A summary of some skills in e-mail marketing

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The message subject will let the user know the content of the message or the most important information, can express the basic information of the mail marketing, a good message subject will arouse the interest of the user, and then decide to open the message. So the subject of the message has an important effect on whether the message will be opened by the user. In practice, the design of email theme is one of the most concerned problems of e-mail marketers. So what should the email theme be aware of in the design?

(1) The most important content of the message reflected in the subject of the message

This way, the email subject client can determine whether the email is of interest to him or not, and decide if he wants to open the message for detailed reading. Even if the user does not open the mail, through the subject, you have the most important information to the user.

(2) The subject should be clear, and the content of the message should be linked

In general, in addition to displaying the sender name and e-mail address, it is difficult to accommodate more detailed information to the sender's trust also need to be further enhanced by the message subject, the message theme space to set aside a part to promote the brand is very necessary, In particular, users of the Enterprise brand Trust is not high in the case of more significant. Therefore, the message subject must be clear, the content of the message must be linked.

(3) Message subject information as far as possible to fully reflect the brand or product information

Products with unique value, information or impressive brands appear in the subject of the message, even if the user does not read the content of the message will leave a certain impression, this is the e-mail effect can be detected outside the unexpected effect.

(4) Mail subject should contain rich keywords

In addition to increasing the impression of the user, also to allow users to retrieve messages in the Inbox to increase the opportunity to be found, because some users receive the message does not necessarily immediately respond to the message, some may even 1 months after the sudden thought of having received a message containing their own information.

(5) The subject of the message should not be too simple or too complicated

Although there is no strict standard to limit the number of words in a subject, it remains within a reasonable range to reflect more important information and not to see valuable information in the default width of the message subject bar. In general, e-mail subject should be kept within the range of 8~20 Chinese characters.

(6) The subject of the message should be attractive

Whether you read the message depends entirely on the individual behavior of the recipient. In order to ensure that the information is clear and complete, it is also necessary to pay attention to the design of the message subject to the user attractive.

2. Message content Policy

Because of the specific forms of e-mail marketing have a variety of, such as electronic publications e-mail marketing, member Communications, third party e-mail ads. Even if the same e-mail marketing form, in different stages, or according to different environmental changes, the content of the message model is not fixed, so it is difficult to simply summarize all the general rules of e-mail marketing content. However, we can still find some problems with general meaning from the complex phenomenon, and generalize it as the general principle of the content strategy of mailing list for the readers ' reference in practice.

(1) Consistency of purpose

(2) Content system

(3) Content source stability

(4) Content streamlining

(5) Content flexibility

(6) Best message Format

3. How to improve the rate of mail opening

There are many factors affecting the opening rate, which need to be taken into consideration and grasped in the following aspects:

(1) e-mail arrival rate. No arrival, open no talk, increase the arrival rate, the need for professional licensing mail marketing service providers to provide high-quality services.

(2) Email sender and email address are very important. According to experience, when an email recipient receives a message, if it is an impression of the sender's name and the sender's address, the average opening rate is twice times higher than the one without the impression.

(3) The title contains the keyword that attracts the recipient. To do this, you need to dig into the recipient's concerns and points of interest, combined with their own characteristics to grasp.

(4) The individuality of the title and limited content. If there is a recipient's name in the header of the email, and it is the same day's message, the likelihood of being seen is more than 24% of the recipient's name, more than 75% of the day's mail and no recipient's name. In the specific reading time, 8 o'clock to see the number of mail than 9 o'clock 51% higher than the awareness of the message than 3 o'clock in the afternoon 260%.

(5) The choice of arrival time. According to the above research results, in the choice of arrival time also need to act according to the law.

(6) Continuous feedback and improvement. Continuous analysis of the reasons for the failure to open, through a number of questionnaires or interviews, to improve the survey rate is beneficial.

工欲善其事, prerequisite. A good mail marketing tool in the realization of its basic functions, but also to a deeper level such as data mining and behavioral modeling direction of expansion, for the next step to develop database marketing ready.