One of the tools that businesses use to work with audiences on social networks and instant messengers is mailing. It works for repeat sales, customer retention and increasing their loyalty. However, social networks and instant messengers are more of a personal space for users, so companies should not be intrusive and “fill up” chats with customers with daily reminders about themselves. The IviBet casino is the perfect example. The online platform ensures its audience hits the jackpot of engagement.
What should you consider when launching a social media newsletter to ensure that users read and respond to messages from brands? To begin with, do not bother the client with frequent letters about promotions and discounts. One message per week will be enough.
Let’s talk about five more recommendations in the article.
- One Newsletter – One Goal
Write to the client about a specific task – sell a product or service, tell about a promotion, sign up for a consultation, get feedback after a purchase, introduce them to the product range, etc. When communication is built around one goal, it is easier to keep the user’s focus and push him to the desired target action.
If in one message you offer the client a promotional code for a discount, ask him to leave contact information and feedback, he simply will not want to waste time on so many actions. So set one goal in your email copy and stick to it.
In the first example, the purpose of the newsletter is vague – it is not clear whether to write a review or go to the site for purchases. In the second example, the message has one task – to motivate the client to make a purchase.
Let’s say you want to promote your online casino. Creating effective newsletters for the casino industry in the realm of social media involves a strategic blend of enticing promotions and captivating visuals. Don’t forget to incorporate eye-catching graphics and exclusive offers that keep your subscribers entertained and eager to roll the dice with your casino brand.
- The Less Text, the Better
Users on social networks and instant messengers are constantly reading something – news in their feed, work messages, articles, posts. Do not write lengthy texts in your newsletter – try to briefly and concisely formulate your offer for the client. It is better to present the main information in the first two lines, and separate all secondary information into paragraphs.
Interactive buttons will help make the message readable and structured. They are on Viber, Telegram, and WhatsApp. You can add algorithms for the reader’s future steps to them – answers to questions, transitions to the site, calls for targeted actions. The more accurately you formulate the name of the button, the higher the response rate will be.
In the first screenshot, the welcome message is too long, making key information about measurements difficult to read. On the second – the proposal is formulated immediately after the greeting, and the buttons suggest the further algorithm of actions
- Careful Segmentation and Personalization
Mailings are primarily distributed to the current client base. Segment your audience to find relevant offers and increase repeat sales. Through personalized mailings, the brand will be able to build long-term relationships with the client.
In the first screenshot, the brand’s mass mailing caused negative emotions in a regular customer – his previous individual preferences were not taken into account. On the second, thanks to segmentation, the message about the promotion turned out to be relevant to the buyer
- Responses to Clients 24/7
Social networks and instant messengers are convenient because you can maintain communication with clients around the clock. Buyers themselves prefer to receive quick answers in chats with companies, and it is important for the latter to take this fact into account.
However, not all brands are ready to attract managers who will respond to customers 24/7. In order to timely process requests that, for example, come during non-working hours and at night, connect a chatbot. It will automatically respond to users while the seller is not in touch.
A chatbot can be entrusted with the initial processing of applications, and if it is correctly included in the sales funnel, even a transaction. However, do not transfer the entire chain of communication with the client to the automated assistant. The latter’s reactions can be unpredictable, so users should always have the opportunity to communicate with the manager.
A chatbot automates routine tasks that take up a lot of managers’ time. For example, registering for a service, answers to frequently asked questions, order notifications, etc.
- Drip marketing
Drip marketing means the targeted distribution of pre-formed messages to the client. This phenomenon is usually observed in email newsletters, but brands actively practice this format of mailing in social networks.
A newsletter built on the principle of drip marketing helps to awaken a “sleeping” client and maintain communication with him, close him for a repeat purchase or upsell. Typically, messages in such mailings are tied to ongoing events or sent at certain intervals.
Example. The user subscribed to the brand’s store on VKontakte, a day later he decided to make a purchase, began to place an order, but got distracted and did not finish.
How can a brand use drip marketing to encourage customers to complete a transaction? Send him messages using the following chain:
Day 1: welcome message thanking you for subscribing and a promotional code for a 10% discount on your first order;
Day 3: reminder about a completed but unpaid order in the cart;
Day 6: reminder about the expiration date of the promotional code;
Day 10: reminder that the promotional code will expire tomorrow.
Let’s imagine that the user never purchased the product, so a month later the brand reminds of itself with the following letter: “We miss you” or some similar text with a caring message.
If letters with promotions suddenly turn out to be ineffective, start the next mailing in a month. For example, send a link to a product post from your feed and offer to place an order with a personal discount. This way, drip marketing will help turn an inactive subscriber into a regular customer.
Crucial for Marketing Strategy
Newsletters on social networks and instant messengers are one of the most important tools of a marketing strategy. Helps effectively convert subscribers into clients.
Users are loyal to commercial messages on social networks and instant messengers if brands do not abuse mailings and send personalized, concise, topical letters no more than once a week.
If a client enters into correspondence with a brand on social networks, he expects instant responses. A chatbot will help you process customer requests in a timely manner, which will automatically respond to incoming messages and record them, for example, in a CRM system.
Drip marketing gradually leads the subscriber to the idea of taking a targeted action and transfers him to the category of the company’s clients.