Email marketing

Email marketing is the user prior consent, under the precondition of via E-mail way to transfer target user valuable information of a kind of Internet marketing tools. Email marketing has three basic factors: user permission, electronic mail delivery information, information of value to the users.

definition

Email marketing is the user prior consent, under the precondition of via E-mail way to transfer target user valuable information of a kind of Internet marketing tools.

Three factors

Here about Email marketing the definition of three basic factors: emphasized based on user permission, via E-mail message, information to users is of value. Three factors, can call without a valid Email marketing.

Three foundations

Visible, carry out Email marketing needs certain basic conditions, especially internal list Email marketing, network marketing is a long-term task, in the permission marketing practice, the enterprise most concerned about the question is: how to implement permission Email marketing is? Get user license in many ways, such as user to obtain certain service and register as a member, or the users active subscription's newsletter, electronic periodicals, i.e., permission marketing is to provide users must be valuable information or service as the prerequisite. Visible, carry out Email marketing to solve three fundamental questions: what users to send e-mails, send what content of Email, as well as how to send the mail.

These three basic problem here will be further reduced to Email marketing three foundation, namely:

Email marketing technology foundation

(1) Email marketing technology base: technically to ensure user to join, exit mailing list, and realize to the user's data management, and to send mail and effect of tracking function; etc.

User Email address resources

(2) user Email address resources: in user volunteered to the mailing list premise, get enough user Email address resources. And make cleaning, filtering. Provide Email efficient. Is Email marketing the role of necessary conditions,

Email marketing contents

(3) Email marketing contents: marketing information is by E-mail to send E-mail users, the content of value to the users can cause users' attention, effective contents design is Email marketing the role of basic premise.

When these basic conditions have before you can develop real Email marketing, Email marketing effects will gradually expression comes out.

Email marketing is a general concept

Here are necessary to point out is, Email marketing is a general concept, including both the enterprise to carry out establish mailing list for Email marketing activities, including through professional service provider launch Email advertising. In order to further specify different cases develop Email marketing difference, can according to the ownership of the Email address into internal Email marketing and external Email marketing, or called internal list and external list. Internal list is a enterprise/website use registered users of the material for Email marketing, and external list is refers to the use of professional service provider or other can provide professional service organizations provide Email marketing service, dropping Email advertising the enterprise itself does not have the user Email address material, also need not maintaining and managing these user information. External network advertisement list is form of a kind of expression. Internal and external marketing list Email list Email marketing in operation method has obvious difference, but must meet Email marketing have three basic factors: based on user permission, via E-mail message, information to users is of value. Internal list and external list each have their own advantages, the two are not contradictory, if necessary, sometimes may be adopted.

For external list speaking, technological platform is provided by the professional service provider, therefore, Email marketing foundation also corresponding only 2, namely the potential user Email address resource selection and Email marketing contents design.

establish

Use Email marketing is carry out internal list of Email marketing mainstream way, and is also this paper mainly discussed the content. A high quality mailing list for enterprise network marketing has been the importance to receive many enterprise of practical experience of proof, and become enterprises enhance competitive advantage, so one of the important methods of establishing a belongs to own mailing list is very necessary. Many web sites are attaches great importance to the establishment of internal list. But, to build and manage a mailing list is not a simple matter, involves the various problems.

First, establish the mailing list with other websites usually combined functions, and not a single person or a department can independently work, will involve technical development, web design, content editing contents, may also be involved in marketing, sales, technology department duties, if is outsourcing services, but also needs and professional service provider functional requirements communication.

Secondly, mailing list must be users willing to join, whether can obtain users recognition, itself is very complicated things, to be able to maintain the stability of the long-term user increases, the mailing list contents must be of value to the users, mail contents also need professional production.

Third, the mailing list the number of users need a relatively long period of accumulation, in order to obtain more users, also need to email list itself necessary promotion, also need devoted considerable marketing resources.

Email marketing pay attention to

Email marketing - E-mail marketing ten avoid

If you want to effectively play E-mail marketing function, service please note "E-mail marketing ten ji4" :

1. Scamming have expert proposal, for without permission email, two constant rule: first, don't send, Second, if you intend to do only once, please read 1 execution. Use E-mail marketing tool, you can only send those with prior permission (about how to acquire the recipient's permission, there are many methods, such as membership, mailing lists, newsletter, etc.).

2. No theme or email subject was not clear email is the theme of the addressee earliest can see information, mail contents whether can attractive, plays important role theme. The mail subject should be quick, so that the recipient decide whether to continue reading mail contents. Some people think of bogus presumptuous more attractive, theme adopts and content irrelevant topic, even worthless. Describe three cases: (1) no theme addressee's response: the sender is who ah? I don't know, delete email now. (2) the theme: "my old friend, how do you do!" The recipient's reaction: which old friends? Don't know oh, is advertising E-mail! What's this called friends: it sure is "slaughter cooked" that! (3) theme: "reply: please help me find xx material" is the recipient's reaction: it seems I beg you E-mail! Affirmation is to promote your own website, facts and so it happens. Mail contents is: "wang: you want about xx information I help you found that, the address is http://..." Clearly is spam, walks pretending to be a mistake the e-mails -- have who ah, you!

3. Hide the sender name this mail the sense that gives a person is the sender is do what shameful thing, otherwise, the normal business activities why afraid leaks out his face? Such mail, and its content of credibility have many tall? There are some email, the sender written "President", "your friend," "beautiful girl", etc., and the like. Actually, no matter how you pretend, your hair an address still be conveniently caught. Carry out online marketing activities, or take the good faith as this!

4. Mail contents multifarious E-mail publicity is different from newspapers, magazines and other printed advertisements, length the bigger the can show the strength of corporate and verve. E-mail should strive to content is concise, use the most simple content express your appeal to the point, if necessary, may be given a about detailed content link (URL), the addressee if you have interest, will take initiative to click on your links content, otherwise, content more, can cause no value the recipient's antipathetic. And, for those free mailboxes users, because there is space capacity limit, too big mail must be removed first object. According to experience, each email is unfavorable exceed 7K bytes.

5. Mail contents by attachment some sender hooking, for an even more different formats of files as attachments insert mail contents, oneself save trouble, but to the recipient brings a lot of trouble. Because each person USES of operating system and application software would be different, annex content may not be opened by the recipient, such as your attachment is POWERPOINT format document, and I didn't even this processing tools, then your attachment what value? Moreover, even have the same application software, has had the experience of using known, open attachments, after all, is troublesome, especially for oneself not very interested mail, just too lazy to open it! So, had better use pure text format document, put everything arranged as far as possible in mail, unless the text of inserting images, sounds, etc, material, please do not use annex!

6. Send frequency too frequent research shows that same contents of mail, every month sending 2-3 times advisable. Don't wrong to think that, send the higher the frequency, the recipient's impression deeper. Too often the mail "bomb", only can let a person get bored, if a week repeated send some sealing the same mail, you will certainly be included in "blacklisting", in this way, you will never lose the potential customers, your E-mail marketing plan is only lose money earn Shouting.

7. No target localization maybe your email address collected from Internet, perhaps from others, or hand bought according to certain "rule" speculative, anyhow, get these "resources", also ignore (actually also cannot know) does their target audience, but no distinction to send spam, such "marketing" have effect just strange!

8. Email format chaos although say email has no unified format, but as a commercial correspondence, at least should refer to the format of the ordinary business letters, including the recipient's name, email text, and the sender signed, and other factors. We often can see this E-mail: my company is the production of XXX enterprise, high quality and price concessions, welcome to buy. Such mail, although short enough, but at least can be understood as a lack of respect to the recipient, if you receive such mail, can consider to buy other products?

9. Not timely reply E-mail evaluation E-mail marketing effectiveness is one of the symbols of customer response rate, have the customer feedback, of course, is a good thing, should respond to the sender. But not every company can do it. As you can imagine, a potential customer give you have sent a letter regarding product enquiry, must be in eagerly awaited echo, if for two days haven't results, he must be no more patience wait, perhaps already became your opponent's customers.

10. The customer to actively raise prices open letter inbox, found a customer active order from letter, if you think the customer must can choose your product, can on its overcharged, that you are totally wrong! Because in the Internet the open a big market, the similar product supplier always many, generally speaking, the customer will also send the same to multiple factory inquiry letter, he will be compared each product performance and price, if your offer is on the high side, you absolutely for less than the customer! Relative to face-to-face quotation, through E-mail offer rather passive, send messages cannot change, and then can't pick up the price of the competition between countries situation, you are less likely to see the customer's reaction flexible quotation. So, to provide customers with the best quality products and the most cheap price is the success you towardssuccess.

Email marketing method and procedure

Email marketing is through the email products information and business activities of propaganda. Email marketing processes include: the target customer segmentation, target customers mail collection, formulate send content, send content, mail feedback information, reply solutions and process.

Email marketing have some matters needing attention

How to collect emails, need you to understand the goal customer segmentation, how to collect this part to the target customers, target customers of different keyword is what? Through what to collect.

We know that collects the mail address, email address, by buying industry websites collection, through the industry insiders provide card collection, and IM collection. Large companies can be obtained directly through the mail registered way email address.

Through business website collect address, need to differentiate industry of different keywords, subdivided.

Mail contents design appears especially important, Internet E-mail marketing is a kind of permission marketing methods, must obtain user needs, this needs us to transfer is useful and interesting, and valuable content. Through these methods to get users to approbate, pre-production and user guide. Try to carry on various many media content design, such as words, pictures and video, etc. Implantable email marketing will have more effect than direct mail, by spreading events and activities, embedded address or business activity, but please note as you want to popularize events influence must over ads itself.

When mail the contract, the other party reply, want to undertake rapid solutions, and further define the negotiation way communication

E-mail marketing advantage

A, continuous self-promotional opportunities

Let us first imagine a scene. A visitor, is also the potential customers, through search engines come to your website and the users are looking for a commodity, and your website just provide the goods. Users browse your homepage and product page, interested, but not very affirmation want on your website to buy. Well, this comparison shopping at what time is very normal. The user wants to see other nets stand, so returned to the search engines.

Regrettable is that the user is likely never back to your site.

Ordinary users might not remember oneself is what keywords, click through search which links, came to which website. Visitors once leaving specific website, again in the chance of very low, unless your website has is the famous brand, around your site has news and links.

General ecommerce conversion in 1% is normal, i.e. normally, 99% of potential customers come to your website and didn't buy things left, after never came back. This all website promotion to early results is really a waste.

We can imagine another scene. A visitors come to your website and he wants to buy a commodity or have a problem to solve, your site to fit to meet his demands. However, after all, is first time here, user although interested, but 99% of possibility is will not immediately purchase. If the "just" your site offers an electronic journal, and registered electronic magazine users can get ten yuan coupons, plus free ebook. Ebook topic of discussion was the potential user wants to solve the problem. Fill in the user name and email address, get preferential coupons and the ebook.

As a web site operator of you, get potential client E-mail address, also got follow-up communication, constantly reminds you of the potential user's right to exist. The user through you sent his ebook, and electronic magazine of tricks, industry press, greeting etc more trust in you and your website. And because these repeated reminders of potential customers remember your site. When he decided to buy this goods, your website in his alternative sites of the front.

If your web site and electronic magazine planning proper, registered electronic magazine conversion reached 20% are also common. Relative to 1% of the sales conversion rate, through E-mail marketing will greatly improve final sales conversion rate.

Second, almost perfect marketing channel

E-mail marketing are outstanding effect, even cause spam transversely, the most important reason is one of very low cost. As long as there is mail server, contact 10 users with contact thousands of users, cost almost no difference. Of course, if you want to send millions of mail, is a different story, because need special server and very large bandwidth.

Compared to other network marketing gimmick, E-mail marketing is also very fast. Search engine optimization require months, even years of effort, to bring into full play the effect. Blog marketing also need time, and a large number of articles. Socialization network marketing need to spend time involved in community activities, establish extensive connections. And E-mail marketing as long as have E-mail database in hand, send mail after a few hours will see effect, produce the order.

Permission email marketing object is the most accurate, most likely into paying client a group of people. Other network marketing gimmick to obtain users are mostly browse through the mentality of your site, is not very active. But permission email is different, every enter email database are active to fill out a form and active request you to send relevant information to them of a group of person. After several E-mail contact, as long as you send the information to the users to help, they will become a group of loyal subscribers. What better than such a group of potential customers more valuable?

E-mail marketing still make web marketing personnel can keep in touch with subscriber long-term. Subscriber successive years see one electron magazine is very common. Internet information dazzling, numerous. Can years keep with the same subscriber fixed contact, in the Internet today is very valuable wealth. Built in this way strong brand value is rarely trust and other network marketing means to be able to achieve. Websites have any new products, or a promotion activity, can timely communicated to this batch of long-term subscribers, sales conversion rate than random came to site users much higher.

The advertising budget, spend time and energy into the network marketing, users come to your website, cannot directly into user, marketing personnel have made continuous contact the words of opportunity, waste not say little. Permission email marketing is take the potential user, obtain the best way to subsequent contact opportunity.

Email marketing disadvantages

From the user's perspective email marketing disadvantages:

1, users generally called "spam", namely, that provide the mail contents to users are not interested.

2, don't respect user power under the condition of the mandatory user E-mail

3, email sender antipathy, thus reduces your brand reputation, if your product or service is in good impression user heart leave words, then you through junk mail marketing will rise to combat the effect.

Email marketing way

1. The text marks the most usual pattern is Email, text sign is the text sign some specific meaning of characters, about 5 rows of the left and right sides, generally placed in news mail or permission Email middle. These texts logo also can set a URL links in the company's home page or provide advertisers products or services specific page.

2. Advertising banners HTML Email and news mail can set with general page shows the same advertising banners, but not in a whole page is placed ads, but in a particular target audience HTML Email and news Email place logo advertisement, these target audience is prior consent permitted. For any of the ways described above, marks the content, usually by direct mail with each other by Email since no relation to develop the third party. This kind of marketing way effect can according to the CPM to evaluate: CPM effective? Based on the effectiveness evaluation, these pay is it worth it?

3. The other way with Email marketing unceasing development, there are more attractive other way, sometimes by advertisers and third-party writing Email marketing solutions, some of which are there reward or bonus plan.