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Our client is a Russian agency of elite real estate Bright Estate. The team of agents is engaged in the sale of houses, apartments, townhouses, apartments and other facilities in Moscow and the Moscow region.Before coming to us, the customer did not use email marketing to attract customers. The database of electronic addresses of its potential customers was the agency. We were tasked with launching an email newsletter in order to increase real estate sales.BannerWork process: how we did itCreating Content – Starting with IdeasWe have developed several types of emails: welcome-series, content newsletter. They proposed to implement a pop-up as part of an email marketing strategy.We tested, tested, and tested different versions of the content and watched the results. Welcome chain and pop-up turned out to be absolutely ineffective: visitors were not converted into leads.
I had to unsubscribe these letters and focus on the content newsletter. Such letters contained a brief description of real estate with photos. The focus was done on the visual part.Content email for Bright EstateTechnical SettingsBefore setting the account in the service, the mailing service requested his domain from the client to configure the mail and check its performance.We have tilt email authentication systems: SPF, DKIM, DMARC in DNS, as this improves the delivery of emails, makes it possible to monitor the reputation through the postmaster, protect against phishing. And DMARC reports allow you to track the authentication of their own emails and help solve problems if they appear.The reputation of the domain was checked, problems with the delivery of the client's letters were not found and launched mailings.Services for sending"A Compare Description of HTML-Subdota Testing
Services"Hyde as a gift for subscription!Choose a service for automated mailing checking and save your time.Create emails that will be displayed on all shopify website design devices and mailboxesAfter several mailings, it was noticed that the indicators fell and the letters fall into spam. Started looking for a solution.We made several variations of emails on the client's mailing service: there was no result.As the task was not to change the domain, we decided to test other services. Tried 6 different services with different combinations of templates and emails. To no avaff, the letters continued to get into spam.Were performed A/V tests (a comparison of the control group with the test).After many attempts, it was possible to achieve the correct delivery using the MailerLite service. The newsletter was launched from the block constructor.And after 5 mailings, the letters stopped getting into spam.Bright Estate mailings before working with HandboxBright Estate mailings after working with HandboxThe final version of the content letter for Bright
EstateResults of email marketing in numbersLetters no longer fall into spam, and the mailings have reached average results in the market according to Mindbox statistics: opening - more than 20%, clickability - about 3.5%, delivery - more than 99%.The real estate agency has a new sales channel, which is used to convert the lides into a hot customer base and closed transactions.We continue to work with the agency, and now we have the opportunity to easily add to each weekly newsletter to 100 new addresses that the customer provides us.BannerThe conclusionsThe content of the email is important. Looking at it, the subscribers decides: go to the site, make a purchase, pay for a subscription or not.But before a potential client opens the letter, it must be delivered to him correctly. It is at this stage that complex technical problems that need to be solved consistently, step by step, by the method of testing and endless testing, can occur.And then your letters will not be in the “Spam” folder.
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發表於 2024-11-7 18:32:18