How to get more out of your messages with Mindbox

23 Mar ‘17

In this post, we’ll discuss some of the little things that make sending messages via Mindbox more useful and simpler, how we enrich contact info, and how to measure message impact.

How to enrich your customer contact info

Auto-populate gender

When our clients upload their customer data, we automatically correct and improve the data we get. If a customer has indicated their name, we can often auto-populate their gender using our name dictionary.  People named Anne and Simon can receive differentiated messages based on gender. This affects not only the greeting (Dear Mr./Ms.), but also content in general. If we don’t know a customer’s gender – say they didn’t indicate it or their name – we can use a gender-neutral greeting. Here’s how Chefmarket uses customer gender:

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Name correction

When a customer is added to the database with the name field filled in, it could contain mistakes: typos (Alexnder), misspellings (Phillippp), or just nonsense. The mistake could have been made by the customer, or maybe by the employee who entered their data. You can’t use the wrong names in communications. It looks bad and could offend the customer. They won’t remember that they wrote xxxBENDERxxx in their application form: it will be the company’s fault. We use a name dictionary to check for typos. You can also apply a variable in email and SMS messages that only allows common names to be used. Out of an abundance of caution, you can avoid using names when you’re not sure.

Automatic email validation

Our service is used by hundreds of clients who store tens of millions of email addresses and phone numbers. If an address that we have sent an email to returns three soft bounces or one hard bounce – i.e., the email wasn’t delivered for some reason – we list the email address as invalid. The interesting part is that we list it as invalid across all our projects. So, if we receive a reply from the mail server that an address is invalid after Hoff sends an email, then we will immediately list the address as invalid if it gets added to  Florist.ru‘s database.

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Authorisation via SMS and email

If a customer visited via a link from an SMS or email that was sent from Mindbox, we authorise the customer on our end. After authorisation, we save all the customer’s activity on the site. This happens even if they haven’t been authorised on the site where they landed. The important thing is for the site to have an active Javascript tracker. Depending on the customer’s activity, a trigger-based scenario could be run, such as abandoned cart or abandoned view.

Interesting tools for setting up messages

We’re always talking about our template engine and our unique message personalisation language. For a better understanding of our template engine’s functionality, read «How to build nice, informative messages that look like a human wrote them». For now, let’s discuss some small but interesting things that you can do with our template engine.

Random text

With the «chooserandomtext» function, you can generate a unique text for every recipient of the same message. You can set up random email subjects, button names, body text and even banners. This is quite useful if you have an automatic monthly letter with hot deals. If the letter subject is random, the mail service will not group several messages into one letter, because they will have different names 🙂 It will also keep the reader from feeling deja vu, since it will look different each time. The customer could get the same thing twice, but the more random blocks that you use, the less likely that will be.

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Truncated text

Lengthy text often breaks the layout in letters. For example, if a product name takes up four lines instead of two. This can be hard to deal with if products are populated automatically in personalised recommendations or other groupings. But it’s no problem for us. We use the «Truncate» function, which cuts up any text based on the number of symbols. Product names will not go on forever. If we truncate the text, we automatically add.

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Declension and numerals

To make sure that your text doesn’t look like a robot wrote it, we decline words based on number. So you get one book, but two books. This is much more pleasant to read than «pcs.» or something like that.

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Fine-tuned reports based on mailing results and spam reduction

UTM tags

UTM tags allow you to measure marketing results via Google Analytics. Our template engine lets you assign unique UTM tags to various customer segments within one mailing. For example, assign tag “A” to customers with average checks above RUB3,000 and tag “B” to everyone else. You can offer customers various types of product recommendations and use the tags to compare which type was converted into the most sales.

Apply segments in reporting

After a mailing, you can view its results. To understand which customer was most interested in your message, you can apply customer segments to the mailing results. You might find out that men rarely open your letters, unlike women.

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FBL and List-Unsubscribe

It’s good to set up FBL on Yandex or Google. Then, if a customer hits «spam», we will know about it and will stop sending them email. If you have configured your digital signatures correctly and send targeted mailings to a database that has been compiled scrupulously, you won’t wind up in spam.

Conclusion

Upload your contact database and personalise your messages. Adjust your content to match your customers’ interests and measure the results using our reports and Google Analytics. If you have any questions, contact your dedicated manager. 🙂

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