1. Project Goals
• Increase the conversion of leads from email newsletters into orders.
• Enhance the level of automation in customer interaction processes.
• Expand reach and improve segmentation of the contact database.
2. Main Tasks
1. Development of Email Strategy
• Segmentation of the current contact database (private, commercial clients).
• Identification of key types of emails: welcome, informational, promotional newsletters, trigger emails.
• Creation of email templates that align with the company's positioning (premium segment, customer care).
• Definition of KPIs (open rate, click-through rate, conversion).
2. Automation of Mailings
• Setting up CRM and integration with the email marketing system.
• Development of automation scenarios (including triggers, email chains based on user actions).
• Connecting a system for tracking the effectiveness of mailings.
3. Personalization and Content
• Creation of personalized content (for example, based on customer interests and order history).
• Implementation of dynamic blocks (special offers for each segment).
• Testing email subjects and CTAs (A/B tests).
4. Technical Optimization
• Setting up proper email delivery, minimizing spam placement (working with domains, SPF/DKIM/DMARC).
• Optimizing the responsiveness of email templates for different devices.
• Speeding up image loading in emails.
5. Reporting Preparation
• Regular reporting on key metrics of email campaigns.
• Analysis of the success of mailings with recommendations for improvement.