In edrone you will find several ways to dispatch a newsletter:
- dynamic newsletter
- custom newsletter
- categories newsletter
The individual settings, i.e. Language, Sender, Discount codes, Design, Date, Summary, Reports, work identically with each of the engagements. You will find certain differences in the possibility of selecting recipients and the dynamic elements. Let's take a look at the subsequent steps in the creation of a newsletter
Step #1: Language
In the Language section you see the language in which your users view the websites. This way you can easily divide the content due to the provided settings. The "Message division by language" option allows you to create a separate layout for each language version.
Customers like to have direct contact with the seller. This seems to be impossible in an online store. By adding a photo of the sender and providing their name (e.g. Kasia from Zebra) we will break the invisible barrier between the Seller and the Buyer.
The message template can be created using the drag&drop creator, allowing you to freely move the elements of the mailing. You can choose between static and dynamic elements. The dynamic elements include bestsellers, new products, reviewed and recommended products, products from selected categories or matched products (Cross-Selling newsletter). The static elements include images, responsive images, texts, headers, texts with images, buttons, links to social media, footers and divisions.
When creating the first message layout we need graphic materials such as a banner with a logo, a banner created for the purpose of a given promotional campaign, a footer containing contact information, a banner linking to the store, photos of the advertised products. When it comes to specific parameters, one row is enough room for two photos 360 pixels each. Meanwhile a banner should be 720 pixels. Each of the engagements can be copied, and consequently all the uploaded graphic materials can be used in each successive campaign. The drag&drop template is not the only possibility. You can also create a template in HTML.
If you are interested in Google Analytics integration, this is where you will find the creator of UTM parameters. The parameters will be automatically added to each link in your message, which will allow you to track the results in Google Analytics and will save your time.
Step #4Discount Codes
Is it worth to hand out discount coupons? Sellers are afraid that discount codes will be used by people who would be able to purchase products at the regular price. On the other hand, discounts are the simplest form of promotion and significantly increase sales. Black Friday is the feast of shopping lovers. The customers wait for the great Friday sales opportunities and the sellers wait for the generated profits. Opinions on that matter are divided. We are fully aware of this and because of that we've introduced the possibility of tracking what portion of the orders is carried out with the use of coupons. This will allow you to analyze the demand for discount coupons among your customers. In the case of transactional messages, it's worth to consider sending coupons only in the second or third message. In the case of the newsletter we can test whether coupons make sense using A/B tests. This involves sending two identical creations, one of which will contain a discount, and the other will not.
In the Discount Codes section you can choose between fixed coupons and individual coupons. The fixed coupon is typically used to support a given event, e.g. Valentine's day, summer promotions. An individual coupon is single-use only. If you decide to use individual coupons, we recommend you to enter as many coupons as possible to the system. The system will notify you when the number of your coupons is low and when you finally run out of coupons and the engagement is deactivated. Then the dispatch will not be executed.
This section allows you to select a specific segment of users, to which you would like to address your newsletter. The system automatically assigns the users to a given segment due to the value of the carried out transactions, the purchase frequency, the social media activity, and the user status - subscriber and unknown. You can send a message to all the subscribers or only select those who pay the most or are the most popular on social media. I will briefly present each of the listed types of recipients.
User status unknown - the user is not saved in your mailing database, but left an email address, e.g. by creating an account or shopping.
Tagged - when you have more than one database of subscribers, you should mark them with tags - for example B2C and B2B customers. This way you can prepare a separate message for each group.
Trendsetters - these are people who are active on social media and are very influential. The recommendation of other people is one of the strongest incentives for a purchase. You can pick out the trendsetters from among your customers and cooperate with them in campaigns based on recommendations.
Small, medium, large baskets - the system automatically divides the customers due to the value of the carried out transactions. Think about the group that you want to focus on. What message would you like to address to the users spending the most money?
The marketer decides on his own, when he wants to activate the given engagement. This is an important difference between the transactional messages and the marketing messages. In the case of marketing messages the marketer can schedule the campaign in advance.
Check the message you created by sending a test email. If you are happy with the result, click activate - the dispatch will be launched automatically.
All the activated campaigns are archived in the Reports section. You can review them, or copy them. You can see the sales generated by a particular newsletter. You have access to customers' shopping carts and you can see the total revenue obtained during the course of a given promotional campaign. You get access to various statistics - the number of delivered, sent, opened and clicked messages. The URL ranking presents users' unique clicks - how many people were redirected to a specific site through a linked element.
Each engagement has a different application. The Dynamic Newsletter is used most often to send mailings to a wider group of recipients (who subscribe to our newsletter). When designing our message, we can add from the website such dynamic elements as: discount codes, viewed products, bestsellers, new products. A characteristic feature of a dynamic newsletter is the adaptation of the offer to a particular subscriber.
Discount codes - add the button to your creation (in the Design section). The users will receive the code that you previously generated.
Unsubscription from the engagement - the "unsubscribe" button allows users to cancel the subscription. You can unsubscribe the given user manually by changing the subscription status in your control panel (in the Explore section, search by the email address)
Viewed products - in place of the "viewed products" placeholder each of the newsletter's recipients will receive a reminder about the products that they viewed in the store recently. If the subscriber didn't view any products on the site, products most often viewed by other users will appear in this place instead.
Best sellers - each store has products that are the most popular. You can additionally support their sales by including a dynamic element. You can add the bestsellers from a certain category or the bestsellers from the entire store.