Basic knowledge of mail marketing

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With the popularization of the Internet, more and more enterprises choose mail Marketing as their marketing tool, today the Global Equipment Network (www.zhuangbei.net) shares the basic knowledge of email marketing.

The origins of email marketing

The origins of email marketing also dates back to April 12, 1994, when a couple of immigrant couples, canter and Siegel, sent a "green card lottery" letter to the 6,500 newsgroups they could find, causing frantic downloads and forwarding. Their "mail bombs" have paralyzed the services of many service providers. Later, two lawyers also collaborated in the preparation of a book in 1996----"How to made a fortune on the Internet Superhighway", which describes their glorious experience: publishing advertising messages via the Internet, Spending less than 20 dollars on Internet communications has attracted 25,000 of potential customers, 1000 of whom have turned into new customers, earning 100,000 dollars.

Basic concept of Email marketing

The first thing to do is to be clear about the key elements of email marketing: delivering valuable information via email to users with permission. Therefore, in the EDM mail marketing, you have to do in the Mail "unsubscribe" link, the second to send users of the e-mail message is valuable, users are willing to understand the information.

e-mail marketing can either be an enterprise through the external service provider to send mail ads, or through the company's internal user registration information to send mail. The internal mailing list is an enterprise/website using the registered user's information to carry out the email marketing, while the external list refers to the use of professional service providers or other organizations can provide professional services to provide the email marketing services, advertising ads in the enterprise itself does not own the user's e-mail address information, There is no need to manage the maintenance of these user data. An external list is a form of network advertising.

To carry out the basic work of mail Marketing: 1. Collect breakdown mail Customer Type 2. Test the content of the message. 3. Organize the user list regularly. Each content is interlocking, tightly combined.

The common mode of mail marketing is roughly as follows: 1. Customer relationship mail; 2. corporate news Mail; 3. Custom reminder plan; 4. License mailing list; and so on. All mail methods are based on user permission, lest users get bored.

Terms to measure the effect of mail marketing

1. Opening rate

Open rate is how many people (in percent) open the message you send. Now this parameter is becoming less important. e-mail opening rate is tracked by placing a miniature image in the message, but many mail service providers intercept the image so that the picture cannot be displayed. So the customer may have opened your mail, but the system will record that he did not open it unless he actively made the images appear in the mail.

2. Ctr

CTR is the percentage of hits divided by the number of messages opened (note not the total number of letters). Different companies measure clicks in different ways. So, every time you open a message, is all the clicks counted or just once? There is no single answer to this question. This parameter is important because the whole point of email marketing is to attract customers to your landing page or website.

3. Delivery Rate

A delivery rate is the percentage of messages that arrive in a customer's Inbox (as opposed to a black hole that goes into the spam box or "recipient is unknown") divided by the total number of messages sent.

4. Personalized

Personalization refers to the personalized content of the recipient's username, name, company, etc. in the message you send. To do this, your database needs to capture this information and your email service provider needs to accept and include the corresponding data fields. Personalized mail does not apply to every industry, use caution. However, when appropriate, personalization can significantly increase the conversion rate of messages.

5. List Cleanup/list optimization

List cleanup/list optimization It is important to keep your list of recipients "high quality". The more invalid e-mail addresses (misspellings, expired accounts, and so on) in the list, the greater the probability of being marked as potential spam. At the same time, your data report does not really reflect the effect of sending mail.

6. Spam

Spam was a federal law passed by the United States in 2003. It provides a set of terms that must be followed when sending mail, violating these terms, and you will be included in the spammers ' ranks and face a potential penalty for fines.

7. License/Double License

There are three types of recipient lists: "Permissive" means the recipient chooses to add to your list and allows you to send them a letter; Dual license "means that the recipient gives you two licenses (usually via the confirmation link in the email), except that all lists are considered to be potential customer lists (usually by purchase and loan). Each of these three lists has its own value.

8. Unsubscribe/Unsubscribe

Unsubscribe/unsubscribe is the ability of the recipient to exit from your recipient list in two ways: complete unsubscribe and unsubscribe to a list. Full unsubscribe refers to the recipient's request to exit all your recipient list, no longer receive any mail sent by you; for a list of unsubscribe is the recipient's request to exit a list of your recipients, no longer receive any messages sent to this list by you.

9.HTML Format/Plain text

This is the two formats for e-mail. Messages in HTML format can contain colors, tables, and pictures, whereas plain text messages can contain only text. In fact, you have to send both forms of mail, because not all mail clients (especially some mobile versions) support HTML-formatted messages. However, it takes repeated testing to know which format of the message is more appropriate for you.

10. Letter of Return

The number of credits is the number of messages returned to you due to "undeliverable". The reason for the retreat is that the mail address is spelled incorrectly, the mail inbox is full, and many other reasons. If your recipient list is purchased and loaned, this parameter is important because it tells you how many email addresses you have purchased are not valid.

This article by the Global Equipment Network (www.zhuangbei.net) collation, reprint must indicate the source.