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Our client MedStrahovka is a company that provides health insurance services to legal entities.We were tasked with structure and failing their database, highlighting segments, and write and sending the chain of cold letters.A cold email is sent to the user who, in general, did not give consent to the newsletter, so many refer to cold letters as spam and even complain to postal services.But it is important to remember that in the B2B sector, through cold letters, customers find and even send commercial offers. Therefore, in the cake we will talk about our actions, analyze the problems that faced, and show the result.Validation of customer baseThe client provided a base that mainly consisted of the target audience of the IT company. We failed the database of e-mail addresses
through mailvalidator.ru. The service has identified non-existent addresses. So we only have real addresses for mailing.We decided to use Close.com, a shopify website design kind of combination of CRM-system and a service for mailings. Why Close.com? The fact is that we wanted to use SMTP “Yandex” and thereby imitate the mass mailing. And the service Close.com allowed it to do this.All valid e-mail addresses were loaded into the service. Then we randomly broke the base into two segments. The purpose of such segmentation is to check which of the two variants of the letters will be more: to a letter written in ordinary text, or to a letter with a thoughtful design.Preparing contentWe had a hypothesis: a person is more willing to answer a letter similar to the one written by a real
person. We decided to check it and prepared two versions of the letter. Compare them.Text version of the letterThis is a regular letter that looks as if any person have sent it from his inbox to a friend or partner. The letter is written on behalf of the head of the company, it sets out the main proposals for cooperation in the field of medical insurance.Text letterAn option of writing with designIn its content, this is the same letter, only executed according to all the rules of email-mailing. There is a logo, buttons for the transition, in the base of the letter there are icons of social networks.
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發表於 2024-11-7 18:27:06