Discuss the characteristics of spam marketing and how to optimize the marketing strategy of EDM e-mail

Absrtact: Recently, the company helps operations department responsible for EDM Mail marketing colleagues head big, frequently find me to EDM marketing effect monitoring data, EDM marketing flow continues to fall. The culprit is the EDM marketing send server IP by third party mail server confinement period extended, traced back

Recently, the company to help operations department responsible for EDM Mail marketing colleagues head big, frequently find me to EDM marketing effect monitoring data, EDM marketing flow continues to fall. The culprit is EDM marketing send server IP by the third party mail server extended confinement period, the trace is based on low-level EDM marketing practices. EDM Marketing has become the most companies in the network marketing strategy, one of the necessary to kill, although the license marketing book read a copy, can be innocent of the users are still silently endure spam email (spam) harassment. This article will work with you to explore the characteristics of spam marketing and how to optimize EDM mail marketing strategies.

Figure I: spam Marketing

The characteristics of low-end tactics in EDM mail marketing

EDM Mail Marketing in some foreign sites to do a good job at home, but also began to wind, but the modus operandi is very different, the former more consider the user experience, sincere help users, and we are more inclined to business executives will, the common characteristics are:

1. Mandatory

As spam marketing, mandatory is inevitable, but also cruel. Through the registration of members, activities and many other ways to obtain a large number of users email mailbox, since then began to the user's slaughter. Since the email address was exposed, the user's mailbox began to lively, all kinds of promotional information, discounts, award-winning activities, brand advertising everything. Almost every day there are "care" from different websites, and most of them can't "dour Bye bye!" , can not "unsubscribe" and "reply", can only reluctantly choose to give up the mailbox and report.

Figure II: Spam Marketing features 2, frequent

Holidays, products/services online, preferential promotion will be issued, relationship maintenance, warm tips, brand advertising can be issued, the company news, industry news, the site revision, low flow also need to send a, so there is a "daily Hair" "Weekly" "Monthly" EDM marketing plan.

3, the scale of

"Our EDM mails can be sent 800,000 times a time!" Oh, yes, I'll get some more EDM servers next month. "Global spam accounts for an average of 76.8% of all mail, that's how it was created."

4, blindness

There is no clear goal, do not care about the final result, EDM marketing is the normal. You're going to be thinking, "I don ' t care! to advertise without a target!"

The end may be short-term results, but in the long term it does have low clicks, poor user experience, was reported, and even the mail server IP was confined, users complained, the website marketing effect is not ideal, mail platform to strengthen anti-spam strategy, we are the golden eggs for what?

EDM Marketing Strategy optimization

Based on existing features, we can make many adjustments to EDM marketing, summed up as: Many batches, small scale, precision push, licensing and compulsory marketing reasonable collocation.

Multi-batch, small scale, precision push

The key to any marketing approach is to be accurate and deliver your products/services to those in need. The precise user experience is ungrateful (Dear, your know my heart!), not increasingly disgusted (boo...,spammer!). Precision marketing is like falling in love with a group of people, we need to listen more (rather than gush), fully understand their emotions, and when necessary to give care and love, occasionally a little romantic and surprise.

First, the specific ways of listening can be:

A, the information from the position, industry and other dimensions (products from the function, the applicable crowd, the use of the scene and other dimensions) classification, providing a variety of subscription options.

B, registration, investigation and other ways to obtain user mailbox, age, gender, position, industry, interest and hobby information.

Figure III: Getting EDM mail Marketing user Information

Second, the email mailbox and related information will be stored in the database table, through simple data query analysis, you can clearly understand the site users of major industry positions, hobbies and other information, in order to classify users from different dimensions.

Finally, the main business of the site listed, and with the user's personal information to form a rectangular table, after a brief determination, you can clearly understand, from the user which dimensions of the site's EDM precision marketing.

Figure IV: Website main business and user information EDM mail marketing matrix

The reasonable collocation of licensed marketing and compulsory marketing

On the basis of user information subdivision and business subdivision, it provides subscription function, provides different information subscriptions for various users, and sends EDM mail corresponding to classification. The license marketing and the compulsory marketing reasonable collocation, the license marketing based on the Mail subscription permission Foundation pushes the corresponding information, the compulsory marketing should push the accurate information based on the accurate user breakdown.

Figure five: Mail/newsletter subscriptions

In addition, accurate EDM marketing should be based on the overall website marketing system, and the transmission volume, arrival rate, opening rate, CTR, conversion rate and other basic data monitoring and analysis, and continuously optimize the marketing strategy.

Figure VI: EDM Mail Marketing System

All right, wordy so much, EDM mail marketing analysis and strategy optimization It's written here, for EDM marketing, you have a better way to optimize the message to share with you.