newsletters such as UniSender and MailChimp.

By the way, experts advise not to be smart with fonts in emails, but to use the proven and familiar Arial and Calibri. And if you use photos (ideally, there should be at least one picture in the letter), then only high-quality ones.

6. Use video

Bet on. Using the word "video" in the subject line of an email increases the likelihood that your message will be read by almost 20%, and the number of clicks can increase by 65%.

Users love “with their eyes”, video is still on the list of the most attractive ways to promote an online store. Why don't you try these mailing lists?

7. Talk about the benefits

Your client opened the letter and began to read it. He should get some kind of bonus for it. Enter it for all participants in your email campaign who will complete certain conditions: will go to the site, make a purchase, take part in a survey or contest, and so on. Clearly explain what buyers will lose if they refuse this offer.

This will give the mailing list a special status. The buyer will know that next time he will receive not just a letter with some information, but a tempting offer that must be used. A useful letter is a sales letter.

8. Add hyperlinks

Of course, the email should contain a link to your online store. But it is better if it is not one, but more - three or four. This is an easy way to increase direct traffic and help customers learn more about your brand.

And don't forget the unsubscribe button. If it is not there, the recipient may perceive your letters as intrusive spam and show hostility. Add a mini-survey for those who choose to unsubscribe from your emails to let you know exactly what needs to be fixed.

9. Don't Forget Mobile Devices

Email marketing must be adapted to mobile platforms. If your email is hard to read on a mobile device, it's a bust. Today - required condition for any online store. The same applies to email newsletters.

Tell us about your mailing experience emails! Leave your comments!

Prepared by Victoria Chernysheva.

Not to be missed new article By ecommerce, follow us on

Before I show you sample mailing lists and how to use them, a couple of phrases.

Any person who writes for the purpose of selling has so-called swipe files. This is something like notes, where you like, structures of texts, paragraphs and revolutions are collected.

All this is going with only one goal - to speed up and facilitate. Each professional has his own swipe file.

And I want to offer you a similar swipe file (or a checklist of 5 steps) on how to write letters to the mailing list. I myself use it regularly, I am sure that it will be useful for you too. So let's get started.

In other words, sometimes we send content emails, and sometimes sales emails. Therefore, in this article I will give you examples of both. To be honest, they will only differ in a few elements.

For those who love videos more:

Content emails

The purpose of such emails is to give people some useful content on the topic. For example, if we are preparing a launch (by the way, my report on how I made a launch for 2 million rubles), then such letters can be used to “warm up”.

Important: if we share free content with other people, this does not mean that it should not be “sold”.

We need to get people interested and motivated to consume your content. Otherwise, how will people understand that you give them value. "Force" them to consume this value.

Email header

Its only purpose is to motivate to open the letter. By the way, you will find templates for the 50 most successful headlines from the world of online business.

Your title can be related to the story in the email, or you can build it into a template like:

For CA (for bachelors)

For the target audience who wants to benefit (for bachelors who want to have fun on the weekend)

Or you can use the other headline templates that I wrote about in the article on sales copy structure. It can

First sentence/paragraph of the letter

Its purpose is the same open the letter and additionally: interest.

It's best to use one of these triggers in this paragraph: fear, profit, curiosity.

I'm sure THIS will have a direct impact on you (curiosity)

I just made a video for you and it shows how to get (benefit)

If you do not read this post, but remain alone with your (fear)

By the way, in this paragraph you can highlight some phrase and make it clickable. This will be the link for the fastest ones, those who don't want to read the entire email.

Picture (optional)

If you send people from your email to watch the video, then it is best to insert a video screen into the email - and make this screen a link so that by clicking on it people can go to the viewing page.

Well, in general, sometimes insert pictures into letters - they increase click-through rates in emails.

History (optional)

And now just take and write a letter or post on this structure. Wang that you will succeed 😉

And of course, I can't steal the opportunity to thank you for me ;).